playbooks

home / skills / gtmagents / gtm-agents / firmographic-analysis

firmographic-analysis skill

/plugins/data-enrichment-master/skills/firmographic-analysis

This skill helps prioritize enriched accounts and tailor ABM outreach by normalizing firmographic data, scoring ICP, and mapping segments.

npx playbooks add skill gtmagents/gtm-agents --skill firmographic-analysis

Review the files below or copy the command above to add this skill to your agents.

Files (1)
SKILL.md
1.5 KB
---
name: firmographic-analysis
description: Use when interpreting company-level enrichment data to segment accounts, spot buying triggers, and tailor outreach.
---

# 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.

---

Overview

This skill helps interpret company-level enrichment data to segment accounts, surface buying triggers, and tailor outreach. It standardizes firmographic fields, scores accounts against an ICP, and maps companies into actionable GTM playbooks. The result is prioritized lists, trigger logs, and ready-to-use messaging recommendations.

How this skill works

The skill normalizes key firmographic fields (industry, employee band, revenue, region, funding) into a consistent taxonomy. It applies a configurable scoring matrix to rank accounts by fit and momentum, detects trigger events (funding, hiring spikes, expansion), and assigns companies into segments and journey stages. Outputs include segment summaries, trigger logs with impact ratings, and persona-based messaging suggestions for immediate enablement.

When to use it

  • Prioritizing enriched accounts for targeted GTM plays.
  • Building ABM segments, territory plans, or personalized campaigns.
  • Detecting and acting on buying triggers like funding or expansion.
  • Validating and reconciling third-party enrichment data quality.
  • Refreshing account priorities after major firmographic events.

Best practices

  • Centralize taxonomy dictionaries so enrichment and analytics share consistent lookups.
  • Define and document the ICP scoring matrix, including weights and thresholds.
  • Rescore accounts quarterly or after major events (funding, layoffs, M&A).
  • Combine quantitative scores with qualitative AE/CSM notes to avoid over-reliance on enrichment data.
  • Expose segment assignments and trigger logs to reps with clear next actions and owners.

Example use cases

  • Generate a prioritized list of high-growth SaaS accounts (200–500 employees) for an outbound campaign.
  • Create ABM playbooks by mapping segments to personas, value props, and proof points.
  • Alert SDRs when target accounts show hiring spikes or recent funding and recommend follow-up plays.
  • Audit enrichment outputs to flag inconsistent industry or revenue taxonomies before scoring.
  • Build a messaging workbook that maps persona × segment × proof points for rapid enablement.

FAQ

How often should I rescore accounts?

Rescore quarterly and immediately after major firmographic events (funding, layoffs, M&A) to keep priorities up to date.

What fields are most important for scoring?

Industry fit, employee band, revenue band, growth signals, and recent trigger events are the primary drivers for ICP scoring and urgency.