Northwind — Prospecting Workbook

Prepared for northwind.example.com · Category: Work management & operations platform

This is a seed list to validate — not a verified account list. Every account is a real company we believe fits your ICP, and every trigger is a hypothesis to confirm using the “where to confirm” column before you act. Size bands are directional. The real engine here is the Signal Sources and How to work it sections — they keep your list fresh long after these names go stale.

Scaling mid-market companies (200–2,000 employees) with cross-functional ops outgrowing spreadsheets and disconnected point tools.

ICP size

200–2,000 employees

Verticals

Services, logistics, healthcare, multi-location retail

What puts them in-market

New ops leader, rapid headcount growth, tooling migration, M&A integration, multi-location expansion

Target Account List

8 candidate accounts that fit your ICP — ranked by heat. Confirm the trigger before you act.↓ Download CSV

#	Company	Vertical	Size	Why it fits the ICP	Opener angle (why now)	Trigger to confirm	Heat	Where to confirm	Lead persona	Title to pull
1	Brightpath Logistics	Logistics & freight	800–1,200	Multi-site ops, heavy cross-team handoffs	A new VP Ops is standardizing how teams run work	New VP Operations hire	HOT	LinkedIn job changes + careers page	Operator Olivia	VP Operations / Head of Ops
2	Meridian Health Group	Healthcare services	1,000–1,500	Many departments, manual coordination	Rapid clinic expansion is straining cross-team handoffs	Multi-location expansion	HOT	Press releases + hiring surge	Program Pat	Director of PMO / Operations
3	Cobalt Manufacturing	Manufacturing	500–900	Plant + corporate ops in spreadsheets	An ERP migration is opening up how work gets tracked	ERP / tooling migration	WARM	Job posts mentioning ERP + ops tooling	Operator Olivia	VP Operations / COO
4	Harbor & Finch	Professional services	300–600	Billable work across many teams	Scaling headcount is breaking spreadsheet tracking	Rapid headcount growth	WARM	LinkedIn headcount trend	Manager Mara	Head of Delivery / Ops
5	Vantage Retail Group	Multi-location retail	1,200–2,000	Store + HQ ops coordination	A process-standardization push is live across stores	Process standardization initiative	WARM	Careers page + ops leadership posts	Program Pat	PMO / Head of Store Ops
6	Northgate Utilities	Utilities	1,500–2,000	Field + office ops, compliance-heavy	A reorg is consolidating how work is run	Reorg / new COO	WARM	News + exec changes	Operator Olivia	COO / VP Operations
7	Sable Financial Services	Financial services	600–1,000	Regulated, cross-team workflows	A compliance push needs auditable workflows	Governance / audit initiative	COOL	Compliance + ops job posts	Admin Amir	Head of Ops / GRC
8	Keystone Education	Education services	400–800	Program coordination across sites	Growth is outpacing manual coordination	Multi-program expansion	COOL	LinkedIn + program announcements	Manager Mara	Director of Programs / Ops

The last three columns are yours to fill as you enrich — they come through on the CSV ready for your contact data.

Signal sources

The trigger playbook — where the live list lives and how to pull it. This is what keeps the pipeline fresh.↓ Download CSV

Trigger	Heat	Where the live list lives	How to pull it	Lead persona	Title to target
New ops leader hired (VP Ops / COO)	HOT	LinkedIn Sales Navigator (job-change alert)	Sales Nav: title = VP Ops/COO, changed jobs < 90 days, your size band + verticals	Operator Olivia	VP Operations / COO
Rapid headcount growth	HOT	LinkedIn headcount + Crunchbase	Track 20%+ headcount growth in your verticals, 200–2,000 band	Program Pat	PMO / Director of Ops
Multi-location / market expansion	HOT	Press releases, news alerts	Alert on 'new location/market' in your verticals	Operator Olivia	VP Operations
ERP / tooling migration	WARM	Job boards	Watch for ERP + ops-tooling roles and RFPs	Admin Amir	Head of Ops / IT
M&A integration	WARM	M&A news feeds	Alert on acquisitions in your verticals; integration = process chaos	Program Pat	PMO / Integration lead
Process-standardization initiative	WARM	Careers pages, ops leadership posts	Watch for 'process excellence' / 'ops standardization' roles	Program Pat	Head of PMO / Ops Excellence
Reorg / new COO	WARM	Exec-change news	Alert on COO changes in your verticals	Operator Olivia	COO
Spreadsheet-pain signals	COOL	G2 / review sites, social	Monitor reviews of spreadsheets/point tools in ops context	Manager Mara	Dept / Ops managers
New PMO stood up	WARM	LinkedIn Sales Navigator	Sales Nav: new PMO / program-management roles in your band	Program Pat	Head of PMO
Compliance / audit push	COOL	Job posts + trust pages	Watch for GRC + ops roles in regulated verticals	Admin Amir	Head of Ops / GRC

How to work it

Signal before names. Qualify the account, then enrich to a person.

Signal before names

Start from the triggers on the Signal Sources tab, not a static list. Turn each into a saved search or alert so accounts enter your queue when something changes.

Two layers: account, then persona

Qualify the account (ICP shape + a live trigger), then lead with the one persona who feels that trigger first. The list already pairs each account with its lead persona.

Enrich to a name

Take the account + the 'Title to pull' into Sales Nav, then enrich in your tool of choice. Fill the contact columns.

Score and sequence

Rank by trigger heat × ICP fit. HOT + strong fit goes first — a simple 1–3 on each gives a defensible order.

Open on the trigger, not the product

The opener references the change the buyer is living, not what Northwind does. Earn the meeting by naming the shift.

Keep it a system, not a one-off

A weekly 30-minute pass — pull newly triggered accounts, enrich, sequence — compounds far better than one big scrape.

Tool stack, by job

The tools that turn this from a one-off list into a system.

Signal detection

LinkedIn Sales Nav (job-change) · Crunchbase (growth/funding) · news alerts (expansion, M&A) · job boards (ERP/ops roles)

Persona resolution

LinkedIn Sales Navigator

Contact enrichment & orchestration

Clay (to wire triggers to enrichment automatically), Apollo, ZoomInfo

Intent

G2 / Bombora if available