An ICP is scored criterion by criterion. Each criterion is checked against what can be seen about a lead or company: its website, its LinkedIn page and the person's profile. Criteria that can be checked give clear, reliable scores. Vague or private ones end up as "no data".
Where criteria come from
On an ICP's Definition tab you describe the audience in plain words, and filtrat turns the text into criteria under We score on:
| Section | Field | What it's for |
|---|---|---|
| Company Fit | Who you sell to | What kind of company. Leave empty to score on the person only. |
| Company Fit | Who is not a fit | Anyone matching one of these scores 0%. |
| Person Fit | Who you talk to | Who at that company. Leave empty to score on the company only. |
| Value Propositions | Why they choose you, triggers, pains | Used by signals and openers, not by the score. |
After you change a description, press Update criteria (or Create criteria the first time). Criteria you edited by hand are drafted again.
What makes a good criterion
Make it visible from outside. Good: "Has a careers page with sales roles open", "50–500 employees", "Sells to hospitals". Weak: "Struggles with churn", "Has budget for tooling". Nobody outside the company can see those.
One idea per criterion. "B2B SaaS in the US with 50–200 people" is three checks. Split it, so a partial match is visible.
Be specific. "Dental groups with 2 to 20 locations" beats "Healthcare companies".
Use roles, not seniority alone. "Head of operations or practice manager" checks better than "Senior decision-maker".
Not public
A criterion marked Not public is something nothing public could show. It only counts when evidence happens to turn up, so it never decides the fit. Rephrase it as something you could see: a page, a job post, a funding round, a size.
After drafting, a box Check what made it into the criteria may list parts of your description that no criterion uses, or that were left out to keep the list short. If any of them matter, add them with + Add a criterion.
Important and Normal
Each fit criterion is Important (starred) or Normal:
- Important: required. It counts twice, and failing it lowers the fit.
- Normal: a bonus.
Click the badge to switch. Changing stars recalculates existing scores for free: nothing is checked again.
Groups of alternatives
Some ICPs group criteria, shown as a small label before the criterion, like Role. Criteria in one group are alternatives: the best match counts. Use the dropdown on a criterion to move it to another group, keep it On its own, or start a New group….
A criterion marked Partial match describes someone who influences the purchase without holding the role. A match counts as partly met.
Not a fit
Each criterion under Who is not a fit is about the company or the person (About the company / About the person when you add one). Meeting any of them sets the score to 0% and the verdict to Disqualified. Use it for competitors, partners, company types you can't serve and roles you never sell to.
Test before you score
Open Test scoring and run a test on up to 6 people or companies, from one of your lists or pasted LinkedIn links. Tests are free. Include one you know is a great fit and one who isn't, read the reasons, and adjust the criteria until both come out as you expect.
When you change criteria, test again: only the new or changed criteria are checked, the rest is reused.