Work a partner-sourced account list
A partner sends a spreadsheet of accounts. Match it to the CRM, find who is new, enrich the contacts, and route each account to the rep who should have it, before the list goes stale.
The conversation
Sample accounts and numbers, for illustrationYouTake the partner list I uploaded, match every account to our CRM and tell me which are net new, which we know, and which have an owner or an open deal, then enrich the net-new accounts with the right persona and a verified email, route each to the rep for its territory, and draft a first note that mentions the partner.
northstar-partner-accounts.csv
Unify3 checks · upload, CRM and contact data
- Cleaned the upload: resolved company names to domains, merged 15 duplicates, and kept the partner’s name on every record.
- Matched each account to Salesforce and split them into net new, known with no activity, owned, and open opportunity.
- Found the persona you sell to at each net-new account through the contact waterfall and verified an email.
One hundred and eighty-six rows resolved to 171 accounts. Sixty-two are net new, 74 are known with no activity, and 35 are owned or in an open deal and went to their owners.
- 171
- accounts on the list 186 rows, 15 duplicates
- 62
- net new
- 74
- known, no activity
- 35
- owned or in a deal sent to owners
Not in the CRM. Runs the partner’s product. VP Operations found and verified.
Not in the CRM. Head of Support verified. Partner named a different contact; kept as context.
Open opportunity, owned by Sam. Sam is told the partner is in the account.
Customer since 2025. Account manager notified.
The split is a fact from the CRM match. Whether a known account with no activity is worth a second look is a call for the rep, and those 74 are listed separately.
YouFor the net-new accounts, who did you find and how does it differ from who the partner listed?
UnifySixty-two accounts, 58 with a verified persona contact. In 41 cases the partner listed someone else, usually their own admin contact rather than your buyer.
| Account | Partner listed | Persona found | Verified | Territory |
|---|---|---|---|---|
| Northwind Labs | IT admin | Dana Holt · VP Operations | East · Chris | |
| Brightpath | Partner success manager | Elena Marsh · Head of Support | Email and number | West · Ana |
| Lumen Freight | Founder | Tara Quinn · Operations lead | Central · Sam | |
| Fernhill Home | Nobody | Nils Berg · Head of CX | West · Ana |
- Whose contact
- The partner’s contact is the person who uses the partner’s product. Your buyer is usually one level up or in the next team. The waterfall found that person; the partner’s contact stays on the record.
- Four without a contact
- Four net-new accounts had no verifiable persona contact. They are listed for a manual look rather than emailed at a guess.
YouHow much of the list do we already work, and which owners should hear that the partner is in their accounts?
UnifyOf the 171 accounts, 109 are already in your CRM, which is 64% of the list. Thirty-five of those have an owner or an open deal, across three reps and the account managers.
- 1Sam · Central12 accounts
- 2Ana · West10 accounts
- 3Chris · East8 accounts
- 4Account managers5 customers
The ten open deals are the ones to raise with the partner first, since a partner inside an active deal can help it or confuse it.
YouDraft the notes, mention the partner, route them, and give me the summary for the partner.
UnifyFifty-eight drafts are with the territory reps. Each says the partner suggested the account and nothing more. The partner summary is ready without names.
- Dana Holt · Northwind LabsOwner ChrisIn review
- Elena Marsh · BrightpathOwner AnaIn review
- Tara Quinn · Lumen FreightOwner SamIn review
Set up
- Fifty-eight drafts routed by territory Each names the partner as the source of the suggestion and opens on the account, not the partner’s product.
- Owners told about the overlap The 35 owned and open accounts carry a note that the partner is in the account, with the partner’s contact.
- Partner summary drafted Counts by outcome: contacted, replied, booked, not a fit. No individual names or message content.
The note says the partner suggested the account. It does not say the partner recommended you, unless the partner said so.
Partner lists, with and without Unify
The list arrives full of accounts you already know and contacts nobody verified. The value is in the part you do not know.
| Without Unify | With Unify |
|---|---|
| The spreadsheet is forwarded to the team and everyone works it from the top | The list is matched to the CRM on upload: net new, known and owned are separated |
| Half the accounts are customers or open deals, and nobody notices until a rep collides with an owner | Customers and open deals go to their owners with the partner's name attached |
| The contacts are whoever the partner had, often out of date | Net-new accounts get a verified contact in the persona you sell to, not the partner's contact |
| The partner never hears what happened to the list | Each account is routed by territory, and the partner gets a summary of what was worked |
Start from this prompt
Make it your own in Unify, then review the results.
Take the partner list I uploaded, match every account to our CRM and tell me which are net new, which we know, and which have an owner or an open deal, then enrich the net-new accounts with the right persona and a verified email, route each to the rep for its territory, and draft a first note that mentions the partner.
What else you can ask for
The walkthrough is one path through this workflow. These are the turns people take most often.
- Net new onlyFrom the partner list, which accounts are not in our CRM at all, and who at each should we write to?Try in Unify
- Overlap reportHow much of the partner list do we already work, and which owners should hear that the partner is talking to their accounts?Try in Unify
- Partner summarySummarise for the partner which of their accounts we contacted, replied, and booked, without naming individuals.Try in Unify
How it changes by who you sell to
- Software
- Software partners send lists of their customers who could use an integration. Ask Unify to match the list to the CRM, keep the accounts that run the partner's product, and open the note on the integration rather than on the partner.
- Financial services
- Bank and insurer partners share lists under strict terms. Ask Unify to keep the partner's name and terms on every record, route existing relationships to their owners, and hold anything the partner marked as restricted.
- Healthcare
- Health-tech partners share facility lists that overlap heavily with what you already work. Ask for the net-new facilities only, grouped by system, and for the department contact the partner named.
- Manufacturing
- Distributor partners send plant lists by region. Ask Unify to match by plant rather than by company, route by the rep's region, and take the operations contact the partner already knows.
- Professional services
- Referral partners send a handful of firms with a warm introduction attached. Ask Unify to keep the introducer on each record, match to the CRM, and draft a note that names the introduction.
Next in prospecting and research
+4Local businessesBuild a local-business territory listLocal businesses are found by category, city and what they run, and the owner is the buyer. Build the list, verify the contact, and skip the ones you already know.
+1List buildingBuild a lookalike list from your best customersStart from the accounts that actually closed and expand outward on what they share.
ICP planningDefine your ICP and first buying signalsStart from your website and customers to draft a practical account profile and a small signal watchlist.
Connect what this workflow uses
Each guide covers the connection, what Unify reads and writes, and what to check before the first run.
- Connect SalesforceAuthorize Salesforce in Unify, configure CRM field mappings, and choose when to enable writing.
- Connect HubSpotConnect HubSpot to Unify, map Company and Person fields, and plan CRM exclusions and supported write-back.
- Connect GmailConnect Gmail to Unify for sequence emails and replies.
Questions about this workflow
What happens to accounts we already work?
Customers, open opportunities and owned accounts are separated on upload and sent to their owners with the partner's name attached, so the owner knows the partner is in the account. They do not enter outreach.
Do we write to the partner’s contact?
Not by default. The contact waterfall finds the persona you sell to and verifies an email. The partner's contact is kept on the record and used only if the partner introduced them.
Can the note mention the partner?
Yes, where the partner has agreed. The draft says the partner suggested the account and nothing more; it does not claim the partner recommended your product unless they did.
What does the partner get back?
A summary by account: contacted, replied, booked, no fit. No individual names or message content, so the report can be shared without exposing your outreach.