ICP Fit Scorer — Score & Tier Your Target Accounts
What it does. Scores and tiers target accounts into A/B/C bands by Ideal Customer Profile fit, so sales and marketing concentrate effort on the deals most likely to close, expand, and retain.
When to use it
Before launching ABM, before sizing the TAM/SAM/SOM, before paid prospecting, and any time CAC payback is drifting longer. Working better-fit accounts is the single highest-leverage move for most B2B teams.
What you'll need
- Firmographic criteria (industry, size, geo, tech stack)
- Behavioural signals (intent, product usage, hiring signals)
- Anti-fit criteria (deal-breakers)
- A list of accounts to score (up to ~500 at once)
How the scoring works
Each criterion is weighted 1–5. Accounts are scored against every criterion, weighted-summed, and normalised to 0–100. Tiers: A (top 20%), B (next 30%), C (next 30%), D-not-fit (bottom 20%). Anti-fit criteria can hard-cap any account at C regardless of fit score. The scorer also returns a per-account "why" so reps don't have to trust a black box.
How to read the output
A-tier: full-court press — named-account ABM, custom outreach, exec sponsorship. B-tier: standard outbound and nurture. C-tier: marketing-only nurture. D: suppress. Most teams find that 40–60% of their existing pipeline is below B-tier — a clear signal to refocus.
Related tools & playbooks
Pair this with the ICP & Account-Scoring Playbook, the ABM Playbook, and the Persona Builder for the contact layer.
FAQ
How many criteria should I use?
Five to nine. Fewer and the scoring is too coarse; more and the weights stop being meaningful.
How often should I re-score?
Quarterly for the criteria themselves; weekly for new accounts entering the funnel.
Can I use this for PLG motions?
Yes. Behavioural signals (activation events, seat counts, integrations connected) become the dominant weights instead of firmographics.