16 questions, cross-checked

Know if your ICP is evidence or a guess.

Focus, Urgency, Specificity, Evidence, Segments, Verticals, Differentiation. Built for B2B tech Founders/CEOs/GTM leaders at €1 to 10M ARR.

It takes just 5 minutes
It's completely free
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Chart: how your ICP should progress as your company grows.

Seven ICP pitfalls you can't ignore

Too Broad

Your ICP is vague, so your team targets everyone and wins no one.

No Urgency

You're missing what triggers buyers to act now, so deals stall or disappear.

No Specificity

You can't describe your ideal customer in detail, so messaging misses the mark.

Insufficient Data

You rely on gut feel, not facts, so your profile isn't proven by real customer data.

Too Many Segments

You're chasing too many customer types at once and spreading resources thin.

Too Many Verticals

Your focus is fragmented across industries, making it hard to win anywhere.

No Differentiation

You can't clearly say why customers choose you over competitors, so you blend in.

Confidence

Tracks how sure you feel about your answers, spotting gaps between confidence and reality.

Get brutal clarity on your ICP

Your ICP is either evidence or a guess. This scorecard tells you which.

Built for B2B tech CEOs between €1M and €5M ARR. Five minutes, 16 questions, one number out of 100.

You get scored on seven dimensions: Focus, Urgency, Specificity, Evidence, Segments, Verticals, Differentiation. Each comes back as a percentage, so you can see which one is solid and which one is costing you deals.

Then three things most assessments skip.

Your answers get checked against each other. If two of them cannot both be true, the report says so. Rating your own value proposition a 9 does not survive a specificity score of 40.

You get a customer count. How many customers you need before your ICP is statistically real changes with your ACV. At €5k to €15k it is around 80. At €150k or more it is around 20.

You get three fixes, ranked. Not seven. Three, in the order that costs you pipeline fastest.

Built on data from 31 B2B companies, 16 of them past €1M ARR.

Free. Five minutes. Blunt.

About

ICP-First™ GTM helps B2B teams stop selling to everyone and build a GTM system around the customers they're best placed to win.

Created by Douwe Wester, ICP and GTM advisor.

This is your evidence, not your ego.

How the score works

Points

13 multiple-choice questions and 2 ratings from 1 to 10 add up to a maximum of 120 points. Your score out of 100 is your points divided by 120. Contract value and your problem statement aren't scored.

Category	Questions	Max
Focus	One-sentence description	15
Urgency	What makes them start looking	15
Specificity	Daily reality, pain in their words, their language in your messaging	22
Evidence	Paying customers, ICP conversations, segment data, top-20% pattern	20
Segments	Share of customers that are an ideal fit	8
Verticals	Number of industries you serve	12
Differentiation	Why they choose you	8
Confidence	Value proposition and pipeline ratings	20

Three fixes

Your three lowest-scoring categories, Confidence excluded, lowest first. A tie goes to the category listed first above.

Cross-checks

These answer pairs can't both be true, so the report flags them: a value proposition rated 8+ with Specificity under 50%; pipeline predictability 8+ with Evidence under 50%; 76–100% ideal fit while serving 5+ unrelated industries; a predictable top 20% without any segment data; a specific one-sentence ICP without knowing their pain; claiming to be objectively better after speaking to 10 or fewer ICP companies.

Customer count

How many customers you need before your ICP is statistically real, by contract value: about 160 below €5k, 80 at €5k–15k, 40 at €15k–50k, 27 at €50k–150k, 20 above €150k.

Tiers

0–19 Very Low · 20–39 Low · 40–59 Medium · 60–79 High · 80–100 Very High. Category advice uses three bands: under 40%, 40–79%, and 80% or more.