Funky Flywheels Show – der Podcast für B2B SaaS- & AI-Founder zwischen 1–10 Mio. ARR. · Björn W. Schäfer | Entrepreneur, Business Angel & Book Author

Mehr Umsatz mit weniger Kunden: „Share of ICP“ als zentrale Steuerungskennzahl für Deine GTM-Motion - EP 141 | Classics mit André Bressel

·37 min·2 clips

A team had four sellers, but no verticals, no industries, no personas, and no sales process.

The discussion starts with a common startup problem: a team can go a long way without noticing that much of its motion sits outside the ICP. Share of ICP is introduced as the way to measure that gap. The metric looks at activities, pipeline, and discovery calls through the lens of the actual ideal customer profile. That profile is not just a nice-fit buyer persona, but the customer type that can bring repeatable revenue and expansion. The logic is direct. Non-ICP deals take longer on average. They win at a lower rate. They churn more often. That is why the episode treats share of ICP as a standard metric inside Funky Bond. The software shows, in real time, how many discovery calls are ICP, how much of the pipeline is ICP, and how that share shifts over time. That makes the metric useful for comparing reps, spotting wrong leads or wrong companies, and seeing where deals move especially fast and successfully. The point is not only reporting. The point is to see where the motion stays inside the right segment and where it slips. The episode points listeners to a free test in the show notes. It then revisits a longer conversation with Andre Bressel from over a year earlier. That conversation goes deeper into how to structure sales systematically, define ICP properly, and avoid scaling into the wrong segment. It also argues that, once teams get larger, the real job is to train the muscle through debriefs, qualitative meetups, customer feedback, and Gong analysis across departments, while onboarding and playbooks stay tied to company-level clarity on target customers, focus industries, company size, personas, and job titles.

As heard by us

A practical way to spot growth leakage from the wrong customers.

Share of ICP is framed as a practical GTM control metric. It tracks discovery calls, pipeline, and sales activity against the actual ideal customer profile, with the aim of building expanding customers rather than just booked deals.

Read the full review in PlayNext →

Why you'd press play

See whether your growth is coming from the right customers, not just more customers.

Read the full recommendation in PlayNext →

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