ICP Scoring Matrix
What this is: A structured template for ranking candidate customer segments by purchase intent before you commit your GTM to one of them.
When to use it: When you have 2-4 potential buyer types and need to decide which one to focus on first.
How to use it: Fill in one column per segment. Score each row 1-5. Total the scores. The highest total is your beachhead segment.
Your Offer
| Field |
Your answer |
| Product name |
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| What it does (1 sentence) |
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| Core problem it solves |
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| Current price |
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Segment Definitions
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Segment A |
Segment B |
Segment C |
Segment D |
| Job title |
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| Company type |
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| Company size |
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| Industry |
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| One-line description |
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Scoring (1 = low, 5 = high)
Problem Urgency
How acutely does this segment feel the pain your product solves right now?
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Segment A |
Segment B |
Segment C |
Segment D |
| Score (1-5) |
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| Evidence / reasoning |
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Willingness to Pay
Based on their typical tool budget, how likely are they to pay your price without friction?
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Segment A |
Segment B |
Segment C |
Segment D |
| Score (1-5) |
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| Typical tool budget |
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Accessibility
How easy is it to reach and have a conversation with this segment?
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Segment A |
Segment B |
Segment C |
Segment D |
| Score (1-5) |
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| How you’d reach them |
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Decision Speed
How quickly can this segment make a buying decision without a procurement process?
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Segment A |
Segment B |
Segment C |
Segment D |
| Score (1-5) |
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| Typical decision timeline |
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Product Fit
How well does your current product (not the roadmap) solve their specific problem?
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Segment A |
Segment B |
Segment C |
Segment D |
| Score (1-5) |
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| Gaps in current product |
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Expansion Potential
If you win this segment, does it lead to natural expansion (more seats, upgrades, referrals)?
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Segment A |
Segment B |
Segment C |
Segment D |
| Score (1-5) |
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| Expansion path |
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Competitive Intensity
How many alternatives does this segment have? (5 = low competition, 1 = highly contested)
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Segment A |
Segment B |
Segment C |
Segment D |
| Score (1-5) |
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| Main competitors for this segment |
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Totals
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Segment A |
Segment B |
Segment C |
Segment D |
| Total score (out of 35) |
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| Rank |
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Objections by Segment
The top reason each segment wouldn’t buy, stated in their own words.
| Segment |
Top objection |
How you’d address it |
| Segment A |
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| Segment B |
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| Segment C |
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| Segment D |
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Buying Triggers
The specific event that would make each segment actively search for a solution like yours right now.
| Segment |
Buying trigger |
| Segment A |
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| Segment B |
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| Segment C |
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| Segment D |
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Decision
| Field |
Your answer |
| Primary segment (highest score) |
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| Why this segment first |
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| Secondary segment to test in 90 days |
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| Segments ruled out and why |
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Using this output
- The primary segment definition becomes the “target buyer” input for every other GTM decision
- The top objection becomes a required element of your landing page copy and FAQ
- The buying trigger becomes the opening line of your cold outreach
- The gaps in current product become the honest caveat in your sales conversations
This matrix gives you a structured framework. For segment rankings based on 100+ simulated buyer interactions, use RightAudience.
