Firmographic Analysis Skill

When to Use

• Prioritizing enriched accounts for GTM plays.
• Building segments for ABM, territory planning, or personalized campaigns.
• Validating enriched firmographic data quality.

Framework

1. Normalize Fields – ensure industry, size, revenue, region, and funding fields use consistent taxonomies.
2. Scoring Matrix – apply ICP scoring (industry fit, employee band, revenue, growth rate).
3. Trigger Detection – highlight events like funding, IPO prep, hiring spikes, geographic expansion.
4. Segment Mapping – assign each company to journey stages or playbooks (e.g., “High-growth SaaS 200-500”).
5. Recommendation Output – produce persona targets, value props, and urgency level per segment.

Templates

• Segment summary table (columns: segment, criteria, TAM, coverage owner, next action).
• Trigger event log with timestamps/source, impact rating, and follow-up play.
• Messaging workbook mapping persona × segment × proof points for instant enablement pulls.

Tips

• Keep taxonomy dictionaries centrally managed so enrichment jobs and analytics share the same lookups.
• Re-score accounts quarterly or after major firmographic events (funding, layoffs) to keep priorities fresh.
• Pair quant scores with qualitative notes from AEs/CSMs to avoid over-rotating on enrichment data alone.