What Is Account Research?
Account research is the foundational step in any B2B sales process. Before reaching out to a prospect or preparing for a meeting, reps need to understand who the company is, what challenges they face, who the key decision-makers are, and what might make the timing right for a conversation.
Effective account research typically covers:
- Company overview — what the business does, its market position, and recent trajectory
- Financial health — revenue trends, funding rounds, or public filings
- Organizational structure — key stakeholders, reporting lines, and recent hires
- Strategic initiatives — announced projects, partnerships, or expansions
- Competitive landscape — who they compete with and how they differentiate
Why Traditional Account Research Falls Short
Most sales reps cobble together account research from a patchwork of sources: LinkedIn, company websites, Google News, CRM notes, investor relations pages, and data vendors like ZoomInfo. This process is:
- Time-consuming — averaging 30–60 minutes per account
- Inconsistent — quality depends on individual rep diligence
- Quickly outdated — research done last week may miss this week's key developments
- Fragmented — insights live in browser tabs and notes rather than in CRM
How Salesmotion Helps
Salesmotion automates account research by aggregating data from 1,000+ sources into a single, continuously updated account brief. Reps get a complete picture — financials, org charts, tech stack, hiring signals, news, and competitive moves — in minutes instead of hours.
The platform delivers research directly into Salesforce and generates AI-drafted outreach anchored to what it discovers, so reps spend less time researching and more time selling.