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Market hypothesis Describe the business problem DFM can help a client address, and choose a segment where its delivery experience is relevant. A broad category is not an addressable buying situation. Segment size, available evidence, and delivery fit. The problem is weak, the buyer is unclear, or delivery proof does not transfer.
ICP definition Define industry, company scale, geography, use case, and exclusions. Keep the account profile separate from the buyer persona. A relevant title at the wrong company still produces the wrong conversation. Share of researched accounts that meet the agreed criteria. Too few suitable accounts remain, or the criteria admit incompatible needs.
Market construction Construct a deduplicated account map using appropriate research sources and record what qualifies each account. The market should be inspectable before it becomes a list of contacts. Unique accounts, coverage, exclusions, and research completeness. Duplicates, missing evidence, or an addressable market too small for the intended approach.
Account filtering Review candidate accounts against the profile. Record a reason to keep, hold, or remove each account. Removing a weak fit protects both the recipient and the campaign. Pass rate by segment and reasons for exclusion. Exclusions expose an incorrect assumption in the original market hypothesis.
Buying signals Look for changes such as a funding event, relevant hiring, or a product development that may connect to the offer. A dated signal makes timing testable. Funding alone does not establish need. Signal source, freshness, relevance, and coverage. The event is stale, unverified, or unrelated to the problem the client solves.
Stakeholder mapping Map the accountable buyer and the people who influence the decision. Confirm their current roles. The same account can contain several different priorities. Role confidence and coverage of relevant buying stakeholders. Replies identify a different owner or a different buying process.
Enrichment Combine account context, verified contact details, source notes, and the reason for outreach. Personalization cannot compensate for an incorrect record. Completeness, verification status, duplicate rate, and bounced contacts. Conflicting source data, unverified contact details, or missing context.
Infrastructure Configure domains, mailboxes, authentication, routing, and monitoring before controlled outreach begins. A well-researched message still needs a healthy route to its recipient. Authentication checks, delivery errors, complaints, and mailbox health. Delivery health deteriorates or a configuration check fails.
Message hypotheses Write a clear problem hypothesis, a relevant value asset, and one proportionate next step. A message is a test of relevance, not a script to defend indefinitely. Response themes, message-angle performance, and qualified conversations. The prospect challenges the problem, the relevance, or the proposed next step.
Sequence execution Coordinate email and LinkedIn touchpoints. Use follow-ups to add relevant context, and stop when a reply or opt-out changes the next action. Repeated activity should not become repeated interruption. Unique prospects reached, sequence progression, and delivery health. A reply requires human handling or a recipient asks not to be contacted.
Response classification Separate interest, questions, objections, referrals, timing issues, opt-outs, and delivery failures. A positive reply is neither a qualified opportunity nor a booked meeting. Reply categories and their next-action completion. A recurring response reveals a targeting or positioning problem.
Qualification Review the prospect’s context against agreed eligibility criteria and record missing information. Qualification protects the time on both sides of the conversation. Qualification rate, gap reasons, and routing accuracy. Interest is real but readiness or fit is missing.
Meeting booking Agree a meeting, confirm its purpose, and preserve the qualification context for the person taking it. A booking is the lead counted in PCPL; meeting quality still needs its own check. Booked meetings, attendance, and qualification quality. The booked person, problem, or expectations do not match the handoff.
CRM routing Assign an owner, a stage, and a next action. Carry research, replies, and qualification notes into the handoff. A conversation without ownership can disappear between systems. Handoff completeness, stage movement, and overdue actions. An opportunity stalls because the next action or owner is unclear.
Learning loop Compare segments and message hypotheses. Review PCPL alongside qualification, attendance, and opportunity progression. An activity report is only useful if it informs a decision. Cohort PCPL, qualified-meeting share, show rate, and stage conversion. Evidence supports refining the segment, revising the offer, or pausing the approach.