Most ICPs are inherited rather than decided. They were written for a fundraising deck, or agreed at an offsite two strategies ago, and they have quietly stopped describing the customers who actually renew, expand and refer. Nobody notices, because the document still exists and everyone still cites it. This session walks through a structured audit of that gap, and the evidence that reveals who a business genuinely serves well: win rates and sales cycle length by segment, retention and churn patterns, expansion behaviour, and which accounts your best customers resemble rather than which ones your positioning claims. You will leave with: - A repeatable audit framework you can rerun each year - A method for testing whether your stated ICP matches your actual best customers - A clear sense of the data you need to make the call properly