Module 8: KD Dorsey’s KPICC framework

Last updated: July 8, 2026

Kevin “KD” Dorsey, CRO at Finally and founder of Sales Leadership Accelerator, partnered with Influ2 to break down exactly how to write outreach based on intent signals. His framework, KPICC, works across email, voicemail, LinkedIn, and video.

The five letters

  • K — Know

    • What do you know about this person, their company, or their persona? This is where you lead. It’s what drives the email open and builds curiosity.

    • With signals, the K gets stronger. Instead of guessing, you know what topic they’re researching, what competitor they searched for, or what ad resonated with them.

  • P — Problem

    • What are the common problems that this persona or company could be dealing with? Name the specific challenge. Not your product category — their actual pain.

  • I — Impact

    • What’s the impact of that problem? What does it cost them? Lower pipeline, missed quota, wasted time, lost deals? Connect the problem to a consequence they care about.

  • C — Connect the dots

    • Why are you reaching out? What do you bring to the table right now? This is where you briefly connect the problem back to how you can help — without a full product pitch.

  • C — Call to agreement (not call to action)

This is the crucial difference:

The default instinct is to go straight to “let’s book a call.” KD says: seek agreement before you seek action.

If they were reading content about a topic → your CTA should be closer to reading and learning: “Did you know about this? I’m happy to send over a summary.”

If they were checking pricing or evaluating competitors → then a meeting CTA makes sense: “Want me to walk you through what makes us different?”

The CTA must connect back to the K. What you know about them determines how far you push.

KPICC in action: real email examples by signal type

Content intent example

Signal: Melinda Byrne, VP of Sales at Surescripts, checked out content on Forbes about Account Based Marketing. Interested in optimizing LinkedIn ad performance.

Hi Melinda,

A lot of ABM coverage in places like Forbes focuses on accounts showing intent. The reality? Deals don’t happen at the account level — they happen when the right people lean in.

That’s where [your company] helps. We surface intent at the contact level, so sales isn’t guessing which of 20 stakeholders actually cares.

Is ABM something you’re doubling down on at Surescripts right now?

  • K: ABM + Forbes (from signal).

  • P: Account-level intent is too vague.

  • I: Sales guesses wrong, wastes effort.

  • C: We surface contact-level.

  • C: Call to agreement — “is this top of mind?”

Search intent example

Signal: Melinda searched for “6sense.” Indicated competitor interest, evaluating other ABM vendors.

Hi Melinda,

Most ABM platforms stop at the account level — which is why teams still struggle to turn intent into real pipeline.

We take a different approach: signals tied to people, not just companies. Clarity across ads, search, and social in one view. Sales enabled instantly with names, roles, and context in CRM + Slack.

That’s why our customers see 2–4x higher conversion from outbound. Is this the kind of visibility you’d want from an ABM platform?

  • K: Searching competitors (evaluating).

  • P: Account-level platforms miss the who.

  • I: Intent doesn’t convert to pipeline.

  • C: Our signals are contact-level.

  • C: Call to agreement — “is this the kind of visibility you’d want?”

Social media signal example

Signal: Melinda posted about aligning marketing goals with growth metrics and balancing short-term success.

Hi Melinda,

Saw your post about aligning marketing goals with growth — balancing short-term wins with long-term strategy and how it isn’t always easy.

One challenge we hear often: it’s hard to prove which activities (like paid ads) actually drive pipeline, especially at the contact level.

Curious — do you think more visibility into who’s engaging could help bridge that gap?

Engagement intent example

Signal: Contact clicked an ad with headline “Focus your marketing and sales on the same prospects” and CTA “Get 2.26x more pipeline.”

Subject: Get marketing and sales on the same page

Hi Mary,

Aligning marketing and sales on the same prospects is one of the biggest challenges SDR leaders face. I’m betting you’ve experienced it at [Company].

You have a target list of accounts, but you’re not getting the support you need from marketing to engage them. Or worse, there’s no communication about who to target.

We’ve solved those problems (and more). If you’re interested in solving them for [Company] and doubling your pipeline, I’d love to connect.

Notice: the email subject and body mirror the exact ad the prospect clicked on. That’s how you use engagement intent.

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