Core ICP
188 accounts
257 people across technology, cybersecurity, AI, IT services, consumer tech, adtech and healthtech. Target for the seven month programme.
01 / What the data tells us
Executive readout
The list provides meaningful coverage of senior buyers at North American headquartered organisations operating in DACH. It is strongest as an account mapping and relationship development resource, not yet a verified intent or agency review list.
Important geographic distinctionThe source is a DACH wide prospect database. Only 145 contacts have an explicit Bavaria or Munich area location signal. People listed simply as “Germany” cannot safely be assumed to be in Bavaria. The local lens is deliberately conservative.
Geography
67.8%
Germany dominates
516 of 761 contacts are based in Germany, with 228 in Switzerland and 17 in Austria. This is a Germany weighted programme, not an evenly distributed DACH list.
Buyer access
74.0%
Director or Head level
621 contacts carry Director or Head seniority labels. This is the volume engine for a relationship programme; executive sponsorship and budget ownership still need verification.
Buying group
1.82
Contacts per account
761 contacts across 418 account names. Some organisations have several stakeholders, while others have only one contact, making depth of relationship mapping a clear opportunity.
02 / Coverage and concentration
Where the opportunity sits
Contact distribution by market
Country is taken directly from the spreadsheet, not inferred from location.
Roles by business function
Communications and PR stakeholders should be assessed separately from general marketing roles when developing PR agency outreach.
Seniority profile
Seniority reflects the source's categorisation and is not independently validated against job titles.
Largest industry pools
Use sector relevance to SourceCode, rather than raw contact counts alone, to define the campaign shortlist.
03 / Opportunity design
Accounts worth clustering
A contact count is not a purchase intent signal. The account ranking below is a research queue built from contact depth, communications coverage, seniority and location, not evidence of an agency review.
Most deeply mapped companies
High coverage makes multithreaded engagement easier, but also reflects how the original database was collected.
Companies with Bavaria contacts
Only explicit Bavaria or Munich area signals are counted. Filter the explorer to see named individuals.
How to interpret the priority scoreIllustrative 0–100 research score: 30 points for verified contacts at the account (capped at 5), 25 for communications/PR function coverage, 20 for VP or C-level presence, 15 for at least one Bavaria located contact and 10 for more than one distinct functional category. It measures mapping readiness only, not propensity to buy, budget or a confirmed trigger.
| Illustrative research priority | Contacts | PR / Comms | Senior executives | Bavaria | Mapping score |
|---|
04 / Campaign scope and goals
Concentrate the 761 contacts into a seven month commercial programme
The revised meetings and profile plan proposes 188 core ICP companies and 257 contacts, with a tightly managed 25 / 75 / 88 account model. The segmentation is a planning proposal and must be reconciled against CRM ownership and the live contact list.
Global aspiration
40 accounts
152 people at large global brands. Awareness and US practice head introductions, rather than local mass outreach.
Wider opportunity
190 accounts
352 people in adjacent sectors. Hold for a later phase as DACH case studies develop.
Operating horizon
Nov 2026 – Jun 2027
Relationship building, research, profile development, four convenings and an end of June commercial review.
Proposed outcome
15 qualified first meetings
5 from Tier 1, 6 from Tier 2 and 4 from warm introductions and events.
Proposed outcome
2 live opportunities
An RFP, agency brief, scoping discussion or formal pitch.
Proposed outcome
1 DACH client
Signed project or retainer, alongside expansion of existing SourceCode clients.
These are planning targets, not forecasts. The deck states 418 accounts in total and partitions them as 188 core, 40 aspirational and 190 wider. Validate that the segment rules are mutually exclusive before campaign launch.
04 / Strategic proposition
One transatlantic story, genuinely local in DACH
The proposition
Your US story, told properly in German, by one team from New York to Munich.
SourceCode can join global narrative ownership to local German media insight, rather than relying on translated US announcements.
The problem we name
US tech companies often run DACH communications as translated US press releases. German media wants local data, local customers, local spokespeople and a view on relevant EU rules, including data sovereignty and AI regulation.
Why SourceCode
PRWeek’s 2026 Outstanding Technology Agency, with offices in New York, San Francisco, London and Munich. One strategy across markets, adapted locally rather than translated.
Why Florian
Former head of Hotwire’s business in Germany, Austria and Switzerland. Advised LinkedIn in DACH from 2012 as membership grew from 3 to 15 million. Ran programmes for McAfee and Eaton. Direct experience solving this problem.
Commercial positioning: Lead with the business cost of poor local relevance, then show how a US and DACH team can fix it without fragmenting strategy, agency governance or measurement.
05 / Buying group
Build influence at three levels, not just one
In a US headquartered business, a DACH marketing or communications leader can identify the problem and sponsor change, while EMEA and global leaders often influence approval and agency roster decisions.
Local champion
DACH marketing or communications lead
Sees where US stories fail to resonate with German media. Often holds a local budget and influences the choice.
SourceCode owner: Florian
Regional sponsor
EMEA marketing or communications head
Often London or Amsterdam based. May approve regional agencies and favour fewer, stronger partners.
SourceCode owner: Giles
Global economic buyer
Global or HQ communications leader
Typically US based and often owns the agency roster and regional partner policy.
SourceCode owner: US practice heads
Use the 761 contact spreadsheet to identify local and EMEA entry points. HQ buyers and final budget authority must still be verified account by account. This is a buying group hypothesis, not a verified org chart.
06 / Four coordinated plays
Make research, profile, convening and relationships work together
Play 1 · Research led entry
Give prospects a useful reason to meet
Build a DACH Visibility Index: a report on how US tech brands perform in German business and technology media, LinkedIn and AI answer engines. Offer a private, one page audit to each Tier 1 account rather than an unsolicited sales pitch.
Play 2 · Florian as the voice
Make the eventual introduction feel familiar
Publish German language LinkedIn and trade press commentary, supported by tightly targeted Thought Leader Ads to decision makers in the agreed account universe.
Play 3 · Rooms, not inboxes
Use smaller, higher value gatherings
Run intimate roundtables in Munich, Frankfurt or Zurich, Hannover and Hamburg, timed to moments when the audience is already gathering.
Play 4 · Warm paths and triggers
Start where trust already exists
Use SourceCode client introductions, Florian’s network, Giles’s EMEA relationships, US practice leads and business associations. Respond quickly to credible hiring, funding and expansion signals.
The 188 account programme described in the presentation is a proposed campaign scope. The linked spreadsheet contains 418 distinct company names. Final eligibility, overlap and tiering require a deliberate reconciliation before paid activation.
07 / Activation details
Turn the plays into tangible, useful offers
1. The DACH Visibility Index
The flagship report
Compare US technology brands’ presence in German business and tech media, LinkedIn and AI discovery. Publish sector benchmarks in German and English. Proposed release: March 2027.
The interview book
Florian invites 20 Tier 1 and Tier 2 communications leaders to share their perspective. An editorial interview starts a substantive relationship, without forcing a sales meeting.
The private account audit
One page for each Tier 1 account: share of voice versus three competitors, spokesperson footprint and German AI search visibility. Offered as a reason to talk.
2. Florian’s visibility programme
| Channel | What we publish or do | Proposed cadence |
|---|---|---|
| Florian’s LinkedIn | German commentary on transatlantic communications, German media expectations, EU regulation and the stories US brands miss | 2 posts a week |
| LinkedIn newsletter | “Transatlantik”: one actionable insight for DACH communications leaders each month | Monthly |
| Thought Leader Ads | Promote Florian’s strongest posts to verified marketing and communications stakeholders in the approved target accounts | Ongoing; around about €1,000 monthly; test from January |
| Trade press | Bylines and commentary in PR Report, pressesprecher, Horizont, W&V and kom, using the report launch as an editorial hook | Aim for one per month from March |
| Industry stages | Pitch Florian for relevant communications and marketing events | 2–3 opportunities in 2027 |
Editorial placements and speaking slots are targets, not confirmed bookings. A newsletter subscription does not automatically grant consent for unrelated email marketing: permission must be explicit and documented.
3. Four roundtables in six months
January · Munich
DLD week
Invite Tier 1 prospects to a small dinner around “What US tech gets wrong about German media”. Target 10–12 seats and a respected editor as guest.
April · Hannover
HANNOVER MESSE week
Host a focused industry dinner for enterprise software, AI, IT services and semiconductor accounts. Validate exhibitor overlap before inviting buyers; proposed dates are 5–8 April 2027, subject to organiser confirmation.
March · Frankfurt or Zurich
Visibility Index briefing
Use the report launch to gather regional communications leaders over breakfast. Validate the city against actual invitee density first.
May · Hamburg
OMR week
Host a dinner when marketing leaders are already in town, with a discussion that produces useful peer exchange.
Meeting format: 10–12 people, Chatham House Rule, a credible journalist or editor, no agency slide pitch, and a tailored written follow up within 48 hours. Dates and conference schedules should be verified before venue commitments.
4. Warm paths and live signals
Relationship routes, in order
- Existing SourceCode US and UK clients with DACH teams
- Florian’s Hotwire, Tyto and client network
- US practice head introductions to HQ
- Giles’s existing EMEA relationships
- AmCham Germany, Swiss American Chamber and AmCham Austria
Signals worth acting on
- New DACH country manager or marketing lead in their first 90 days
- New office, data centre or German market launch
- Funding round, IPO or acquisition
- Reported agency change
- Participation in a relevant DACH trade show
- New EU rule materially affecting the product or buyer
08 / Proposed priority 25
A first wave of named accounts for account level validation
The presentation nominates 25 accounts by sector. These should be treated as a proposed short list, not yet a fully verified buying group or confirmed Tier 1 qualification.
Enterprise and AI
10 accounts
- Celonis
- SAS
- Workday
- Snowflake
- ServiceNow
- Freshworks
- Red Hat
- Alteryx
- Dynatrace
- Commvault
Cybersecurity
4 accounts
- Palo Alto Networks
- Zscaler
- CrowdStrike
- Check Point*
IT services
3 accounts
- Avanade
- CGI
- Kyndryl
Consumer tech
6 accounts
- Uber
- Snap*
- Duolingo†
- Logitech
- Anker*
Semis and adtech
2 accounts
- GlobalFoundries
- Sprinklr
Source reconciliation: *Check Point, Snap and Anker do not appear as exact company names in the supplied spreadsheet. †Duolingo appears, but the source selection criteria exclude education. Validate or explicitly approve these exceptions before CRM import. Exact names and account eligibility may require further review.
First step · Verify named DACH buyerSecond · Map EMEA and global sponsorsThird · Identify current agency and triggerFourth · Assign owner and first useful offer
09 / Engagement design
Three motions, matched to the value and readiness of each account
| Segment | Accounts | Engagement motion | SourceCode owner |
|---|---|---|---|
| Tier 1 | 25 | Individual buying group map, private DACH audit, personal invitations and selective postal report packs | Florian, with Giles and US leaders |
| Tier 2 | 75 | Cluster research for cyber, enterprise and AI, consumer tech and healthtech; personal LinkedIn and event outreach | Florian, supported by The Demand Cloud |
| Tier 3 | 88 core + 40 aspirational | Report, newsletter and targeted awareness; direct sales outreach only after meaningful engagement | Marketing and relevant HQ leads |
Tier 1 and 2 first touches should be written or personally approved by Florian in German. Do not use automated LinkedIn messaging. Pause after three useful touches if there is no engagement, and revisit the account later.
10 / Commercial measurement
Measure meetings and live opportunities, not reach alone
| Funnel stage | Tier 1 (25) | Tier 2 (75) | Warm / events | By June 2027 |
|---|---|---|---|---|
| Engaged accounts | 15 | 25 | Not allocated | 40+ |
| Qualified first meetings | 5 | 6 | 4 | 15 |
| Live opportunities | — | — | — | 2 |
| New clients | — | — | — | 1 |
Leading indicators, reviewed fortnightly
Accounts with two or more engaged buyers; replies to Florian; interviews booked; private audits accepted; attendance confirmations; and engagement from target accounts, not total post impressions.
Decision points
End of February: checkpoint against four qualified meetings. End of June: assess the conversion to opportunities, client wins, cost per qualified meeting and which account clusters warrant expansion.
Model assumptions: approximately 20% of Tier 1 and 8% of Tier 2 accounts converting to a meeting. These are assumptions from the proposed plan, not demonstrated conversion rates.
09 / Governance and execution
Make the campaign practical, accountable and measurable
Compliance by channel
| Channel | Working position from the plan | Recommended use |
|---|---|---|
| Cold email · Germany | Prior consent is generally required, including B2B outreach under UWG §7 | Use verified consent or obtain specialist review of the specific lawful basis and national rules |
| LinkedIn automation | Automated messaging risks breaching platform terms | Manual, relevant and personalised Tier 1 and 2 engagement |
| Telephone · Germany | B2B calls require a defensible basis for presumed interest | Document legitimate context and assess compliance before calling |
| Postal packs | Can be a useful offline route, subject to applicable marketing and data protection rules | Research report and personal note for selected Tier 1 contacts |
| Austria and Switzerland | Rules vary across jurisdictions and channels | Check local requirements rather than assuming Germany’s rules apply unchanged |
This is operational guidance, not a legal opinion. Consent, direct marketing, legitimate interest, event registration and individual channel rules need country specific verification before launch.
The revised deck proposes four events (Munich, Frankfurt/Zurich, Hannover and Hamburg), while one budget line still refers to three. This page uses four for execution and provisional costing; event selection and costs require approval.
Execution calendar · November 2026 to June 2027
Mid Nov – mid Dec
Foundation
Agree the account universe, resolve exceptions, map 25 buying groups, establish Copper stages, shape Florian’s German profile, research the report and book the first venue.
January – February
Launch
Munich roundtable, twice weekly LinkedIn commentary, paid amplification, first 10 private audits and report interviews. Ask clients and US practice heads for introductions.
March – April
Scale
Publish the Visibility Index, pursue trade coverage, host Frankfurt or Zurich briefing, activate Tier 2 clusters and complete remaining Tier 1 audits.
May – June
Convert and review
Host Hamburg dinner, build genuine agency conversations, track resulting opportunities and decide in June what to expand, revise or stop.
Ownership and indicative budget
Who does what
Florian: named voice, messages, senior meetings and roundtable host; approximately one day per week.
Giles: EMEA cover, monthly review and budget approval.
US practice heads: HQ introductions for priority accounts.
The Demand Cloud (Koby and Andrew): intelligence, trigger monitoring, account audits, content drafts, advertising, Copper reporting and fortnightly 30 minute pipeline review.
Indicative December – June budget
Report research and design: Agency time (not separately costed in new deck)
Four roundtables: €12k–20k
Thought Leader Ads: €12k–20k
Tier 1 postal packs: scope and costs to confirm
Sales Navigator for Florian: about €100 per month
Budget approval required: four events at approximately €12k–20k, plus advertising, postal packs, production and agency time. No complete approved total is provided in the revised deck.
Budget is a working synthesis, not a supplier quote. The revised deck costs four roundtables at €3–5k each but does not provide a complete approved programme budget. Validate advertising, production, report design and staff time before approval.
Suggested success dashboard: Qualified accounts with mapped buying groups; introductions secured; interviews completed; audit acceptances; event invitations and attendance; engaged senior stakeholders; agency conversations; pitch invitations; and opportunities created. Report monthly by owner and account tier.
10 / Search and export
Interactive prospect explorer
Search all 761 source records, filter to the Bavaria location subset or isolate PR and communications decision makers. LinkedIn profile links are preserved from the original sheet.
761 matching contacts
418 distinct account names
| Account | Contact / LinkedIn | Title and scope | Function / seniority | Location |
|---|
Initially displays 60 rows. Filters apply to the entire 761 record dataset. CSV export includes all matching contacts, not just displayed rows.
11 / Decision and next steps
Turn the list into an active programme
Phase 1 · Qualify
Build the first 25 accounts
Select 25 named accounts using sector fit, geography, relationship access and a verified comms or agency trigger. Treat the score above only as a starting research queue.
Phase 2 · Map
Find the decision committee
Identify the regional comms leader, global comms sponsor and procurement influencers. Reconcile multiple contacts inside each company and record existing relationships.
Phase 3 · Activate
Run a measured engagement cadence
Use tailored insight, introductions and events, rather than bulk outreach. Track introductions, conversations, active reviews and invitations to pitch by account.
The 25 account campaign proposal above should be signed off against the master account list before activation. The interactive source data below remains the authoritative contact-level reference.
Proposed leadership decision for Giles and FlorianAgree whether the immediate objective is Bavaria relationship building or wider DACH account development. The list can support both, but a single undifferentiated campaign would obscure the very different geographic and sector opportunities.