Yesterday during SaaStock in Amsterdam, I spoke with multiple Revenue Leaders at $5-25M ARR companies about ICP execution. We all agreed: Most teams think they’ve defined their Ideal Customer Profile—but they aren’t actually using it.
I’ve seen it happen across B2B SaaS, FinTech, and AI startups—companies build an ICP deck, review it once a year, and then hope their teams apply it.
The harsh truth? A static ICP is a dead ICP.
