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Stan Rymkiewicz
ICP is the key
What’s up, it’s Zayd.
Last month, I watched a founder turn down a $500k deal.
The prospect ticked all the usual boxes—revenue, industry, budget. But they didn't fit his razor-sharp definition of who would actually succeed with the product.
Everyone thought he was crazy. "How could you walk away from that?"
But two weeks later, he closed $2M with a perfect-fit customer who took half the sales effort and zero discounting.
That's the power of hyperfocus. And it's exactly what we're missing in outbound today. We need to stop keeping prospects around just because they're "qualified enough," then wondering why our conversion rates keep dropping.
This week, I'm diving into why narrowing your ICP might be the key to scaling faster.
The "Good Enough" Trap
The “we’ll make it work,” “they’re probably good enough,” or “something is better than nothing, we’ll take what we can get” trap is the easiest one to fall into—especially at the beginning.
I see this all the time—teams targeting any company that:
Has revenue over $XIs in roughly the right industryMight have the problem we solveCould probably afford us
But look at the data:
Companies with broad ICPs spend 67% more per saleTake 38% longer to close dealsHave 2.3x higher churn ratesNeed 4x more touches to book a meeting
Why? Because when you're talking to everyone, you're connecting with no one.
The Signals You're Missing
Most teams track basic metrics:
Response ratesMeeting acceptancePipeline createdDeals closed
But these are lagging indicators.
The best teams are watching different signals:
Time-to-value after purchaseSecond meeting show-up ratesFeature adoption patternsExpansion velocity
These tell you who's actually winning with your product, not just who's willing to buy it.
Redefining Your ICP
I’m not telling you to start from scratch. I’ve just found that stepping back and looking at what decisions we made out of fear, desperation, or over-excitement at the drawing board stage has always been the most helpful.
Here's how the top performers are doing it:
Start with your best customers
\Who gets value fastest?
Who expands naturally?
Who never threatens to churn?
Who refers others without being asked?
Look for common patterns
Industry-specific pain points
Tech stack similarities
Team structures
Growth trajectories
Decision-making processes
Create anti-personas
Who always churns?
Who needs tons of support?
Who negotiates hardest on price?
Who takes forever to implement?
The Counterintuitive Truth
Narrowing your ICP feels scary—like you're leaving money on the table.
But here's what actually happens:
Marketing becomes more focusedSales cycles get shorterWin rates go upDeal sizes increaseChurn decreases
By getting extremely clear on who fits and who doesn't, everything else becomes easier.
Which Sales Metrics To Focus On
Stop obsessing over:
Total pipeline created
Number of meetings booked
Response ratesActivities per day
Start measuring:
Pipeline-to-close ratio by ICP fit
Time to first value
Second meeting show rates
Expansion potential signals
The Future of ICPs
The next evolution isn't about making your ICP broader—it's about making it more precise.
Modern tools should automatically identify best-fit prospects, score leads based on actual success patterns, predict potential lifetime value, and flag early warning signs of poor fit.
How I Can Help?
Let me book sales calls for you while you’re refining your ICP . Seriously.
I built Valley to be your automated SDR and empower AEs. Book a demo and watch your calendar fill up with qualified leads.
VALLEY MAGIC
