Configure your ideal customer profile

An ideal customer profile (ICP) tells GTM Brain which organizations may enter a campaign. It is an enforced policy boundary, not merely context placed in a model prompt. Each organization owns a private, versioned ICP catalog, and each judgment records the exact policy version that produced the result.

Your organization's thresholds, target markets, positioning, customer list, and campaign strategy are private operational data. They should be maintained inside your deployment and should not be published in product documentation.

Quick setup in the console

If you are new, follow these steps to create and activate your first ICP:

1. Open Audience in the sidebar.
2. Select New ICP (or complete the guided activation on Today if this is your first ICP).
3. Fill in the targeting criteria:
   • Launch countries — the geographies you want to target (e.g., US, GB).
   • Employee range — minimum and maximum company size.
   • Priority industries — industries you want to prioritize.
   • Excluded domains — your own domain, customer domains, partner domains.
   • Buyer roles — which seniority levels and functions to match.
   • Required evidence — the minimum signal type needed before first touch.
4. Save the draft version.
5. Review the summary: countries, employee thresholds, industries, buyers, exclusions.
6. Select Activate. The previous active ICP (if any) is automatically retired.

Once activated, the ICP is immutable. To change targeting later, create a new version, bind it to a new campaign version, and activate that instead.

Open Marketing workspace to start with a public company website, a business brief, or both. GTM Brain reads the bounded public page together with active workspace knowledge, then proposes a separate ICP and messaging revision. The website is source material, not verified proof, and no proposal becomes active until a person reviews it.

If your organization has an admin-provided business brief, the strategy agent can generate an ICP and messaging-policy draft from it. Generation never activates, retires, deletes, or starts anything — the administrator must review and save each artifact, then activate it separately.

What the ICP controls

A complete ICP can govern:

• company size or revenue bands;
• allowed and excluded countries or regions;
• preferred industries and business models;
• required technology, migration, hiring, or operational context;
• eligible buyer roles and seniority;
• whether buyers must match one service play exactly or may remain eligible across adjacent plays;
• existing-customer, partner, competitor, and employee exclusions;
• the minimum evidence required before first touch;
• whether a result is eligible, ineligible, or requires human review.

Signals answer why now. The ICP answers whether this is an account your organization should pursue at all. Both conditions must be satisfied before GTM Brain creates an actionable draft.

Qualification results

The deterministic policy returns a bounded result:

The language model can classify evidence and explain a recommendation, but it cannot override geography, suppression, source trust, approval, or other deterministic controls. Company size can be configured as a floor or used only for prioritization. A policy with an employee floor of 1 admits startups and enterprises alike when trusted evidence establishes the required need.

Required profile data

Choose which provider namespaces your deployment trusts for company qualification. A typical policy requires:

• a stable provider company identifier;
• the observation timestamp;
• headquarters country;
• employee count or another approved company-size measure;
• optional industry and technology context.

Provider observations are stored as immutable company-profile records in Lakebase. If a required field is unavailable, the safe result is abstain; GTM Brain does not ask a model to invent missing firmographics.

Example policy

The following is fictional and demonstrates the shape of an organization-managed policy. It is not a recommended market or GTM Brain's own targeting configuration.

{
	"policyVersion": "example-company-icp-v1",
	"launchCountries": ["GB", "IE"],
	"eligibleEmployeeRange": {
		"minimum": 250,
		"maximum": 2500
	},
	"priorityIndustries": ["manufacturing", "logistics"],
	"trustedProfileSources": ["example-provider.organizations"],
	"requiredEvidence": [
		"active platform modernization",
		"relevant leadership or engineering hiring"
	],
	"excludedDomains": ["example-company.invalid"]
}

Use a new immutable version whenever qualification behavior changes. Existing verdicts retain the version that produced them, which keeps audits and Temporal replays understandable.

Configure the policy (detailed reference)

New organizations create their first ICP in the guided activation shown on Today. Existing organizations and administrators manage ICP versions from Audience. Create a draft version, review its countries, employee thresholds, industries, buyers, recipient-matching mode, required context, and trusted profile sources, then activate it. Role relevant matching permits senior technical buyers such as Enterprise Architecture to qualify across adjacent service plays when direct evidence supports the play. Play specific retains the narrower matrix. Activation retires the previously active ICP; an active version is immutable, so a policy change or operator override requires a new version and a new campaign version that binds it.

The Campaigns summary shows the exact active ICP, messaging policy, campaign, and execution-manifest state. Hash-bound means the campaign version pins the approved artifact revisions it may execute; Not bound means the campaign cannot run until its required assets are independently evaluated, approved, and bound.

Select any ICP, messaging policy, or campaign row to open its right-side editor. Draft versions open directly for editing. Selecting an active or retired definition starts a new editable revision because activated strategy versions are immutable. Saving uses the same tenant-scoped Fabric Platform action available through the API and agents; activation remains a separate audited decision. An inactive version can be deleted when no non-retired campaign references it; deletion is logical, so its audit events remain in Lakebase.

This is also the controlled override path for a deterministic qualification result: create a new ICP version with the intended floor or recipient policy, bind it to a new campaign version, and rerun the account. GTM Brain never rewrites the historical verdict, and it does not offer an unaudited “force send” switch.

The campaign editor can pin an exact draft ICP while the replacement campaign and its approved artifact manifest are prepared. Activate the ICP and campaign only after those bindings are complete; the currently active campaign remains stable during preparation.

The strategy agent can generate an ICP and a separate messaging-policy draft from an administrator's business brief. Generation uses the organization's configured AI provider and never activates, retires, deletes, or starts anything. The administrator must review and save each artifact, then activate it in a separate action.

Messaging policies live on Messaging. They define tenant-owned market category, voice, value proposition, audience guidance, call to action, custom prompt instructions, and prohibited language. They are injected as advisory guidance beneath platform-owned evidence, privacy, schema, suppression, approval, and delivery rules; tenant text cannot override those controls.

Campaigns are versioned on Campaigns, and messaging policies on Messaging. The active campaign stays visible; drafts and retired versions are available under Drafts and history. Each campaign binds an ICP version, governed offers, allowed signal sources, delivery provider, daily cap, dry-run setting, and mandatory approval policy. Activate a campaign before running it. The live-promotion control is shown only when an operator has enabled the deployment's live-delivery gate. Manual and scheduled V2 passes carry only the compact campaign ID and version through Temporal; activities hydrate the private definition from Lakebase.

Before activating a policy:

1. Review company and buyer eligibility with the campaign owner.
2. Import existing customers, employees, partners, competitors, and opt-outs into suppression.
3. Test representative strong-fit, weak-fit, no-fit, and missing-data fixtures.
4. Run a dry campaign and inspect the actual shortlist.
5. Activate the version only after the results match the intended market.

Provider behavior

Company-profile providers, such as Apollo, can establish company size and geography. Trigger providers, such as a governed Monid endpoint, can contribute current evidence. A trigger alone should not make an account eligible when the policy still lacks a trusted company profile.

Next, run a dry campaign and compare the resulting shortlist with your organization's private policy before enabling delivery.