Defining — And Engaging With — Your Ideal Customer Profile

In this episode of Syncronized, host Brandon Garcin sits down with Erik Haas, Vice President at designDATA, to explore how MSPs can define and engage with their ideal customer profile (ICP). Erik challenges the common practice of accepting any client willing to pay, explaining that identifying your ICP early creates focus that drives profitable growth across every department.

The episode explores why ICPs should influence more than just marketing — they should shape service delivery, hiring decisions, and even product development. Erik shares practical strategies for understanding not just the technical requirements of prospects, but their business goals, cultural fit, and partnership expectations.

Both Brandon and Erik emphasize the power of transparency in client relationships, discussing how clear communication capabilities and limitations build trust. They also explore how a well-defined ICP empowers sales teams to confidently pursue the right prospects and walk away from poor fits, creating healthier client relationships and more efficient operations. For MSPs looking to scale, this episode offers actionable insights on building a cohesive business strategy around the types of clients you serve best.