ICP scorecard template for B2B SaaS (0–3 scoring model)
This template gives you a simple, shared way to score account fit from 0–3 across a few key dimensions.
The goal is not perfection—it’s alignment. Sales, Marketing, CS and RevOps can all use the same scorecard to:
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Focus on accounts where you win predictably,
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Say “no” faster to bad-fit opportunities, and
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Reduce churn caused by landing customers you can’t keep.
How to use the ICP scorecard
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Pick 6–8 dimensions that matter most for your business (you can start with the defaults below).
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For each dimension, score accounts from 0 to 3:
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0 = poor fit
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1 = weak
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2 = good
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3 = ideal
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Sum the scores to get an overall ICP score.
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Use simple thresholds to decide how to treat the account:
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0–10 → low fit: deprioritise or disqualify
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11–18 → medium fit: progress with caution and strong trigger
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19–24 → high fit: prioritise
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You can start by scoring recent closed-won and closed-lost deals to calibrate the ranges.
The ICP scorecard (copy/paste template)
Below is a default scorecard you can customise. Adjust dimensions and descriptions as needed. You can also download this template in an Excel version below the table.
| Dimension | 0 – Poor fit | 1 – Weak | 2 – Good | 3 – Ideal |
|---|---|---|---|---|
| Urgency / trigger | No clear trigger, “nice to have” | Vague trigger, no timeline | Clear trigger within 3–6 months | Strong trigger with near-term deadline (project, compliance, growth pain) |
| Time to value | Value unlikely within 6+ months | Value in 3–6 months | Value in 1–3 months | First value within 30 days (with realistic onboarding) |
| Budget / ability to pay | No budget, major affordability concerns | Budget uncertain / very constrained | Budget plausible, needs justification | Budget confirmed, similar tools already in budget, clear commercial logic |
| Champion strength | No champion / no single owner | Weak champion, low influence | Champion with some influence | Strong champion with influence and clear personal win |
| Product fit | Major gaps vs core use case | Several gaps that require workarounds | Minor gaps, overall good fit | Very strong fit to core use case; minimal workarounds |
| Implementation complexity | Very complex, high internal change required | Complex, requires multiple teams | Manageable, some cross-team involvement | Simple / standard implementation for your team and the customer |
| Expansion potential | No real expansion path beyond initial deal | Limited expansion potential | Reasonable expansion potential (teams, features, usage) | Strong expansion potential (multiple teams, regions, add-ons, higher tiers) |
| Retention risk | Very high churn risk (e.g. project-only, unclear ownership) | Elevated churn risk | Acceptable churn risk | Low churn risk (mission-critical, embedded in workflows, long-term need) |
Scoring summary (short):
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0–10 → Low fit – usually not worth active pursuit
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11–18 → Medium fit – proceed if there is a strong trigger and clear champion
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19–24 → High fit – prioritise for outbound, marketing, and resource allocation
You can tweak these ranges as you learn from your own data.
Want the Excel version?
Drop in your details and we’ll send you the Excel version of this ICP scorecard so you can start scoring accounts right away.
You’ll get:
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An editable scorecard with 0–3 scoring
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Automatic total score + fit band (Low / Medium / High)
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A few example accounts to show how it works
Download the Excel version
Where to use the scorecard
You don’t need to make this complicated. Start by using the scorecard in:
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Outbound targeting: build lists where the majority of accounts score “good” or “ideal”.
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Qualification: add a simple ICP score field in your CRM and use it during discovery.
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Forecasting: give more weight to high ICP score deals when building your forecast.
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Retrospectives: use the scorecard when you review closed-won, closed-lost and churn cases.
Over time, you can refine the dimension definitions and thresholds based on real data.
Common ICP scoring pitfalls
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Over-engineering the model: if it’s too complex, no one will use it. Start simple.
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Treating ICP as a “police” function: the point is to make good decisions easier, not block everything.
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Never revisiting it: review your scorecard every 6–12 months as your product and markets evolve.
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Ignoring retention: ICP is not only about winning deals; it’s about keeping and expanding them.
Want help prioritising where ICP sits among your levers?
If you’re not sure whether ICP, pricing, churn/NRR or efficiency is your biggest constraint, we can map your highest EV levers in a short, fixed-fee diagnostic and give you a 90-day plan.