TL;DR: Don't set ICPs and forget them. After enough records qualify, ask Copilot what your records show and tell it the specific edits to make.
The 4-week rule
The first time you set up an ICP, you're guessing. After 2–4 weeks of outcomes flowing through, you have signal. Outcome data comes from Attribution, which unlocks with Request a trial. The cadence:
- Week 1 — set up. Don't change anything.
- Weeks 2–3 — accumulate outcomes.
- Week 4+ — run the refinement loop with Copilot.
The exact cadence depends on volume. High-volume motions can do this weekly; ABM motions may need quarterly.
The refinement prompts
Copilot answers questions about your own records and edits ICPs from plain English. Ask what your records show:
> show me the 20 top-scoring records in the Mid-market SaaS ICP
If they look off, say what to change: > raise the Snowflake weight to 8 and re-qualify the workspace.
Applying the suggestions
Three modes:
- Accept directly —
> yes, make those edits and re-qualify. Copilot writes the changes to the ICP draft, prompts you to publish. - Stage as draft —
> stage those edits but don't go Live yet. Copilot updates the Draft version of the ICP; you review in the drawer before promoting. - Cherry-pick —
> apply only the Snowflake weight change, leave the rest. Copilot applies a subset.
What NOT to change reflexively
Three traps:
- Don't add parameters for outliers. A single closed-won customer with a unique trait isn't a pattern. Wait for at least 3–5 matching outcomes.
- Don't tighten Filters early. The first instinct is "we got noise, let me add a Filter." But Filters are gates — they exclude records you might still want to score lower. Use Score with negative weight (Exclude mode for true never-touch, Score with weight 0 won't work — use Exclude).
- Don't refine more than once per 2 weeks. Each change re-qualifies the workspace and re-routes audiences. Constant tweaking thrashes destinations.
Persona refinement is parallel
Everything above works for Personas too. Copilot can split the Persona, tighten the title patterns, or add a tenure parameter.
Tracking the refinement loop
Each ICP and Persona has a Modified by and Last modified field on the Qualification table. You can see at a glance what's been touched recently and what's stale. A stable refinement schedule is: monthly review of every Live ICP, quarterly review of every Live Persona. Copilot can prompt you: > which of my ICPs haven't been refined in the last 60 days?.