Finding the Accounts That Belong in Your Fairway
A repeatable system for identifying net-new companies that match your ICP, fit your commercial priorities, and warrant focused go-to-market investment.
Fairway approaches target-account discovery as a strategic market-building discipline, not a database export. We translate your ICP, segment priorities, commercial constraints, and trigger criteria into a structured process for identifying the companies your teams should pursue.
The result is a validated and prioritized target-account universe that gives marketing, sales, and revenue operations a shared foundation for activation.
The Fairway Account Discovery Method™
Translate strategic targeting criteria into a validated, prioritized, and activation-ready universe of net-new accounts.
Define the Search Zone
Translate the ICP into explicit discovery criteria, data fields, and exclusion rules.
Scan the Market
Use multiple commercial databases and research workflows to identify candidate companies.
Verify the Fit
Validate company identity, business model, scale, geography, and required ICP attributes.
Rank the Field
Score accounts using fit, commercial potential, strategic importance, and data confidence.
Prepare for Play
Structure, deduplicate, and deliver the account universe for go-to-market systems.
Database-Led Account List
- • 4,800 companies
- • Industry & Employee Count
- • Basic contact fields
The Diagnosis
- × Search criteria do not reflect the actual ICP
- × Employee count is a weak proxy for scale
- × Franchise, ecommerce, and single-location businesses are mixed together
- × No negative-fit criteria are applied
- × Accounts are not prioritized by value or timing
Fairway-Aligned Account Discovery
Target: Net-new North American distributed retailers that match the primary ICP and support enterprise-level deployments.
- • Operates ~240 corporate locations
- • Centralized facilities org confirmed
- • Multi-state remodeling program announced
More Than a Firmographic Match
A qualified account combines structural fit, operational relevance, commercial potential, strategic value, timing, and confidence in the underlying data.
Structural Fit
Core firmographic, geographic, ownership, and operating characteristics of the ICP.
Operational Fit
Whether the company operates in a way that makes the offering relevant and deployable.
Commercial Potential
The likely value, scale, expansion opportunity, and sales-efficiency potential.
Strategic Relevance
The degree to which the account supports market-entry, category, or credibility goals.
Timing & Signals
Observable events or behaviors that indicate increasing need, change, or readiness.
Data Confidence
The reliability, recency, completeness, and agreement of the available evidence.
The Right Source for the Right Signal
Fairway combines multiple platforms and validation methods to create a more complete and dependable account view. No single database provides it all.
ZoomInfo
- • Firmographic discovery
- • Company hierarchy
- • Technographics
- • Department coverage
Apollo
- • Contact discovery
- • Role & title coverage
- • Market-list expansion
- • Outbound activation support
Clay
- • Multi-source enrichment
- • Custom research workflows
- • Derived ICP logic / AI
- • Account-scoring automation
Crunchbase
- • Funding & investment history
- • Growth-stage indicators
- • Acquisition events
- • Emerging-company discovery
What We Build
A complete target-account discovery engagement produces the qualified account universe, enrichment, evidence, scoring, and data structure required for activation.
Account Discovery Strategy
A documented search plan translating the ICP, segment priorities, and exclusions into discovery rules.
Net-New Account Universe
A clean, validated list of companies that meet the agreed account-fit criteria.
Multi-Source Enrichment
Firmographic, technographic, ownership, operational, growth, and trigger data assembled from research sources.
Qualification Rationale
Evidence explaining why each company qualifies, which criteria it meets, and where uncertainty remains.
Parent-Child Mapping
Normalized relationships between parent companies, subsidiaries, operating brands, and relevant entities.
Scoring and Tiering
A transparent prioritization model based on fit, potential value, strategic relevance, timing, and data confidence.
Activation-Ready Data File
Structured account data formatted for CRM, advertising, outbound, ABM, territory planning, and reporting.
Governance Plan
A process for adding new accounts, refreshing attributes, reviewing exclusions, and maintaining quality.