78. How to Keep Your ICP Alive | Shaun Scott on Building a Living Sales Strategy

Your Ideal Customer Profile (ICP) isn’t something you define once and forget. It’s a living, breathing strategy that evolves with your customers, your data, and your frontline experience. In this episode of the B2B Sales Trends Podcast, host Harry Kendlbacher speaks with Shaun Scott, Chief Revenue Officer at Aptia Group, about how great sales leaders make their ICP dynamic, actionable, and relevant — and how to turn that clarity into consistent team performance. Shaun shares how Aptia’s team keeps its ICP grounded through constant feedback loops with sellers, clients, and broker partners — turning market insight into day-to-day sales behavior. 🔗 Explore more insights: www.globalperformancegroup.com You’ll learn: • How to align your ICP with real buyer behavior, not internal assumptions • Why top sellers treat their ICP as a guide, not a gate • The mindset shift from “strategy decks” to frontline execution • How discipline, urgency, and self-reflection define elite performers • The three traits Shaun looks for in every top sales hire 💡 Key Takeaways - Your ICP is a living strategy — keep refining it as customers evolve. - Coaching with clarity builds stronger, more autonomous teams. - Urgency and discipline drive consistent sales results. - Sales leadership isn’t about control; it’s about alignment and trust. - The best sellers reflect, learn, and adapt constantly. 👤 About Guest Shaun Scott is the Chief Revenue Officer at Aptia Group, a global provider of benefits administration and pension solutions serving over 7 million lives across the US and UK. With more than 25 years in B2B sales and leadership, Shaun helps organizations operationalize strategy, build high-performing teams, and stay relentlessly focused on customer outcomes.