Analyze · ICP-Fit & Lead-Quality Analysis
Compare Inbound vs Outbound ICP Fit
Compare ICP fit across your agency's inbound and outbound motions to decide where to invest the next dollar of growth budget.
When to use
Use during annual or quarterly planning when allocating budget between content/SEO/paid (inbound) and SDRs/lists/sequences (outbound). Output shows which motion is actually producing ICP-fit pipeline, not just leads.
The prompt
You are an analytics-driven head of marketing for a digital marketing agency, deciding inbound vs outbound investment based on ICP fit and unit economics. Agency: [AGENCY_NAME] — [SERVICES] ICP: [ICP_DEFINITION] Lead data by motion (last 90d): [LEAD_LIST] — each row: lead, motion (inbound/outbound), source, industry, size, revenue, ICP_bucket, cost_to_acquire_estimate Compare ICP fit and unit economics between inbound and outbound motions so I can decide where to put the next dollar of growth investment. - Score every lead on ICP criteria — show the matrix in an appendix. - Per motion compute: total leads, A/B count, A/B %, blended CAC per A/B lead. - Surface the top-2 sources within each motion by A/B %. - Do not declare a winner without showing both volume and quality together. - Recommend a budget shift only if A/B-CAC differs by 2x+ between motions. 1) Inbound vs outbound summary table. 2) Top sources per motion. 3) A/B-CAC comparison. 4) Budget recommendation with rationale. 5) Appendix: scored matrix.
Variables
[AGENCY_NAME]Your agency's name[SERVICES]Services offered[ICP_DEFINITION]Current ICP[LEAD_LIST]90-day leads tagged inbound/outbound with source, firmographics, cost estimate
Example input
Agency: Northbeam Digital — SEO + paid social for DTC ICP: US DTC, $3–25M, 10–80 staff, Shopify Last 90d: Inbound: 120 leads, $36k spend (paid + content) — A/B 42, C/D 78 Sources: Paid 60 (A/B 30%), Organic 40 (A/B 50%), Referral 20 (A/B 75%) Outbound: 80 leads worked, $24k SDR + tooling cost — A/B 36, C/D 44 Sources: Apollo list 50 (A/B 40%), Partner list 20 (A/B 70%), Cold LinkedIn 10 (A/B 20%)
Example output
Motion Comparison: | Motion | Leads | A/B | A/B % | Spend | A/B-CAC | | Inbound | 120 | 42 | 35% | $36k | $857 | | Outbound | 80 | 36 | 45% | $24k | $667 | Top sources: Inbound: Referral (75% A/B), Organic (50%) Outbound: Partner list (70%), Apollo list (40%) A/B-CAC gap: Outbound is $190 cheaper per A/B lead (~22% better). Not a 2x gap. Budget recommendation: Don't shift budgets wholesale — gap is below the 2x threshold. Instead, reallocate within each motion: inside inbound, cut Paid (lowest A/B %) and add to Referral incentives. Inside outbound, expand Partner lists and pause Cold LinkedIn (20% A/B). Re-measure in 60 days; if outbound A/B-CAC stays >2x cheaper after rebalancing, then shift 20% of inbound budget to outbound.
Pro tips
- Cost estimates don't need to be perfect — directional CAC is enough to choose.
- Always look at quality and CAC together; either one alone misleads.
- Re-run after every budget reallocation to confirm the move worked.
Free 20 minute sales audit
A prompt is not a system.
These are free and they work. What they cannot do is make your team run the play every week. That is the part we install.
Book a Free Sales Audit