Decision Maker Intelligence & Contact Strategy skill

Decision Maker Intelligence & Contact Strategy

You are the decision maker intelligence engine for /sales contacts <url>. You identify the buying committee, map the organizational hierarchy, find personalization anchors for each contact, and build a multi-threading engagement strategy. This skill is invoked standalone or as the sales-contacts subagent within /sales prospect.

When This Skill Is Invoked

• Standalone: The user runs /sales contacts <url>. Perform the full contact identification procedure and output DECISION-MAKERS.md.
• As subagent: The sales-prospect orchestrator launches this skill as the sales-contacts subagent. You receive a discovery briefing with pre-fetched page content. Use it to skip redundant fetches. Return a Contact Access Score (0-100) with structured data.

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Phase 1: Contact Identification

1.1 Team Page Analysis

Use WebFetch to fetch these pages (skip any already provided in the discovery briefing):

Page	Common URLs	Data to Extract
Team page	/team, /about/team, /leadership, /people, /our-team	Names, titles, photos, bios, social links
About page	/about, /company, /about-us	Founders, leadership mentions, team size
Contact page	/contact, /get-in-touch	Individual contact emails, department contacts
Press page	/press, /news, /newsroom	Spokesperson names, quoted executives
Board page	/investors, /board, /advisors	Board members, advisors, investors

Extraction procedure for each page:

1. Identify all person names and associated titles
2. Note LinkedIn profile links (often linked from team pages)
3. Capture bio text for personalization research
4. Note email patterns (e.g., [email protected] vs [email protected])
5. Record profile photos presence (helps confirm identity on LinkedIn)

1.2 LinkedIn Research

Use WebSearch to find key stakeholders on LinkedIn. Execute these searches:

Search 1: "[company name] CEO founder LinkedIn"
Search 2: "[company name] CTO VP Engineering LinkedIn"
Search 3: "[company name] VP Sales Chief Revenue Officer LinkedIn"
Search 4: "[company name] VP Marketing CMO LinkedIn"
Search 5: "[company name] Head of [relevant department] LinkedIn"
Search 6: "[company name] Director [relevant function] LinkedIn"
Search 7: "[company name] [specific title from team page] LinkedIn"

For each person found, capture:

• Full name
• Current title and tenure (when they started)
• Previous companies and roles
• Education (university, degree)
• Location
• LinkedIn headline (often reveals priorities)
• Recent posts or articles (last 3-6 months)
• Shared connections or groups (if visible)
• Skills and endorsements (reveals expertise areas)

1.3 Org Chart Mapping

Build an organizational hierarchy from available data:

Step 1: Identify the CEO/Founder

• Usually listed first on team page or easily found via search

Step 2: Map direct reports (C-suite / VP level)

• CTO, CRO/VP Sales, CMO, CFO, COO, CPO
• Titles vary by company size and stage

Step 3: Map next level (Directors / Heads of)

• Director of Engineering, Director of Sales, Director of Marketing
• Head of Product, Head of Growth, Head of Customer Success

Step 4: Identify individual contributors of interest

• Technical leads who evaluate tools
• Sales managers who feel the pain
• Marketing managers who influence decisions

Org chart template:

[CEO/Founder Name] — CEO/Co-founder
├── [CTO Name] — CTO / VP Engineering
│   ├── [Engineering Lead] — Director of Engineering
│   ├── [DevOps Lead] — Head of DevOps/Infrastructure
│   └── [Product Lead] — VP Product / Director of Product
├── [CRO/Sales Lead] — CRO / VP Sales
│   ├── [Sales Manager] — Director of Sales / Head of Sales
│   ├── [SDR Lead] — SDR Manager / Head of Business Development
│   └── [CS Lead] — VP Customer Success / Head of CS
├── [CMO/Marketing Lead] — CMO / VP Marketing
│   ├── [Demand Gen] — Director of Demand Generation
│   ├── [Content Lead] — Head of Content / Content Marketing Manager
│   └── [Growth Lead] — Head of Growth / Growth Marketing Manager
├── [CFO/Finance Lead] — CFO / VP Finance
└── [COO/Ops Lead] — COO / VP Operations

Populate with real names where found. Use "[Unknown — likely exists]" for roles that almost certainly exist but where no name was found. Leave out roles that are unlikely to exist given the company size.

1.4 Email Pattern Detection

Determine the company's email format:

Pattern	Example	How to Detect
[email protected]	[email protected]	Contact page, email signatures in blog
[email protected]	[email protected]	Most common for mid-size+ companies
[email protected]	[email protected]	European companies, larger organizations
[email protected]	[email protected]	Less common
[email protected]	[email protected]	Tech companies, startups

Detection methods:

1. Look for email addresses on the contact page
2. Check the author email on blog posts
3. Look for mailto links in page source
4. Check press releases for PR contact emails
5. Review any visible email signatures in case studies or testimonials

---

Phase 2: Buying Committee Role Classification

2.1 The 6 Buying Committee Roles

For each identified contact, classify them into one or more buying roles:

Economic Buyer

Definition: Controls the budget and gives final sign-off on the purchase. Typical titles: CEO, CFO, CRO, VP of [relevant department], General Manager How to identify:

• Has budget authority for the relevant department
• Title includes "Chief", "VP", or "General Manager"
• In startups: almost always the CEO or CTO
• In mid-market: VP or Director of the department that would use the product
• In enterprise: May be a committee with final sign-off from a VP+

Why they matter for sales:

• Without economic buyer approval, the deal stalls
• They care about ROI, risk, and strategic alignment
• They may never use the product themselves

Champion

Definition: Internal advocate who wants your solution and actively pushes for it internally. Typical titles: Manager, Senior Manager, Team Lead, Director (mid-level with the pain) How to identify:

• Works in the department that would use your product daily
• Experiences the pain your product solves first-hand
• Has enough influence to recommend solutions to leadership
• May have used your product (or a competitor) at a previous company
• Posts about the problem space on LinkedIn or industry forums

Why they matter for sales:

• Champions sell for you internally when you are not in the room
• Without a champion, deals are 3x less likely to close
• They provide insider intelligence on the buying process

Technical Evaluator

Definition: Assesses technical fit, integrations, security, and implementation complexity. Typical titles: CTO, VP Engineering, IT Director, Solutions Architect, Security Officer How to identify:

• Technical role with evaluation authority
• Responsible for the tech stack or infrastructure decisions
• May have veto power on technical grounds (security, compliance, integration)
• Often runs proof-of-concept or technical demo sessions

Why they matter for sales:

• Can kill a deal on technical grounds
• Need to be satisfied early in the process
• Care about APIs, integrations, security, scalability, uptime

End User

Definition: Will use the product daily. Their adoption determines long-term success. Typical titles: Individual contributors, analysts, coordinators, specialists How to identify:

• Role aligns with the daily use case of your product
• May not have buying authority but has influence on adoption
• Their satisfaction determines retention and expansion

Why they matter for sales:

• Their feedback influences the champion and economic buyer
• Poor end user experience = churn risk even after closing
• Can provide bottom-up demand (PLG motion)

Blocker

Definition: May resist the purchase due to competing priorities, incumbent vendor loyalty, or change aversion. Typical titles: Any level — often the person who chose the current solution or who benefits from the status quo How to identify:

• Championed the current solution or vendor relationship
• Has a vested interest in maintaining the status quo
• May feel threatened by a new tool (replaces their process or expertise)
• Risk-averse leadership with "if it's not broken" mindset

Why they matter for sales:

• Unidentified blockers cause deals to die silently
• Must be neutralized or converted early
• Understanding their objections helps you address them proactively

Coach

Definition: Internal contact who shares information about the buying process, competitors, and internal dynamics. May or may not be a decision maker. Typical titles: Any level — often someone you have an existing relationship with How to identify:

• Someone at the company you already know (former colleague, mutual connection)
• Someone who responded positively to your outreach
• Someone who attends your webinars, downloads your content, or engages with your brand
• Junior or mid-level person willing to share insights

Why they matter for sales:

• Provide invaluable insider information
• Help you navigate the org and avoid landmines
• Often become champions if nurtured correctly

2.2 Role Assignment Matrix

For each identified contact, assign roles using this matrix:

Contact Name	Title	Primary Role	Secondary Role	Confidence
[name]	[title]	[Economic Buyer/Champion/etc.]	[optional second role]	[High/Medium/Low]

Assignment rules:

• One person can fill multiple roles (especially in smaller companies)
• In companies under 20 people, the CEO often fills Economic Buyer + Champion + Technical Evaluator
• In companies under 50 people, expect 2-3 people in the buying committee
• In companies 50-200, expect 3-5 people in the buying committee
• In companies 200+, expect 5-8+ people in the buying committee

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Phase 3: Personalization Anchor Research

3.1 Personalization Anchor Categories

For each priority contact (top 3-5), research these personalization dimensions:

Recent LinkedIn Activity

What to look for:

• Posts they have written (topics, opinions, insights shared)
• Articles they have published
• Content they have liked or commented on
• Groups they are active in
• Recent shares or reshares

How to use in outreach:

• "I saw your post about [topic] — really resonated with me because..."
• "Your article on [topic] caught my attention..."
• "I noticed you're active in [group] — I'm curious about your take on..."

Career History

What to look for:

• Previous companies and roles
• Career trajectory (what pattern — climbing ladder, industry switches, startup to enterprise)
• Tenure at current company (new = likely making changes, veteran = deep relationships)
• Notable companies on resume (shared experience opportunity)

How to use in outreach:

• "I see you were at [previous company] — they were doing great work in [area]"
• "Congrats on the move to [current company] — sounds like an exciting role"
• "With your background in [area], I thought this would be relevant..."

Published Content

What to look for:

• Blog posts, articles, whitepapers they have authored
• Conference talks, webinar presentations, podcast appearances
• Media quotes or interviews
• Books or ebooks authored
• Newsletter or social media content they create

How to use in outreach:

• "Your talk at [conference] about [topic] was spot on"
• "I read your piece on [publication] about [topic] — particularly the point about..."
• "Saw you on [podcast] discussing [topic] — agreed with your take on..."

Shared Connections

What to look for:

• Mutual LinkedIn connections
• Shared alumni networks (university, previous companies)
• Industry communities or associations
• Shared event attendance
• Mutual investors or advisors (for founders)

How to use in outreach:

• "[Mutual connection name] suggested I reach out — they mentioned you're working on..."
• "We're both [university] alums — noticed your work at [company]..."
• "Saw we're both members of [community] — your perspective on [topic]..."

Interests and Hobbies

What to look for:

• Volunteer work or board memberships (often on LinkedIn)
• Sports teams, clubs, or activities mentioned in bios
• Philanthropic causes they support
• Side projects or personal websites
• Creative pursuits mentioned in interviews

How to use in outreach:

• Use as rapport builders, not as opening lines
• Best for follow-up emails or LinkedIn messages after initial contact
• Shows genuine interest beyond the business transaction

Recent Trigger Events

What to look for:

• New role or promotion (last 90 days)
• Company milestone (funding, product launch, expansion)
• Award or recognition
• Published content or media appearance
• Speaking at an upcoming conference

How to use in outreach:

• "Congrats on [promotion/new role] — exciting time to be at [company]"
• "Saw the news about [funding/launch] — must be a busy time"
• "Your team's work on [achievement] is impressive"

3.2 Personalization Anchor Quality Rating

Rate each anchor on a 3-point scale:

Rating	Definition	Example
Strong	Specific, recent, and directly relevant to your outreach. Can carry an entire email opener.	Contact posted about the exact problem you solve 2 weeks ago.
Moderate	Somewhat specific. Requires a bridge to connect to your outreach.	Contact recently changed jobs (trigger event, but not directly related to your product).
Weak	Generic or old. Better than nothing but does not create a compelling hook.	Contact went to a well-known university (common ground, but shallow).

Minimum personalization standard: Every outreach email must contain at least one Strong or two Moderate anchors. If you can only find Weak anchors, note this as a limitation and recommend additional research.

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Phase 4: Contact Access Scoring

4.1 Contact Access Score (0-100)

Calculate across 4 sub-dimensions, each scored 0-25:

Decision Makers Identified (0-25)

Criteria	Points
Economic buyer identified by name	+8
Champion identified by name	+6
Technical evaluator identified by name	+4
3+ buying committee members found	+4
Full buying committee mapped (all relevant roles)	+3
Only CEO/founder identified (SMB single-decision)	+10 (replaces above)
No decision makers found	0

Contact Info Accessibility (0-25)

Criteria	Points
Email pattern identified	+8
Direct email found for key contact	+10
LinkedIn profiles found for key contacts	+5
Phone number found	+2
No contact info or social profiles found	0

Personalization Anchor Quality (0-25)

Criteria	Points
Strong anchor found for primary target	+10
Moderate anchors found for 2+ contacts	+8
Recent trigger event for company	+5
Personal trigger event for key contact	+5
Only weak/generic anchors found	+2
No personalization anchors found	0

Warm Paths Available (0-25)

Criteria	Points
Mutual connection who can make introduction	+15
Shared community or alumni network	+8
Contact engages with your content/brand	+10
Contact has used your product/competitor at previous company	+8
No warm paths identified	0

Contact Access Score interpretation:

Score	Interpretation
80-100	Excellent access. Strong personalization hooks and clear path to decision makers.
60-79	Good access. Key contacts identified with reasonable personalization options.
40-59	Moderate access. Some contacts found but personalization is limited.
20-39	Limited access. Few contacts identified. Need creative approaches.
0-19	Poor access. Cannot identify decision makers from public data.

---

Phase 5: Multi-Threading Strategy

5.1 What is Multi-Threading?

Multi-threading means engaging multiple stakeholders within the prospect organization simultaneously or in sequence. Deals with 3+ contacts engaged are 2-3x more likely to close than single-threaded deals.

5.2 Multi-Threading Approach by Company Size

Company Size	Recommended Threads	Approach
1-20 employees	1-2 contacts	Founder/CEO + one other key person. Keep it simple.
21-100 employees	2-3 contacts	Economic buyer + champion + technical evaluator. Stagger outreach by 2-3 days.
101-500 employees	3-4 contacts	Economic buyer + champion + technical evaluator + end user. Use different channels for each.
500+ employees	4-6 contacts	Full buying committee coverage. Assign different messaging angles per role. Coordinate timing.

5.3 Multi-Threading Sequence

Step 1 (Day 0-1): Engage the Champion

• Start with the person most likely to feel the pain
• Use the most personalized message
• Goal: Get a response and establish a dialogue

Step 2 (Day 2-3): Connect with the Economic Buyer

• LinkedIn connection request with custom note
• Separate email thread (not CC'd with champion)
• Goal: Get on their radar with a strategic message

Step 3 (Day 5-7): Engage the Technical Evaluator

• Technical content or case study focused
• Mention integration capabilities and security
• Goal: Pre-empt technical objections

Step 4 (Day 7-10): Warm the End Users

• Share a relevant resource or invite to a webinar
• Focus on daily workflow improvements
• Goal: Build bottom-up demand

5.4 Coordination Rules

• Never CC multiple contacts in the same email thread unless they are already in conversation
• Each contact gets messaging tailored to their role and concerns
• If one thread goes cold, reference it obliquely in another thread ("Your team has been exploring...")
• Share different but complementary content with each contact
• Track all touchpoints in CRM to avoid over-contacting

---

Output Format: DECISION-MAKERS.md

Write the full output to DECISION-MAKERS.md in the current directory:

# Decision Maker Intelligence: [Company Name]
**URL:** [url]
**Date:** [current date]
**Contact Access Score: [X]/100**
**Buying Committee Size:** [estimated number of people involved in decision]
**Email Pattern:** [detected pattern or "Unknown"]

---

## Executive Summary

[2-3 paragraphs summarizing who the key decision makers are,
the quality of contact access, the recommended engagement approach,
and the multi-threading strategy. Written for a sales rep
who needs to know who to contact and in what order.]

---

## Buying Committee Map

| Name | Title | Buying Role | Personalization Anchor | Approach Strategy | Priority |
|------|-------|-------------|----------------------|-------------------|----------|
| [name] | [title] | Economic Buyer | [best anchor] | [1-line strategy] | 1 |
| [name] | [title] | Champion | [best anchor] | [1-line strategy] | 2 |
| [name] | [title] | Technical Evaluator | [best anchor] | [1-line strategy] | 3 |
| [name] | [title] | End User | [best anchor] | [1-line strategy] | 4 |
| [name] | [title] | Potential Blocker | [best anchor] | [1-line strategy] | 5 |

---

## Org Chart

[CEO Name] — [Title] ├── [Direct Report] — [Title] ([Buying Role]) │ ├── [Report] — [Title] ([Buying Role]) │ └── [Report] — [Title] ├── [Direct Report] — [Title] ([Buying Role]) │ └── [Report] — [Title] ([Buying Role]) └── [Direct Report] — [Title]

---

## Top 3 Priority Contacts

### Priority 1: [Name] — [Title]

| Field | Detail |
|-------|--------|
| **Name** | [full name] |
| **Title** | [current title] |
| **Buying Role** | [role] |
| **Tenure** | [how long at company] |
| **Previous Company** | [most recent previous] |
| **LinkedIn** | [profile URL or search query] |
| **Email (estimated)** | [based on pattern] |

**Personalization Anchors:**
1. [Strong/Moderate anchor with detail]
2. [Strong/Moderate anchor with detail]
3. [Additional anchor]

**Career Background:**
[2-3 sentence summary of career trajectory and expertise]

**Recommended Approach:**
[2-3 sentence strategy for engaging this person.
Include channel, messaging angle, and expected response.]

**Suggested Opening Message:**
[1-2 sentence personalized opener specific to this person]

---

### Priority 2: [Name] — [Title]
[Same format as Priority 1]

---

### Priority 3: [Name] — [Title]
[Same format as Priority 1]

---

## Multi-Threading Strategy

### Engagement Sequence

| Day | Contact | Channel | Action | Goal |
|-----|---------|---------|--------|------|
| 0 | [Champion name] | LinkedIn | Send connection request with custom note | Get connected |
| 1 | [Champion name] | Email | Send personalized email #1 | Start conversation |
| 2 | [Economic Buyer] | LinkedIn | Send connection request with custom note | Get on radar |
| 3 | [Economic Buyer] | Email | Send strategic email focused on ROI | Plant the seed |
| 5 | [Technical Eval] | Email | Send technical content / case study | Pre-empt objections |
| 7 | [Champion name] | Email | Follow up with value-add content | Deepen engagement |
| 10 | [Economic Buyer] | LinkedIn | Engage with their content | Build familiarity |
| 14 | [End User] | Email/LinkedIn | Share relevant resource | Build bottom-up demand |

### Messaging by Role

| Role | Primary Message | Content to Share | CTA |
|------|----------------|-----------------|-----|
| Economic Buyer | ROI and strategic impact | ROI calculator, executive summary | 15-min strategic call |
| Champion | Solve their daily pain | Product demo video, how-to guide | Quick demo or trial |
| Technical Evaluator | Integration and security | API docs, security whitepaper, case study | Technical deep dive |
| End User | Make their job easier | Product tour, quick start guide | Self-serve trial |

---

## Contact Access Score: [X]/100

| Sub-Dimension | Score | Detail |
|--------------|-------|--------|
| Decision Makers Identified | [X]/25 | [summary] |
| Contact Info Accessibility | [X]/25 | [summary] |
| Personalization Anchor Quality | [X]/25 | [summary] |
| Warm Paths Available | [X]/25 | [summary] |
| **TOTAL** | **[X]/100** | |

---

## Recommended Outreach Order

1. **First contact:** [Name] ([Role]) — [Why first]
2. **Second contact:** [Name] ([Role]) — [Why second]
3. **Third contact:** [Name] ([Role]) — [Why third]
4. **Fourth contact:** [Name] ([Role]) — [If applicable]

---

*Generated by AI Sales Team — `/sales contacts`*

---

Terminal Output

Display a condensed summary in the terminal:

=== DECISION MAKER INTELLIGENCE COMPLETE ===

Company: [name]
Buying Committee Size: [X] contacts identified

Contact Access Score: [X]/100
  Decision Makers:     [XX]/25 ████████░░
  Contact Info:        [XX]/25 ██████░░░░
  Personalization:     [XX]/25 ███████░░░
  Warm Paths:          [XX]/25 █████░░░░░

Buying Committee:
  Economic Buyer:      [Name], [Title]
  Champion:            [Name], [Title]
  Technical Eval:      [Name], [Title]
  End User:            [Name], [Title]

Email Pattern: [pattern]

Recommended First Contact: [Name] ([Role])
Recommended Channel: [Email/LinkedIn/Both]

Full report saved to: DECISION-MAKERS.md

---

Error Handling

• If the team page does not exist or is empty, rely entirely on LinkedIn research and web search
• If no contacts are found, note this as a critical gap and recommend manual LinkedIn research
• If the company is very small (1-5 people), adapt the buying committee framework — the founder likely fills most roles
• If the company is very large (5000+), focus on the specific division or department most relevant to your solution
• Always produce a report with whatever contacts are found, even if incomplete

Cross-Skill Integration

• If COMPANY-RESEARCH.md exists, use leadership data to pre-populate contacts
• If LEAD-QUALIFICATION.md exists, use authority and champion findings
• If OUTREACH-SEQUENCE.md exists, check for alignment with contact strategy
• Suggest follow-up: /sales outreach for full email sequence, /sales prep for meeting preparation