Permits are not leads. They are context.
A short manifesto on the difference between a list of facilities and a list of decisions worth making this week.
The thing every prospecting tool eventually figures out is that a list, however big, is not a lead. A list is a pile of facts waiting for someone to spend their attention on it. A lead is a fact that has earned a moment of action.
The conversion no one talks about
Permits, news mentions, leadership changes, expansions. These are not leads. They are context. The conversion that matters is not from data to row. It is from row to call. That conversion is what we obsess over.
- A permit becomes a lead when it is paired with a buyer who has not been pitched yet
- A leadership change becomes a lead when the new exec has a track record of replacing security vendors
- A news mention becomes a lead when the underlying event implies a budget event in the next 60 days
How we score
Our scorer asks four questions. Does the company actually need this category of work. Is the trigger time-sensitive. Does the project value justify a custom outreach. Do we have a path to the right human inside. A score of 92 means all four are unambiguously yes. A score of 60 means the trigger is real but the path is uncertain. A score below 40 we hide by default.
“We are not in the business of generating leads. We are in the business of removing the leads that do not deserve a Tuesday morning.”
What this implies for the product
It implies fewer rows on the screen, not more. It implies a homepage that shows you the three opportunities to work today, instead of a thousand to triage. It implies we are willing to ship a feature that hides data so that the data left on the screen is meaningful.
If this resonated, it'll feel familiar in the product.
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