For high-value accounts with confirmed, willing connectors, introductions may be an efficient starting point. For suitable accounts without access, relevant outreach and marketing can help build demand. Keep strategically important accounts visible rather than excluding them because they are cold.
Compare delivered introductions and direct prospect engagement through held meetings, accepted opportunities and eventual outcomes. Include research and coordination time in cost. Warm accounts may start with better fit, so raw conversion differences require context.
Monitor request frequency, connector concentration and willingness. A referral programme cannot scale indefinitely by asking the same people more often.
Shift effort where evidence supports it, while allowing for different sales cycles and learning periods. Avoid universal percentage targets or claims that outbound no longer works.
Orbb can help research and execute the relationship-led portion. The aim is a balanced, measurable account motion, with appropriate access where available and deliberate relationship building where it is not.