If you sell to different buyer types — SMB vs enterprise, two industries, two product lines — you'll want multiple ICP rubrics. turgo supports any number of rubrics, each driving its own agents and sequences.
When to use multiple ICPs
Your motion meaningfully differs across segments. Enterprise and SMB have different criteria, different signals, different sales motions. Two industries with different decision processes. Two products with different ideal customers. In each case, one rubric forces compromises that hurt both.
Creating multiple rubrics
ICP → New Rubric. Each rubric has its own criteria, weights, disqualifiers. Name them clearly: "Enterprise ICP," "SMB ICP," "Healthcare ICP," not "ICP 1" and "ICP 2."
Assigning rubrics to agents
Each agent uses one rubric for its scoring and account selection. You can deploy multiple agents (one per ICP) so each runs the right motion against the right audience. Or one agent that switches rubric based on account characteristics — useful but more complex to debug.
Account membership in multiple rubrics
An account can match multiple rubrics. By default, the account is treated as in-ICP if it matches any rubric assigned to your motion. The score from the rubric the matched-against-agent uses drives routing decisions for that engagement.
Don't proliferate rubrics
Two rubrics is often right; four is starting to be a lot; seven is too many. Each rubric needs maintenance — recalibration, criteria tuning, performance review. Maintenance debt scales with rubric count.
