prospect-research-to-cadence

What this skill does

<objective>
Automate the full prospect research → outreach pipeline. Takes a company name, domain, or contact and produces enriched firmographics, personalized multi-touch email sequences, call scripts with MEDDIC hooks, and optionally loads contacts into Apollo sequences — all in one workflow. Draft + approve mode: research and drafts are generated, then paused for Tim's approval before loading sequences.
</objective>

<quick_start>
**Single prospect:**
"research prospect Baylor University" → enriches org + decision-makers → drafts personalized outreach → presents for approval → loads to Apollo sequence

**Batch mode:**
"build cadence for these 5 companies: [list]" → runs pipeline for each → presents batch draft → loads approved contacts

**Trigger phrases:**
- "research prospect [company/domain]"
- "build cadence for [company]"
- "outreach for [company]"
- "research-to-cadence [company]"
- "enrich and sequence [list]"
- "new prospect batch"
</quick_start>

<success_criteria>
- Company enriched with firmographics, tech stack, news, and Epiphan use case angle
- 3-5 ATL decision-maker contacts identified per approved title patterns (VP/Director/Dean/Chief/Provost = economic buyers; Managers flagged as GRAY for manual review)
- Personalized 3-touch email sequence drafted per contact
- Call script with MEDDIC discovery hooks generated
- Draft presented for Tim's approval BEFORE any sequence loading
- On approval: contacts created in Apollo + added to specified sequence
- Golden Rules exclusions enforced (no customers, no channel, no product-usage contacts)
</success_criteria>

<workflow>

## Pipeline Stages

```
INPUT                    RESEARCH                 DRAFT                    APPROVE              LOAD
─────────────────────────────────────────────────────────────────────────────────────────────────────
Company/Domain    →  Apollo Org Enrich     →  Email Sequences    →  Tim Reviews     →  Apollo Sequence
                  →  Apollo People Search  →  Call Scripts       →  Approves/Edits  →  Contact Create
                  →  Epiphan CRM Check     →  ICP Score          →                  →  Add to Cadence
                  →  Web Research          →  Pain Hypothesis    →                  →
```

## Stage 1: Research (Tools Used)

### 1a. Company Intelligence
Use these MCP tools in parallel:

| Tool | Purpose | Key Data |
|------|---------|----------|
| `apollo_organizations_enrich` | Firmographics | Industry, size, revenue, tech stack |
| `apollo_organizations_job_postings` | Hiring signals | AV/IT roles = buying signal |
| `hubspot_search_companies` | Existing relationship check | Deals, lifecycle stage |
| `crm_search_customers` | Epiphan CRM customer match | Device count, orders, channel flag |
| `analytics_search_by_email` | Device registration lookup | Registered devices by contact email |
| Web search | Recent news | Funding, expansion, leadership changes |

### 1a-bis. Clay Enrichment (Waterfall)
For companies/contacts where Apollo data is incomplete (missing phone, tech stack, or funding data):

| Tool | Purpose | Key Data |
|------|---------|----------|
| `find-and-enrich-contacts-at-company` (Clay) | Deep contact enrichment | Phone waterfall, social profiles, employment history |
| `add-contact-data-points` (Clay) | Append missing data points | Phone verification, org chart depth |
| `find-and-enrich-company` (Clay) | Company intelligence | Technographics, hiring signals, funding |

Clay acts as a **waterfall fallback** — it aggregates 50+ data providers. Use it when Apollo returns incomplete results, especially for phone numbers.

### 1b. Golden Rules Filter
**STOP and skip if ANY of these are true:**
- `lifecyclestage = 'customer'` in HubSpot
- `first_conversion` contains 'Pearl', 'setup', 'Connect', 'signup'
- Company `device_count >= 1` in Epiphan CRM
- `engagement_overview` contains product usage
- `is_channel = true`
- `hubspot_owner_id` IN ('82625923', '423155215', '190030668') — AEs: Lex Evans, Ron Epstein, Phillip Sandler
  → **90-Day Stale Exception:** If `hs_lastmodifieddate` > 90 days ago → SURFACE as `STALE AE LEAD` with ATL/BTL tier + deal value. Tim reviews to re-engage, push to demo, or help close.
  → Ron Epstein: all leads. Lex & Phil: NA only. <90 days → still exclude.

**OPERATING PRINCIPLE:** Tim is NET-NEW first, but can re-engage STALE AE leads (90+ days inactive) to recover pipeline value.

### 1c. Contact Discovery
Use `apollo_mixed_people_api_search` with filters:
- **Titles (ATL-only):** VP, Director, Dean, CIO, CTO, CFO, Provost, Superintendent, Court Administrator, City Manager, Senior Pastor
- **Gray Zone Titles (flag for review):** Manager (AV/Facilities/IT) — include ONLY if Apollo confirms reports to Director+ AND has delegated budget >$25K
- **Exclude (NEVER ATL):** Warehouse Manager, Network Manager, Systems Administrator, AV Technician, Graphic Design Instructor, Program Administrator, Web Designer, Classroom Support, Lab Coordinator, Maintenance, Building Engineer, Multimedia Services Manager, Video Production Specialist, Streaming Crew
- **Seniority:** director, vp, c_suite
- **Departments:** IT, engineering, operations, education
- **Limit:** 3-5 contacts per company

For each contact, run `apollo_people_match` to get verified email + phone.

### ATL/BTL Classification (applied to each discovered contact)
Classify each contact using approved title patterns (CLAUDE.md § ATL/BTL Classification v1.0):
- **ATL:** Chief, VP, Director, Dean, Provost, Superintendent, Court Administrator, City Manager, Senior Pastor, Executive Pastor
- **BTL:** Technician, Specialist, Coordinator, Support, Administrator (Systems/Network/Database), Engineer (AV/Network/Systems), Operator, Instructor/Professor/Faculty, Designer, Assistant, Clerk (non-Court Admin), Volunteer, Intern, Student, Resident, Help Desk
- **NEVER ATL:** Warehouse Manager, Network Manager, Systems Administrator, AV Technician, Graphic Design Instructor, Program Administrator, Web Designer, Classroom Support, Lab Coordinator, Maintenance, Building Engineer, Multimedia Services Manager, Video Production Specialist, Streaming Crew
- **GRAY:** Manager (AV/Facilities/IT) — ATL only if reports to Director+ AND has delegated budget >$25K. Flag for Tim's manual review before sequence load

Tag each contact: `atl_btl_tier = 'ATL' | 'BTL' | 'GRAY'`
Only ATL contacts are auto-approved for sequence loading. GRAY contacts require Tim's explicit approval. BTL contacts are deprioritized (included in batch but called last).

For contacts where `apollo_people_match` returns no phone number, fall back to Clay's `find-and-enrich-contacts-at-company` for phone waterfall.

### Phone Verification Priority
**ALWAYS attempt phone verification.** Tim needs 50+ daily dials. Every contact loaded into a sequence MUST have a verified phone number. Priority order: Apollo phone → Clay waterfall → skip if no phone found (flag for manual research).

### 1d. ICP Scoring
Score the prospect using Tim's ICP verticals:

| Vertical | Score |
|----------|-------|
| Higher Ed | 90 |
| Courts/Legal | 85 |
| Government | 80 |
| Corporate AV | 80 |
| Healthcare | 75 |
| Houses of Worship | 70 |
| K-12 | 65 |

Boost +5 for: hiring AV roles, recent facility expansion, CMS mentioned in tech stack
Boost +10 for: Extron/Matrox replacement signal (competitors exited market)

## Stage 2: Draft Outreach

### Email Sequence (3-touch)
Load `reference/email-templates.md` for templates. Customize with:
- **Touch 1 (Day 0):** Pain-forward, reference specific news/signal, single CTA (15-min call)
- **Touch 2 (Day 3):** Value prop with peer social proof (similar vertical), ask different question
- **Touch 3 (Day 7):** Breakup email with resource offer (case study or guide)

Rules:
- Under 100 words per email
- No "I hope this finds you well"
- Lead with THEIR problem, not Epiphan features
- Reference a specific trigger (job posting, news, tech stack gap)
- CTA = specific time ask ("15 minutes this Thursday?