---
title: Data as a Driver
description: Success for any campaign is all about the data. When developing a prospect list, for marketing purposes, targets should be strategically broad and shallow.
---

[ProScout Blog ](https://www.proscoutbusinessdevelopment.com/blog)

# [Data as a Driver](https://www.proscoutbusinessdevelopment.com/blog/data-as-a-driver)

 Written by [Chris Turley](https://www.proscoutbusinessdevelopment.com/blog/author/chris-turley) | Oct 14, 2021 5:51:48 PM

Success for any campaign is all about the data. When developing a prospect list, for marketing purposes, targets should be strategically broad and shallow. For ongoing relationship building, larger ROI and key relationships, targets should be strategically narrow and deep.

Parameters for a good database:

- Geographic location
- Industry vertical
- Employee count
- Estimated annual revenues
- Level of contact 
    - You can always start at the top and work your way down as opposed to starting in the middle and working your way up (ex: start with CMO to work down to marketing manager, etc.). You want to target positions with access to the checkbook.

[View full post](https://www.proscoutbusinessdevelopment.com/blog/data-as-a-driver)

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