If you’re in sales, here’s the truth: most prospecting is wasted on the wrong accounts. The trick isn’t to work harder—it’s to work smarter by focusing on the right companies at the right time. This guide is for sales reps, managers, and anyone tired of spinning their wheels inside a CRM, trying to figure out where to start. We’ll walk through how to segment and prioritize accounts using Bettercontact so you can stop guessing and start selling.
Step 1: Get Your Account Data in Shape
Let’s not sugarcoat it: if your data’s a mess, nothing else in this article will help. Before you start segmenting, you need accurate, up-to-date account info. Here’s what you need to check:
- Duplicates: Merge them, or you’ll chase the same company twice.
- Missing fields: Fill in essentials like industry, company size, location, and revenue if possible.
- Old contacts: If a company hasn’t been updated in over a year, flag it for review.
Pro tip: Don’t waste days cleaning up every little thing. Focus on the 20% of accounts that could become real pipeline this quarter.
Step 2: Define What a “Good” Account Looks Like
You can’t prioritize accounts if you don’t know what “good” means for you. This isn’t about fancy scoring models—it’s about being honest:
- Who actually buys from you? Look at your last 10 closed-won deals. What do they have in common?
- Who wastes your time? Think about the accounts that drag on forever, or never buy.
Jot down the basics: - Industry (e.g., SaaS companies, healthcare) - Employee count or revenue band - Location (if that matters for you) - Tech stack, if applicable - Any red flags (e.g., companies with a history of ghosting)
Ignore: Vanity metrics like website traffic or social followers. If it doesn’t tie to revenue, don’t bother.
Step 3: Build Segments in Bettercontact
Now, let’s get practical. In Bettercontact, you can create custom views or filters to slice your account list. Here’s how to avoid the common traps:
1. Start Simple
Don’t create 10 segments on day one. Start with 2–3 meaningful groups, like:
- High-potential: Fits your ideal customer profile, right size, right industry.
- Mid-potential: A bit outside your sweet spot, but worth a shot.
- Low-potential: Outliers or long shots—don’t spend much time here.
2. Use Filters That Matter
In Bettercontact, filter by: - Industry - Employee count or revenue - Last activity date - Lead source (if you track this) - Region/time zone (if your sales team is split geographically)
Combine these to build focused lists. For example: “SaaS companies with 100–500 employees in North America, last updated within 90 days.”
3. Save and Name Your Segments Clearly
Resist the urge to get cute with names. “Q2 High Potential” is better than “Superstars 🚀.” You want teammates to know what’s in the bucket.
Pro tip: Set a calendar reminder to review your segments every month. Things change, and so should your lists.
Step 4: Prioritize Within Each Segment
Not every “good” account is equally good. Within your high-potential list, rank accounts by:
- Engagement: Have they opened your emails? Visited your site? Taken a call with you?
- Buying triggers: News of a funding round, leadership change, or a new product launch.
- Timing: Is there a reason to reach out now? (e.g., contract renewal season)
Most CRMs, including Bettercontact, let you sort or add custom fields for these. Don’t overthink it—pick 2–3 signals and stick to them.
The Priority Matrix (Keep It Simple)
- Hot: Actively engaging, strong buying signals—call/email now.
- Warm: Fits your profile, some engagement—nudge regularly.
- Cold: Fits your profile, but no signs of life—set aside for now.
Ignore: Chasing every account just because it’s on your list. Time is finite.
Step 5: Build a Repeatable Outreach Process
Once you’ve got your accounts segmented and prioritized, set up a process to work through them:
- Block time: Set aside calendar slots for prospecting—don’t just “get to it when you can.”
- Work top-down: Start with “Hot” accounts, then “Warm,” then “Cold.”
- Track activity: Log calls, emails, and notes in Bettercontact. If it’s not tracked, it didn’t happen.
- Review weekly: What’s moving? What’s stuck? Adjust your focus based on what’s working.
Pro tip: Don’t get sucked into endless research. Set a timer—spend 5–10 minutes prepping before you reach out, then move.
Step 6: Avoid These Common Pitfalls
Even with a good tool, it’s easy to fall into traps. Watch out for:
- Over-segmentation: If you have more segments than you can keep track of, you’ll spend more time sorting than selling.
- Analysis paralysis: Don’t wait for perfect data or the “ideal” account list. Good enough is good enough.
- Ignoring feedback: If a segment isn’t converting, don’t keep hammering it. Change your filters, or drop it.
And remember—no CRM, including Bettercontact, will magically tell you who’s going to buy. This is about stacking the odds in your favor, not guaranteeing a win.
Step 7: Adjust and Improve Over Time
The best segmenting and prioritizing process is the one you actually use. Don’t be afraid to:
- Add or remove filters as you learn.
- Adjust how you define “Hot” or “Warm” as you see what works.
- Ask teammates what’s working for them.
Set a recurring 30-minute block each month to review your segments, adjust priorities, and delete what’s not helping. It’s less about perfection, more about progress.
Sales prospecting doesn’t have to be a grind. If you keep your segments simple, focus on what matters, and tweak your process as you go, you’ll spend less time guessing and more time closing. Don’t get sucked into CRM feature rabbit holes—get your hands dirty, learn fast, and keep it moving.