ICP + JTBD Synthesis

Context

Use this when teams have broad positioning and low conversion efficiency because messaging is trying to speak to everyone.

Procedure

1. Cluster customers by revenue quality, retention, and activation speed.
2. Identify repeating intent patterns from interviews and support logs.
3. Draft 2-3 candidate ICPs and score each by TAM quality and win-rate likelihood.
4. Select one primary ICP and define anti-ICP exclusions.
5. Write the primary JTBD statement using the format: “When [situation], I want to [motivation], so I can [outcome].”
6. Validate with at least three customer artifacts.

Output Format

# ICP + JTBD Brief

## ICP Snapshot

- Segment Name:
- Company Traits:
- Buyer Role(s):
- Trigger Event:
- Budget Signal:
- Anti-ICP Disqualifiers:

## JTBD

- Situation:
- Motivation:
- Outcome:
- Functional Success Metrics:
- Emotional Success Metrics:

## Implications

- Messaging Priority:
- Offer Priority:
- Channel Priority:

QA Rubric (scored)

• Evidence depth (0-5): claims traceable to real artifacts.
• Segment clarity (0-5): actionable and non-generic ICP definition.
• JTBD quality (0-5): outcome-oriented and testable.
• Strategic utility (0-5): clear implication for messaging and channels.

Examples (good/bad)

• Good: “Series A SaaS founders with 3-10 GTM hires and stalled demo-to-close conversion.”
• Bad: “Any startup that wants growth.”

Variants

• Fast mode: single ICP hypothesis for sprint planning.
• Deep mode: multi-segment scoring with sales-assisted validation.