Build a Target Account List With Evidence
Build a target account list from explicit inclusion rules instead of executive anecdotes.
A target account list should be defensible in one minute. If someone asks, “Why is this account on the list?” the answer should not be, “Because the VP likes the logo.” It should be a short chain of evidence: the account looks like customers we win, the timing is active enough to matter, and there is a business change that makes a coordinated motion relevant now. Fit signals Firmographics, technographics, geography, operating model, and problem shape all belong here. Fit is the base layer because some accounts are simply expensive distractions. Intent signals Intent tells you whether the account is…
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