⚠️ ICP drift silently erodes your ARR growth, inflates churn, and kills expansion revenue.
📊 Most companies lose 15-40% of potential ARR to bad-fit customers in their pipeline.
⏱️ This 10-minute assessment will show you exactly what it's costing you.
Note: This assessment uses conservative industry benchmarks to illustrate potential impact. Actual results depend on market conditions, product-market fit, and GTM execution quality.
If you maintain current ICP drift levels, here's what you'll leave on the table:
This includes:
Even worse: This compounds. Each year you don't fix ICP drift, you're building on a weaker foundation. Bad-fit customers churn, creating revenue holes. Good-fit prospects go to competitors. Your team gets demoralized chasing deals that won't close.
The opportunity cost: Imagine if that $X.XM was invested in product, talent, or market expansion instead of being burned on bad-fit customers.
How We Calculate This:
Year 1 Lost Revenue = Lost New ARR + Excess Churn + Lost Expansion
3-Year Lost Revenue = Year 1 Impact × 3.2 (accounts for compounding as drift persists)
The 3-year multiplier of 3.2x accounts for compounding effects: bad-fit customers that churn create larger revenue holes each year, while missing out on good-fit expansion accelerates over time. This is a conservative estimate of the cumulative damage from sustained ICP drift.
| Metric | Current State | With ICP Discipline | Improvement |
|---|---|---|---|
| ARR | - | - | - |
| GRR | - | - | - |
| NRR | - | - | - |
When you target the right accounts, you don't just convert better—you create more opportunities.
| Pipeline Metric | Current | With ICP Focus | Lift |
|---|---|---|---|
| Opps Created/Month | - | - | - |
| Win Rate | - | - | - |
| Deals Closed/Year | - | - | - |
| New ARR/Year | - | - | - |
Why This Happens:
+10% more opportunities: Better ICP targeting means your outbound connects, inbound converts, and referrals multiply.
+5% win rate lift: You're selling to buyers who actually need what you sell, shortening cycles and improving close rates.
Every month you wait, you're losing money to bad-fit customers. Schedule a 30-minute diagnostic call to see exactly where drift is hiding in your pipeline—and build a plan to fix it.
Schedule Your Diagnostic CallLimited pilot customer availability for GTM AI Services.
ICP Health Score: Scored across 8 dimensions (32 points total). 28-32 = Healthy, 20-27 = At Risk, 12-19 = High Risk, 0-11 = Critical.
Lost ARR: Bad-fit accounts convert at ~50% of your normal win rate, while good-fit accounts convert at ~150%. We calculate the revenue gap between what you're closing vs. what you could close if that pipeline were good-fit.
Excess Churn: Non-ICP customers typically churn at 2.5x your baseline rate, while ICP-fit customers churn at 67% of baseline. We multiply the excess churn count by your ACV.
Lost Expansion: ICP-fit accounts expand at rates 6x higher than bad-fit accounts (default: 30% vs 5% expansion rate). We show the expansion revenue you're leaving on the table.
Wasted Capacity: The % of your team chasing bad-fit deals × fully-loaded cost per rep.
Pipeline Multiplier: Better ICP targeting creates +10% more opportunities (better outbound response, inbound conversion, and referrals) and improves win rates by +5 percentage points (selling to buyers who actually need your solution). This compounds into significantly more closed deals per year.
GRR Calculation: Current GRR = 1 - Annual Churn Rate. Potential GRR assumes all customers are ICP-fit (churning at 67% of your baseline rate).
NRR Calculation: NRR = GRR + (Net Expansion Revenue / Starting ARR). Expansion is calculated based on % of customers who expand and average expansion amount. ICP-fit customers expand at 6x the rate of bad-fit customers.
Churn Rate Calculation: Calculated as churned customers / (current customers + churned customers) to represent your starting customer base over the last 12 months.
Cost of Doing Nothing: Year 1 = ICP Drift Tax (Lost ARR + Excess Churn + Lost Expansion). Year 3 = Year 1 × 3.2 to account for compounding damage as drift persists and compounds over time.
Disclaimer: These calculations use conservative industry benchmarks and historical data patterns. Actual results will vary based on your specific market conditions, product-market fit, competitive landscape, and quality of GTM execution. This assessment is designed to illustrate potential impact areas, not guarantee specific outcomes.