Structure · Playbooks & SOPs

Create a Pre-Call Account Research SOP

Define exactly what reps must research before every sales call so prospects feel known and reps stop winging it.

managerrepBeginner⏱ 1-2 hours
When to use
Use when discovery calls feel generic, reps ask obvious questions a 5-minute search would answer, or you're spinning up new SDRs/AEs. Best as a one-page rule reps follow before every call. Also useful when introducing a new ICP or vertical.
The prompt
You are a sales enablement lead at a digital marketing agency writing the operational rule for pre-call account research.
Agency: [AGENCY_NAME] — services: [SERVICES] | ICP: [ICP_DESC] | call types this covers: [CALL_TYPES] | tools available: [RESEARCH_TOOLS] | time available before call: [PREP_BUDGET] | CRM: [CRM_TOOL]
Write a Pre-Call Account Research SOP for [AGENCY_NAME] that defines what reps must look up, where, in what order, and what gets logged before any sales call.

- This is an SOP — a fixed checklist with a time-box, not a research essay.
- Must include: time budget (≤[PREP_BUDGET]), required sources in priority order, must-find data points, optional-if-time data points, deliverable format (3-bullet pre-call brief), CRM logging, and what to do when info is unavailable.
- Reference [RESEARCH_TOOLS] by name.
- Under 500 words.

Markdown. Sections: Time Budget, Required Sources, Must-Find Data, Optional Data, Pre-Call Brief Format, CRM Logging, When Data Is Missing.
Variables
  • [AGENCY_NAME] — Your agency's name
  • [SERVICES] — Services in play
  • [ICP_DESC] — Who you're researching
  • [CALL_TYPES] — Discovery, follow-up, proposal review, QBR
  • [RESEARCH_TOOLS] — LinkedIn Sales Nav, Apollo, SEMrush, Ahrefs, GBP, Meta Ad Library, etc.
  • [PREP_BUDGET] — How many minutes the rep gets, e.g. 10 min
  • [CRM_TOOL] — Your CRM
Example input
AGENCY_NAME: Pacific Paid | SERVICES: paid social for ecommerce | ICP_DESC: DTC brands $2M-$20M | CALL_TYPES: discovery and proposal review | RESEARCH_TOOLS: Meta Ad Library, SimilarWeb, LinkedIn Sales Nav, Apollo | PREP_BUDGET: 10 min | CRM_TOOL: HubSpot
Example output
## Time Budget
10 minutes max. No call accepted without it.

## Required Sources (priority order)
1. Meta Ad Library — confirm active ads and creative themes.
2. Brand website — homepage + PDP for one hero SKU.
3. SimilarWeb — traffic trend last 6 mo + top channels.
4. LinkedIn (company + decision-maker) — headcount, role tenure.
5. Apollo — funding, recent hires.

## Must-Find Data
- Are they currently running paid social? (yes/no + creative angle)
- Revenue range or traffic proxy
- Decision-maker title + tenure
- One recent business event (launch, raise, hire, press)

## Optional Data
- Reviews mentioning shipping, pricing, or quality concerns
- Competitor brands also running ads in the category

## Pre-Call Brief Format
3 bullets in the HubSpot deal note, tagged 'pre-call-brief':
- What they do + scale
- What they're already doing in paid (or not)
- One angle to lead with on the call

## CRM Logging
Note pinned to deal. If brief missing, deal flagged in Monday pipeline review.

## When Data Is Missing
Don't fabricate. Ask the prospect directly in the first 2 minutes and log the answer.
Pro tips
  • Templatize the 3-bullet brief in your CRM so it takes 30 seconds to file, not 5 minutes.
  • Forbid more than 10 minutes — prep beyond that is procrastination, not insight.
  • Spot-check briefs weekly; quality drops fast when no one's reading them.
Works with
ClaudeChatGPTGemini
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