Your ICP was written for humans. An agent will run it anyway.
Every company buying AI sales agents this year is about to hand its targeting, its messaging and its brand reputation to software that follows instructions exactly. The instructions are the ICP. Almost nobody has checked whether theirs is still true.
Not sure this is the one you need? The ninety second version covers where this sits against Phase One.
What changed is not the ICP. It is what happens to a bad one.
A stale ICP is not new. Every company has one, because the market moves faster than the document does. What is new is the machine you are about to point at it.
Scale is not a strategy. It is a multiplier, and it multiplies whatever you already had.
An ICP has two layers. Only one of them ages.
This is why "we already have an ICP" and "our ICP is out of date" are usually both true at the same time.
This is not a decay rate, it is a verification status. The durable core stays true because it describes economics rather than people. The perishable layer is the part nobody re-checks, so after eighteen months none of it has been confirmed, and the document cannot tell you which cells moved. That is the question the audit answers, on your data rather than on an average.
Published estimates of B2B contact decay range from roughly twelve to thirty percent a year, and almost all of them come from companies that sell data. We do not quote an industry average at you. We measure yours.
What we measure
Five drift dimensions, weighted to one hundred points. The first two are data checks. The last three test your ICP against your own recent wins and your own outreach results, which is where the surprises are. Answer the five honestly and watch where you land. The useful version of this exercise is the uncomfortable one.
Do your target accounts still match your own criteria? Who was acquired, closed, shrank or changed their stack? And which accounts fit you today but are missing from the list entirely?
Are the named people still at the company, and still in the role you recorded?
Do the buying triggers in your ICP actually appear before your recent closed-won deals? What signals show up that your ICP does not track?
What has happened to reply and meeting rates by sequence over time, and do your core claims still match what buyers say they care about?
Are your ICP personas the titles that actually showed up in the deals you won?
This is your own read, not a measurement: the real audit scores the same five dimensions against your account list, your CRM exports and your sequence data, and shows the evidence behind every finding. Sample sizes appear on every number in the report. We do not claim more precision than the sample supports.
The Evidence Score
One number, four bands, and a verdict you can act on the same week.
What you get
A readout your CRO can forward to the CEO, not a binder nobody opens.
- The Evidence Score, broken down across all five dimensions, so you can see which layer is failing.
- Five to seven drift findings, each with the evidence attached. Not "your data is old" but "38 of 120 named VPs have left or changed roles."
- The cost of staleness, estimated in your own numbers at your current volume: wasted sends, wasted rep hours, and accounts you never touched.
- A whitespace list of 25 accounts that fit you today and are not on your list. The free sample of what a rebuilt ICP produces.
- A keep, fix, rebuild map and an agent readiness verdict, so you do not pay to redo work that is still right.
Format: a six to eight page PDF and a sixty minute readout. The scored data goes to you as a spreadsheet you keep.
How it runs
Ten business days from the moment we have the data, and about two hours of your team's time in total. You should not have to run a project to find out whether you have a problem.
| When | What happens |
|---|---|
| Day 0 | Kickoff call and data request. NDA signed before anything moves. |
| Days 1 to 3 | Enrich and verify the account and contact samples. We sample up to 200 accounts and 300 contacts. |
| Days 3 to 6 | Test your triggers and personas against your closed-won record, and analyze the sequence data. |
| Days 6 to 9 | Message review, scoring, draft readout, then internal review of every score and claim before you see it. |
| Day 10 | Sixty minute readout, with the recommendation attached. |
If your data is thin, say so at kickoff. When a company cannot produce CRM or sequence exports we score the two data dimensions only and label the report partial. It is a smaller finding and it still shows the drift.
What it costs, and where it sits
Fixed fee, agreed before the work starts. Credited in full toward Phase One if you go ahead within 30 days of the readout. The price holds: the risk is what gets discounted.
| Step | What it is | Price |
|---|---|---|
| Evidence Check | 25 accounts, account and contact drift only, one page back to you. | Free |
| Evidence Review | The full five dimension audit, the score, the whitespace list and the readout. | $3,500 |
| Phase One | ICP, Message, Channel and Signal Labs. Rebuilds the layer your agents run on. | $14k to $22k |
| ARC | Agent-run outbound, on evidence that has been tested rather than assumed. | Retainer |
You are not obliged to take the next step, and plenty of companies should not. If the score comes back Fresh, we will tell you that and you will have spent $3,500 to find out you were right.
The objections we actually get
Find out before the agent does.
Thirty minutes, no deck. We will look at what your ICP is built on and tell you whether it is worth auditing at all. If it is fresh, that is a short call and a free answer.