Identify the economic buyer, evaluators, users and other influential people. Look across employees, customers, executives, investors, advisors and partners for appropriate ways to start a conversation.
Treat former-colleague overlap or shared investment as a hypothesis until someone confirms the connection. Include both direct introductions and routes that can help you understand the account.
For each priority target, record a proposed connector, evidence, owner and next action. Supply a forwardable note, obtain approval and track the request through to a meeting. Coordinate with other outreach and the existing account team.
Work accounts where fit, timing and access align. Continue building demand and using targeted outreach where no suitable relationship exists. A friendly connection at a poor-fit account should not outrank a strong buyer problem merely because access is easier.
Review qualified meetings, opportunity creation, stakeholder coverage and cost. Also review connector workload and requests that were declined.
Orbb supports the research and execution behind relationship-led GTM. The strategy succeeds when those activities serve a specific account plan, rather than becoming a separate exercise in collecting connections.