Disqualifiers are criteria that exclude accounts regardless of how well they otherwise match. Use sparingly but decisively. Common: competitors, sub-scale, regulated industries you can't serve, specific geographies.
What a disqualifier is
A normal criterion contributes to the score; a disqualifier sets the score to zero. An account that matches every fit criterion but matches a disqualifier still scores zero. Disqualifiers are absolute exclusions.
Common disqualifiers
- Competitor companies (you're not selling to them).
- Sub-scale accounts (below your minimum viable customer size).
- Regulated industries you don't serve (specific healthcare, defense, government).
- Geographies you don't cover (legal entity, language support, data residency).
- Specific titles that aren't your buyer.
How to add a disqualifier
ICP → [rubric] → Add Disqualifier → pick criterion → pick exclusion rule. Disqualifiers can be firmographic (size, industry, geography), technographic (uses competitor), or behavioral (already a customer, marked do-not-contact).
When NOT to use disqualifiers
Don't disqualify based on soft preferences — "smaller companies are less likely to buy" should be a weighted criterion, not a disqualifier. Don't disqualify entire industries based on one bad experience; one losing deal isn't a pattern. Disqualifiers should reflect categorical impossibilities, not just unfavorable odds.
Reviewing disqualifier impact
Preview the rubric → click Disqualified Accounts → review the list. If you see accounts that shouldn't have been disqualified, your disqualifier is too broad. If you see accounts that should have been disqualified but weren't, you need additional disqualifiers.
