Segmentation

Three axes: industry (NAICS), size (employee count or revenue band), and motion (PLG-friendly vs sales-led). Most teams over-segment on industry and under-segment on motion.

More than 8 to 10. Each segment needs its own messaging, content, and motion variant. Beyond 10 segments, RevOps can't maintain quality and segments collapse into generic outbound.

Both. Different segments respond to different message structures and channel mixes. Running one master sequence across all segments leaves performance on the table.

ICP is the universe of accounts most likely to buy; segmentation is how you slice that universe for different motions. ICP is one definition; segmentation creates many.

After every major product release or pricing change. Both events shift which segments are buyable. Annual review is too infrequent in a fast-moving category.