> For the complete documentation index, see [llms.txt](https://docs.11x.ai/llms.txt). > Use it to discover all available pages before exploring further. # ICP and targeting Define your ICP for Alice with firmographic filters, role filters, and exclusions, then enable the Qualification Agent to verify fit before any outreach is spent. Your ICP is the definition of who Alice may contact, expressed as three things Alice can act on: **firmographic filters**, **role filters**, and **exclusions**. The **Qualification Agent** then verifies fit in real time *before* any outreach is spent. Start narrow — one well-defined segment produces better signal than a broad list, and it is far easier to widen a segment than to repair a sending reputation. Exclusions are the highest-stakes part of this page. A digital worker contacting an account a rep already owns is the single fastest way to lose internal trust in a rollout, and it is entirely preventable. ## Firmographic filters | Filter | Notes | | --- | --- | | **Industry** | Start with the one or two where you have the strongest proof points | | **Employee count** | Often a better fit proxy than revenue for B2B software | | **Revenue band** | Useful where deal size correlates with it | | **Geography** | Also determines language and calling-consent requirements | | **Technology stack** | Strong signal where your product integrates with or displaces something | Resist the urge to define the ICP as "everyone we could theoretically sell to." That's a market, not an ICP. The ICP is who you can win *now*, with the proof points you actually have. ## Role filters Define job titles, seniority, and function. For ABM motions, define **each buying-committee role** you want engaged, not just the primary contact. This matters more than it appears: personas drive message framing. A CFO and a VP of Sales at the same account get different messages *because they're typed differently*. If every contact is typed the same way, they'll all receive the same message — which is exactly what makes multi-threading backfire. | Committee role | Typically cares about | | --- | --- | | **Economic buyer** | Business outcome, cost, risk | | **Champion** | Their own team's day-to-day problem | | **Technical evaluator** | Integration, security, effort to adopt | | **Blocker** | What breaks, and who has to maintain it | ## Exclusions Exclusions are where your CRM connection earns its value — Alice reads ownership and opportunity state directly. At minimum, exclude: - Accounts with an **open opportunity** - **Existing customers** - Accounts with an **assigned owner**, where policy reserves them for that rep - **Competitors and partners** - Your **do-not-contact** list - Contacts who have **opted out** - Accounts already active in **another play** (see [playbooks](/alice/playbooks)) Exclusion rules are only as good as your CRM hygiene. If account ownership is stale in your CRM, it will be stale in Alice. Audit ownership *before* launch, not after the first complaint from a rep. ## The Qualification Agent The Qualification Agent filters prospects in real time against your ICP before outreach begins, so touches aren't spent on out-of-profile accounts. This is a structural difference from the usual pattern of qualifying after a reply. Filtering before contact protects three things at once: Out-of-profile recipients are the main source of spam complaints, and complaints are the most damaging deliverability signal there is. Replies from people who were never going to buy still cost a rep the time to read them. Alice is priced per prospect, so an out-of-profile prospect consumes allowance that an in-profile one could have used. A clean segment tells you whether the *messaging* is working. A dirty one tells you nothing. ## Tuning One segment, clearly defined. Prove the motion before widening. Are replies coming from the roles and company types you targeted? If not, the filters don't match the intent. This is where the expensive mistakes hide. A wrongly disqualified good account disappears silently — nobody reports it. Add an industry, or a seniority band, or a geography. Not all three. A threshold that's slightly wrong is a rounding error at 100 prospects and a real problem at 10,000. ## Frequently Asked Questions The Qualification Agent threshold is too permissive for this segment, or the role filters are too broad. Tighten before increasing volume. The CRM connection is missing or incomplete, or exclusions don't reference ownership and opportunity state. Both objects must be mapped *and* referenced in an exclusion — mapping alone does nothing. The segment is too narrow, or exclusions are overlapping and removing more than intended. Check exclusion overlap before widening the ICP. Customer status isn't reliably set in your CRM. Audit the field's coverage before relying on it as an exclusion. The contacts are typed as the same persona. Define distinct committee roles in your role filters. Criteria are too narrow, or a required attribute is missing from the data rather than genuinely absent at the account. Review disqualification reasoning before tightening further. ## Next steps Plays narrow within your ICP. A narrower ICP sharpens research. What happens once a prospect qualifies. The full setup sequence.