{"slug":"business/04-icp-qualification","title":"ICP, Personas, and the Qualification Scorecard","section":"business","sectionLabel":"Business","status":"unclassified","type":"document","path":"business/04-icp-qualification.mdx","bytes":2895,"description":null,"updated":null,"source":"integratewise/Integratewise-docs-wiki","content":"\n\nB2B SaaS · 50–1,000 employees · CS team 5–50 CSMs with named accounts · their customers at $10K+ ACV · NA/UK/EU English-first. **Stack:** HubSpot ideal (wedge connector) or Salesforce, plus ≥3 of Zendesk/Intercom, Stripe, Slack, usage analytics, Gmail/Calendar; 8+ tools in CS account work. **Why-now signals (need ≥2):** churn surprise last 2 quarters · burned copilot/AI budget with standing exec mandate · NRR accountability with flat headcount · stalled CS-platform eval (price/admin fatigue) · handover pain from turnover. **Philosophical fit (decisive):** they want _governed_ AI — oversight as requirement, not annoyance.\n\n## Scorecard (2 minutes, every account — 0/1/2 each)\n\nFirmographic fit · CRM match · stack breadth · why-now signals (0/1/2+) · governance appetite · champion access. **≥9 pursue · 6–8 nurture · ≤5 decline politely.**\n\n## Anti-ICP (decline with grace)\n\nAutonomy seekers (\"no approvals\") — doctrine mismatch, will churn angry · tool replacers (\"replace our CRM?\") · compliance-gated regulated enterprise pre-SOC2 (nurture with honest timeline) · <20-person startups (pain hasn't compounded; point to Starter, zero sales time) · RFP column-fodder against iPaaS/BI categories.\n\n# The five personas (every deal)\n\n1. **Account Owner (CSM/AM)** — daily user, adoption kingmaker. Fear: looking uninformed; AI drafting wrong to a customer. Message: \"Your morning, pre-assembled.\" Win with the Day-1 morning + one real catch on their own account.\n2. **CS Leader (VP CS/CCO)** — economic buyer, owns NRR flat-headcount. Message: \"Churn signals before the score moves + your team's 3 hours back.\" Needs: ROI in their numbers, a catch during POV, adoption proof. Arm them for \"what did we get?\"\n3. **RevOps Architect** — technical-operational evaluator → expansion champion. Message: \"Tools stay, data stays; we connect the truth — provenance on every field, governed writes.\" Invest beyond the deal.\n4. **Security Steward (CISO/IT)** — veto-holder. Message: \"Mandatory approval on memory and action, fail-closed boundaries, immutable audit — architecture, not configuration.\" Send the packet _before they ask_; never overclaim certifications.\n5. **Executive Sponsor (COO/CEO)** — why-now authority at $50K+. Message: \"Context lives in tools and leaves with people — make it organizational.\" Founder tells the $8M story peer-to-peer.\n\n**Choreography:** Discover P2 · Align P2+P1(2–3 users) · POV P1 daily + P3 validation + P2 sponsor · Commit P2+P4(+P5 >$50K) · Expand P3+P5. **Single-thread past Align = at-risk by definition.**\n\n_Source: repo docs/commercial/06-customers/ (§33–§35) · Synced 2026-07-21_\n"}