Build a Greenfield Outbound Territory in an Untapped Vertical
You are a BDR at Meridian Analytics — a B2B SaaS company that sells a revenue intelligence platform to mid-market and enterprise sales teams. Meridian helps sales leaders reduce forecast error, identify deal risk earlier, and coach reps…
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What You'll Be Doing
You are a BDR at Meridian Analytics — a B2B SaaS company that sells a revenue intelligence platform to mid-market and enterprise sales teams. Meridian helps sales leaders reduce forecast error, identify deal risk earlier, and coach reps more effectively using pipeline data.
Meridian's current customers are clustered in the technology sector. The VP of Sales has asked you to build out a greenfield territory in the professional services vertical — specifically targeting management consulting firms and business advisory companies with 200–2,000 employees.
No one at Meridian has sold into this vertical before. There is no existing ICP definition for professional services. There are no warm leads. You are starting from zero.
Your job: validate the opportunity, build a prioritized target account list, and execute the first outreach.
Context you have access to:
- Meridian's existing tech-sector ICP: VP/Director of Sales or Revenue Operations, companies with 50–500 reps, pain point is forecast inaccuracy and rep coaching at scale
- One informal data point from a current Meridian customer: 'We heard a Big Four firm was evaluating tools like ours for their internal consulting operations — but nothing came of it'
- Average Meridian deal size: $45K–$120K ARR. Sales cycle: 60–90 days. Champion persona is almost always the Head of Revenue or Sales Excellence
- Your territory: North America. No SDR support. No marketing content written for this vertical yet.
**Don't over-polish.** A submission that shows clear reasoning with rough edges will outscore a generic, polished submission that ignores the constraints. Evaluators are looking for judgment, not formatting.
Constraints
These constraints are real. Honor them — your solution will be evaluated on whether it works within them, not around them.
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No paid prospecting tools. Build your account list using only publicly available sources — LinkedIn, company websites, press releases, job boards, and industry directories. Do not reference ZoomInfo, Apollo, or similar databases in your submission.
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Your #1 account cannot be a Big Four or MBB firm (Deloitte, PwC, EY, KPMG, McKinsey, BCG, Bain, Accenture). Meridian's deal size and 60–90 day sales cycle fit mid-market better than global enterprise. If you considered one of these firms, note it in your exclusion list and explain why.
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All outreach must be sendable today via standard email and LinkedIn — no marketing automation, no sequences that require tooling you don't have. If a hiring manager read your sequence, they should be able to copy and send it immediately.
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Your ICP must be derived from Meridian's existing tech-sector ICP — you cannot invent a new buyer persona from scratch. Show the adaptation logic: what transferred directly, what you modified, and why.
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Your README must stand alone. A teammate picking up this territory next week should be able to understand your account rationale, continue the outreach sequence, and handle the two objections you prepared — without a handover call from you.
How Your Work Will Be Scored
What to Submit
Prospect Brief & Target Account List
Format: .pdf, .doc, .docx, .rtf, .txt, .md
Produce a short Prospect Brief (1–2 pages or equivalent) that includes:
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ICP definition for the professional services vertical — adapted from Meridian's existing tech ICP, with at least one signal-based qualifier specific to consulting firms (e.g., growth stage, practice area expansion, hiring signals, technology adoption indicators)
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A prioritised target account list of 5–8 companies. For each account, state: company name, why it fits the ICP, and what specific signal made you include it (not just 'they match the profile')
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A clear rationale for your prioritization ranking — why is Account #1 above Account #3?
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A brief note on which accounts you considered and excluded, and why
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README
Format: .pdf, .doc, .docx, .rtf, .txt, .md
A structured written document with three sections:
Section A — Outbound Sequence (8–10 min)
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A 3-touch outreach sequence targeting your top-priority account — one cold email + one LinkedIn message + one follow-up email
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Each touch must include: the hook (what specific signal or context are you using?), the value prop (why should this person care?), and the CTA (what exactly are you asking them to do?)
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State the interval between touches and explain your reasoning
Section B — Objection Playbook (5–8 min)
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Choose two objections you expect to encounter most in this vertical. For each: write the objection verbatim as a prospect might say it, your reframe, and how you transition to a next step
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For at least one objection, explain how you would handle it differently with a Big Four firm versus a boutique advisory
Section C — AI Usage Log (mandatory)
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For each AI interaction during this challenge: what task you gave the AI, what it produced, what you changed and why
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Minimum 2 logged interactions. No maximum.
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Format: table or numbered list — whatever is clearest
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Video Walkthrough
Format: .mp4, .mov, .webm
Record a video walkthrough as an MP4 or MOV file and upload it directly on the Provn platform as a separate file.
Cover the following in your video:
- Walk through your top account pick — why did this company make it to #1?
- Read the opening line of your cold email out loud and explain why you wrote it that way
- Walk through one objection reframe — what was the prospect's concern and how did your response dissolve it without arguing?
- Explain your ICP — what signal did you prioritize, why does it translate from Meridian’s tech ICP to this vertical, and what did you almost include but cut?
- Give a 60-second live pitch as if you’re cold-calling the Head of Revenue at your #1 account — open, deliver the value prop, and make the ask. This does not need to be scripted or polished; evaluators want to hear how you think on your feet.
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