Who works what
Every flagged account gets two things at once: one clear owner doing direct outreach, and marketing air cover across the whole list. Direct outreach depends on the account type below. Air cover runs on everyone.
Layer 1. Direct outreach: one owner per account
| Account type | Who reaches out | What they do |
|---|---|---|
| Net-new flagged account (not in your CRM) | BDR | Work every contact we surfaced on the account. LinkedIn and calls within 48h: connection request, the opener, then voice note or InMail per the LinkedIn playbook, plus calls and voicemails (5+ dials per contact) per the phone playbook. |
| Flagged account owned by an AE who’s never reached out | BDR, loop the AE in | Same net-new play as the row above. The AE owns the logo but hasn’t touched it, so the BDR works it. Keep the AE informed in case it’s already active. |
| Flagged closed-lost account | The AE who worked the deal | They have the relationship, so re-open warmly. Bump the last email or DM thread and call within 48h. The problem may have resurfaced. |
| Active deal / open opportunity | The AE on the deal | Subtle probe plus the competitive talk track. Don’t reveal the signal. Lean on where you beat them. |
| Current customer (ours) | The CS owner | Review usage, health, and the last QBR. Run a proactive check-in before the renewal is contested. Don’t wait for it. |
| Competitor’s customer, not yet ours | BDR / nurture | Renewal-timed outreach, not a cold pitch. |
The first two rows are the same play. If it’s flagged and nobody has actually worked it, it’s the BDR’s, whether or not a name is already on the logo. The only difference is telling the AE you’re going in.
48 hours applies to every row. That’s the through-line from the rep playbooks. These decay fast.
Layer 2. Marketing air cover: the entire list
Air cover runs on every flagged account, in parallel with the owner's outreach, so sales is never cold. It is not a fallback for the accounts nobody wants. Marketing covers the whole list:
- LinkedIn engagement and targeted ads to the flagged accounts and contacts
- Invitations to events and webinars
- Added to the newsletter and subscribed
The point is air cover. By the time a BDR calls or an AE probes, the account has already been seeing us. Warm beats cold.