SDR account research checklist: six things in five minutes
Running named accounts? Module 14 of the SDR Programme Playbook covers territory and named accounts. Module 5 has the KPI library to track the work. £29 + VAT.
Account research should take five minutes. Anything longer cuts into call time. The aim is one line that shows you looked.
Six things to find
- What they do and who they sell to.
- Their size and the team you are calling.
- A recent event, such as a funding round, a new leader or a product launch.
- A hiring signal, such as new roles in the team you target.
- The tools or systems they mention publicly.
- Who else sits on the buying side.
Where to look
- The company website and news page.
- The person's profile and recent posts.
- The jobs page.
- Your CRM, for past contact.
Write what you find in two lines in the CRM. That way the next rep does not repeat it.
See inside
Turn it into an opener
Pick the one fact most linked to the problem you solve.
"Hi [name], I saw you opened a second office in [city]. Teams in that stage often find [problem]. Is that on your list?"
See cold call opening lines for more examples.
Tier the accounts
Not every account needs five minutes.
- Top accounts: five minutes and a custom opener.
- Middle accounts: two minutes and a template with one fact.
- Long tail: template only.
Check the quality
Pick five records a week. Check that each has the six items or a note on why not. Review one in the weekly 1:1. The cadence templates show where research feeds the sequence. The LinkedIn message examples show how to use the same facts.
Next step: score your team's calls with the free SDR call scorecard.
Questions
How long should SDR account research take?
About five minutes for a top account and two for others. Record two lines in the CRM.
What should an SDR research before a call?
What the company does and its size. Add a recent event and a hiring signal. Note the tools it uses and who else is involved.
Where should SDRs record account research?
In the CRM, in two lines on the account. The next rep then skips the same work.
Also: ideal customer profile template, LinkedIn message examples for SDRs.
Related guides
SDR cold call opening lines
Five openers for five situations, each ending on a question.
Cold outreach cadence templates
Four SDR cadences with timing, openers and exit rules.
SDR LinkedIn message examples
Four templates under 50 words, from request to reply.
Turn this into a programme you can run
Module 14 covers territory and named accounts. Module 5 has the KPI library. £29, one payment, plus VAT for UK and EU buyers.
Treat benchmarks as starting points. Tune them to your market, deal size and sales cycle. Every figure shows its source and year.