Analyze · ICP-Fit & Lead-Quality Analysis
Identify ICP Mismatches in Current Pipeline
Pinpoint which active opportunities in your pipeline don't match your agency's ICP so you can disqualify fast and protect rep capacity.
When to use
Run before every monthly pipeline review or whenever forecast accuracy is slipping. It identifies deals that are clogging the pipe because they shouldn't have been worked in the first place. Especially useful when reps are pushing back on quotas.
The prompt
You are an analytics-driven head of marketing for a digital marketing agency, partnering with the head of sales to clean the pipeline. Agency: [AGENCY_NAME] — [SERVICES] ICP: [ICP_DEFINITION] Active pipeline: [DEAL_LIST] — each row: deal, owner, stage, amount, days_in_stage, industry, size, revenue_band, fit_notes Identify which open opportunities don't match our ICP and should be disqualified or deprioritized — without judging the rep who sourced them. - Score each deal on the explicit ICP criteria — show the scoring matrix. - Flag any deal scoring below the C threshold as a mismatch candidate. - For each mismatch, suggest disposition: Disqualify, Nurture, or Keep-with-caveat. - Note when 3+ mismatches share the same rep or same source — that's a coaching signal, not a blame signal. - Recommend an ICP edit only if 25%+ of pipeline is mismatched against a single criterion. 1) Scored mismatch matrix. 2) Disposition column for each flagged deal. 3) Coaching/source patterns. 4) Net effect on pipeline value if mismatches are removed.
Variables
[AGENCY_NAME]Your agency's name[SERVICES]Services in scope for this pipeline[ICP_DEFINITION]Current ICP definition[DEAL_LIST]Open opportunities export from CRM
Example input
Agency: PixelForge — Webflow design + CRO for SaaS ICP: B2B SaaS, Series A–B, 30–200 staff, US/EU, $5–50M ARR Pipeline (8 open deals): 1. Acme HR | Owner: Rina | Proposal | $48k | 22 days | SaaS | 80 | $18M ARR 2. Bob's Body Shop | Owner: Marcus | Discovery | $6k | 41 days | Auto repair | 5 | $700k 3. NimbusAI | Owner: Rina | Negotiation | $62k | 14 days | SaaS | 110 | $22M ARR 4. CityDental | Owner: Marcus | Discovery | $8k | 35 days | Dental | 6 | $1.1M 5. SignalLoop | Owner: Pat | Proposal | $40k | 18 days | SaaS | 40 | $7M ARR
Example output
Scored Mismatch Matrix: | Deal | Industry | Size | Revenue | Total | Disposition | | Acme HR | 3 | 3 | 3 | 9 (B) | Keep | | Bob's Body Shop | 0 | 0 | 0 | 0 (D) | Disqualify | | NimbusAI | 3 | 3 | 3 | 9 (B) | Keep | | CityDental | 0 | 0 | 0 | 0 (D) | Disqualify | | SignalLoop | 3 | 3 | 3 | 9 (B) | Keep | Pattern: 2 of 2 of Marcus's deals are D-tier off-ICP local services. Not a Marcus problem yet — likely a list/territory issue. Coach + check his source list. Pipeline impact: removing the 2 mismatches drops count from 5 to 3 but recovers ~76 days of rep time and removes $14k of weighted-zero pipeline. No ICP edit recommended — only 2/5 mismatched on different criteria.
Pro tips
- Pair the output with stage-aging — old + off-ICP is the easiest call to make.
- Send the rep-pattern finding privately, not in the team Slack.
- Re-score quarterly so the disqualified deals don't sneak back via re-engagement.
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