𝗬𝗼𝘂 𝗧𝗵𝗶𝗻𝗸 𝗬𝗼𝘂 𝗞𝗻𝗼𝘄 𝗬𝗼𝘂𝗿 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿... 𝗨𝗻𝘁𝗶𝗹 𝗬𝗼𝘂 𝗗𝗼𝗻’𝘁.
Your teams talk about ICP as if it is one definition. It isn’t.
Sales frames it by who closes.
Marketing frames it by who responds.
Product frames it by who uses the platform.
CS frames it by who renews.
Each view is logical.
None reflect the same customer.
The drift shows up in pipeline quality.
Reps qualify deals that never convert.
Marketing optimizes for engagement that does not predict revenue.
Products built for a user that do not strengthen retention.
This is ICP Drift.
The confusion starts months before the missed quarter.
You recover alignment when the ICP becomes a single truth updated at the same cadence as the market shifts.
The question is simple.
𝙒𝙝𝙞𝙘𝙝 𝙫𝙚𝙧𝙨𝙞𝙤𝙣 𝙤𝙛 𝙩𝙝𝙚 𝙄𝘾𝙋 𝙞𝙨 𝙮𝙤𝙪𝙧 𝙩𝙚𝙖𝙢 𝙪𝙨𝙞𝙣𝙜 𝙩𝙤𝙙𝙖𝙮?