Services — 02
We score your segments on the numbers that matter, define an ICP your sales team will use, and build positioning and messaging that is tested in market before it reaches your website.
At a glance
Duration
6–8 weeks
Inputs
CRM, billing, interviews
Output
Scorecard, ICP, message house
Testing
Paid, outbound and page tests
Feeds into
Pipeline programs
01 — Segment scoring
We score every segment on six criteria from your own data. The weights are agreed with your leadership team before anyone sees the scores, so the result is a decision, not a debate.
Criterion
Typical weight
Win rate
Where you are already credible, and where you are not
25%
CAC payback
How fast a customer pays back the cost of winning them
20%
Sales cycle
How quickly pipeline turns into revenue
15%
Contract value
What each win is worth in the first year
15%
Net revenue retention
Whether customers grow after they buy
15%
Reachability
Whether you can find and reach buyers at a sensible cost
10%
Weights shown are a typical starting point, set with your leadership team.
02 — Ideal customer profile
A good ICP fits on one page and changes what sales does on Monday: who they call, what they say and when they walk away.
01
Industry, size, region, funding stage and regulatory status, written as ranges a rep can check in seconds.
Example: lenders with $500M–$5B in assets
02
The systems they run today, and what your product replaces, extends or connects to.
Example: a legacy loan origination system
03
Events that open a buying window: a new executive, a funding round, a migration, a compliance deadline.
Example: a new Chief Risk Officer this year
04
Who signs, who influences, who can block, and what each of them needs to see before they move.
Example: the CFO signs, Risk can block
03 — Positioning and messaging
Messaging is how that decision shows up in an ad, a page and a sales call. We build both from evidence: win-loss interviews, call recordings and the words buyers use when they describe the problem.
Positioning statement
IllustrativeFor
Mid-market lenders replacing manual underwriting
Who
Lose good applicants to slow decisions and dread the next audit
Our product is
A credit decisioning platform
That
Decides most applications in minutes, with a full audit trail
Unlike
Rules engines that need a developer for every policy change
Proof
Named customers, a SOC 2 Type II report and a 60-day pilot result
Illustrative example for a fintech company.
What you get
One core message, three pillars and the proof behind each, so everyone tells the same story.
The objections that stall deals in your segments, and the evidence that answers each one.
Results, security documents and references, organized by segment and buying role.
Homepage and key pages, ad copy, outbound sequences and the first-call talk track.
04 — Message testing
Positioning that only lives in a slide deck is an opinion. We put competing angles in front of real buyers and keep the one that wins on qualified meetings, not clicks.
01
Pull language from win-loss interviews, call recordings and reviews. The best lines are usually the buyer's own.
02
Write three to five competing angles, each with a headline, a proof point and an offer.
03
Run the angles as search and LinkedIn ads, outbound sequences and page variants, with the same budget and audience.
04
Keep the angle that wins on qualified meetings and carry it into the website, decks and sales talk tracks.
Message test, three angles
IllustrativeSpeed
Approve good applicants in minutes, not days.
1.4%
IterateRisk
Every decision explained. Every audit passed.
3.3%
ScaleCost
Cut your cost per decision by 60%.
0.9%
KillIllustrative. Same budget, audience and offer for each angle, judged on qualified meeting rate over three weeks.
05 — Results
Typical movement once sales and marketing work the same segments with the same story. On client work, every figure is measured against the diagnostic baseline.
+27%
Win rate in the prioritized segment
Illustrative
−32%
Sales cycle for ICP-fit opportunities
Illustrative
2.4×
Qualified meeting rate on the winning message
Illustrative
41%
Share of pipeline from the top two segments, up from 22%
Illustrative
06 — Questions
If yours is not here, bring it to the first call.
Book a diagnostic →How is this different from a positioning workshop?
Workshops produce opinions. We start with your deal data and buyer interviews, then test the result in market before anyone rewrites the website.
Will focusing on a few segments shrink our market?
It focuses spend and sales time; it does not stop you selling elsewhere. Most clients keep closing deals outside the ICP. They just stop funding the search for them.
Who writes the final copy?
We do, with your team. You get the message house, page copy, ad copy, outbound sequences and the first-call talk track.
How long before we see a change?
Message tests usually read out in three to four weeks. Win-rate changes take a full sales cycle to show, so we track leading indicators in the meantime.
Next step
Start with a three-week diagnostic. The segment scorecard and the message audit come with it.
