Who we target, by product
Every buyer group the engine targets, product by product, plus the ones proposed for review. Confirm the ones worth keeping, remove the ones that are wrong, and add anyone missing. Candidates raised 2026-08-17. Nothing here changes the engine on its own: the list Lina applies to the Foundation workbook is what runs, from the next configuration update.
The decisions could not be read (fetch failed), so every buyer below shows as not yet decided even if somebody has already decided it. Refresh in a moment before recording anything, so you do not overwrite a colleague.
Already fixed and running
Nine confirmed buyer groups are now live ICPs · 2026-08-26
Lina applied every candidate carrying a confirm (Brij's review, plus his email for the AMC ecommerce owner): six Atlas groups (Insights & Research, Category & Trade Marketing, Marketplace / Key Account, Country GM, RGM / Pricing on price only, Distributor / Partner), the Content agency partner, and two AMC groups (Endemic Ecom Owner, Regional Media Budget Holder). All nine are in the product config and mirrored into Foundation sheet 2, so their entries leave this list. Not everything is send-ready: the agency lane still needs its partner commercial model (flagged at every validate), the distributor lane needs its seed flag and credit rule, and the recut snapshots (subcategory, price, portfolio) need the asset produced before a touch promises them.
Brij's missing titles now match an ICP · 2026-08-26
From Brij's review (the board additions did not save that day, a storage bug fixed in the same change): Business Head, Founder / CEO / Co-Founder, Head of Analytics and Head of Global Amazon Account matched no ICP and were being suppressed as no_icp_match. They are now on the role lists of the products Brij mapped them to (Atlas, Atlas Media, Content, PiVerse, PiGen, and for AMC the analytics, Amazon-account and founder titles). Founder and CEO also needed a matcher fix: a pure-seniority title was stripped to nothing on both sides of the comparison, so no role list could ever match it. Ecommerce Business Head, Ecommerce Leader, VP Ecommerce, Head of D2C & Digital Transformation and Head of Performance Marketing already matched. The ECOMMERCE titles Brij mapped to AMC were held back from the AMC role lists on purpose, because they belonged to the endemic_ecom_owner candidate; that candidate was confirmed and promoted to a live ICP later the same day, so those buyers are now targeted through it.
Growth, Category and Marketplace titles now match an ICP · 2026-08-17
The team reported these buyers were being missed. They were: a contact whose title matches no ICP role is suppressed as no_icp_match, so Growth Manager, Category Head and Head of Marketplaces were dropped before any draft. Two causes, both fixed. The titles were absent from the role lists, and are now on the Ecom Business ICP of Atlas, Atlas Media, Content, PiGen and PiVerse. Separately the matcher compared plurals to singulars, so "Head of Marketplaces" failed even against products that already listed "Marketplace Manager"; the tokenizer now normalizes both sides. AMC was left alone on purpose: it targets media and marketing heads, and whether it should also open with the ecommerce P&L owner is the endemic_ecom_owner candidate below.
24
Running today
across 6 products
23
Proposed for review
0
Added by the team
0
Confirmed
0
Removed
each with a written reason
47
Still to decide
Open questions on the PiVerse list
head_of_ecom_gm: All three ICPs now open with the same demo walkthrough on an anonymized brand, differing only in which screen is shown. Is that three ICPs or one offer with three entry points?
business: India is marked P2 with a playbook note saying cross-sell only from QBRs, do not open cold, still flagged confirm. Quick commerce is bigger in India than anywhere else PiWheel operates. Confirm or lift.
Head of Ecom / GM (the big ICP)Running today
Head of Ecommerce · GM / Commercial Director · Growth Manager · Head of Marketplaces · Head of Analytics
Opens on: One place for business performance, out-of-stock and media across ALL channels ('how many screens does your team open to answer how did we do yesterday?')
Free offer: Live walkthrough of the PiVerse view on an anonymized brand in their category - the one screen that answers 'how did we do yesterday' across every channel, with out-of-stock and retail media in the same place. Nothing needed from them to see it. Once they have seen it, ONE retailer can be connected read-only in minutes so they see their own view; that is the second ask, never the cold one
Not decided
MediaRunning today
Media Managers · Retail Media Managers
Opens on: Amazon, Noon and Trendyol ad data live in different tabs - one live view with optimization flags
Free offer: Live walkthrough of the PiVerse media view on an anonymized brand - every retailer's ad performance side by side in one screen with the optimization flags, instead of one console per retailer. Nothing needed from them to see it. The follow-on is a read-only connection on ONE retail-media account so they see their own numbers
Not decided
Business (sell-out / dark stores)Running today
Sales Head / Category Manager · Business / Ops · Founder / CEO
Opens on: Quick commerce and dark stores: 'how fast do you find out when you go out of stock on Talabat or Noon Minutes - same hour, same day, or when sales dip?'
Free offer: Live walkthrough of the PiVerse dark-store view on an anonymized brand - availability by city and by store, and how fast an out-of-stock surfaces. Nothing needed from them to see it. The follow-on is a read-only connection on ONE retailer so they see their own stores
Not decided
Supply chain & availabilityProposedOffer exists
Supply Chain Manager · Demand Planner · Head of Customer Service & Logistics · Availability Manager
On-shelf availability is literally this person's KPI. Today they learn about an out of stock from the sales team, days late. The dark-store view is their tool more than it is the ecommerce team's, and no current ICP reaches them.
Would open on: How late they find out about an out of stock today
Offer: The dark-store walkthrough on an anonymized brand
Watch out: None. This is the clearest gap in the live list.
Not decided
Quick commerce key account managerProposedOffer exists
Key Account Manager - Talabat / Noon Minutes / Instashop · Key Account Manager - Blinkit / Zepto / Instamart · Channel Manager (quick commerce)
Quick commerce now has its own account team in most FMCG structures. They run the joint business plan with the platform and have only the platform's own numbers to argue with.
Would open on: Going into a platform review with a read the platform did not supply
Offer: The walkthrough, scoped to the platforms they own
Watch out: Adjacent to the live business ICP; confirm whether the KAM sits inside it or beside it
Not decided
Commercial finance & RGMProposedOffer exists
Commercial Finance Manager · Revenue Growth Management Manager · Channel Controller
They rebuild a cross-channel P&L by hand from retailer reports every month. One reconciled view is the product, stated in their language.
Would open on: How many separate retailer reports go into one monthly channel number
Offer: The cross-channel walkthrough
Watch out: Same RGM title as the Atlas candidate; if both are approved, the ICP matcher needs a tiebreak
Not decided
Regional ecommerce directorProposedOffer exists
Regional Ecommerce Director · Head of Ecommerce MENA · Global Ecommerce Director
The multi-market single view is the actual product, and the person who buys a multi-country subscription sits above any one market.
Would open on: One view across every market instead of one file per country team
Offer: The walkthrough, framed across markets
Before it can run: The same market-ownership rule the Atlas Media regional candidate needs
Watch out: Overlaps the live Head of Ecom / GM ICP by title; separated only by scope
Not decided
BI and commercial data teamProposedOffer exists
Head of Business Intelligence · Commercial Data Analyst · Data & Analytics Manager
This team is often mid-build on the same dashboard internally. They are either the fastest buyer in the company or the one person who will kill the deal, and it is worth knowing which before the meeting.
Would open on: What their internal build cannot reach, which is retailer data they have no feed for
Offer: The walkthrough, read as build versus buy
Before it can run: A team decision on whether this buyer is a target or a stakeholder to be won over inside another deal
Watch out: None
Not decided
What happens to these decisions
1
The team decides here
Confirm, remove or add. A removal always carries a reason, so nobody has to reconstruct the argument later.
2
Lina applies the surviving list to the Foundation workbook
Sheet 2 is the source of truth for ICPs. Confirmed candidates become real ICPs there; removed ones are deleted from the review.
3
The configuration rebuild makes it live
Only then does the engine target anybody new. Until it runs, this page is a record of what the team wants, not what the engine does.
✓
A confirmed buyer still needs its offer and its list
An ICP marked “no offer yet” or carrying a “before it can run” line is not ready the day it is confirmed. The engine never promises a prospect something nobody has confirmed can be delivered.