The ICP Scorecard scores every company that visits your site against your ICP definition as soon as they're identified, no manual review needed.
Set it up once, optionally enrich it with your CRM's won-deal data, and instantly see which visitors are worth chasing.
Why it matters?
The ICP Scorecard scores companies against your ICP definition as soon as they land in Snitcher.
This makes it easy to surface companies that are close to your ICP, filter and segment accordingly, and use that information to inform decisions such as outreach, outreach process and timing, re-engagement, or excluding poor-fit companies entirely.
Setting this up is usually done early in onboarding, by whoever is configuring the Snitcher account. Your ICP definition itself is likely already shaped by Marketing, Sales, or the business more broadly, so this is often just a matter of translating that definition into the scorecard.
Prerequisites
There's nothing to enable. A scorecard is automatically created for every new workspace, including trials, and your Snitcher tracking script needs to be installed and identifying companies for scoring to have something to work with (only identified, non-spam companies get scored).
💡 If you want to enrich your scorecard using CRM data, you'll need a connected CRM integration.
Supported CRMs for enrichment: HubSpot, Salesforce, Pipedrive, Zoho, Microsoft Dynamics, and Attio.
Setup steps
Go to Settings > ICP Scorecard. You can also get there from the Inbox, either through "Manage ICP Scorecard" in the ICP Fit column header menu, or "Set up scorecard" in the popover of any unscored company.
Review your AI pre-filled scorecard. You'll see a banner letting you know we've pre-filled your scorecard based on the information you provided. This uses your website content plus a sample of your identified visitor companies, and pre-fills Industry, Company Size, Country, and Tech Stack.
Edit each condition card as needed. Add values under "Strong fit" or "Potential fit" using the searchable dropdown, drag value chips between the two tiers, or remove values or whole cards.
Use "Add another condition" to score on more fields.
You can score against 9 fields in total: Industry, Company Size, Country, Tech Stack, Company State/Province, Company City, Company Continent, Company Business Region, and Keywords.
Optionally, enrich your scorecard from a connected CRM using "Fetch from {CRM}". Snitcher analyzes your recent won deals in the background.
This can take a while but continues even if you click away, then shows you suggestions (Add, Remove, Promote, or Demote) that you accept or dismiss individually.
🚨 Suggestions never apply automatically.
Click Save. You'll see a confirmation letting you know that ICP Fit on previously identified companies will be reflected within 24 hours.
What this means for you?
Every identified company gets an ICP Fit tier: A+, A, B, C, or D.
You'll see this fit reflected in several places:
Inbox column "ICP Fit" - on by default and sortable. Hovering over a tier badge shows a breakdown of matched values, grouped into Strong, Potential, and Not a fit.
Company detail sidebar - with a full ICP breakdown accordion.
Inbox filter "ICP Fit" - letting you filter any view or segment by tier.
"ICP Matches" segment - automatically created the first time you save your scorecard. It includes tiers A+ through C, and behaves like a normal segment afterward, so you can edit or delete it.
Analytics - with an ICP fit card showing company counts per tier.
CSV export - with an
icp_fitcolumn included in organization exports.
💡 Newly identified companies are typically scored within about a minute. If you edit your scorecard, previously identified companies re-score within about 24 hours.
🚨 Companies that haven't been scored yet show a dashed circle with "ICP fit not scored yet."
Settings and options
Each condition card lets you manage value lists for Strong fit and Potential fit, and you can drag values between the two to change their weight.
👉 A Restore button reverts any unsaved edits.
If you're using CRM enrichment, you can Fetch or Refresh suggestions, jump to Manage integration, or use Stop enriching to remove the CRM link entirely. While the link is healthy, suggestions also refresh automatically in the background.
Example
Say your scorecard is set up with Industry (Strong fit: Software), Company Size (Strong fit: 51 to 200, Potential fit: 11 to 50), and Country (Strong fit: United States).
A 51 to 200 person US based software company would match all three as strong fits, landing in tier A+. An 11 to 50 person German software company would only partially match, landing in a lower tier.
Things to know
Scoring is based on company attributes Snitcher holds, such as industry, size, location, tech stack, and keywords. It doesn't take visitor behavior or intent into account, that's still handled through filters and segments.
If a company is missing data for a field, it simply scores 0 on that field rather than being excluded.
Every condition card needs at least one value under Strong fit or Potential fit, and the same value can't appear in both tiers of the same card.
CRM enrichment only looks at won deals, up to about 90 days back and 500 deals, and only stores aggregate counts, not individual deal data.
ICP Fit currently lives in app and in CSV exports only. It isn't synced back to CRMs, included in webhooks, or available through the public API.
If your subscription or trial ends, scoring stops, but any tiers you already have remain visible.
Troubleshooting
A company shows a dashed circle with "ICP fit not scored yet."
Either your scorecard doesn't have values set yet, or the company was identified before you set one up. It'll be scored on the next nightly run, within 24 hours.
👉 Companies flagged as spam are never scored.
You see "We couldn't fetch from your CRM."
This means there's an issue with your CRM connection. Click "Resolve issue" to check the connection and retry.
CRM fetch seems stuck.
It's still running in the background. The page updates on its own once it's done, and larger CRMs simply take longer.
You edited the scorecard but tiers haven't changed.
Re-scoring existing companies can take up to 24 hours. Note that editing only a condition's description, without changing its values, won't trigger a re-score.