Sourcing: Definition, challenges and explanations

Sourcing refers to the process of seeking out and identifying potential prospects or suppliers as part of a commercial or procurement approach. In prospecting, it involves collecting data on qualified contacts likely to be interested in an offer or product.

This step generally precedes the first sales contact, and is crucial to building a reliable and relevant database. Sourcing can be carried out using a variety of methods: online research, professional databases, social networks, events, etc.

It covers both passive sourcing via data analysis and active sourcing through direct information gathering from various sources.

Using sourcing is a fundamental lever for improving a company's sales performance. It enables the precise targeting of prospects corresponding to specific criteria, thus optimizing the conversion rate during prospecting campaigns.

Sourcing helps to avoid dispersion and concentrate efforts on high-potential contacts, thus improving the return on investment of sales actions.

In addition, this approach helps to enrich market knowledge and anticipate customer needs, giving a notable competitive edge in a competitive sales environment.

Sourcing generally begins with the precise definition of the typical profile of the prospect or supplier sought, based on criteria such as sector of activity, company size, or position held.

Then, various techniques are deployed to gather information: querying professional databases, using professional social networks such as LinkedIn, attending trade shows or sector-specific events, and monitoring public information.

The data collected is then qualified and verified to ensure it is relevant and up-to-date. This qualification is essential to ensure that the final contact corresponds to the defined business objectives.

Among the benefits of sourcing, we note the improvement in the quality of prospects contacted thanks to better qualification.

This method reduces the time spent canvassing unsuitable contacts and increases the conversion rate of sales operations.

Sourcing also makes it possible to anticipate market trends by gathering relevant information on the competition and customer needs.

On the other hand, sourcing can be time-consuming, requiring dedicated resources to maintain an up-to-date and reliable database.

Furthermore, there is a risk of erroneous or out-of-date information if qualification is not rigorous, which can compromise commercial results.

Finally, compliance with regulations on the protection of personal data (such as the RGPD) must be scrupulously observed when sourcing.

Sourcing is commonly used in B2B sectors to identify and segment prospects according to detailed criteria prior to a telephone or email prospecting campaign.

For example, a software company may source IT managers in medium-sized companies to offer them a suitable solution.

In another case, an employment agency can source candidates corresponding to a precise job profile using specialized networks and CV databases.

In distribution, sourcing can also be used to identify suppliers meeting quality or price criteria to optimize purchasing.

• LinkedIn : the essential professional social network for sourcing prospects and suppliers.
• Crunchbase : company database for identifying prospects and partners.
• Salesforce: full-featured CRM with lead sourcing and qualification functionalities.
• Hunter.io: tool for finding and verifying professional e-mail addresses.
• Data.gouv.fr: official portal for French public data, useful for monitoring and passive sourcing.