Technology

How CIDE works.

The Context Informed Data Engine is the part of SYNC that decides whether there is anything worth saying, to whom, and why.

the first rule

No dossier, no message. An account without a dated reason gets nothing from SYNC, however good it looks on paper.

Accounts foundfifty per run
all in
Scoredtwelve criteria
A or B passTier C: left alone
Researcheda dated case
reason foundno dated reason: left alone
Draftedon your desk
you approve
Sentfrom your mailbox

Fewer accounts pass each gate. The ones that drop out are left alone, and nothing is sent until you approve it.

Five steps, always in this order.

signal
Gather what changed
Careers pages and the systems behind them, the company's own site, LinkedIn, the KVK register and the press. Every fact is kept with the page it came from and the date it was read.
producesDated facts, each with its source
reading
Score it against your customers
Twelve criteria, learned from the companies that already buy from you. A score quotes its evidence; a criterion without evidence scores nothing.
producesA tier: A and B are worked, C is left alone
case
Write down why now
The signal, its source, its date and its strength. Then what your customer would displace, and what waiting costs. An empty case stays empty.
producesA dossier with a business case
person
Map the buying group
Seven roles: economic buyer, champion, user, influencer, blocker, indifferent and unknown. Each person gets their own situation and angle. Users hear first, buyers last, blockers never.
producesA contact plan, from the bottom up
message
Write one thing, then listen
An observation, a claim and one question, held to the writing rules you set. Replies land in the conversation and wake the agent for its next step.
producesA draft on your release desk

One message, taken apart.

The same four steps in four different markets.

to[Recipient], [hotel on a Wadden island]subjectYour sous-chef, with housing

Good afternoon [name],

You are looking for a sous-chef and offering housing with it.^A Then pay is not the problem. Reach is: the cooks you want do not know the job exists.^B

You are the first to feel what an empty spot in the kitchen costs, especially in high season.^C We place experienced cooks from across Europe, with housing and paperwork arranged.

Shall I send you three profiles next week, of people available now?^D

Kind regards,
[Name], [staffing agency]

AsignalThe vacancy, from the hotel's own careers page, with its date.
BreadingA reach problem, not a supply problem. That is the claim.
CpersonWritten to the person who feels it first. The director gets a different angle, later.
DquestionOne question, and no demo. Something already prepared.

A reply after 58 minutes. A call the next morning.

Rewritten from a real client case and shortened, names withheld. [Publish after the client agrees] Read the case →

to[Marketing manager], [machine builder in Brabant]subjectYour new line, and the page it lands on

Good afternoon [name],

In March you launched a compact line for smaller workshops.^A Buyers who search for it land on a catalogue page from 2019, so the launch mostly reaches people who already know you.^B

You own the launch numbers, and this is the part of them no trade-fair stand can fix.^C We build product pages for industrial brands that sell through dealers.

Shall I sketch, in fifteen minutes, what the page for the new line could look like?^D

Kind regards,
[Name], [marketing agency]

AsignalThe launch on the company's news page, and the catalogue dated 2019.
BreadingA findability problem, not a product problem.
CpersonWritten to the marketing manager, who is measured on the launch.
DquestionA fifteen-minute sketch, not a meeting.

An illustration of how CIDE builds the reason.

Not a client result. The company and the details are invented.

to[Head of planning], [regional carrier]subjectSix planner vacancies before January

Good afternoon [name],

You are hiring six planners at once, weeks after winning the regional distribution tender.^A That usually means volume arrives before planning capacity does, and December is when it shows.^B

You are the one who rebuilds the schedule by hand when it does.^C Our software drafts the routes, so your planners start from a plan instead of a blank screen.

Would it help to see how two similar carriers handled their first quarter after a tender win?^D

Kind regards,
[Name], [planning software]

AsignalThe tender award on TenderNed and six vacancies, both dated.
BreadingA capacity gap, not a hiring problem.
CpersonWritten to the head of planning, who carries the ramp-up.
DquestionTwo comparable cases, not a demo.

An illustration of how CIDE builds the reason.

Not a client result. The company and the details are invented.

to[Office manager], [accounting firm in Utrecht]subjectTwo offices, one set of systems

Good afternoon [name],

Your firm joined forces with the Amersfoort office last month.^A Merging two sets of laptops, licences and client files in the middle of the annual-accounts season is where things usually break.^B

You are the one people call when a login stops working.^C We move small firms onto one secure setup, office by office.

Shall I send you the checklist we use when two offices merge?^D

Kind regards,
[Name], [IT services]

AsignalThe merger announcement on both firms' sites, with its date.
BreadingA timing risk: the merge lands in the busy season.
CpersonWritten to the office manager, who takes the calls.
DquestionA checklist that is useful even without a reply.

An illustration of how CIDE builds the reason.

Not a client result. The company and the details are invented.

What CIDE will not do.

Write to a blocker.They are mapped so SYNC knows who they are, and left alone.
Rush an account.One new person a day, never more than three touches a day.
Send before you say so.Every account starts with approval on each send.
Ask you to replace a tool.It reads from the CRM and mailbox you already run.

How CIDE works.

Five steps, always in this order.

Gather what changed

Score it against your customers

Write down why now

Map the buying group

Write one thing, then listen

One message, taken apart.

What CIDE will not do.

See what CIDE finds in your market.