Ask a CRO to describe their ICP and you get a story about the perfect customer. Pull the CRM data on closed-won deals and you often get a different company: smaller, different industry, different buying pattern.
The gap between aspirational ICP and actual ICP is where pipeline goes to die. Marketing targets the story. Sales closes the reality. Nobody aligns because nobody measured.
Closed-won reverse engineering fixes this. Extract the attributes that actually predict wins, build scoring from data, and update quarterly. Your ICP should be a model, not a slide.