Company Research

Company research answers the foundational question: what does this organization do and how does it work? You would be surprised how many people walk into meetings without being able to answer this clearly. The customer's website is the starting point, but it is not the whole picture. Websites are marketing — they tell you what the company wants you to believe. The real picture comes from layering multiple sources.

1. Website & About Page (2 minutes) Read the homepage headline, the about page, and the leadership team page. Understand their core offering, their stated value proposition, and who runs the company. Note the language they use — it tells you how they see themselves.
2. Recent News & Press Releases (3 minutes) Search "[Company Name] news" and scan the last 90 days. Look for funding rounds, product launches, partnerships, or leadership changes. Any of these can be a natural conversation opener.
3. Customer Reviews & Case Studies (5 minutes) Check G2, Capterra, or Glassdoor depending on their industry. Read their own case studies. Reviews tell you what customers actually experience — which is often different from what the website promises.
4. AI-Assisted Profiling (5 minutes) Paste the company's website URL into an AI tool and ask: "Summarize what this company does, who their customers are, how they make money, and what their key differentiators appear to be." AI turns a 30-minute manual review into a 5-minute structured summary.

Fifteen minutes. That is all it takes to build a basic company profile that puts you ahead of 90% of the people who will ever meet with this customer. The goal is not to become an expert on their business. The goal is to know enough that you never ask a question the website already answers, and you can demonstrate that their time matters to you.