Learning from Won Deals with SparkSense
SparkSense is an optional step in the ICP builder. When a CRM is connected and the SparkSense toggle is turned on during Setup, the builder adds a step between Setup and Eligibility that reads your closed-won deals and shows you what it learned — so you start from real data instead of a blank page.
Turning SparkSense on
In the Setup step, the SparkSense section shows a toggle: Use SparkSense to learn from your won deals. The toggle is only active when a CRM (Salesforce or HubSpot) is connected to your workspace. If no CRM is connected, the toggle is disabled and shows a link to set one up.
Turn the toggle on, then continue. The SparkSense step appears after Setup in the step flow.
What SparkSense surfaces
When the step loads, the builder pulls your closed-won deals and analyzes them. This typically takes a moment. It then presents three groups of findings, each as a checklist:
| Group | What you see |
|---|---|
| Company fit | Industries, regions, and company sizes that appear most across your won deals |
| Who's involved | Common job titles from contacts associated with those deals |
| Buying roles | Suggested buying-group role assignments derived from titles and deal signals |
Each item shows a percentage — how often that trait appeared in your won deals. A badge on each item indicates its source: firmographic items are tagged "from your won deals"; role suggestions are tagged "based on job title".
The buying roles suggestion group only appears when there is enough clean role data in your won deals. If the data is too sparse, SparkSense shows a message in that group telling you to build roles yourself in the Roles step.
Everything is pre-selected. Deselect anything that does not fit, then click Add selected & continue. The builder writes your kept selections into the editable fields in the later steps: company traits go into Eligibility and Ideal Fit, titles go into contact personas, and role suggestions pre-populate the Buying group roles step.
Skipping or refreshing
At any point during the SparkSense step you can click Skip to move on without seeding anything — all fields in subsequent steps remain blank and ready for manual entry.
If your CRM data has changed since the last pull, click refresh at the top of the step to re-fetch. The step shows when the analysis was last run.
If SparkSense cannot reach your CRM, it surfaces a Try again button and a Continue manually option. Neither blocks you from completing the builder.
After SparkSense
Selections land in editable fields — nothing from SparkSense is locked. In Eligibility, Ideal Fit, Behavior Signals, and the Roles step you can add to, edit, or delete any suggestion it placed there.
If the step found too few won deals to surface meaningful findings, it tells you so and lets you continue into the manual fields.
Next steps
- ICP Overview — the full builder step flow
- Eligibility and Qualification — scope and scoring filters
- Buying Groups overview — how roles and coverage work