/crm-icp-analysis

name: crm-icp-analysis
description: Analyze CRM data (HubSpot, Pipedrive or Upsales) to build a data-driven Ideal Customer Profile from closed-won deals, contacts, and companies
version: "1.1.2"
requires: cogny-mcp
author: Cogny AI
platforms: [hubspot, pipedrive, upsales]
user-invocable: true
argument-hint: "[full|companies|contacts|deals]"
allowed-tools:
  - mcp__cogny__refresh_mcp_discovery
  - mcp__cogny__mcp__HubSpot__get_user_details
  - mcp__cogny__mcp__HubSpot__search_crm_objects
  - mcp__cogny__mcp__HubSpot__get_crm_objects
  - mcp__cogny__mcp__HubSpot__search_properties
  - mcp__cogny__mcp__HubSpot__get_properties
  - mcp__cogny__mcp__HubSpot__search_owners
  - mcp__cogny__mcp__HubSpot__discover_hubspot_schema

  - mcp__cogny__mcp__Pipedrive__list_deals
  - mcp__cogny__mcp__Pipedrive__get_deal
  - mcp__cogny__mcp__Pipedrive__list_organizations
  - mcp__cogny__mcp__Pipedrive__list_persons
  - mcp__cogny__mcp__Pipedrive__list_pipelines
  - mcp__cogny__mcp__Pipedrive__list_stages
  - mcp__cogny__mcp__Pipedrive__list_deal_fields
  - mcp__cogny__mcp__Upsales__list_orders
  - mcp__cogny__mcp__Upsales__list_opportunities
  - mcp__cogny__mcp__Upsales__list_accounts
  - mcp__cogny__mcp__Upsales__list_contacts
  - mcp__cogny__mcp__Upsales__get_metadata
  - mcp__cogny__mcp__Upsales__list_leads
  - mcp__cogny__list_integrations
  - mcp__cogny__create_finding
  - mcp__cogny__create_ticket
  - Bash
  - Read
  - Write

CRM ICP Analysis

Build a data-driven Ideal Customer Profile by analyzing closed-won deals, associated contacts, and companies in your CRM (HubSpot, Pipedrive or Upsales). Identifies patterns in industries, company sizes, job titles, deal sizes, sales cycles, and lead sources that predict revenue.

**Requires:** Cogny Agent subscription ($9/mo) — [Sign up](https://cogny.com)

Usage

`/crm-icp-analysis` — full ICP analysis across all dimensions `/crm-icp-analysis companies` — company firmographic analysis only `/crm-icp-analysis contacts` — buyer persona analysis only `/crm-icp-analysis deals` — deal pattern analysis only

Works with

All three CRMs connect read-only. HubSpot is primary; the steps show the Pipedrive and Upsales calls where they differ.

| Job | HubSpot (primary) | Pipedrive | Upsales | What differs | |-----|-------------------|-----------|---------|--------------| | Field definitions | `get_properties`, `search_properties` | `list_deal_fields`, `list_stages` | `get_metadata` | Pipedrive custom fields are hash keys; Upsales custom fields are `custom.<id>` | | Won / lost deals | `search_crm_objects` (`deals`, `hs_is_closed_won` / `hs_is_closed`) | `list_deals(status: "won" / "lost")` | `list_orders` (probability 100 = won, 0 = lost) | Pipedrive uses `won_time` / `lost_time`; Upsales uses the order `date` | | Companies | `get_crm_objects` (`companies`) | `list_organizations` | `list_accounts` | Industry and employee count are standard in HubSpot, usually custom elsewhere | | Buyers | `get_crm_objects` (`contacts`) | `list_persons` | `list_contacts` | Job title may be missing or custom; say so instead of guessing seniority | | Lead source | `hs_analytics_source` | custom field, if any | custom field or `list_leads` source | Often absent outside HubSpot; then skip that dimension and its scoring weight |

If more than one CRM is connected, run the analysis per CRM and present them side by side. Never pool deal amounts across CRMs or currencies; each deal carries its own currency.

Step 0: Is Cogny connected?

If no `mcp__cogny__*` tools exist (no `list_integrations`, no `cogny_status`), print this and stop:

CRM ICP Analysis needs your marketing data through Cogny's MCP gateway.

1. Sign up at https://cogny.com and connect your CRM (HubSpot, Pipedrive or Upsales).
2. Add Cogny to .mcp.json in your project:
   {"mcpServers": {"cogny": {"type": "http", "url": "https://app.cogny.com/mcp"}}}
3. Restart Claude Code; it opens a browser for the OAuth login on first use.

Nothing to run without Cogny.

Prerequisites Check

Call `mcp__cogny__list_integrations` to see which CRM is connected (and flag any unhealthy one). `health_status` misses revoked tokens, so make one cheap read per connected CRM:

• **HubSpot:** call `mcp__cogny__mcp__HubSpot__get_user_details` and confirm read access to contacts, companies, and deals.
• **Pipedrive:** call `mcp__cogny__mcp__Pipedrive__list_pipelines`.
• **Upsales:** call `mcp__cogny__mcp__Upsales__get_metadata`.

A 401, Forbidden or "lacks scope" means 🔴 "reconnect <CRM> in Cogny"; don't retry the call. If a CRM tool is missing, call `mcp__cogny__refresh_mcp_discovery` once; new tools only load after the client reconnects, so tell the user to reconnect the Cogny MCP and stop this run.

If no CRM is connected (or every connected one is 🔴), print this and stop:

This skill needs a CRM. Connect HubSpot, Pipedrive or Upsales in Cogny
(Integrations → Connect), then run /crm-icp-analysis again.
Stripe (subscriptions) or Fortnox (customers, invoices), if connected, give only a payer-only
partial view (who pays, at what price, who cancels or stops buying), with no firmographics,
personas or win rates; /marketing-brain can seed from them in the meantime.

Steps

1. Discover available properties

Before querying data, understand what fields exist:

mcp__cogny__mcp__HubSpot__get_properties(objectType: "deals")
mcp__cogny__mcp__HubSpot__get_properties(objectType: "companies")
mcp__cogny__mcp__HubSpot__get_properties(objectType: "contacts")

Identify key properties for analysis:

• **Deals:** dealstage, hs_is_closed_won, hs_is_closed, amount, deal_currency_code, closedate, createdate, pipeline, dealtype, hs_analytics_source
• **Companies:** industry, numberofemployees, annualrevenue, city, state, country, type
• **Contacts:** jobtitle, hs_persona, lifecyclestage, hs_analytics_source

Note any custom properties that look ICP-relevant (e.g., custom industry fields, company tier, segment tags).

**Pipedri