If you're tired of sending emails into the void or chasing the wrong people, this one's for you. Mapping decision makers isn't glamorous, but it's the difference between wasted outreach and deals moving forward. This guide walks you through how to actually use Profound to figure out who matters at your target accounts—without spending all week in spreadsheets or LinkedIn rabbit holes.
Why Map Decision Makers? (And Why Most People Get It Wrong)
Let’s get real: Most sales teams still rely on hunches, old org charts, or title searches to figure out who to contact. That’s a decent start, but it’s rarely enough. You end up chasing people who aren’t really in the loop, or worse, get ignored entirely because you missed the real power players.
Mapping decision makers means knowing: - Who actually signs off on deals (not just “influencers” or “champions”) - How people relate to each other (who can introduce you, who’s a blocker) - Who’s new, who’s moved up, and who’s worth your time
Profound claims to streamline this. But does it? Let’s break down what works, what doesn’t, and how to make sure you’re not just burning more hours for a pretty diagram.
Step 1: Get Clear on Your Target Accounts—For Real
Before you even log in to Profound, get your list together. Don’t just pull every company from a vague ICP. Focus on:
- Accounts that are actually a fit (size, industry, pain points)
- Recent signals (growth, funding, leadership changes)
- Existing relationships (even if weak)
If you’re just mapping everyone, you’ll drown in noise. Pick your top 10–25 accounts to start. Quality trumps quantity here.
Pro Tip: If you don’t know what matters for your ICP, stop and figure that out first. Mapping random companies won’t help you.
Step 2: Use Profound to Build an Initial Map
Fire up Profound and plug in your target account. Here’s what to actually do (and what to skip):
What Works
- People Search by Role: Start broad—look for VPs, directors, or any title that actually owns the budget or project.
- Org Chart Visualization: Profound’s org charts are better than scrolling LinkedIn. You can see reporting lines and teams, which helps avoid dead-ends.
- Relationship Data: See who’s worked together before, who’s moved recently, and who might be connected to your network.
- Export/Notes: You can tag people, jot down context, and share with your team.
What to Ignore
- Every Single Contact: Don’t waste time mapping 50+ people. Focus on the top 5–10 who matter.
- “Influencer” Tags: These are sometimes just based on social activity. Double-check before assuming someone is a deal blocker or champion.
- Stale Data: Profound is decent, but people move fast. Always verify anything that seems off.
Example Workflow
- Search “Acme Corp”
- Filter by department (e.g., IT, Marketing)
- Sort by title (“VP,” “Director,” “Head of…”)
- Check who reports to whom—a manager might have more sway than the title suggests
- Tag 5–10 people: likely decision maker, possible champion, potential blocker, etc.
Honest Take: Profound’s data is good for mid-sized to large companies. Startups or very small businesses? The info gets patchier.
Step 3: Fill in the Gaps
Don’t trust any tool blindly. Once you’ve got a first draft of the org map, it’s time to double-check:
- Cross-reference on LinkedIn: Look for recent updates—promotions, new hires, or people who’ve left.
- Company Press Releases or News: Leadership changes often get announced publicly.
- Sales Navigator (if you have it): Sometimes catches moves before Profound does.
What Usually Doesn’t Work: - Blindly trusting job titles (some “VPs” have zero authority; some “Managers” run the show) - Relying on internal CRM data without updating—it’s often years out of date
Pro Tip: If you’re not sure, ask your network or current clients for insight. A warm intro from someone who actually knows the org always beats guessing.
Step 4: Identify the Right Outreach Path
Okay, you’ve got your map. Now, how do you actually use it?
- Start with the True Decision Maker: But don’t barge in cold. Use your map to see who influences them.
- Map Out Champions and Blockers: Sometimes your best bet is building advocates below the C-suite before going up.
- Multi-Thread: Reach out to 2–3 people at different levels. Reference what you know (“Saw you’re leading X initiative…”).
- Personalize, Don’t Automate: If you’re using a mapped org chart, your outreach should reflect it. Generic sequences waste your effort.
What to Skip: - Mass-emailing everyone on the list. You’ll just annoy the account and maybe get blacklisted. - Over-engineering with complex “influence scoring.” Keep it simple: who cares, who decides, who blocks.
Step 5: Keep Your Map Updated (But Don’t Obsess)
Org charts change constantly. But you don’t need to remap every week. Instead:
- Review mapped accounts quarterly (or before a big outreach push)
- Set alerts in Profound or LinkedIn for job changes at your top accounts
- Update notes after every real conversation—firsthand info beats software guesses
What’s Not Worth Your Time: - Obsessing over every tiny org shift - Redrawing the map after every minor team change
Just focus on the few people whose moves actually impact your deal.
Step 6: Learn and Iterate
Not every mapped org will turn into a deal. Don’t expect magic. Instead:
- Track which outreach paths actually get responses
- Note where you got blocked or ignored—update your map and tactics accordingly
- Share wins and fails with your team. No one gets this perfect, but you can all get better.
Pro Tip: If you find you’re always getting stuck at the same level, revisit your ICP or mapping criteria. Maybe you’re aiming too low (or too high).
What Profound Gets Right (and Where It Falls Short)
The Good
- Saves you hours over manual LinkedIn trawling
- Org charts and reporting lines are clearer than most competitors
- Tagging and notes actually help keep you organized
The Not-So-Good
- Data can be old, especially for small companies or niche industries
- “Influencer” labels aren’t always meaningful—use your judgment
- Still requires human effort (no tool replaces talking to real people)
Wrapping Up: Keep It Simple, Stay Skeptical
Mapping decision makers isn’t rocket science, but it does take real work. Profound helps, but it’s not a silver bullet. Start with a focused list, map only what matters, double-check before you act, and don’t overcomplicate things. The goal isn’t a perfect org chart—it’s a better shot at starting the right conversations.
Remember: No tool will close the deal for you. Use Profound to get organized, then pick up the phone (or write a killer email) and actually talk to people. Iterate as you go. That’s how you get better, one account at a time.