---
name: icp-firmographic-analysis
description: "Analyze Firmographics of Closed-Won Deals to Refine ICP. Use when your ICP doc was written years ago, and the company profile it describes may no longer match the deals you actually win."
---

# Analyze Firmographics of Closed-Won Deals to Refine ICP

Your ICP doc was written years ago, and the company profile it describes may no longer match the deals you actually win.

## When to use this skill

- The user wants to set up or run this workflow: "Analyze Firmographics of Closed-Won Deals to Refine ICP".
- The user describes this problem: Your ICP doc was written years ago, and the company profile it describes may no longer match the deals you actually win.

## At a glance

- Category: Research
- Difficulty: Intermediate
- Time saved: 4 hours per week. This figure is an estimate, not a measured result.

## Tools

Options separated by "or" are alternatives; use whichever the user already has.

- Clay
- HubSpot
- Clearbit

## Steps

1. Export closed-won deals from HubSpot (last 12 months)
2. Import to Clay and enrich with Clearbit for firmographics
3. Calculate median values: employee count, revenue, funding stage
4. Use Clay to identify most common industries and tech stacks
5. Generate summary report in Google Sheets with distribution charts

## Template outline

Field names, thresholds, and message text are starting points to adapt.

~~~text
Analysis Flow:
1. HubSpot: Export companies with closed-won deals (12 months)
2. Clay: Clearbit enrichment (employee count, revenue, industry, funding)
3. Google Sheets export with all firmographic data
4. Pivot tables: 
   - Employee count distribution
   - Revenue distribution
   - Top 5 industries
   - Funding stage breakdown
5. Document findings in ICP refresh doc
~~~

## Guardrails

- Work only in the user's own accounts and workspaces, with their credentials.
- Confirm with the user before any step that writes to a CRM, sends email or messages, spends credits, or moves money.
- Treat every hours, cost, and threshold figure as a starting assumption and replace it with the user's numbers.
- Do not invent data, prices, or results. If a vendor price matters, check the vendor's current pricing page.

## Source

https://gtmplaybooks.io/playbooks/icp-firmographic-analysis/