ICP Meeting Prep — Robert (20 min) | Due 11am | 2026-02-17
Purpose: Assess whether pipeline and wins skew toward target ICPs. Decide which ICP(s) to lean into or deprioritize.
Cycle: Bi-weekly (every 2 weeks).
Prep owner: Luke
ICP segments used in this doc: Agency · E‑commerce · Health / Healthcare · Insurance (100M) · Other (Hospitality, Nonprofit, etc.)
📊 Summary (last 2 weeks)
| Metric | Count |
|---|---|
| Discovery calls | 7 (6 unique accounts) |
| Proposals sent | 4 |
| ICP conversations | 6 |
| MQLs from content | 6 |
| Content pieces published | 18 |
| High-intent engagements | 39 |
| Closed-won | 1 (MinuteMD, $18K) |
| Closed-lost | 1 (Port Authority, $50K proposed) |
1. Campaign / engagement (last 2 weeks)
- Discovery calls (6 unique): GlobalVetLink, Proper Hotels, YouVersion, Amble, LayerLens, Ayzenberg.
- Proposals sent: Plan Medicare, Proper, GlobalVetLink, Grayling.
- ICP conversations: Kat (GlobalVetLink), Alison (Ellie), Michael (YouVersion), Connor (Ilmor), Zak (Amble).
- MQLs from content: Robert — Dianna Lam; Luke — Steve Devine, Neima Beizai, Jake Meany; Uttam — Rani Murugesan.
- Campaign replies: Jocelyn (asking Michael about external vendors); Jake Meany (replied re knowledge base).
- Engagement: 18 pieces content, 39 high-intent engagements.
- Link clicks (by asset): Robert: R booking 2, attribution health checklist 3, insurance calc lovable 1. Uttam: insurance calc lovable 4, dbt audit lovable 2. E2A 1-pager 3, dbt Audit 1-pager 2, MX Case Study 5.
- Reply/meeting rate by ICP: Robert to provide.
- Momentum signals: Content driving MQLs across team; link clicks on insurance calc, dbt audit, E2A 1-pager, MX case study.
2. Pipeline (last 2 weeks)
- Total pipeline: 7 discovery calls, 4 proposals sent. Total proposed value (where known): 33K (Proper, both workstreams) + 80K+**; Plan Medicare and Grayling TBD.
- Pipeline by ICP:
| ICP segment | Deals / activity | $ value (where known) |
|---|---|---|
| Agency | LayerLens, Ayzenberg | TBD |
| E‑commerce | (MinuteMD won; no other in pipeline this period) | — |
| Health / Healthcare | GlobalVetLink, Ellie (Alison), Plan Medicare? | $5K (GVL) |
| Insurance | — | — |
| Other (Hospitality, Nonprofit) | Proper, YouVersion, Amble?, Grayling? | 42K |
- Enterprise vs midmarket: See definitions below. % split of pipeline and wins: TBD for Robert.
3. Closed-won (last 2 weeks)
- Won: 1 deal, $18K total.
- List:
| Company | ICP segment | ACV | Days to close |
|---|---|---|---|
| MinuteMD | E‑commerce | $18K | 9 (created Feb 5, closed Feb 14) — Edge layer tracking |
- Which ICP has the highest ACV so far? E‑commerce (only win this period).
- Which ICP closed fastest? E‑commerce (9 days).
4. Closed-lost (last 2 weeks)
- Lost: 1 deal.
- List:
| Company | ICP segment | $ we proposed | Primary reason lost |
|---|---|---|---|
| Port Authority | TBD | $50K | Partner referral (clarify: we lost the deal vs. lead from partner and lost for another reason?) |
- Any ICP where we’re losing more than winning? TBD once ICP for Port Authority confirmed.
5. Multi-threading
- Stakeholders per deal: Not tracking closely yet.
- Where are we single-threaded? TBD.
6. Sales cycle (days to close)
- By ICP:
| ICP | Avg days to close | Fastest | Slowest |
|---|---|---|---|
| E‑commerce | 9 (n=1, MinuteMD) | 9 | 9 |
| Agency | — | — | — |
| Health | — | — | — |
| Insurance | — | — | — |
| Other | — | — | — |
- Where are deals stalling? TBD (Proper pending mid–next week; YouVersion outcome TBD).
📋 Deal notes / proposal context
GlobalVetLink (Health — animal health / regulatory compliance)
- Proposal: $5K fixed, 2-week sprint (event design, schema redesign, Pendo renew vs. switch, optional implementation add-on).
- Signal: “$5K is way out of budget,” looking to do less. COO. Not a great signal.
Proper Hotels (Other — Hospitality)
- Proposal: Workstream 1 Lead Researcher 15K (4 sprints), Workstream 2 F&B Analytics 18K (4 sprints); rate card for augmented DE/DA.
- Reply (Payas): “Roughly what I expected (maybe a teensy bit higher). Speaking with a few additional vendors this week, doing diligence on existing vendors. Will revert mid–next week; will schedule a call if appropriate based on findings/strategy.”
- Status: Pending.
YouVersion (Other — Nonprofit / faith)
- Proposal: $42K fixed, 10-week church health framework pilot (discovery, prototype scoring, pilot validation, ROI + scaling roadmap).
- Status: Proposal sent; outcome TBD.
📐 Enterprise vs midmarket (definitions)
Midmarket — Size: ~100–1,000 employees, 1B revenue. Needs: Scalable, collaborative tools, immediate value, filling gaps, proving ROI. Sales cycle: Faster than enterprise (months); more stakeholders (directors, C-suite). Process: Nimbler, semi-consultative, balance efficiency and customization.
Enterprise — Size: 1,000+ employees, $1B+ revenue (Fortune 1000). Needs: Highly customized, deeply integrated, compliance, risk mitigation, long-term strategic value, security. Sales cycle: Long (6–18+ months), complex, many decision-makers. Process: High-stakes, expert-driven, deep market/product knowledge, long-term account nurturing.
Differences: MM = faster decisions, fewer layers; Enterprise = many stakeholders, deep vetting. MM = efficiency & scalability; Enterprise = deep integration & customization. MM = faster, higher-volume deals; Enterprise = fewer, larger, longer contracts.
📐 Frame observations with evidence
Use this pattern so the discussion is data-backed:
- “Seeing [X pattern], based on [Y data].”
Examples:
- “Seeing pipeline skew toward e‑commerce, based on 4 of 6 new opportunities in the last 2 weeks being e‑commerce and 1 closed-won (MinuteMD $18K, 3 days).”
- “Seeing insurance replies but no meetings yet, based on X replies from insurance targets and 0 demos booked.”
- “Seeing single-thread risk in [ICP], based on [N] of [N] deals with only one stakeholder.”
Your 2–3 evidence-based observations (draft from this period):
- Seeing only win in last 2 weeks from E‑commerce (MinuteMD $18K, 9 days), based on 1 closed-won and pipeline skewed toward Other (Proper, YouVersion) and Health (GlobalVetLink).
- Seeing content driving MQLs and link clicks (insurance calc, dbt audit, E2A 1-pager, MX case study), based on 6 MQLs from content and 39 high-intent engagements across 18 pieces.
- Seeing budget sensitivity in Health (GlobalVetLink: “$5K way out of budget”), and hospitality/nonprofit proposals pending (Proper mid–next week; YouVersion TBD), based on proposal context above.
🎯 3–5 bullets you want to discuss with Robert
Keep each to one line; use them as your agenda.
- Pipeline mix: 6 discovery calls (Agency, Health, Other), 4 proposals ($80K+ known); only closed-won is E‑commerce (MinuteMD). Lean into E‑commerce or double down on Other (Proper, YouVersion)?
- Health segment: GlobalVetLink said $5K out of budget — deprioritize small Health deals or adjust entry offer?
- Reply/meeting rate by ICP: Robert to share; then decide targeting/lead scoring.
- Enterprise vs midmarket: Apply definitions to current pipeline and wins; is mix trending toward strategic focus?
- Port Authority $50K lost (partner referral): confirm ICP and reason; any pattern to address?
Suggested themes (pick or replace):
- Lean into [ICP] next sprint because [metric/evidence].
- Deprioritize or pause [ICP] because [metric/evidence].
- Adjust targeting or lead scoring: [what to change].
- Campaign/capacity: what’s working (replies, meetings) and what’s not.
- Enterprise vs midmarket mix and whether it matches our strategic focus.
✅ Decision points (during/after meeting)
- Lean into a specific ICP next sprint? Which: ___
- Deprioritize/pause any ICP? Which: ___
- Adjust targeting or lead scoring? What: ___
- Document in GTM dashboard: ___
- Strategic pivot or adjustment to note: ___
- Issues to flag for wider team: ___
🔗 Quick links
- Win/loss log: WIN_LOSS_TRACKING.md (MinuteMD win logged; use for recent wins/losses by industry)
- Insurance campaign: insurance-broker-lead-intake.md
- Content/campaign tracking: INSURANCE_CONTENT_TRACKING_FEB17.md
Prep doc created 2026-02-17. Fill all “___” and “Need to pull” items before the call.