Glossary · Areas

Watch for sales teams: what has changed in each account before the meeting

In short

Watch for sales teams is the continuous monitoring of key accounts based on public sources: appointments and corporate acts in the BORME, annual accounts filed, disclosures to the CNMV, public contracts awarded, news and competitors' moves. It helps you choose when and with whom to talk, and arrive at every meeting knowing what has changed at the customer since the last one.

Which commercial decisions depend on external signals?

Which accounts to prioritise this quarter, based on announced investment, growth or changes in management.
When to make contact: after an appointment, an acquisition or the award of a project.
Who to talk to, when the contact or the purchasing structure changes.
What risk a renewal carries, if the customer cuts back, merges or signs with a competitor.
Which argument to bring, based on what the customer has published about its priorities.

Which public sources reveal changes at an account?

Source	What it publishes	Commercial signal
Official Gazette of the Mercantile Registry (BORME)	Registered acts of companies and legal notices: general meeting notices, mergers, takeovers, demergers, capital increases and reductions, dissolutions^[1]. It is published Monday to Friday, except public holidays in Madrid, and its contents have been available as open data since 2009^[2]	New director or attorney-in-fact, change of control, capital increase to fund growth
Annual accounts filed with the Mercantile Registry	Capital companies must file them within the month after approval, and anyone can obtain information from the documents filed^[3]	Trend in sales, margins, investment and debt
CNMV	Inside information and ‘other relevant information’ from listed issuers: corporate transactions, general meeting notices, takeover bids^[4]	Strategic plan, divestments, acquisitions, changes in senior management
Plataforma de Contratación del Sector Público and TED	Tenders, awards and contract signings for public contracts^[5]^[6]	What a public customer buys, from whom and when the contract expires; which contracts a private customer wins
Websites, press releases and media	Launches, new plants, alliances, awards, job vacancies	A project under way that your offer may fit
Competitors’ websites	Published customer cases, new services, alliances	Who else sells to the account and with what argument

How to read the signals of an account

A signal is not a conclusion: it is a sound reason to ask a question. Some guidelines for reading them:

An appointment in the BORME usually brings a new contact and a review of priorities in the first months.
A capital increase or an announced investment can open a project; it is worth looking afterwards for the tender, the works or the hiring that goes with it.
A merger or a takeover changes who makes decisions and usually leads to suppliers being approved again.
Accounts showing falling sales or margins foreshadow pressure on prices or cuts at renewal.
A public contract awarded to a competitor sets the date when it will be tendered again.

What an account file should contain

Precise identification: registered name, trading name, brands and companies in the group, so that the watch does not miss signals or mix up companies with the same name.
Contact people and their roles, checked against the registered acts.
The latest annual accounts filed and their trend.
Facts from the last twelve months, each with its source and date.
Competitors present in the account.
The team’s comments: what was learnt in a visit is worth as much as the news item, if it is written down next to it.

Querying accounts from your AI assistant

Innguma offers connectivity through the Model Context Protocol (MCP), currently compatible with ChatGPT, Claude, Microsoft Copilot and Gemini. MCP is an open standard for connecting AI applications to external systems^[7]. If your organisation enables it, a salesperson can ask their assistant for a summary of what has been published about an account, compare two customers or prepare a briefing before a visit, based on the news from the watch and the content published in Innguma. What is automated, and what goes through human review first, is decided by the team. Your AI provides analytical capacity; Innguma provides context.

What Innguma does for sales teams

Innguma continuously monitors news and websites, regulation and the BOE, tenders, and the websites of accounts and their competitors. Innguma’s AI groups duplicates and classifies each signal by entity, place, type of event and tone, and what the team validates is kept in the Library with its source, its tags and each salesperson’s comments. Account digests are sent from the Library, with summaries generated by AI. User accounts are created and removed centrally through Active Directory, so that when a salesperson leaves the company, the knowledge of their accounts stays behind.

Use case

How the day-to-day changes

Today, in many teams

A quick search on the phone before walking into the meeting, if there is time.
A new purchasing director's appointment is only learnt about during the visit itself.
What each salesperson knows leaves with them when they change portfolio.

A day with Innguma

Mondays, when planning the week
A newsletter on key accounts: appointments, contracts awarded, investments and news, each with its source.
Before every meeting
The account's history in the Library, with the comments from earlier visits.
With your AI
‘Summarise what has been published about this customer since our last visit’, answered from the knowledge Innguma makes available to the integration.

Meetings with context

The salesperson arrives knowing what has changed and which source says so.

Portfolio that is not lost

The history of each account stays available even when the team changes.

Opportunities and risks sooner

A change of control or a cut is spotted before the renewal.

How Innguma does it

Continuous monitoring of news, websites, regulation and Spain's Official State Gazette (BOE), tenders, and the websites of key accounts and their competitors.
Classification by AI by entity and type of event, and a history of each account in the Library.
Queries in natural language from ChatGPT, Claude, Microsoft Copilot or Gemini through MCP, if your organisation enables it.

What does not change

The relationship with the customer belongs to the salesperson. Innguma tells them what has changed; how and when to use it in the conversation is still their craft.

Where to start