ICP Segmentation Model
Revenue was real but the client model was invisible. who was generating it, why they bought, and who actually controlled the money.
- Timeline
- Four week structured analysis with a further two weeks for CRM schema redesign and adviser handover.
- Scope
- Data audit and segmentation across both divisions, adviser interviews, partner network review, CRM field redesign, ICP documentation, and revenue concentration modelling.
- Model
- Joint working with the founding team and senior advisers. Analysis was led by us; field definitions and ICP validation were stress tested in working sessions with the people actually running client conversations before anything was finalised.
The outcome
Full ICP framework, partner network segmented by activity, and decision maker fields in CRM. a repeatable acquisition and qualification system.
Findings
What we built it around.
Two division ICP segmentation (Capital and Homes) with distinct risk profiles, motivations, and acquisition economics
Partner network audit
active/dormant classification, deal attribution, and formal agreement gap analysis
Hidden decision maker tracking schema with mandatory CRM fields (parent name, city, capital source, authority level)
Revenue concentration analysis with single client dependency flags and lifetime value modelling
Geographic gap mapping against diaspora population data to identify untapped acquisition markets
Results
What changed.
Identified that one client represented 57% of Capital revenue, a risk that had not been visible in any existing reporting, prompting immediate pipeline diversification effort
Re classified 25 Homes partners: fewer than half active, 68% without formal agreements, enabling a structured partner reactivation and formalisation programme
Defined a repeatable ICP qualification checklist used by advisers to score and prioritise inbound leads, reducing time spent on non qualifying enquiries by an estimated 30%
Hidden decision maker tracking embedded into CRM: no deal now progresses without a recorded parent or capital controller, directly reducing late stage deal dropout caused by undisclosed veto stakeholders
Geographic whitespace identified in the second largest diaspora market with zero current client presence, informing the next phase acquisition strategy
Takeaway
Full ICP framework, partner network segmented by activity, and decision maker fields in CRM. a repeatable acquisition and qualification system.
Real estate / PropTech
Start a discovery
Most engagements begin with a conversation about context.
We do not send a proposal before we understand the problem. Start by telling us about your decision context. We will identify the highest leverage intervention areas before any scope is agreed.