If your ICP (Ideal Customer Profile) is still built on broad categories, instinct, and a little wishful thinking, it may be more aspirational than operational. 

An ICP like that leaves too much room for interpretation. Marketing, sales, and ops start working from different definitions of the right account, and the business keeps chasing customers that look right on paper but don’t behave like winners. 

In this episode, Drew talks with Drake Lenhan, Sitecore’s Sr. Director, Global Market Intelligence & Portfolio Strategy, about what it takes to turn ICP into a source of focus that the whole business can work from. 

Drake walks through the progression from validating where you actually win to building a scoring model, securing cross-functional buy-in, and creating a system that stays steady as the market shifts. 

What You’ll Learn: 

• How to spot gaps between assumed fit and actual fit
• How to turn raw account traits into a practical ranking system
• Why use case fit matters as much as segment fit
• How to keep ICP from going stale after launch

If you’re a B2B CMO ready to revisit your ICP with win data, sharper focus, and stronger cross-functional alignment, this episode gives you the blueprint.