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Writer's picturePaul Garrido

The 3 Foundational Pillars of Successful Prospecting

I’m often asked by colleagues and clients about the best approach to kickstart their business development and prospecting efforts. In response to this recurring question, I’ve summarized what I’ve seen work throughout my career hoping that it is useful to others who might be living the same question. If you’re searching for a blueprint or guidance to help you get started, it’s crucial to establish a strong foundation by addressing these three Foundational Pillars. Here are some thought-provoking questions to begin with:


Ideal Company Profile (ICP):

  1. Technographic: What technology stack indicates a good prospect? Are they using a competitor’s solution, or do they rely on a complementary or supplementary service? How can your business help companies with that technology stack?

  2. Firmographic: Which types of companies align best with the problem your business solves? Consider non-profits, for-profits, education, or specific industries and verticals where your solution resonates. What sets you apart in addressing their problems?

  3. Situational: Are there specific situational commonalities or data that make a company an ideal fit for your offering? For instance, companies preparing for an IPO or seeking certifications like SOC2, FedRamp, or ISO27001, hiring for a specific role, etc.


Ideal Prospect Profile (IPP):

  1. Why would a prospect in a specific role care about what you have to say? Identify the roles, job titles, or functions commonly associated with managing or dealing with the problem your business addresses.

  2. What keywords or levers can help you identify the right prospects? Consider the management level at which the problem is typically addressed - C-Suite, Director, or Individual Contributor.


Messaging Alignment:

  1. Is your messaging clear and relevant to your ICP and IPP? Craft a concise description of the problem you solve and how it relates at both levels.

  2. Use the information gathered from firmographic, technographic, and situational research to highlight why your solution may be compelling to the prospect.

  3. Showcase how you've helped similar roles in the past, creating a compelling narrative that resonates with your target audience.


Take the time to thoroughly answer these questions and ensure a cohesive and harmonious alignment across all three pillars. The better they tie together, the higher the likelihood of achieving success and obtaining desirable results in your outbound efforts.




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