How to work accounts
Work accounts, not just contacts. Keep the evidence, people and next step for each company in one place.
Updated
Read the evidence before you reach out
Each account shows why it matched your ICP. Use that reason in your first message, and archive accounts that don't fit.
Contact one or two people per account at a time
Start with the most relevant one or two people. Sequences that reached one or two contacts per company got a 5.1% reply rate in Hunter's data, against 3.5% for three or more.
Source: Hunter, 31M emails, 2026
Widen to the buying group once someone engages
Won deals had about twice as many buyer contacts as lost ones in Gong's data, and engaging several people lifted win rates on larger deals. After a first reply, bring in the other roles that must agree, each with a reason that fits their job.
Sources: Gong Labs, 1.8M deals, 2025; Gartner, survey of 632 B2B buyers, 2025
Keep stages current
Move an account or deal when something happens, such as a reply, a meeting or a loss. Fewer than half of sales leaders and sellers trust their forecasts, and Gartner names poor data as a main reason.
Write notes others can act on
Record what you learned and the next step on the account. A teammate should be able to pick it up without asking you.
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