A valuable record. No dependable way to use it.
The sales team had a substantial CRM, years of account history and a healthy number of companies that matched the broad target market. What it lacked was a shared way to decide which company deserved attention this week.
Account selection relied heavily on individual memory and a handful of static CRM fields. Useful sales notes and past conversations existed, but they were not connected to current company context or visible in the moment a rep planned their work.
Make commercial judgement visible in the system.
We started by defining what a commercially useful account actually looked like: service fit, company characteristics, previous relationship, buying context and the signals that could indicate a change in timing.
That definition became an explainable scoring framework. Rather than produce an opaque number, the system records the evidence behind each priority: why the account fits, what changed and what the next conversation could be about.
Context in. A better next move out.
CRM history was combined with account enrichment and selected external signals. The resulting view gave the team a prioritised account list, supported by a compact reason-for-now summary and a clear route back into the CRM.
The system was designed as a sales aid, not an automatic decision-maker. Reps could challenge the score, use their judgement and feed what they learned back into the next iteration.