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ICP & Customer Intelligence

Know which customers are worth going after.

Most mid-market businesses think they've answered this and haven't. We define your best customer from your own data and real conversations, then rebuild your marketing, messaging, and sales process around finding more of them.

Tell us what's going on →See how it works ↓
  • $500M+ in client revenue impacted
  • 16 years in business
  • 95%+ client retention
  • 10 years running St. Louis Small Business Monthly award

Under $60

per tracked conversion, against five-figure projects

Evidence / Home services

When you know what a customer is worth, you know what you can spend to win one.

Once the channel data and the economics were connected, a family-owned home services company could see what a new project cost to acquire against what it was worth. That math decides where the next dollar goes.

Read the story →Talk to us about yours →

Why it's different

A persona on a slide doesn't change anything. A segmentation in dollars does.

Most ICP work is a workshop

Your team argues about who the customer is, writes it on a whiteboard, and nothing changes once everyone is back at their desks.

Ours starts in your data

Your CRM, sales records, service history, and finance data, reconciled across systems for the first time. Where the data is thin, we say so rather than invent it.

Then the conversations

Your longest-tenured customers, your sales team, your customer experience team, and an ICP workshop with leadership where it all gets reconciled.

The output is a documented definition of which customers to pursue, which to keep, and which to gently decline.

What you get

A definition of your best customer you can actually operate against.

01 / The definition

An ICP you actually believe

Who your most profitable customers are, grounded in data and conversation. Not who your sales team thinks they are, not who your old deck says they are.

02 / The economics

Segments that reflect economic reality

Which segments are profitable, which are break-even, which cost you money, and where your best customers found you. Often the segment sales loves most is not the one your CFO should.

03 / The system

Marketing rebuilt around your best customers

Positioning, messaging, content, and campaigns aimed at more of your best customers, not more of everyone. Fewer dollars, better targeting, higher conversion.

Where this work connects to retention and lifetime value, it feeds straight into the roadmap.

Evidence / Professional services

The findings redrew the map.

Once the firm could separate new clients from returning ones, we calculated real client lifetime value. It changed which channels got funded and which got cut.

“Every channel was competing on the same undifferentiated number, which meant no channel could ever win or lose.”From the case study

Read the story →

1 in 4

free consultations became a paying client

20x+

first-year return on paid acquisition

More than 2x

the size of the firm since 2019

How it works

One retainer. You start with the number.

One retainer, scoped to your business. The diagnostic is included.

Start here

Phase 1 / 3 months

Diagnosis & Strategy

Customer interviews, fieldwork, and a full audit of your funnel, turned into a prioritized roadmap and a dollar figure for what’s leaking and where.

Phase 2 / Ongoing

The system, running

We run your marketing day to day against the roadmap, adjust as the data comes in, and report against revenue every month.

As the system matures and runs leaner, the goal is to cost you less, not more.

Tell us what's going on →

Is this for you?

Who this works for, and who it does not.

A good fit if

  • You’re not generating the ROI you should be, likely because you’re targeting too broad an audience.
  • You have a gut feel for who your best customers are, but nothing you could defend in front of your board.
  • Your sales team is closing deals, but not the deals that make the business more profitable.
  • You’re losing customers and nobody can tell you what the leavers have in common.
  • You’re planning an expansion, a new product line, or a pricing change and want the answer grounded in the business you have.

Not a fit if

  • You’re a startup looking for your first customers.
  • You already have a strategic CMO in the seat.
  • You want more social posts or a single campaign.
  • You’re choosing on price alone.

Questions

What people ask before they start.

Is this different from the segmentation our agency has done?

Almost always, yes. Most agency segmentation is built on demographics, firmographics, or surface-level behavior, the attributes easy to see and target with ads. What we build is grounded in profitability, retention, and lifetime value inside your business, reconciled against conversations with the people who know it best. Different input, different output, different decisions.

We already know who our best customers are. Do we need this?

Sometimes. Often, leadership teams are partly right about who their best customers are, and partly wrong in ways that cost them meaningfully. The value of the work isn’t confirming what you already know. It’s finding the 20% you didn’t.

Is there a long-term contract?

No. We believe in the work we do, which is why after the three-month diagnostic and strategy period, everything is month to month.