ICP Criteria

Ideal Customer Profile definition for Workwise.

Firmographic Criteria

First tiering threshold: Companies must have 200 FTEs to proceed with segmentation and qualification.

Company Size

Tier	FTE Range	Contact Targets
Tier 1	1,000 - 5,000	6 contacts
Tier 2	500 - 1,000	4 contacts
Tier 3	200 - 500	2-3 contacts

Industries

Primary:

Software / SaaS
Professional Services
Financial Services
Marketing / Advertising

Geography

Primary Markets:

🇺🇸 United States
🇬🇧 United Kingdom
🇨🇦 Canada
🇩🇪 Germany

Required Qualifiers

Qualifier	Definition	How to Check
International Presence	Operations in 2+ countries	Baseloop enrichment
Hybrid/Remote	Not fully in-office	Baseloop enrichment
Movement Volume	Onboardings + offboardings >5/month	Calculated from growth rate

Movement Calculation

Monthly onboardings = (12-month growth / 12)
Monthly offboardings = (10% of FTE / 12)
Total movements = onboardings + offboardings

Target Personas

By Seniority Level

Call Pickup Analysis

Data from actual call campaigns - use this to prioritize personas:

Persona	Answer Rate	Avg Duration	Recommendation
Office Managers	88.8%	-	🔥 High priority
Chief People Officers	78.9%	-	🔥 High priority
HR Managers	67.8%	50.2 sec	🔥 High priority
CTOs	63.0%	-	✅ Good
IT Managers	26.7%	-	⚠️ High volume, low rate
CIOs	27.0%	-	⚠️ Low answer rate

Key Insight: Office Managers and HR leaders answer calls at 3x the rate of CIOs. Consider multi-threading to include these personas in buying committee outreach.

Buying Committee (from Closed-Won)

Based on analysis of 152 closed-won deals: Common Titles in Buying Committee:

IT Manager
Head Of Digital Workplace
Head of Global Technology Services
IT Procurement Manager
Global Workplace Manager
Head of People Operations
Office Manager

Disqualification Criteria

Exclude accounts with:

Criteria	Reason
Single country only	No global IT complexity
Fully in-office	No remote equipment needs
<200 FTE	Too small for value prop
>5,000 FTE	Enterprise sales motion
Competitor customer (known)	Route to competitive play

ICP Scoring (Baseloop)

Baseloop outputs an Account Fit Score (0-100):

Score Range	Tier	Action
80-100	Best Fit	Priority sequence
60-79	Good Fit	Standard sequence
40-59	Moderate Fit	Nurture only
0-39	Low Fit	Do not pursue

List Building

Enrichment

Sequences

Channels

HubSpot

Icp criteria

ICP Criteria

Firmographic Criteria

Company Size

Industries

Geography

Required Qualifiers

Movement Calculation

Target Personas

By Seniority Level

Call Pickup Analysis

Buying Committee (from Closed-Won)

Disqualification Criteria

ICP Scoring (Baseloop)

​ICP Criteria

​Firmographic Criteria

​Company Size

​Industries

​Geography

​Required Qualifiers

​Movement Calculation

​Target Personas

​By Seniority Level

​Call Pickup Analysis

​Buying Committee (from Closed-Won)

​Disqualification Criteria

​ICP Scoring (Baseloop)

ICP Criteria

Firmographic Criteria

Company Size

Industries

Geography

Required Qualifiers

Movement Calculation

Target Personas

By Seniority Level

Call Pickup Analysis

Buying Committee (from Closed-Won)

Disqualification Criteria

ICP Scoring (Baseloop)