In this week's AgencyHabits Podcast, Peter and Sei-Wook break down ICP in detail: five dimensions most agencies never define.

Why?

Because the uncomfortable truth is: every bad client you've ever had came through your sales process. Nobody snuck in overnight. You made a deliberate choice to bring them on, usually because they had money and needed something done. That felt good enough.

A real ICP helps you avoid those poor-fit clients. It also shortens sales cycles, improves delivery, and increases margins.

The five dimensions they cover:

1. Firmographics — Who the business is structurally
2. Buying triggers — When are they ready to make a decision
3. Success definition — What is the client trying to achieve
4. Buying committee — Who's making the decision
5. Disqualifiers — Who you won't work with

The episode ends with a practical exercise: take your last 10 clients and map what the best ones have in common across these five dimensions.

That's your real ICP.

Want to continue the conversation?

Book your calendar, we already know the next session is happening on April 28th, 12:30 PM ET. Save your spot here, we will be going one layer deeper into the Agency Growth Engine.

Who are we?

Hi, we're Peter and Sei-Wook, co-founders of Barrel Holdings, a portfolio of agency businesses. We also run AgencyHabits, a resource for agency operators featuring lessons learned from our various agency businesses.

Thanks for being a subscriber. If you or anyone you know is interested in selling their agency business, please check out what types of agencies we're looking for and email hi@barrel-holdings.com.

Also: Peter posts a lot of agency content on LinkedIn, give him a follow!