gtmskills.com

Reference file

Facets

facets.md

The seven facets

Write the ICP as seven plain-word lists. Only name the facets the input gave or that follow from the product; leave the rest empty. An empty facet is "any", not "unknown".

Facet What goes in Example
titles every wording of the role, current job only CFO, Chief Financial Officer, VP Finance, Head of Finance, Finance Director
seniority owner, cxo, vp, director, manager, senior, entry cxo, vp, director
languages the language the buyer posts in French, English
industries industry names as LinkedIn labels them; plain words are fine Financial Services, Fintech, Banking
sizes headcount bands 11-50, 51-200, 201-500
locations countries, regions, metro areas Switzerland, Geneva
exclude never contact, absolute at every level fractional, freelance, interim, intern, student, recruiter, agency, consultant

Headcount bands

1-10, 11-50, 51-200, 201-500, 501-1000, 1001-5000, 5001-10000, 10001+.

"SMB" is 11 to 200. "Mid-market" is 201 to 1000. "Enterprise" is 1001 and up. When the input says "startups", ask whether that means headcount (1 to 50) or funding stage; the search can only filter on headcount.

Reading a website URL

The buyer is on the site, in this order:

  1. Pricing page: the size band. Per-seat pricing under 50 a month is SMB; "contact sales" with no numbers is mid-market and up; both on the same page means two ICPs, pick one.
  2. Customer logos: the industry. Read the first six; the ones above the fold are the ones the company is proud of, which is the ICP it wants more of.
  3. Docs or integrations page: the buyer's function. Integrations with a CRM mean a sales buyer; with an ad platform, marketing; with a data warehouse, RevOps or data.
  4. Careers page, if the others are ambiguous: the roles the company hires for mirror the roles it sells to.

Write down which page each facet came from. When the card is questioned later, the answer is a URL, not a memory.

Seniority is a filter, not a title

seniority narrows the title family without adding words to it. "Head of Finance" at cxo, vp, director excludes the "Head of Finance" who is a manager at a 5,000-person company. Use it instead of adding "senior" to the string.