PE-201b · Module 2

Firmographic and Technographic Data

3 min read

Firmographic data describes what a company is: industry, employee count, annual revenue, headquarters location, founding year. Technographic data describes what a company uses: CRM platform, marketing automation tool, cloud provider, analytics stack. Together, they answer the question every sales conversation needs answered before it starts: is this the right kind of company for what we sell, and do they have the infrastructure to use it?

Do This

  • Enrich every new company record with firmographic data within 24 hours of creation
  • Use technographic data to identify companies already using complementary or competing products
  • Combine firmographic and technographic data to build your ideal customer profile from actual closed-won data

Avoid This

  • Let reps manually research company size and industry — it takes 10 minutes per record and they will skip it
  • Treat all enrichment data as equally reliable — firmographic data from SEC filings is more accurate than scraped estimates
  • Enrich once and never refresh — companies grow, change tech stacks, and move into new industries

The highest-value use of firmographic and technographic data is ideal customer profile (ICP) analysis. Pull the firmographic and technographic attributes of your last 50 closed-won deals. What patterns emerge? If 80% of wins are companies with 200-2,000 employees using Salesforce and operating in financial services, that is your ICP — defined by data, not opinion. Enrichment makes ICP analysis possible by ensuring every record has the attributes needed for the analysis.