Four templates ready to copy: ICP one-pager, persona canvas, JTBD interview guide, and buying committee map. Adapt for your company. Use them in your CRM, your campaign briefs, and your sales playbooks.
1. ICP one-pager template
Copy this structure into Notion, Coda, or a Google Doc
# ICP One-Pager · [Company Name]
Last reviewed: [Date] · Next review: [Date + 6 months]
## Firmographics
- Industry / sub-industry: [...]
- Company size (employees): [Range]
- Annual revenue: [Range]
- Stage: [startup / scale-up / mid-market / enterprise]
- Geography: [North America / EMEA / APAC / specific countries]
- Business model: [B2B / B2C / B2B2C / marketplace]
## Technographics
- Required tech stack: [e.g., uses Salesforce or HubSpot]
- Adjacent tools (signal): [e.g., uses Segment, Mixpanel, etc.]
## Trigger events
- What makes this company start looking? [List 3-5]
## Decision drivers
- Top 3 things they evaluate on: [List]
- Common objections: [List]
## Internal language
- How they describe the problem: [3-5 verbatim phrases from interviews]
## Anti-patterns (who is NOT a fit)
- [List 3-5 disqualifiers]
## ICP-fit score rubric (0-100)
- Firmographic match: ___ / 40
- Technographic match: ___ / 20
- Trigger event present: ___ / 20
- Champion identified: ___ / 20
2. Buyer persona canvas template
One persona per page · Copy template for each persona
# Persona · [First name only, e.g., "Marketing Marcus"]
Role: [Job title or function] · Seniority: [IC / Manager / Director / VP / C-suite]
## Quote (verbatim from interview)
"[Direct quote that captures their voice]"
## Goals
- [What outcome do they own?]
- [How is their performance measured?]
- [What does success look like for them?]
## Pains
- [Top 3-5 frustrations or barriers]
- [What's broken in their current state?]
- [What workarounds are they using?]
## Trigger events
- [What makes them start looking for a solution?]
## Decision criteria (in priority order)
1. [Most important]
2. [...]
3. [...]
## Decision process
- Who else is involved: [committee roles]
- Typical timeline: [weeks/months]
- Approval flow: [who needs to sign off]
## Information sources
- [Where they go to learn — publications, podcasts, communities, peers]
## Internal language
- [Phrases they use that we should mirror]
- [Phrases we use that confuse them — to avoid]
## Common objections
- [Top 3-5 concerns that almost stop the deal]
## Sample messaging
- Hero line: [Headline that resonates with this persona]
- Email subject: [Subject line approach]
- Sales opener: [How sales would lead with them]
3. JTBD interview guide template
Use for 30-minute customer interviews · Record and transcribe
# JTBD Interview Guide · [Interviewee name, Date]
## Setup (2 min)
"I appreciate you taking time. I want to understand the path that led you to [product]. I'm going to walk you backwards through the decision and ask some specific questions. This isn't a feature request session — I'm trying to understand the situation you were in."
## The first thought (5 min)
"When did you first start thinking you needed something like [product]?"
Probe: What was happening at the time? What changed?
## The trigger (5 min)
"What was the moment you decided you HAD to do something?"
Probe: What pushed you from thinking about it to acting?
## The search (8 min)
"Walk me through what you did next."
Probe: Who did you talk to? What did you search for? What did you read?
## The alternatives (5 min)
"What else did you consider? Why did you rule those out?"
Probe: Did you consider doing nothing? Building it internally? A workaround?
## The choice (3 min)
"What made you finally pick [product]?"
Probe: What concerns did you have? What almost stopped you?
## Reflection (2 min)
"Looking back, what about your situation made this feel like the right choice?"
## Wrap (1 min)
"What's the biggest job [product] does for you, in your own words?"
Templates are starting points, not finished products. Customize each one to your business. The structure matters more than the specific fields — what you want is a consistent way to document and update these artifacts across your organization.
The single most important habit: treat these as living documents. Personas and ICPs decay. Review every 6-12 months. Update when you ship a new product, enter a new market, or notice your best-customer cohort shifting.