When building a target account list, one common piece of advice for SDRs is to sit down with the founders to get an understanding of the Total Addressable ​Market (TAM). Founders can offer valuable insights into the company's vision, the problem the product solves, and the types of customers they aim to ​target. However, while this is a crucial starting point, it often leads to a common issue many SDRs face—despite building a solid account list, they struggle ​to book meetings.

This problem goes beyond simply having the right accounts. It highlights the need to connect the dots between strategy, outreach, and conversions. In ​outbound sales, especially for early-stage companies, seeing results quickly is essential. While outbound naturally takes time to gain traction, refining the ​Ideal Customer Profile (ICP) can significantly accelerate this process.

The Role of the Founder’s ICP and Why It’s Often Too Broad

Founders typically define the initial ICP based on their product’s value proposition and market hypothesis. This usually starts with leveraging their network, ​gathering insights from early sales, and analyzing competitors to understand who is buying similar products. While this approach is valuable, the ICP they ​develop is often broad and can resemble more of a Total Addressable Market (TAM) than a focused ICP.

For an SDR, especially in an outbound role, relying solely on the founder’s definition of the ICP can lead to inefficient outreach efforts. While the founder’s ​input is crucial for understanding the product’s vision and potential market, it’s often too general for the day-to-day work of sales development.

Refining the ICP is an SDR’s Job

Once an SDR joins a company—especially one that has achieved some level of product-market fit (PMF) and has a steady flow of inbound leads—the first ​step should be refining the ICP. Instead of immediately diving into scripts, cadences, or product training, SDRs should take a data-driven approach by ​analyzing actual customer interactions. The CRM holds valuable insights that can help fine-tune the ICP based on real-world engagement.

Steps to Refine the ICP

1. Analyze Inbound Leads: Review the leads that came in over the past 30-60 days. Look for patterns in why these leads engaged with the company. ​Understanding what messaging resonated with them and why they chose to engage will help inform outreach strategies and messaging.
   
2. Identify Winning Accounts: Examine the accounts that have been successfully closed or consistently engaged with the company. This analysis will aid in ​segmenting target accounts and identifying the types of companies that are more likely to respond to outreach.
   
3. Target Personas: Look at the job titles and roles of individuals who have interacted with the company. These are the personas SDRs should prioritize when ​building their target account lists.
   
4. Understand Customer Problems: Investigate the specific problems these customers were trying to solve. Knowing the pain points that led them to ​engage will help craft more effective problem statements for outreach.
   
5. Study Closed Deals: Analyze how your team managed to close those deals. Understanding the solutions that resonated with customers will give SDRs a ​clearer idea of how the product adds value and why it stands out in the market.
   

Building a Framework for Success

By refining the ICP based on data rather than assumptions, SDRs can develop a more targeted and effective outbound strategy. This framework ensures that ​outreach is focused on the right accounts and personas, resulting in sharper messaging, better conversations, and ultimately, improved conversion rates.

Benefits of a Refined ICP

• Sharper Outreach: SDRs can tailor their messaging more effectively, leading to more relevant and impactful conversations.
  
• Better Results: With a more focused target list, the chances of booking meetings and converting leads into opportunities increase.
  
• Faster Growth: By understanding the actual customer base and their needs, SDRs can accelerate their learning curve and start contributing to the ​company’s growth more quickly.
  
• Stronger Internal Collaboration: With a refined ICP, SDRs can engage in more meaningful discussions with their founders, managers, and other teams, ​asking pointed questions that drive strategic alignment.