Account Research & Pre-Call Planner

Account Intelligence

Build your company-level research foundation before calling

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CEB research: AEs who lead with industry insight rather than product questions are 2.3× more likely to secure a second meeting with senior buyers.

🏢 Company Basics

Account Name *

Industry / Vertical

Employee Count

Annual Revenue

Publicly Traded?

Company HQ / Geography

🎯 Strategic Priorities & Initiatives

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Sources: Annual report, earnings call transcripts, CEO interview, press releases, LinkedIn company posts, industry news

Top 3 Company Strategic Priorities This Year

Known Pain Points / Business Challenges

Recent Company News (Last 90 Days)

🔄 Technology & Current Stack

Known CRM / Core Systems

Known Incumbent (Competitor)

Tech Stack / Digital Maturity Notes

Stakeholder Research

Map every key player before you pick up the phone

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Wharton research: Deals with 3+ engaged stakeholders are 3× more likely to close. Know your buyers before the first conversation.

👤 Primary Contact / Meeting Attendee

Full Name

Title

Time in Role

Background / Prior Companies

LinkedIn Activity / Recent Posts / Stated Priorities

Hypothesized Pain / What Keeps Them Up at Night

💰 Economic Buyer (if known)

Name

Title

Path to EB — How will you get there?

🏗 Org Context

Organizational Structure Notes

Internal Politics / Known Dynamics

Trigger Events

Buying is triggered by events, not calendars. Identify the events driving urgency.

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CEB: AEs who align outreach to specific trigger events convert at 3.2× the rate of product-led outreach. Triggers create urgency. Urgency creates budget.

🎯 Select All Relevant Trigger Events

Check every trigger that applies to this account right now. These will feed your SPIN questions and insight-led opener.

✍️ Trigger Context

Primary Trigger — Describe the Situation in Detail

The 'So What' — How Does This Create Urgency for Them?

SPIN Question Builder

Select and customize your discovery questions for this specific meeting

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SPIN Selling (Huthwaite): The sequence matters — Situation → Problem → Implication → Need-Payoff. Don't jump to Implication before confirming the Problem. Your selected questions will appear in your pre-call brief.

S — Situation

Understand current state. Keep brief — buyers find too many Situation questions tedious.

P — Problem

Surface explicit and implicit pain. Most powerful for uncovering dissatisfaction.

I — Implication

Expand the pain. Help the buyer feel the cost of inaction. Most impactful for complex sales.

N — Need-Payoff

Let the buyer articulate the value of a solution. Makes them sell themselves.

✏️ Add Custom Questions

Your Custom Discovery Questions for This Meeting

Meeting Objectives & Opener

Define exactly what success looks like for this meeting — before you dial

🎯 Meeting Goals

Meeting Type

Primary Objective — What MUST you walk away with?

Secondary Objective — What Would Make This a Great Meeting?

Agreed-Upon Agenda to Share Before the Meeting

🚀 Insight-Led Opener

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Never open with "Tell me about your business." Open with an observation about their world that shows you did your homework. Lead with insight, not questions.

Your Insight-Led Opening Statement

Your Hypothesis of Their Pain (to validate in the meeting)

Pre-Call Brief

Your complete research summary — print or share before the meeting

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Complete the research sections and click "Generate Brief" to build your pre-call document.

Next: Discovery Call Prep →