Capability 02 · Sales & Market Intelligence
From “we need more customers” to “these are the accounts, and this is how we approach them.”
Growth in a considered market is not a volume game. It is knowing where the opportunity sits, who decides, and why they should care.
The intelligence, in order
Five steps from market to pipeline
Market
The whole field of who could buy.
Accounts
The ones worth pursuing, and why.
People
Who decides, and what they care about.
Message
A reason to engage that fits them.
Pipeline
Qualified opportunities sales can work.
You might be here because…
Sales and market-intelligence work usually starts from one of these.
- The pipeline is too thin, or too unpredictable
- "We need more customers" has no list behind it
- Sales and marketing disagree on who to target
- Outbound is busy but not landing
- You want to run ABM but the account list is guesswork
- The CRM is a record of activity, not a pipeline
- Good-fit accounts are slipping to competitors
- You are moving into a new segment and flying blind
What the work covers
The list, the reason, and the route in
Intelligence is only useful if it changes what sales does on Monday. We build the target list, the reason each account matters, and the way in — then help sales work it.
Know the market
- ICP development
- Market mapping
- Total & target-market analysis
- Account prioritisation & scoring
- Database segmentation
Reach the accounts
- Account-based marketing
- Prospect intelligence
- Outbound strategy
- Sales sequences
- Channel & partner development
Convert to pipeline
- Sales strategy
- Sales messaging
- Sales enablement
- Pipeline & CRM process
- Permitted data enrichment
Market intelligence is a means to a proposition, not a data subscription.
We can use market-intelligence and permitted enrichment tools where they earn their place. The output is not a bigger database. It is a sharper answer to who to pursue and why — one that sales will actually act on.
How we deliver it
Enter at the stage that fits
Diagnose
A read on why pipeline is thin or converting poorly — before adding activity.
Strategise
ICP, target accounts, ABM strategy and the sales motion to match.
Build
Sequences, enablement, CRM process and the ABM programme, run with sales.
Partner
Ongoing pipeline leadership, holding the motion to the number.
Who should you be pursuing, and how?
Bring us the market. We will help you decide which accounts are worth winning and how to approach them.