Breakout researches the initiatives an account has set for the year and the challenges it has talked about publicly.

Reps can tie outreach to what the account has said matters, rather than generic value props.

Companies tell the world what matters to them in earnings calls, interviews and announcements. When you know an account's stated initiatives and the challenges it has talked about publicly, you can stop guessing. Quote the initiative back to them and show how you help with what they've already said is important. Your message stops sounding like everyone else's because it's about them.