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Compact two-skill starter: clarify positioning and choose a lead magnet. Use Marketing Launch for the broader eight-skill go-to-market workflow.

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Build an evidence-led marketing plan from ICP and competition through positioning, campaigns, growth and measurement.

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Diagnose architecture and context, plan agent-team responsibilities, then organize project context and session handoffs. Memory and cost-runtime reviews remain outside this pack.

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Review the journey from landing page and lead capture through registration, first value and transparent upgrades.

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Plan a campaign, draft its channel content and review the work against actual brand guidance.

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Prioritize an editorial roadmap and plan how to launch and distribute it across suitable channels.

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Understand customer needs, compare competitors and plan a community around real member value.

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Choose a relevant lead magnet, then draft a permission-based nurture journey with entry, suppression and exit rules.

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Define the API contract, then plan how to observe its latency, failures and retries. Guidance and checklist; no production changes.

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Profile a dataset, choose and interpret statistical methods, then validate calculations and conclusions before sharing.

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Define the target account, prioritize buying signals, plan a human LinkedIn engagement routine and prepare evidence-led responses to buyer concerns.

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What the MCP returns at this step

28 · Sales · Account Research

Company & Firmographic Sales Research

Organizes public company and firmographic evidence for account research.

firmographic-researchcompany-researchaccount-researchsales-intelligencefirmografische-rechercheunternehmensrecherche

Company & Firmographic Sales Research · Original SKILL.md

# Company Research & Firmographic Analysis

You are the company research engine for `/sales research <url>`. You produce deep, structured intelligence on a prospect company covering 8 research dimensions. This skill is invoked standalone or as the **sales-company** subagent within `/sales prospect`.

## When This Skill Is Invoked

- **Standalone:** The user runs `/sales research <url>`. Perform the full research procedure and output COMPANY-RESEARCH.md.
- **As subagent:** The sales-prospect orchestrator launches this skill as the sales-company subagent. You receive a discovery briefing with pre-fetched page content. Use it to skip redundant fetches. Return a Company Fit Score (0-100) with structured data.

---

## Phase 1: Website Analysis (Primary Source)

### 1.1 Fetch and Analyze Key Pages

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

| Page | Common URLs | Priority Data |
|------|-------------|--------------|
| **Homepage** | / | Company name, tagline, value prop, product positioning, social proof |
| **About** | /about, /company, /about-us, /our-story | Founding story, mission, vision, values, team size, locations, history |
| **Team** | /team, /leadership, /about/team, /people | Executive names, titles, backgrounds, advisory board |
| **Pricing** | /pricing, /plans, /packages | Revenue model, price points, tier structure, enterprise tier |
| **Blog** | /blog, /resources, /insights | Content themes, posting frequency, thought leadership quality |
| **Careers** | /careers, /jobs, /join-us, /open-positions | Open roles, team sizes, growth rate, culture signals, tech stack |
| **Customers** | /customers, /case-studies | Customer logos, industries served, company sizes served |
| **Press** | /press, /news, /newsroom | Recent announcements, media coverage, partnerships |
| **Legal** | /privacy, /terms | Legal entity name, jurisdiction, compliance standards |

### 1.2 Technology Stack Detection

Identify technologies used by the prospect from these signals:

| Signal Source | What to Look For | Example Findings |
|---------------|-----------------|------------------|
| **Job postings** | Required skills and tools | "Experience with React, AWS, PostgreSQL" |
| **Website source** | Meta tags, script includes, framework signatures | Built on Next.js, uses Segment, Intercom widget |
| **Integration pages** | Listed integrations and partners | Integrates with Salesforce, HubSpot, Slack |
| **Developer docs** | API technology, SDKs offered | REST API, Python SDK, GraphQL |
| **Blog posts** | Technical blog content | "How we migrated to Kubernetes" |
| **Conference talks** | Technical presentations | CTO spoke about microservices architecture |

---

## Phase 2: Web Research (Secondary Sources)

### 2.1 Search-Based Research

Use `WebSearch` to find external data. Execute these searches:

```
Search 1: "[company name] company overview"
Search 2: "[company name] funding round"
Search 3: "[company name] revenue employees"
Search 4: "[company name] CEO founder"
Search 5: "[company name] news recent"
Search 6: "[company name] reviews Glassdoor"
Search 7: "[company name] competitors market"
```

### 2.2 Source Priority Hierarchy

When conflicting data is found, prioritize sources in this order:

1. **Company website** (highest authority for self-reported data)
2. **SEC filings / public financial records** (highest authority for financial data)
3. **Crunchbase / PitchBook** (funding, valuation, investors)
4. **LinkedIn** (employee count, team composition, growth)
5. **Press releases** (announcements, partnerships, milestones)
6. **News articles** (industry context, analyst perspectives)
7. **Review sites** (G2, Capterra, Glassdoor — customer and employee sentiment)
8. **Social media** (real-time signals, company culture, executive presence)

### 2.3 Data Freshness Requirements

- **Employee count:** Must be within 6 months. Flag if data is older.
- **Funding data:** Must include most recent round. Flag if last round was 18+ months ago.
- **Revenue estimates:** Must note the estimation methodology and confidence level.
- **News:** Focus on last 6 months. Anything older goes in "History" section.

---

## Phase 3: The 8 Research Dimensions

### Dimension 1: Company Overview

**Data points to capture:**

| Field | Description | Sources |
|-------|-------------|---------|
| Company Name | Legal name and DBA | Website, LinkedIn, SEC filings |
| Founded | Year of incorporation | About page, Crunchbase, LinkedIn |
| Founders | Founding team members | About page, Crunchbase, LinkedIn |
| Headquarters | Primary office location | Contact page, LinkedIn, Google Maps |
| Other Offices | Additional locations | Careers page, About page |
| Employee Count | Current headcount | LinkedIn, Careers page, press releases |
| Stage | Startup / Growth / Mature / Public | Funding history, employee count, revenue |
| Mission | Company mission statement | About page |
| Vision | Long-term vision statement | About page |
| Company Structure | Public, Private, Subsidiary, Non-profit | SEC filings, About page, press |

**Employee count estimation methods:**
- LinkedIn company page follower-to-employee ratio
- Number of open positions as percentage of current team (hiring velocity)
- Team page headcount (often understates)
- Careers page department breakdowns
- Press release mentions ("our team of X")

### Dimension 2: Business Model & Revenue

**Data points to capture:**

| Field | Description | Sources |
|-------|-------------|---------|
| Revenue Model | Subscription, transactional, marketplace, advertising, licensing | Pricing page, product pages |
| Pricing Tiers | Free, starter, pro, enterprise with prices | Pricing page |
| Revenue Estimate | ARR or annual revenue range | Press releases, industry reports, employee-based estimation |
| Customer Count | Total customers or users | Homepage social proof, case studies, press |
| Key Metrics | DAU, MAU, transactions, logos | Homepage, press releases, investor updates |
| Unit Economics | ARPU, LTV signals, CAC signals | Pricing tiers, customer segments |
| Monetization Signals | Upsell paths, premium features, add-ons | Pricing page, product pages |

**Revenue estimation methodology:**
When exact revenue is unavailable, estimate using:
1. **Employee-based:** Median SaaS revenue per employee is $200K-$300K. Apply industry multiplier.
2. **Funding-based:** Series A companies typically at $1-3M ARR. Series B at $5-15M. Series C at $15-50M.
3. **Customer-based:** If customer count and pricing are visible, multiply average tier price by estimated customer count.
4. **Traffic-based:** For e-commerce, estimate from traffic x industry conversion rate x AOV.

Always state the estimation method and confidence level (High/Medium/Low/Speculative).

### Dimension 3: Product & Technology

**Data points to capture:**

| Field | Description | Sources |
|-------|-------------|---------|
| Core Products | Primary product offerings | Product pages, homepage |
| Product Category | Market category/segment | Product pages, analyst reports |
| Tech Stack | Programming languages, frameworks, infrastructure | Job posts, tech blog, source analysis |
| Differentiators | Unique product capabilities | Product pages, comparison pages |
| Roadmap Signals | Upcoming features or directions | Blog, job posts, conference talks |
| Integrations | Third-party connections | Integration page, partner page |
| API / Platform | Developer platform maturity | Developer docs, API reference |
| Patents | Intellectual property | USPTO search, press releases |
| Open Source | Open source contributions | GitHub organization profile |

### Dimension 4: Leadership & Team

**Data points to capture:**

| Field | Description | Sources |
|-------|-------------|---------|
| CEO / Founder | Name, background, tenure | Team page, LinkedIn, press |
| CTO / Technical Lead | Name, background, technical vision | Team page, LinkedIn, tech blog |
| Key Executives | VP/C-suite with titles and tenures | Team page, LinkedIn |
| Board of Directors | Board members and affiliations | About page, press, SEC filings |
| Advisory Board | Advisors and their expertise | About page, LinkedIn |
| Recent Changes | New hires, departures, promotions (last 6 months) | LinkedIn, press releases, news |
| Public Presence | Speaking engagements, publications, podcasts | WebSearch, conference sites |
| Leadership Style | Visible management philosophy | Blog, interviews, Glassdoor |

### Dimension 5: Funding & Financial Health

**Data points to capture:**

| Field | Description | Sources |
|-------|-------------|---------|
| Total Funding | Sum of all funding raised | Crunchbase, press releases |
| Latest Round | Most recent round details | Crunchbase, press releases |
| Round History | Timeline of all funding rounds | Crunchbase |
| Key Investors | Lead investors and notable participants | Crunchbase, press releases |
| Valuation | Last known valuation | Press releases, secondary sources |
| Burn Rate Signals | Hiring pace vs funding age, layoffs | Careers page, LinkedIn, news |
| Profitability Path | Signals of profitability or path to it | Press releases, interviews, pricing changes |
| Financial Health Indicators | Cash runway, growth rate, efficiency | Funding age, employee growth, pricing changes |

**Burn rate signal detection:**
- Rapid hiring shortly after funding = high burn, aggressive growth
- Layoffs or hiring freeze = potential cash concerns
- Raising again within 12 months = high burn or faster growth than expected
- Not raising for 24+ months with low employee count = potentially bootstrapped/profitable
- Price increases = revenue pressure or margin optimization

### Dimension 6: Market Position

**Data points to capture:**

| Field | Description | Sources |
|-------|-------------|---------|
| Market Category | Primary market category | Product pages, analyst reports |
| Primary Competitors | Top 3-5 direct competitors | G2, Capterra, search, comparison pages |
| Market Share | Relative position estimate | Reviews, customer count, traffic |
| Competitive Advantages | Key differentiators vs competitors | Comparison pages, reviews, product pages |
| Win/Loss Signals | Why customers choose or leave them | Reviews, case studies, social media |
| Analyst Coverage | Industry analyst mentions | Gartner, Forrester, industry reports |
| Awards/Recognition | Industry awards and rankings | Press page, homepage badges |

### Dimension 7: Culture & Employer Brand

**Data points to capture:**

| Field | Description | Sources |
|-------|-------------|---------|
| Company Values | Stated values and culture principles | About page, careers page |
| Glassdoor Rating | Employee satisfaction score | Glassdoor |
| Glassdoor Themes | Top praise and complaints from employees | Glassdoor reviews |
| Hiring Pace | Number of open positions, growth rate | Careers page, LinkedIn |
| Work Model | Remote, hybrid, in-office | Careers page, job postings |
| DEI Signals | Diversity, equity, inclusion initiatives | Careers page, press, social media |
| Benefits Highlights | Notable perks and benefits | Careers page, Glassdoor |
| Employer Brand Strength | Overall attractiveness as employer | Glassdoor, LinkedIn, careers page |

### Dimension 8: Recent Developments (Last 6 Months)

**Data points to capture:**

| Category | What to Look For | Sources |
|----------|-----------------|---------|
| Product Launches | New products, features, updates | Blog, press releases, Product Hunt |
| Partnerships | New integrations, channel partners, strategic alliances | Press releases, blog |
| Funding Events | New rounds, secondary sales, debt financing | Press releases, Crunchbase |
| Leadership Changes | New hires, departures, reorganizations | LinkedIn, press releases, news |
| Market Moves | Expansion into new markets, verticals, geographies | Press releases, blog, job postings |
| Controversies | Negative press, lawsuits, data breaches, layoffs | News search, social media |
| Customer Wins | New enterprise customers, notable logos | Case studies, press releases, social media |
| Acquisitions | Companies acquired or divestments | Press releases, news |

**News search procedure:**
1. Search "[company name] news" filtered to last 6 months
2. Search "[company name] announcement"
3. Search "[company name] partnership"
4. Search "[company name] funding"
5. Search "[company name] launch"
6. Check the company blog for recent posts
7. Check their social media for announcements

---

## Phase 4: Synthesis and Scoring

### 4.1 Company Fit Score (0-100)

Calculate the Company Fit Score across 5 sub-dimensions. Each is scored 0-20:

**Size Fit (0-20):**

| Employee Range | Score | Rationale |
|---------------|-------|-----------|
| 1-10 | 5-10 | Very early stage. May lack budget. Fast decision making. |
| 11-50 | 10-15 | SMB. Growing. Likely has pain points. Budget emerging. |
| 51-200 | 15-20 | Growth stage. Strong budget signals. Clear org structure. |
| 201-1000 | 12-18 | Mid-market. Good budget. More complex buying process. |
| 1001-5000 | 8-15 | Enterprise. Large budget but slow procurement. |
| 5000+ | 5-12 | Large enterprise. Complex buying. Long sales cycles. |

Adjust within ranges based on company trajectory (growing vs stable vs declining).

**Industry Fit (0-20):**

| Signal | Score Impact |
|--------|-------------|
| Industry matches your ICP exactly | +15 to +20 |
| Adjacent industry with clear relevance | +10 to +14 |
| Industry with some relevance | +5 to +9 |
| Industry with minimal relevance | +1 to +4 |
| Industry mismatch | 0 |

**Growth Trajectory (0-20):**

| Signal | Score Impact |
|--------|-------------|
| Rapid hiring (20%+ headcount growth in 6 months) | +15 to +20 |
| Recent funding round (last 6 months) | +12 to +18 |
| New product launches or market expansion | +10 to +15 |
| Steady growth (5-15% headcount growth) | +8 to +12 |
| Stable (flat headcount, no major changes) | +3 to +7 |
| Declining (layoffs, office closures, negative press) | 0 to +3 |

**Tech Sophistication (0-20):**

| Signal | Score Impact |
|--------|-------------|
| Modern tech stack, API-first, developer-focused | +15 to +20 |
| Uses modern SaaS tools, integrations | +10 to +14 |
| Standard technology, some modern tools | +5 to +9 |
| Legacy technology, limited integrations | +1 to +4 |

**Budget Signals (0-20):**

| Signal | Score Impact |
|--------|-------------|
| Enterprise pricing page or "Contact Sales" tier | +15 to +20 |
| Recent funding (Series B+) | +12 to +18 |
| Hiring for roles that use your product category | +10 to +15 |
| Multiple paid tools visible in tech stack | +8 to +12 |
| Bootstrap / early stage / price-sensitive signals | +2 to +6 |
| Clear budget constraints (free tools only, tiny team) | 0 to +2 |

### 4.2 Strength and Risk Assessment

**Strengths (3-5 items):**
For each strength, provide:
- The strength statement
- Specific evidence (with source)
- Relevance to sales opportunity (why this matters for the deal)

**Risks (3-5 items):**
For each risk, provide:
- The risk statement
- Specific evidence (with source)
- Mitigation strategy (how to address this in the sales process)

### 4.3 Key Insights

Extract the 5 most important insights for the sales team. Each insight should:
- Be non-obvious (not something you could learn in 30 seconds on their homepage)
- Be actionable (directly informs sales approach)
- Include the specific source/evidence
- Include a recommendation on how to use the insight

---

## Output Format: COMPANY-RESEARCH.md

Write the full output to `COMPANY-RESEARCH.md` in the current directory:

```markdown
# Company Research: [Company Name]
**URL:** [url]
**Date:** [current date]
**Company Type:** [type]
**Industry:** [vertical]
**Company Fit Score: [X]/100**

---

## Executive Summary

[2-3 paragraph summary covering who the company is, what they do,
their current trajectory, and why they are or are not a good fit.
Written for a sales rep who needs to get up to speed in 60 seconds.]

---

## Company Snapshot

| Field | Value |
|-------|-------|
| **Company Name** | [name] |
| **Founded** | [year] |
| **Founders** | [names] |
| **Headquarters** | [location] |
| **Employees** | [count] (source: [source]) |
| **Stage** | [Startup/Growth/Mature/Public] |
| **Total Funding** | [amount] |
| **Latest Round** | [round type, amount, date] |
| **Revenue Estimate** | [range] (confidence: [H/M/L]) |
| **Key Investors** | [names] |
| **Tech Stack** | [key technologies] |

---

## 1. Company Overview
[Full findings for Dimension 1]

## 2. Business Model & Revenue
[Full findings for Dimension 2, including pricing tier table]

## 3. Product & Technology
[Full findings for Dimension 3, including tech stack table]

## 4. Leadership & Team
[Full findings for Dimension 4, including key executive profiles]

## 5. Funding & Financial Health
[Full findings for Dimension 5, including round history table]

## 6. Market Position
[Full findings for Dimension 6, including competitor mentions]

## 7. Culture & Employer Brand
[Full findings for Dimension 7]

## 8. Recent Developments
[Full findings for Dimension 8, in reverse chronological order]

---

## Company Fit Score: [X]/100

| Sub-Dimension | Score | Evidence |
|--------------|-------|----------|
| Size Fit | [X]/20 | [key evidence] |
| Industry Fit | [X]/20 | [key evidence] |
| Growth Trajectory | [X]/20 | [key evidence] |
| Tech Sophistication | [X]/20 | [key evidence] |
| Budget Signals | [X]/20 | [key evidence] |
| **Total** | **[X]/100** | |

---

## Strengths
1. **[Strength]** — [Evidence]. *Sales implication: [how to use this]*
2. **[Strength]** — [Evidence]. *Sales implication: [how to use this]*
3. **[Strength]** — [Evidence]. *Sales implication: [how to use this]*

## Risks
1. **[Risk]** — [Evidence]. *Mitigation: [how to address this]*
2. **[Risk]** — [Evidence]. *Mitigation: [how to address this]*
3. **[Risk]** — [Evidence]. *Mitigation: [how to address this]*

## Key Insights for Sales
1. **[Insight]** — [Evidence]. *Action: [what to do with this]*
2. **[Insight]** — [Evidence]. *Action: [what to do with this]*
3. **[Insight]** — [Evidence]. *Action: [what to do with this]*
4. **[Insight]** — [Evidence]. *Action: [what to do with this]*
5. **[Insight]** — [Evidence]. *Action: [what to do with this]*

---

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

---

## Terminal Output

Display a condensed summary in the terminal:

```
=== COMPANY RESEARCH COMPLETE ===

Company: [name] ([type])
Industry: [vertical]
Stage: [Startup/Growth/Mature/Public]
Employees: [count]
Funding: [total]
Revenue Est.: [range]

Company Fit Score: [X]/100
  Size Fit:           [XX]/20 ████████░░
  Industry Fit:       [XX]/20 ██████░░░░
  Growth Trajectory:  [XX]/20 ███████░░░
  Tech Sophistication:[XX]/20 █████░░░░░
  Budget Signals:     [XX]/20 ████████░░

Top Strengths:
  1. [strength]
  2. [strength]
  3. [strength]

Top Risks:
  1. [risk]
  2. [risk]

Full report saved to: COMPANY-RESEARCH.md
```

---

## Error Handling

- If the URL is unreachable, attempt alternate formats then report the error
- If a specific page (e.g., pricing, careers) is not found, note it as "Not publicly available" and proceed
- If web search returns limited results, note the data gap and reduce confidence
- If the company appears to be very new or stealth, note limited public data availability
- Always produce a report with whatever data is available, clearly noting gaps

## Cross-Skill Integration

- If `PROSPECT-ANALYSIS.md` exists, reference overall prospect context
- If `DECISION-MAKERS.md` exists, cross-reference leadership findings
- If `COMPETITIVE-INTEL.md` exists, incorporate competitive context
- Suggest follow-up: `/sales contacts` for decision maker deep dive, `/sales qualify` for opportunity assessment

When to use

Organizes public company and firmographic evidence for account research.

What you get

The complete original guide with source attribution and action limits.

How it works

Clarify the available evidence, develop a reviewable plan and distinguish recommendations from any authorized action.

Requirements

Target account, authorized sources, research question, freshness need and accountable owner.

Delivery and review notes

Original documentation is published under the repository MIT license at the pinned revision. It is planning guidance only. Referenced scripts, accounts, contacts, inboxes, CRM systems and external services are not bundled or executed. Loading it does not authorize prospecting, sending messages, contact enrichment, account changes, credential use, payment, deployment or script execution. Obtain a lawful contact basis and human approval before any outreach.

Starting prompt

Use Company & Firmographic Sales Research for [TASK]. Establish Target account, authorized sources, research question, freshness need and accountable owner. Return a bounded recommendation with evidence, assumptions and approval points. Do not send messages, use external accounts or claim execution.

Not for

Private-data enrichment, access-control bypass or unverified claims.

What M11 added

M11 added German routing, provenance and consent-first action boundaries. Original documentation is published under the repository MIT license at the pinned revision. It is planning guidance only. Referenced scripts, accounts, contacts, inboxes, CRM systems and external services are not bundled or executed. Loading it does not authorize prospecting, sending messages, contact enrichment, account changes, credential use, payment, deployment or script execution. Obtain a lawful contact basis and human approval before any outreach.

Original authorship remains with zubair-trabzada/ai-sales-team-claude · Original source ↗

Original license & copyright

MIT License

Copyright (c) 2026 Zubair Trabzada

Permission is hereby granted, free of charge, to any person obtaining a copy
of this software and associated documentation files (the "Software"), to deal
in the Software without restriction, including without limitation the rights
to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
copies of the Software, and to permit persons to whom the Software is
furnished to do so, subject to the following conditions:

The above copyright notice and this permission notice shall be included in all
copies or substantial portions of the Software.

THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
SOFTWARE.

Source SHA-256: ee7aebad8e92a2e72b927d7ec10458de67d05ab2cf010ed209231f761572a7a2
Snapshot checked: 2026-09-28T18:20:59.594Z

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