Company Intelligence Data Points: What Matters Most

What is Company Intelligence?

Company intelligence is the collection and analysis of data about businesses-their size, industry, technology stack, growth signals, and organizational structure. This intelligence powers account-based marketing, sales prospecting, competitive analysis, and market research.

The right company data helps you identify ideal prospects, personalize outreach, and make informed business decisions. But with hundreds of potential data points, knowing what to prioritize is crucial.

Firmographic Data

Firmographics are the demographic attributes of companies-the B2B equivalent of consumer demographics.

Company Size

Employee count is one of the most important firmographic indicators. It correlates with budget, decision-making complexity, and buying behavior.

Industry

Industry classification helps you identify companies with similar needs, challenges, and budgets. Some industries are naturally better fits for specific products.

Revenue

Annual revenue indicates buying power and budget availability. Higher revenue companies typically have larger budgets for software and services.

Location

Geographic data matters for sales coverage, compliance requirements, and market expansion. Track headquarters location and office locations.

Technographic Data

Technographics reveal the technology stack a company uses-their software, tools, and platforms. This data is gold for B2B tech companies.

Technology Categories

• CRM systems: Salesforce, HubSpot, Pipedrive
• Marketing automation: Marketo, Pardot, ActiveCampaign
• Analytics: Google Analytics, Mixpanel, Amplitude
• Cloud infrastructure: AWS, Azure, Google Cloud
• Communication: Slack, Microsoft Teams, Zoom

Knowing a company's tech stack helps you identify integration opportunities, competitive displacement targets, and complementary product fits.

Growth Signals

Growth signals indicate companies that are expanding, hiring, or experiencing momentum. These companies often have budget and urgency to buy.

Organizational Structure

Understanding a company's organizational structure helps you identify decision makers and navigate complex buying processes.

Department Breakdown

Know the size and structure of key departments:

• Engineering: Technical decision makers
• Sales: Revenue-focused buyers
• Marketing: Growth and brand stakeholders
• Operations: Efficiency and process owners

Leadership Team

Identify C-level executives and VPs who influence or approve purchases. Track their backgrounds, tenure, and previous companies.

Use Cases for Each Data Type

Building Ideal Customer Profiles

Use company intelligence to define your ideal customer profile (ICP). Start by analyzing your best customers and identifying common attributes.

ICP Framework

1. Analyze top customers: What do they have in common?
2. Identify must-have attributes: Non-negotiable criteria
3. Define nice-to-have attributes: Bonus characteristics
4. Create scoring model: Weight each attribute
5. Test and refine: Validate against conversions

Prioritizing Data Points

Not all data points are equally valuable. Focus on the attributes that best predict fit and buying likelihood for your specific product.

Conclusion

Company intelligence transforms how you identify, qualify, and engage prospects. By focusing on the right data points-firmographics for qualification, technographics for positioning, and growth signals for timing-you can build more effective go-to-market strategies.

Start with the basics (size, industry, revenue), then layer in technographics and growth signals as your intelligence capabilities mature. The key is using data to make better decisions, not collecting data for its own sake.