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Writing your first ICP rubric in 90 minutes

The 90-minute exercise that turns a vague 'we sell to B2B SaaS' into a 4-dimensional weighted scorecard the SDR team can actually run against the CRM. Five questions, four weights, one scorecard — done over coffee with the head of sales.

01The play

Summary
The 90-minute exercise that turns a vague 'we sell to B2B SaaS' into a 4-dimensional weighted scorecard the SDR team can actually run against the CRM. Five questions, four weights, one scorecard — done over coffee with the head of sales.
Timing window
Quarter zero — before the first SDR is hired
Target persona
RevOpsHeads of SalesFounders defining first ICP
Success metric
At least 80% of the sales team agrees with the top-20 accounts the rubric surfaces.

02Expected outcome

Outcome: A working ICP rubric (firmographic / technographic / signal / intent) with weights that produces a defensible 0-100 score per account.

Success metric: At least 80% of the sales team agrees with the top-20 accounts the rubric surfaces.

03Anti-patterns · do not run this when

  • Do not skip the closed-won data review — aspirations make bad ICPs
  • Do not over-weight any one dimension above 40% — diversification matters
  • Do not finish in less than 60 minutes — rushing produces theater-grade rubrics
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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