Account Prioritization: The Framework for Deciding Who to Pursue

You can't pursue every account. The question is: how do you decide which ones deserve your limited time?

The Prioritization Matrix

We recommend a 2x2 matrix combining Fit and Intent:

High Fit + High Intent (Quadrant 1) **Priority**: Immediate action **Action**: Full multi-channel sequence, fast follow-up **Resource**: Senior AE involvement

High Fit + Low Intent (Quadrant 2) **Priority**: Nurture and monitor **Action**: Light-touch sequence, content marketing **Resource**: Automated nurture

Low Fit + High Intent (Quadrant 3) **Priority**: Qualify carefully **Action**: Discovery call to validate fit **Resource**: SDR qualification

Low Fit + Low Intent (Quadrant 4) **Priority**: Deprioritize **Action**: Add to marketing database only **Resource**: None direct

Scoring Fit

Fit factors to consider: - Company size and revenue - Industry and vertical - Technology stack - Organizational structure - Geographic location - Budget indicators

Scoring Intent

Intent signals to watch: - Website visits (especially pricing) - Content engagement - Third-party intent data - Competitive research - Hiring patterns - Funding events

Dynamic Prioritization

Static lists become stale. Your prioritization should: - Update in real-time as signals change - Surface newly hot accounts immediately - Demote accounts that have gone cold

Common Mistakes

1. Over-indexing on fit: High-fit accounts with no intent waste time 2. Ignoring smaller accounts: Some of your best customers started small 3. Set-and-forget: Priorities should update continuously 4. One-size-fits-all: Different products/segments need different scoring

The Prospectory Advantage

Our platform dynamically scores and ranks accounts based on fit and intent, so your team always knows exactly where to focus.