In 2020, Clearbit reevaluated its ideal customer profile (ICP), shifting its focus from top-line growth to long-term customer value, significantly altering its strategy. The company discovered that the majority of its long-term revenue came from a small percentage of its leads, adhering to the Pareto principle. By analyzing metrics like expected lifetime value per lead (ELTVL), Clearbit identified that companies with high website traffic, serving as a proxy for lead volume, were the most valuable customers. This led to a refined ICP that emphasized customer lifetime value, resulting in organizational changes across product, sales, marketing, and customer success teams. This new approach simplified Clearbit's strategy by dividing its potential customer base into two segments based on website traffic, enabling a more focused and efficient allocation of resources. The company recognized the importance of balancing short-term revenue with long-term profitability, especially in the face of economic changes, and is exploring ways to enhance its service for non-ICP customers while maintaining its core focus.