Sales Intelligence Course

Lesson 1 • Defining Sales Intelligence

Establishes what sales intelligence is, how it differs from CRM data, and why it drives competitive advantage. Anchors all subsequent chapters in shared vocabulary.

Lesson 2 • The Intelligence Lifecycle

Maps the end-to-end process from data collection to sales action. Students trace how raw signals become prioritized opportunities.

Lesson 3 • Key Data Types and Sources

Catalogs firmographic, technographic, intent, and behavioral data. Students evaluate source reliability and relevance for different sales motions.

Lesson 1 • Building a Data-Driven ICP

Applies firmographic and behavioral data to construct a precise ideal customer profile. Connects directly to the data types introduced in Chapter 1.

Lesson 2 • Segmentation Strategies

Applies firmographic, technographic, and behavioral filters to divide markets into actionable segments. Students match segment profiles to sales capacity.

Lesson 3 • Building a Target Account List

Converts ICP and segment criteria into a scored, prioritized account list. Students apply tiering logic to allocate sales resources efficiently.

Lesson 4 • Total Addressable Market Analysis

Quantifies the total addressable, serviceable, and obtainable markets using intelligence data. Students size opportunity pools before prioritizing segments.

Lesson 1 • Identifying Trigger Events

Teaches recognition of buying signals such as funding rounds, leadership changes, and product launches. Students prioritize outreach based on trigger timing.

Lesson 2 • Competitive Intelligence Gathering

Covers methods for mapping a prospect's current vendor relationships and technology stack. Students use this data to position solutions against incumbents.

Lesson 3 • Structuring Account Research

Introduces a repeatable research framework covering business context, financials, and strategic priorities. Builds on target account lists from Chapter 2.

Lesson 1 • Understanding Buying Committees

Explains how modern B2B purchases involve multiple roles with distinct priorities. Students identify the typical roles present in target account deals.

Lesson 2 • Multi-Threading Engagement Plans

Designs outreach sequences that engage multiple stakeholders simultaneously. Students align messaging to each persona's priorities and communication preferences.

Lesson 3 • Stakeholder Mapping Techniques

Applies org-chart analysis and relationship intelligence to visualize influence and authority. Students produce a stakeholder map for a sample account.

Lesson 1 • Activating Intent Data in Workflows

Connects scored intent data to CRM alerts, sales sequences, and marketing campaigns. Students design an automated alert workflow for high-intent accounts.

Lesson 2 • Evaluating Intent Data Providers

Provides a framework for assessing coverage, freshness, and accuracy of intent data vendors. Students apply evaluation criteria to select the best-fit provider.

Lesson 3 • Building a Signal-Scoring Model

Guides students through designing a weighted scoring model that ranks accounts by intent. Integrates ICP fit scores from Chapter 2 with intent signals.

Lesson 4 • Reading and Interpreting Signals

Teaches how to distinguish strong purchase signals from background noise. Students apply signal-reading frameworks to real data sets.

Lesson 1 • Multi-Channel Sequence Design

Builds outreach sequences across email, phone, social, and video using intelligence to guide channel selection. Students design a complete five-touch sequence.

Lesson 2 • Measuring Outreach Effectiveness

Defines metrics for evaluating personalized outreach performance and iterating on sequences. Students build a simple outreach performance dashboard.

Lesson 3 • Crafting Trigger-Based Messaging

Teaches how to convert trigger events identified in Chapter 3 into compelling outreach hooks. Students write messages anchored to specific account events.

Lesson 1 • Competitive Intelligence in Active Deals

Uses real-time competitive signals to adjust positioning and counter objections during live deals. Builds on competitive research methods from Chapter 3.

Lesson 2 • Post-Deal Intelligence and Win-Loss Analysis

Captures intelligence from closed deals to improve future qualification and messaging. Students design a structured win-loss debrief process.

Lesson 3 • Forecast Intelligence and Accuracy

Integrates deal health scores and engagement signals into pipeline forecasting. Students build a data-backed forecast model that reduces subjective bias.

Lesson 4 • Intelligence-Driven Deal Qualification

Applies intelligence data to validate deal quality against qualification frameworks. Students score active deals using objective signals rather than rep intuition.

Lesson 1 • Churn Risk Intelligence

Uses engagement, support, and behavioral data to detect early churn risk signals. Students build a churn risk scoring model for a portfolio of accounts.

Lesson 2 • Strategic Account Intelligence Framework

Defines the intelligence inputs required to manage and grow a strategic account over time. Extends account research skills from Chapter 3 to long-term relationships.

Lesson 3 • Building the Account Growth Plan

Synthesizes expansion signals and relationship intelligence into a structured account growth plan. Students present a data-backed plan for a sample strategic account.