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Playbook · ICP tuning

The 'anti-ICP' — defining who you'll never sell to

The list of accounts you will deliberately NOT pursue. Why a strong anti-ICP saves more SDR time than a strong ICP, the 4 disqualification criteria we use, and the political conversation it takes to get buy-in from your CEO.

01The play

Summary
The list of accounts you will deliberately NOT pursue. Why a strong anti-ICP saves more SDR time than a strong ICP, the 4 disqualification criteria we use, and the political conversation it takes to get buy-in from your CEO.
Timing window
Concurrent with first ICP rubric + reviewed quarterly
Target persona
RevOpsHeads of SalesCEOs reviewing GTM strategy
Success metric
Anti-ICP accounts represent <5% of total SDR sends in any given month.

02Expected outcome

Outcome: Explicit anti-ICP frees 20-30% of SDR capacity by killing low-probability outreach pre-emptively.

Success metric: Anti-ICP accounts represent <5% of total SDR sends in any given month.

03Anti-patterns · do not run this when

  • Do not anti-ICP based on a single bad deal — pattern, not anecdote
  • Do not anti-ICP your CEO's friends — political reality > strategic purity
  • Do not keep the anti-ICP private — every SDR needs to know what to skip
Playbook entry · ships as-of {date('M Y')}. Operator-written, no theory inflation. If you've run this play and the numbers don't match yours — or the rhythm needs a tweak — write to [email protected] and we'll revise.
Signal-anchored outbound, no theater

Run this play on every account in your CRM.

Connect a CRM. Mama detects the trigger, scores the fit, and drafts the first message in the rhythm above. Free up to 100 accounts. No card.

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