Every ICP is a snapshot. New products, new packaging, or a shift upmarket changes who succeeds with you faster than most teams update field definitions.
We look for mismatch signals: won deals that would have scored low on paper, healthy cohorts that suddenly churn in nurture, or SDRs repeatedly overriding routing.
The fix is not a workshop once a year. It is a thin quarterly review: compare closed-won profiles to score thresholds, adjust bands, and publish a one-line changelog sales can trust.
If your scorecard still describes the company you wanted to be in 2024, it is probably underserving the company you sell to today.