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JOSE M BERMEJOSTRATEGIC GROWTH PARTNER FOR B2B OWNERS, CEOS & FOUNDERS
Free ICP template

Score your segments. Then profile the winner.

Ideal customer profile template for B2B: free PDF, with a segment scorecard.

My free ideal customer profile template for B2B founders, CEOs and business owners. Score up to three candidate segments on nine factors, then profile the one you can win first: who decides, the job they need done, how they cope today and what switching to you gives them.

  • 11-page PDF
  • 7 worksheets
  • A scored example
  • 7 real cases
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Free. 11 pages. Email and mobile number to download.

Cover of the Ideal Customer Profile Template by Jose M Bermejo

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The ideal customer profile templateFour boxes. One buyer you can picture.

Describe the group of early customers that can help you win faster. Fill one in for each type of buyer, then commit to the one you’ll win first.

The four parts of the ideal customer profile worksheet
PartThe questions it answers
Decision-making unitWho is the end-user? Who influences the decision? Who is the economic buyer? What are their budgets? In what industry are they? How big are their companies? What growth stage are they?
Problem and motivationsWhat do they want to accomplish? What goal are they trying to achieve? What motivates them to solve the pain they have now?
Current scenarioHow are they solving the problem without you? What pains, struggles or frustrations do they suffer from the way they do it now? What’s the penalty or negative outcome of doing it this way?
Desired scenarioWhat is your proposed solution? What pains would they avoid by adopting a solution like yours? What’s their economic reward or positive outcome for switching to your solution?

Then write your ICP in one sentence a buyer would recognize, and tape it on every screen: it keeps everyone talking to the same buyer.

Get the template with its worksheets (PDF)

The segment scorecard: an ICP scorecard in nine factorsNot market size. Nine factors.

Market size is not the most profitable way to assess opportunities. The top opportunities sit in the middle of three dimensions. Weight each dimension, score each factor from 1 to 5 for up to three segments, and start with the highest weighted total.

The nine factors of the segment scorecard
#The nine factorsDimension
1How strong is your prospective buyer’s reason to buy your product now? How urgent is the pain you solve?Ease of buying
2How complete is your solution to fit with the target’s demands? How much of a learning curve does your product require?Ease of buying
3How well-funded is the target segment?Ease of buying
4How accessible is the target by using your current distribution channels?Ease of selling
5Do you have high-quality partners and allies that can help complete your solution by adding value or building new channels?Ease of selling
6How crowded is this scenario with competitive solutions?Ease of selling
7How does this scenario leverage your strengths, differentiators, and current perceived position?Organizational effectiveness
8How feasible is the opportunity of jumping into a follow-on segment once you win this one?Organizational effectiveness
9How feasible is it to build a complete solution? Think about your company’s resources and skills to complete the solution.Organizational effectiveness

If you don’t know a score, write “Unknown”. That’s a research gap to close, not a zero.

Ideal customer profile example: three segments, scoredThe highest total is your beachhead.

An example from my product positioning guide: three candidate segments, the same seven criteria, scored 0 to 5.

Three segments scored on seven criteria
CriterionVA hospitalsCardiology practicesNursing homes
Buyer is well funded and has urgency to solve the problem240
Buyer has a compelling reason to buy (problem/solution fit)533
Buyer is accessible through existing channels522
New competitive solutions expected in the short term221
Simple buying decision process332
Leverages your strengths and differentiators521
Complete solution (including partners and allies)202
Total241611

What’s inside the ideal customer profile templateFrom candidates to your beachhead.

Most ICP templates assume you already have customers to copy. This one helps you choose which segment to go after first, then profile it.

Ideal Customer Profile Template

11 pages, by Jose M Bermejo

  1. 01One customer. One problem. One offer.

    Why narrow beats wide, what a segment is, and the penalties of not segmenting.

    Page 2
  2. 02Find your candidate segments

    The research to do first, starting from your best 10 clients, and up to three candidates to score.

    Page 3
  3. 03Your segment scorecard, and a scored example

    Nine factors in three weighted dimensions, then three segments scored on the same criteria.

    Pages 4 to 5
  4. 04Profile your ideal customer, in one sentence

    The four-part worksheet, a quick check for each customer type and the go-to-market questions your ICP must answer.

    Pages 6 to 7
  5. 05Win the beachhead, then the next pins

    The bowling pin strategy, Kit’s case and 6 of my clients’ real cases.

    Pages 8 to 9
Starts with your candidates.Ends with your beachhead.
Page 4 of the template: the segment scorecard, nine factors in three weighted dimensions for segments A, B and C
Page 4. Your segment scorecard.
Page 5 of the template: three segments scored on seven criteria, with totals 24, 16 and 11
Page 5. A scored example, and the questions behind each score.
Page 6 of the template: the ideal customer profile worksheet, with decision-making unit, problem, current scenario and desired scenario
Page 6. The ideal customer profile worksheet.
Get the free template (PDF)

Ideal customer profile examples from real B2B clientsWho to sell to: what my clients decided.

Each client changed several things. These cases turned on one decision, made first: who to sell to.

One ideal customer, one offer

Plain Concepts

Their first new logo in 5 years, a $100K deal.

What changed
Dropped the broad pitch: one ideal customer, one offer, and a small first step that felt safe to say yes to.
What happened
A $100K deal through a distribution channel they had never cracked.

One type of buyer

Sincrolab

Monthly recurring revenue up 50% in under 4 months.

What changed
Dropped the “something for everyone” package: one type of buyer, plus hands-on support that made buying feel safe.
What happened
Less money spent on leads that never bought, and more deals closed.

Where to enter the US

VIRNECT

3 US use cases and industries, chosen from more than 150.

What changed
The US positioning strategy, with partnerships as the way in and every sales asset for it.
What happened
Faster US market penetration. In October 2022, VIRNECT opened a US branch in Silicon Valley.

More cases, with the decision behind each one: client cases.

What teams say about the go-to-market workshop

Jose’s go-to-market strategy workshop has been instrumental in clarifying our product positioning strategy and launch plan! Their methods and deep understanding of technology markets are unmatched to commercialize high-tech innovations. They’re the go-to team if you need help launching a new tech-based product or Innovation!

Lya RebeloGo-to-Market Strategy at Citeline

Who made the template

Jose M Bermejo

Jose M Bermejo

Go-to-market and positioning consulting for B2B companies

  • Go-to-market and positioning work with 50+ B2B tech companies worldwide, and 100+ workshops run.
  • 15+ years selling B2B tech, first as a chief revenue officer who grew revenue 120%.
  • Trained leaders in go-to-market strategy at Meta, Webflow, Android, Grammarly and Atlassian.
  • Author of The Art of B2B Software Positioning Strategy, with contributions from Warren Schirtzinger.
  • Executive MBA, IESE Business School.

This template comes from my GTM strategy guide, my positioning book and the GTM Strategy Playbook. In go-to-market workshops, my clients’ leadership teams and I score their segments and choose the beachhead together.

About JoseJose on LinkedIn

Some of the 50+ B2B tech companies I’ve run go-to-market and positioning work with

  • YPX Realty
  • Virnect Global
  • SolarWinds
  • Citeline
  • Scale Factory
  • Shooju
  • Introhive
  • DentalBee
  • Simplisure
  • Callstack

Who the ideal customer profile template is forFor B2B teams that sell to businesses.

Best for

  • Founders, CEOs and business owners of B2B companies, from software to services.
  • Teams selling to “anyone who could buy”, whose deals stall and nobody can say why.
  • Companies entering a new market, launching a new offer or repositioning.
  • Sales reps and partners who don’t know where to spend their time, whom to call on, and what to say.

Not a fit if

  • You want a lead scoring model for your CRM. This scores segments, then profiles the winner.
  • You sell to consumers. Every page is about B2B buyers.
  • You want help making the call with your team. That’s go-to-market consulting.

Help choosing your ideal customer profileReading is the easy part. Choosing is hard.

Which segment, which offer, which story. These calls feel risky, and teams argue about them for months. Let’s make them together.

  1. STEP 125 minutesFree

    Exploratory chat

    We look at where your go-to-market stands today, and whether I can help you move faster. If I can’t, I’ll tell you.

    Left a box blank in your scorecard or your ICP worksheet? Bring it to the chat.

    Book a 25-minute exploratory chat

  2. STEP 2Your team and me

    Go-to-market consulting

    Your leadership team and I decide who to sell to, what to offer and what to say, before you spend. Then we turn it into the words your website and your sales team use.

    Prefer a short format? Make the decisions in a go-to-market workshop. See go-to-market consulting

Ideal customer profile template: questions

What is an ideal customer profile?

An ideal customer profile (ICP) describes the group of look-alike buyers you can win first: the companies, and the people in them, with the most compelling reason to buy from you now. In my template it covers who decides (the decision-making unit), the job they need done, how they solve it today and what switching to you would give them.

What should an ideal customer profile template include?

Four parts. The decision-making unit: the end-user, who influences the decision, the economic buyer and their budget, plus their industry, company size and growth stage. The problem and motivations. The current scenario: how they solve it without you, the pains and the penalty. The desired scenario: your solution, the pains they avoid and the reward for switching. Then one sentence a buyer would recognize.

How do you choose which segment to target first?

Score each candidate segment before you profile it. Market size alone is not the most profitable way to assess opportunities. Score nine factors from 1 to 5 in three dimensions, ease of buying, ease of selling and organizational effectiveness, weight each dimension, and start with the segment with the highest weighted total: your beachhead.

What is an ICP scorecard?

An ICP scorecard rates candidate segments, or accounts, on the same criteria so you can compare them. Mine scores up to three segments on nine factors, from how strong the buyer’s reason to buy is now to how feasible it is to build a complete solution. If you don’t know a score, write “Unknown”: that’s a research gap to close, not a zero.

What’s the difference between an ICP and a buyer persona?

The ideal customer profile describes the type of company you sell to best. A buyer persona describes one person inside it. My worksheet covers both: its decision-making unit lists the end-user, who influences the decision and the economic buyer. Fill one in for each type of buyer.

How many ideal customer profiles should you have?

Start with one. Commit to one ideal customer profile, in one sentence a buyer would recognize, and win that segment first. A second profile is a parallel path, later: once you win the beachhead, go after the adjacent segments from a stronger, more credible position.

Is the ideal customer profile template free?

Yes. It’s a free 11-page PDF. You get it right away by entering your email and mobile number in the form on this page. It includes the segment scorecard, a scored example, the ICP worksheet, a quick check for each customer type and 7 real cases.

Get the free ideal customer profile template.

11 pages: the segment scorecard, a scored example, the ICP worksheet, 7 worksheets and 7 real cases. Free: enter your email and mobile number in the form at the top, and the download starts right away.

Cover of the Ideal Customer Profile Template by Jose M Bermejo

Ideal Customer Profile Template, by Jose M Bermejo. An 11-page PDF, 2026.

Get the free template (PDF)

Not quite what you need?

Want the whole go-to-market plan? Get the free GTM Strategy Playbook, or read the go-to-market strategy framework.

Guides: How to build a go-to-market strategy Crossing the chasm All guides