Awareness

Build target prospect lists

BDR (critical)BDM (critical)

Primary Roles

BDR/SDR

Secondary Roles

AE, Sales Manager

Hire With

Analytical orientation, discipline, detail orientation, ownership

Train For

list construction, fit-based filtering, source triangulation, QA checks

Certification Definition

A certified rep builds target prospect lists from multiple channels using agreed fit, coverage, and quality rules so prospecting starts from a usable, high-confidence working set rather than a raw export.

Why It Matters

Bad lists create bad prospecting. Strong list construction improves targeting precision, protects rep time, and gives the team a more reliable base for outreach, coverage planning, reporting, and deliverability.

What Good Looks Like

The rep uses approved sources to build lists rather than relying on one database export alone.
The rep applies fit rules consistently when deciding who belongs on the list and who should be excluded.
The rep includes enough context, segmentation, and ownership to make the list actionable.
The rep checks for duplicates, obvious mismatches, suppression issues, and missing critical data before launch.
The rep can explain why the list supports the intended campaign, territory, or account plan.
The rep keeps list logic visible so another person can understand how it was built and quality-check it.
The rep refines the list after early outreach reveals bad-fit records, poor data, or wrong-role assumptions.

Red Flags

The rep produces a large list without clear fit rules and treats record count as the win.
The list includes obvious non-ICP records, duplicates, or contacts that do not match the campaign motion.
The rep cannot explain the source, filtering logic, exclusions, or intended use of the list.
The list lacks the fields needed to support outreach execution, ownership, or quality review.
The rep prioritises speed over quality to the point that usability, response rate, or deliverability risk is affected.
The rep does not run any QA checks before handing the list on or launching the sequence.

Evaluation Scorecard

Area	Standard
Source use	The rep uses appropriate sources and can explain why they were chosen.
Fit filtering	The rep applies ICP or campaign rules consistently when selecting records.
Coverage logic	The list supports the intended territory, campaign, or account focus.
Data completeness	The list contains the fields needed to execute outreach reliably.
QA discipline	The rep checks for duplicates, mismatches, and missing information.
Usability	The final list is easy for another person to understand and use.

Real-World Scenarios

Named-account campaign

Need specific roles in specific accounts

Builds a focused list with clear account, persona, and ownership logic.

Territory build-out

Need broader coverage

Produces a segmented list that supports efficient prioritisation and does not bury the best accounts in volume.

Event-driven campaign

Time pressure is high

Works quickly without sacrificing source quality, exclusions, or basic QA.

Vertical motion

ICP rules are tighter

Applies industry, company, and role filters consistently and documents exclusions.

Assessment Approach

Review 2 live prospect lists built by the rep, including the sources used, filtering logic, QA checks performed, and a spot-check of sample records.

Alternatives

Review 1 live list plus 1 realistic manager-led scenario when production volume is limited.
Use 2 scenarios only for early ramp, then confirm the certification on the next live campaign or territory build.

Verification Examples

Prospect list with sources, filters, and QA checks

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