Write a paragraph describing your ideal customer in plain English. The ICP builder converts it into a structured rubric: firmographics, technographics, disqualifiers. Most rubrics need 2–3 iterations over the first 30 days.
Step 1 — Write the description
Open ICP → New Rubric → Description. Write 100–200 words in plain English: who buys from you, what size company, what industry, what stack, and importantly — who doesn't (disqualifiers). Example: "B2B SaaS companies with 50–500 employees, headquartered in North America, that use Salesforce. Strong fit if they have a dedicated RevOps function. Not a fit if they're services-based or under 20 employees."
Step 2 — Convert to structured rubric
Click Convert. turgo's parser extracts firmographics, technographics, and disqualifiers and pre-fills the structured rubric. Review each field — the parser usually catches 80% correctly; you adjust the rest manually.
Step 3 — Set field weights
Each criterion has a weight (1–5). Higher = more important to the fit score. Default weights are usually right; adjust if your motion has a non-standard priority (e.g., geography is a hard constraint, not a soft one).
Step 4 — Add disqualifiers
Disqualifiers are absolute. An account matching a disqualifier gets a fit score of 0 regardless of other criteria. Common disqualifiers: specific competitor companies, sub-scale prospects, regulated industries you don't serve.
Step 5 — Save and preview
Save the rubric. The preview shows the first 50 accounts scored — review the top 25 and bottom 25. If both ends look right, you're calibrated. If the top is mixed, tighten criteria; if the bottom is too aggressive, loosen disqualifiers.
Iterating after 30 days
After 30 days, look at which accounts converted vs which didn't. The ICP builder shows you the criterion that best predicted close — promote it. The criterion that didn't predict anything — demote or remove. Most teams iterate the rubric 2–3 times in the first quarter.
