Module 4.2: Intel

Note: This module includes a short multiple-choice question You’ll find the question at the top of this transcript and the correct answer at the very bottom. Read through the module first before scrolling down for the answer!

Question:

10. When asking someone in your network for intel, what are you primarily looking for?

           A) They require fewer CRM tools

           B) A pitch opportunity

           C) Context about the company or buyer that can inform your outreach

           D) An endorsement on LinkedIn

Transcript:

Sometimes you don’t need an intro at all. You just need intel.

When someone in your network knows a target buyer, or used to work at the company you’re selling into, they can give you something just as valuable as access: information.

So, what kind of intel are we talking about?

• Buying process: Who signs off, how budgets work, what approvals or hoops to expect.
• Tech stack: What tools they already use, what they’ve churned from, and how they fit together.
• Internal politics: Who really makes the decisions, who to avoid, who the hidden influencers are.
• Priorities: What’s on their roadmap, what metrics matter this quarter, what they care about right now.
• Preferences: Do they hate being pitched cold? Do they prefer value-first conversations?

This is where your network comes in.

Here’s the play:

You’re already in a sales process with a company. You notice someone in your network used to work there, or they’re connected to someone on the team.

Send a quick note:

“Hey Jess, I saw you used to work with the team at Frame.io. I’m in a sales process with them right now. Do you know anything about their internal priorities or how they typically make buying decisions? Totally fine if not, just figured I’d ask to make the process easier for me and for them.”

Notice: you’re not asking for an intro. You’re asking for context. And if you’ve been in sales long enough, you know context can change everything.

Another scenario:

You’ve got one champion at an account, but you want to expand to another team or division.

You could go in cold. Or you could:

• Ask your champion if they know anyone on that team.
• Ask your network who knows the person you’re targeting.
• Ask directly, “What’s their role really like? What do they care about? What do I need to know?”

Walking into that expansion call with context that other sellers don’t have makes you stand out. You’re not guessing. You’re informed.

This is how top sellers derisk deals. Before a big outbound push, they do network sweeps, asking for intel about past buying behavior, known blockers, procurement red tape, or even tone.

Example: “The CFO is in cost-cutting mode right now. Don’t lead with ROI, lead with efficiency.”

That kind of insight can be the difference between being ignored and booking the meeting.

Intel also applies to job changes.

Say you had a customer who loved you at their last company. Now they’re at a new company. Do you know what their new role looks like? Who’s on their team? What they’re responsible for?

Their network does.

You can ask: “Hey, I saw Chris just started at Canva. Do you know what their new role involves, or if their team is facing similar challenges to what Chris was dealing with before?”

Intros are powerful, but don’t overlook intel. Sometimes the smallest insight unlocks the biggest deal.

Intel is:

• Faster than research.
• Unavailable online.
• More relevant than guessing.

And it’s all within reach if you just start asking.

Next, we’ll look at the final way to activate your network: influence, how to build awareness, trust, and buzz before the first conversation even happens.

Answer:

10) C