Account-level disqualification
Remove companies that fail core market criteria, fall into an excluded category, are customers or active opportunities, present portfolio or competitive conflicts, or lack the economics to support the offer.
Do not let an interesting signal override a fundamental fit failure.
Contact and research disqualification
Hold back contacts whose role cannot be confirmed, whose address remains risky, or whose responsibilities do not match the problem. Reject hooks that are stale, sensitive, unverifiable, generic, or commercially disconnected.
- No current role confirmation
- Ambiguous or risky business address
- The problem belongs to another function
- Source does not support the claim
- The angle implies intent or pain without evidence
- Personal context would feel intrusive
Operational disqualification
A good account can still be wrong to send now. Pause when suppression is uncertain, infrastructure health is degraded, campaign ownership is unclear, or the sales team cannot respond to interest.
Record the rejection reason. Some records should be excluded permanently; others can be reconsidered when data, timing, or operating conditions change.