Concentrating sales efforts by systematically prospecting potential accounts

1 min read

Insights Activation

Resource Productivity

A building materials manufacturer entering a new industrial segment in Poland had no established practices and no systematic way to identify which prospects to target. We built a data-driven prospecting model that identifies and enriches accounts using external data sources, scores them against ideal customer profiles, and delivers sales reps a prioritized list with recommended sales plays. Industrial opportunities grew more than 10x over three years, with pipeline value rising from €230k to nearly €3.5 million annually.

Outcome 1: 10x pipeline value in three years
Outcome 2: 26× ROI on prospecting model in three years
Outcome 3: 61.4% of pipeline value directly attributable to prospecting model

The challenge

As building and construction markets matured across Europe, manufacturers increasingly faced pressure to defend existing channels while finding new pockets of growth. For companies relying on multi-tier distribution, selling through dealers and installers rather than directly to end customers, visibility into untapped segments was limited and sales resources were spread thin across accounts of vastly different potential. Without the data or tools to identify and prioritise the right targets, growth in new segments remained largely opportunistic rather than systematic.

Our client was entering a new industrial segment with no existing practices, no visibility into which accounts to prioritise, and a sales force accustomed to reactive, relationship-driven outreach rather than structured prospecting.

The approach

We began by mapping the industrial landscape in Poland, identifying relevant accounts through industry codes and external data enrichment covering financials, firmographics, and legal structure. From there, we defined ideal customer profiles (ICP) for each industrial sub-segment, drawing on historical sales data, sales team input, and strategic priorities. Each account was then scored and ranked using a weighted AI-enabled model that assessed fit with ICP across multiple parameters. The output was a fully functional prospecting model giving sales reps a prioritised target list with the data behind each score and guidance on which sales play to run, enabling systematic outreach from day one.

The impact

The model gave the sales team something they hadn’t had before: confidence in who to call and why. Reps went into conversations with enriched account data and a clear recommended sales play, making outreach more focused and conversations more relevant. Time that had previously been spent manually researching accounts could now be redirected to actual selling, meaning more conversations, and a team that could move faster without sacrificing quality. Over time, this built a repeatable motion that the team could own and refine, turning what had been an experimental new segment into a structured, growing part of the business.