Prospecting
Part of Outbound account prioritisation
Choosing a manageable first outbound account list
Size an initial account list from the work and response capacity available, then keep eligible overflow in reserve.
Size the first active outbound list around the work the team can complete and review, not the number of account names available. Start with eligible accounts that have a clear owner and a useful next question; keep other eligible accounts in reserve. Estimate capacity from the work involved, then review the first cycle before adding more accounts.
Estimate the work attached to an account
Define what an active account needs under the team's approach: confirm offer fit and ownership, check the reason for interest, identify a relevant business responsibility, assess contact permission, make any permitted approach and record the result. Some accounts need a brief check; others need specialist input. A CRM row is not a completed unit of work.
Ask representatives for local estimates of the time needed for account work, and estimate how much representative time is available before the review. Divide available account-work time by estimated work time per account to get an upper bound on active accounts; for a team, add the time each representative can allocate. Keep the list below that ceiling to allow for replies, uncertain records and review.
Revise the estimate using observed work after the first cycle. There is no universal account quota per representative.
Key metrics for managing outbound account lists
- Estimated work time per account
- Varies by account complexity
- Available representative time before review
- Based on team input and capacity
- Maximum active accounts (upper bound)
- Calculated from available time ÷ estimated time per account
- ACMA spam compliance reference
- Required before any approach
Select until capacity is reached
- Remove accounts with a confirmed mismatch for the current offer and record the reason.
- Hold accounts whose decisive requirements remain unknown, with an owner for the check.
- Route existing customers, active opportunities and other owned conversations under the team's ownership rules.
- Among eligible accounts, favour those with a dated, checked reason to investigate and a clear next question.
- Stop adding accounts when the remaining time is needed to complete work and handle responses.
Check candidate accounts for offer fit and ownership, a reason for interest, a relevant business responsibility and permission for the proposed approach. Add eligible accounts to the active list only when they have a clear owner and a useful next question; hold accounts with unresolved checks in reserve.
Give each active account a next action that can be completed and reviewed. “Ask the account owner whether the planned change affects this workflow” has a decision point; “Research company” does not. Record why reserve accounts were left out and what change would prompt another look.
Review the first cycle
Set a calendar review point before work begins, allowing time for the planned investigation and reply handling. At the review, check which accounts received the planned investigation, which were held or rerouted, whether replies were handled and where the time estimate was wrong.
If the team completes the work with useful records and response capacity, admit more reserve accounts. If checks are skipped or replies wait unattended, reduce the active list or change the process. Preserve exclusions and stop requests so a later list refresh does not silently reverse them.
Before an approach, include the relevant permission and opt-out check in the account's eligibility decision. ACMA's “Avoid sending spam” guidance is a reference for this check.
