ICP discovery workbook

The problem

Many ideal customer profiles are written from a gut feel. A founder describes the customer they hope for. The profile goes in a deck. Then outreach, scoring and messaging all aim at it, and often nobody checks whether the people who bought match it.

What you get

• A 10-page guide. Seven steps, numbered 0 to 6, one section each: set the lists, add your closed deals, find the pattern, write the fit rules, pick and score 20 accounts, run the test, write the one-pager.
• A blank workbook (XLSX). Seven tabs with working formulas: Start Here, Lists, Deals, Patterns, Fit Rules, Account Test and a one-pager form.
• A filled example (XLSX). The same workbook for Redwater Integration, a fictional drone maker. Every number is made up to show the method. It is not a benchmark.
• A free Claude skill. It interviews you about your best customers, tags each claim as from you, from your data or needing a source, and drafts the one-pager for you to approve.

How it works

0. Type your industries and edit the lists.
1. Add the deals you closed in the last 12 to 24 months, including the ones you lost.
2. Read the Patterns tab. It shows win rate and best-fit deals for each group, and flags groups with too few deals to read.
3. Write seven fit questions, set the tier cutoffs, and list your hard disqualifiers as facts.
4. Pick 20 accounts you have not sold to and score them before you contact anyone.
5. Contact them the same way and log replies and meetings. The sheet compares Tier A with Tier C.
6. Fill in the one-pager. A person approves it. Set a review date.

What it costs

$24. One time. A zip with a PDF, two spreadsheets and a skill folder. No subscription. It works in Excel and similar spreadsheet apps. Your CRM export is the only data you need, and it stays on your computer.

The catch

It reads your own deals, so it only shows you what happened to the accounts you reached. It cannot see the market outside them. A group with three deals can swing on one, and twenty accounts is a sanity check, not proof. The work is real: you need a clean export, and you should plan on a few hours for the first pass and a few weeks for the test. Your profile may need a tweak after the first batch, and that is normal.

Who it’s for

Owners, sales leaders and solo sellers at B2B companies with a CRM or spreadsheet of closed deals (my rule of thumb is at least 20 won, plus some lost), who want a profile they can defend.

Who it’s not for

Companies with no closed deals yet. You can use the skill to draft a starting hypothesis, but the workbook needs deals to read. It is also not for teams that already run a documented ICP review with a RevOps owner. And it does not score individual leads on engagement.

Questions

What do I need? A spreadsheet app that opens XLSX files, and an export of your closed deals. For the skill, a Claude account with code execution turned on and support for custom skills.

Is my data sent anywhere? Not by the workbook. It is a spreadsheet on your computer. If you use the skill, you decide what to paste into a chat. Remove names and private details first, and follow your employer’s rules on AI tools.

Will it work in Google Sheets? I built and checked it for Excel-style formulas. I haven’t tested it in Google Sheets or other apps.

Can I share it with my team? Yes. It’s for personal and team use. Please don’t resell or repost it.

Refunds? If the workbook isn’t useful to you, email me at hello@sethlevanen.com within 14 days of buying and I’ll refund the purchase. You don’t need to give a reason. I refund through Stripe or PayPal, and your bank may take a few days to show it. Please email me before you file a dispute with your bank, so I can fix it faster.

About me

I’m Seth Levanen. I’ve spent 26 years in B2B sales and built an ideal customer profile and tiered account scoring from scratch in my most recent role. I help small business owners and sales-led teams cut busywork without cutting quality. I call that the smart-cut. More at sethlevanen.com.