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Onboarding Form | C17 Lab

🕰️ Estimated completion: 35 - 45 minutes.

This intake document is the foundation of your engagement with C17 Lab. The precision and completeness of your answers directly correlate with the speed and quality of results we deliver.

⚠️ This document activates C17 Lab's ICP Lock Protocol. Once certified, changes to your Ideal Customer Profile require a formal amendment with your Strategy Manager.

This protects both parties and ensures campaign precision from Day 1.

🧠 SECTION 01 - Company Intelligence Core Business Information

Company Legal Name

Company Website URL

Primary Contact Name & Title

Primary Contact Email

Current Annual Revenue

Company Logo

Company Legal Address

🧮 Business Model & Revenue Context Understanding your economics helps us prioritize the right accounts and craft the right urgency in messaging.

What does your company sell

What is your core offer to your ICP

Explain your business in one sentence to a 5th grader?

Pricing Model & Range

Revenue Goal - Next 12 Months

Top 3-5 Benefits (Results, Not Features)

Do you offer a guarantee or risk reversal?

™️ Brand Voice & Communication Style We need to sound like you, not like a generic SDR. These details shape every email, every follow-up, every touchpoint.

Describe your brand voice in 3-5 adjectives

Link any brand guidelines, tone documents, or style guides

Words or phrases we should NEVER use

🤿 SECTION 02 - ICP DEEP DIVE

This section is the most critical input of this entire document. Your ICP defines every lead list, every email, every follow-up sequence. Get this wrong and nothing else matters.

🔐 C17 LAB ICP LOCK PROTOCOL

The ICP criteria defined in this section become the locked targeting parameters for your first 90 days. Mid-campaign ICP changes require a formal amendment and may affect delivery timelines.

Target Industries

Industries to EXCLUDE

Ideal Company Size

Ideal Company Size (Sweet Spot)

Ideal Company Revenue Range

Target Country

Geographic Exclusions

States (Applicable to USA Only)

👷🏼‍♂️ Buyer Persona Architecture

We need to understand who specifically we're reaching - their title, their authority, their daily pain.

Primary Decision Maker - Job Titles

Secondary Influencer - Job Titles

Target Seniority Levels

Department/Function

👨🏼‍🔬 Technographic & Behavioral Signals

These signals help us build hyper-targeted lists that go beyond basic firmographics.

Technology Stack Signals

Buying Trigger Events

Keywords to Search in ICP Profiles/Companies

✅ ICP Validation - Reference Accounts

The single best way to calibrate our targeting is to see who already buys from you.

Top 5 Current Customers (by revenue or strategic value)

Dream Client Website URLs

Who is NOT Your Ideal Client?

What Disqualifies a Lead Immediately?

✍🏼 SECTION 03 - MESSAGING & POSITIONING

This section arms our copywriters with the raw material to craft outreach that converts. The better your answers, the fewer revision cycles we'll need.

💊 Pain Points & Emotional Triggers

The best cold emails don't sell - they diagnose, confirm and/or reveal.

What keeps your prospect up at 2am?

What happens if your prospect does NOTHING?

💱 Proof & Social Currency

Cold outreach without proof is just noise.

Best case study or client result

Link all case studies, testimonials, and proof assets

Notable logos, partnerships, or credibility markers

Top 5 objections your sales team hears

Engagement hooks - questions prospects always respond to

🧾SECTION 04 - SALES PROCESS & REVENUE INFRASTRUCTURE

We generate meetings. Your team closes them. The handoff between C17 and your sales org needs to be seamless, or leads die on the vine.

Qualified demos/meetings your team takes per month currently

How many demos/meetings do you want C17 Lab to generate monthly?

Current lead-to-close conversion rate

Average Sales Cycle Lenght

🫱🏽‍🫲🏼 Sales Handoff Protocol

How a lead moves from C17 Lab' s pipeline to your calendar determines whether it converts or dies.

What is your complete sales process

Who takes the meetings we book?

Preferred scheduling method

What qualifies a lead as 'meeting-ready' for your team?

What CRM do you use?

What are you currently doing to generate leads?

Have you done cold outbound before? What worked and what didn't?

Link any marketing assets we should reference

🥷🏼 SECTION 06 - COMPETITIVE LANDSCAPE

Your prospects are hearing from your competitors too.

Top 3-5 direct competitors

What sets you apart from EACH of these competitors?

Why do prospects choose YOU over competitors?

Are you the premium option, mid-market, or budget alternative?

The ONE thing you want prospects to remember about you

🏆 SECTION 07 - SUCCESS METRICS & ACCOUNTABILITY

What does success look like at 30 days?

What does success look like at 60 days?

What does success look like at 90 days?

Preferred day/time for bi-weekly strategy call

Who should attend weekly strategy calls?

Upload additional documents/assets

🔏 SECTION 08 - ICP LOCK CERTIFICATION

⒈ The ICP criteria defined in this document become the locked targeting parameters for your initial 90-day engagement.

⒉C17 Lab will build all lead lists, messaging sequences, and campaign strategies based exclusively on this document.

⒊ Mid-campaign ICP changes require a formal ICP Amendment submitted to your Strategy Manager. Changes may affect delivery timelines and campaign performance.

⒋ This protocol exists to protect your investment. Frequent ICP changes dilute campaign effectiveness and extend ramp-up time.

⒌ After 45 days, your Strategy Manager will present a data-driven ICP Optimization Review with recommendations for refinement.

Your Full Legal Name

Your Title/Role

Today's Date

Digital Signature

By signing, I certify that the information provided is accurate, complete, and represents all priorities C17 Lab should focus on during our initial 90-day partnership. I understand that this document activates the ICP Lock Protocol and that changes to targeting parameters require formal amendment.