Four steps, and you do not need all of them on day one.
We agree the target, agree the information and where it goes, run the configured process, and review the results together. Finding new prospects does not wait for a CRM clean-up, and a clean-up does not have to come with new prospects.
- You supplyAgreed criteria
What a good customer looks like, which buying roles matter, which fields you need, and what is off limits.
- Runs on the rulesCompany research
Matching companies found or taken from your CRM, the facts collected with their sources, the score and tier worked out.
- Runs on the rulesBuying roles
The roles filled where they can be, emails verified where they can be, and every gap left visible.
- After your review, if you want oneCRM delivery
Written to the company and contact records, nothing of yours overwritten without a rule, and a weekly report of what changed.
Agree the target
We sit down with the people who sell and write down what a good customer looks like, how one account ranks against another, and which buying roles matter. Most of this already exists in people's heads; the job is getting it onto paper in a form a system can score against. If you already have it written down, we use yours.
You getA written profile, the scoring behind it and the buying roles, signed off by your team. How the scoring works; the ICP Lab video shows it being built.
Agree the information and where it goes
Which facts your team needs on a record, which CRM fields they map to, what gets exported, which companies or lists are off limits, and where you want to review results before they move on.
You getA field list and the rules for CRM updates, review and exclusions, in writing.
Run it
The research, scoring, contact finding and CRM updates run on the agreed rules. New companies come from the search, from the records you already hold, or both. Many customers review the first batch before the rest runs.
You getResearched companies and contacts arriving in the CRM, with the score, the reasons and the sources.
Review the results
You see what was found, what was excluded and what could not be confirmed, in the CRM and in a weekly report. We adjust the rules together, and the work carries on week to week for as long as it is useful.
You getA weekly report and a standing conversation about what to change.
We call the method Diagnose, Define, Align and Grow.
Diagnose is a small first piece of work on a sample of your own data. It is the usual way in when you have an existing CRM and want to see the real picture of completeness, duplicates, stale records, fit and persona coverage before deciding anything wider.
Define is step one above. Align is the work on the records you already hold. Grow is new prospects, the reasons to call and the outreach. The ICP module, the Align module and the Grow module are the pieces of the system that do each part.
You can start with any of them. The only thing everything shares is the written profile, because without it there is nothing to score against.
Automation runs on your rules, and stops when you say.
Nothing is written to your CRM, sent from a mailbox or added to a list without a rule you agreed. Here is where the lines sit.
You supply
The target, the people who know your customers, access to the CRM, and anything that is off limits: companies, lists, domains or regions.
We configure
The research, the scoring, the field mapping, the contact rules, the review points and the weekly report, to your profile and your CRM.
Runs automatically
Finding, research, scoring, contact checks, CRM updates and the report, on the agreed rules and cycle.
You review
Anything you asked to see before it moves on, outreach templates and lists before anything is sent, and possible duplicates or anything we are unsure about.
Stays with your team
The conversations, the judgement about whether a company is in the market, and the decision to pursue it.
CRM updates. Only the agreed fields are written, and a value your team entered is never overwritten unless a rule says it should be.
Duplicates. Companies that look like accounts you already hold are flagged for review rather than created twice.
Unknown information. Left blank and marked as not found or not verified. Never guessed.
Outreach. Only runs if you switch it on, from your own mailboxes, with templates and lists you approved, and it stops when you say.
Exclusions. Competitors, existing customers, specific domains or whole regions can be kept out of the search and the CRM.
Stopping. Any part of the work can be paused or ended, and everything delivered stays in your CRM.
Priorities, not instructions.
Every account carries a score and a tier so the team can see where to start. The bands are set with you (how the score is worked out). Who owns each tier, which tiers are eligible for outreach, and whether anything is archived are configured separately, and they are your call.
How an engagement starts
It starts with a conversation about your target market and what you have today. If there is a fit, the usual next step is a small first piece of work: a diagnostic on a sample of your own data where you have an existing CRM. The wider engagement is scoped from that, in a proposal.
There is no published price list. The cost follows the work involved: how many companies and contacts, how deep the research goes, and which parts keep running.
The things people ask before they buy.
Short answers, and only to the questions we can answer plainly today. Anything else, ask us.
- What does setup involve, and how much of our time?
- A working session or two with the people who know your customers, to write down the profile and the buying roles. Then agreeing the fields and where you want to review results. After that your involvement is reviewing what comes back and telling us what to adjust. We configure and run the rest.
- Which CRMs do you work with?
- HubSpot. The research, the score, the people and the weekly report all land in HubSpot records and fields today. We are working on options for other CRMs; if you use something else, tell us which and we will say plainly where that stands. An export is available in the meantime.
- What might stay unknown?
- Some facts cannot be confirmed from public sources, some companies have a small digital footprint, and some roles cannot be found or have no verifiable email. In those cases the field stays blank and is marked as not found or not verified. We would rather show a gap than guess.
- How is the cost worked out?
- From the work involved: how many companies and contacts, how deep the research goes, and which parts keep running week to week. There is no published price list. After a conversation about your target market we come back with a proposal that sets this out.
- What do we actually receive?
- Companies that match the profile we agreed, with the reasons each one fits and a score and tier on the record. For each company, the facts that matter to your sale with the source of each one, the buying roles you asked for with whoever holds them, and the contact details we could verify.
- It lands in your CRM, on the company and contact records, and is also available as an export. A weekly report shows what was completed and what still needs attention.
- How do you decide whether a company fits?
- Against a profile your own team wrote down with us: the industries, the size, the type of business, the products or situations that make a company worth approaching, and how much each of those counts. Every company is scored against that, and the score and the reasons are written to the record.
- A good score means the company looks like your best customers. It does not mean they are in the market right now. That is still for your team to find out in the conversation.
- Can you find companies we have never heard of?
- Yes. You describe the companies you want to reach and we search for matching businesses and sites, check them against the criteria, and research them before anyone makes contact. Companies that look like duplicates of accounts you already hold are flagged rather than added twice.
- What happens to the contacts already in our CRM?
- They are checked, not replaced. We confirm whether each person is still in the role, match them to a buying role, verify the email where we can, and fill the agreed gaps. People who have moved on are flagged. Nothing your team relies on is overwritten unless a rule we agreed says it should be.
- What gets reviewed before it is delivered or sent?
- Anything you ask to see first. Many customers review the first batches of researched companies before the rest runs. Outreach only runs if you switch it on, from your own mailboxes, with templates and lists you approved. Possible duplicates and anything we are unsure about are held for review rather than written to the CRM.
- What happens after we enquire?
- We reply by email, usually with a few questions about your target market and what you have today, and arrange a call. If there is a fit, the next step is normally a small first piece of work, a diagnostic on a sample of your own data where you have an existing CRM, and then a proposal for the wider engagement.