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What Are Briefs?

Every lead in CustomerOS comes with a Sales Brief: a living research document that gives your team the context they need to personalize outreach and progress deals. Unlike static research decks, briefs are automatically enriched from the global company graph and reframed to your ICP so that the insights are always:
  • Current – continuously refreshed with live market and firmographic data
  • Relevant – prioritized based on what matters to your ICP definition
  • Actionable – designed to inform real conversations and next steps

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What a Brief Includes

Each brief is designed to answer the question: “What should I know before engaging this lead?” Components typically include:
  • Company Overview → industry, size, HQ, core offering
  • ICP Fit Rationale → why this company is in your lead list (scored against your ICP)
  • Recent Activity → notable web engagements, ad interactions, content downloads
  • Strategic Signals → hiring patterns, tech stack changes, partnerships, press mentions
  • Buying Stage Context → current stage in the Buyer’s Journey and triggers for progression
  • Suggested Talking Points → AI-generated prompts for outreach, tied to recent activity and ICP priorities

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Why Briefs Matter

  • Save Research Time → No more manual LinkedIn, Google, or Crunchbase digging
  • Enable Personalization at Scale → Every rep can open a lead and instantly sound relevant
  • Improve Consistency → Sales, marketing, and success teams all work from the same insights
  • Accelerate Pipeline → Reps know what’s important to say at the right moment in the journey

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How Briefs Are Generated

  1. CustomerOS matches the lead to its global company object.
  2. Live research signals are pulled in from multiple sources.
  3. Insights are re-scored against your ICP definition.
  4. AI organizes and summarizes the findings into a concise, ready-to-use brief.
  5. The brief is updated dynamically as new touchpoints and research signals come in.

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Example

For a mid-market SaaS lead that recently:
  • Downloaded an ROI calculator (Education → Solution trigger)
  • Posted 3 engineering job openings (tech adoption signal)
  • Has a 92% ICP fit score
Their brief might include:
  • “Company is expanding engineering capacity — likely evaluating tooling vendors.”
  • “High engagement with ROI content suggests budget conversation readiness.”
  • “Next best action: connect via LinkedIn + send case study with quantified ROI.”

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Next Steps

  • See how Leads expose briefs directly in the company profile.
  • Explore Touchpoints to understand the engagement data driving your briefs.
  • Learn how Contacts tie the right people to each brief.