Free guide and template
Choose the right accounts. Know who needs to be in the conversation.
An editable workbook for defining your ideal customer profile, prioritizing target accounts and mapping the buying committee.
PDF · Editable XLSX. Free. Short form.
Who it is for
Revenue leaders, sales operations and marketing leaders deciding where outbound should focus.
The question it answers: Which accounts should we pursue, and whom do we need to reach inside them?
What you will be able to do
- Define fit and disqualifiers for one segment, with evidence and a confidence level.
- Document the roles and buying signals that matter in your priority accounts.
- Decide the next research or outreach action, and who owns it.
A look inside
These are pages from the actual PDF, not mockups.
What is inside
Start here
How to use the workbook, definitions and its limits.
ICP brief
Offer, problem, value hypothesis, fit, exclusions, evidence and confidence for one segment.
Account prioritization
A six-criteria rubric that ranks accounts High, Medium, Low or Exclude, with thresholds you can edit.
Buying committee
Roles, decision responsibility, likely concerns and next actions for each priority account.
Trigger log
Observable business events, with sources, hypotheses and review dates.
Action plan
Your top segment, research gaps, owner and next step on one page.
Fictional example, free to read
A worked example: one ICP brief
A filled-in ICP brief for a fictional company that sells invoice-processing automation to mid-market manufacturers. Every detail is invented.
| Field | Example answer (fictional) |
|---|---|
| Offer | Invoice-processing automation that connects to the customer's ERP. |
| Customer problem | Accounts payable teams re-key supplier invoices and chase approvals by email, so month-end close slips. |
| Value hypothesis | Finance leaders will take a meeting if we show how approvals and coding can move out of email while the ERP stays the system of record. |
| Industries | Discrete manufacturing; food and beverage production. |
| Geography | United States and Canada. |
| Size range | 200 to 2,000 employees, with an accounts payable team of 4 to 20 people. |
| Relevant systems or processes | Uses a mid-market ERP, a shared payables mailbox and spreadsheet approvals. |
| Economic fit | Annual contract sized for a mid-market finance budget; a finance leader can approve without a board process. |
| Exclusions | No ERP; fewer than three payables staff; current customers; accounts in an open sales cycle. |
| Evidence and source | Closed-won customers from the last two quarters, reviewed by the sales lead. List kept in the shared drive. |
| Confidence | Medium |
| Review owner and date | Head of Sales Operations, review in 30 days. |
How to use it
- Fill in the ICP brief for one segment.
- List 10 to 25 accounts and apply the rubric.
- Map roles for the top accounts using business sources only.
- Log triggers as hypotheses to test.
- Finish with the action plan and a review date.
Files and formats
| File | Size | Use it to |
|---|---|---|
| 268 KB, 8 pages | Read it and print it | |
| Editable XLSX | 21 KB | Fill it in, in Excel or Google Sheets |
Version 1.0, updated October 9, 2026.
Frequently asked questions
Is this a list of companies or contacts?
No. It is a template for building your own target account list and role map. It contains no purchased data and no personal information, and it does not ask you to upload a CRM export.
Is the account priority score a prediction?
No. Priority is a planning label built from criteria you choose and evidence you record. It is not intent scoring and it does not forecast which accounts will buy.
Can I use it for more than one segment?
Yes. Make a separate copy of the workbook for each segment, so each ICP brief and account list stays specific.
Does every deal have the same buying committee?
No. The roles in the workbook are a starting point to adapt. Some deals involve fewer people, and one person often holds more than one role.
Optional next step
You can use everything here on your own. If you would rather talk it through, the diagnosis is a 30 minute conversation about your market and outbound.
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