Company People Map

Build a stakeholder map for a target company. This is not a flat contact dump — it's an intelligence product. Every person gets classified by their relevance to the deal, and the output tells the user who matters, who to bring into the conversation, and why.

Why This Matters

A raw list of names and titles is useless for sales. What you need is to understand:

• Who is your champion (actively pushing for your product internally)?
• Who is the decision maker (has budget authority or final say)?
• Who are the end users (will actually use the product day-to-day)?
• Who are influencers (can sway the decision one way or another)?
• Who is net new (not yet in any conversation but worth reaching out to)?

The deal context from emails, meetings, and CRM notes is what transforms a contact list into an actionable map.

Data Sources

Source	What it provides	Tool
Attio	CRM contacts, deal records, interaction history, connection strength	MCP connector
Anysite	LinkedIn profiles, current titles, who actually works there now	MCP connector
Extruct	Enriched company data from Company CRM table	MCP connector
Gmail	Email threads — who's been in conversations, what's been discussed	MCP connector
Granola	Meeting notes — what was said, action items, who attended	MCP connector

Output Format

A CSV file with these columns:

Name,Title,LinkedIn URL,Deal Role,Relationship Status,Relevance Notes,LinkedIn Activity & Insights

• Name: Full name
• Title: Current job title at the target company (verified from LinkedIn when possible)
• LinkedIn URL: Profile URL
• Deal Role: One of: Champion, Decision Maker, End User, Influencer, Gatekeeper, Net New
• Relationship Status: One of: Active (recent interaction), Warm (past interaction), Cold (no interaction), Unknown
• Relevance Notes: 1-2 sentence explanation of why this person matters and what you know about them
• LinkedIn Activity & Insights: What their posting behavior reveals about how to approach them (for key people only)

Workflow

Step 1: Understand the Deal Context First

Before pulling any people data, understand what you're selling and where the deal stands. This context is essential for classifying people later.

1a. Find the deal in Attio

Use search-records with object: "companies" to find the company, then check associated_deals on the company record. Fetch the deal with get-records-by-ids on object: "deals".

Extract: deal name, stage, type, confidence, owner, associated people, associated company.

Important: Also check for duplicate company records in Attio. Search returns multiple records sometimes — fetch ALL of them and collect ALL team member IDs across duplicates. The "primary" record is the one with the most data (domains, description, most team members).

1b. Read deal notes

Use search-notes-by-metadata with parent_record_object: "deals" and the deal record ID. Then get-note-body for each note. Also check company-level notes.

1c. Read email history

Use Gmail MCP: gmail_search_messages with from:{company-domain} OR to:{company-domain}. Then gmail_read_thread on the most important threads (look for deal discussion threads, not just calendar invites).

From emails, extract:

• Who is on the To/CC lines (these are the active players)
• What topics are being discussed
• What commitments have been made
• What objections or delays have come up
• Who introduced whom

1d. Check meeting notes

Use Granola MCP: query_granola_meetings with the company name. Then get_meetings for details on relevant meetings.

From meetings, extract:

• Who attended
• What was discussed
• Action items assigned to whom
• Decisions made

1e. Synthesize the deal context

Before proceeding, write a brief internal summary:

• What product/service are we selling to this company?
• What stage is the deal at?
• Who have we been talking to so far?
• What are the key dynamics (delays, competing tools, budget concerns)?

This summary drives how you classify people in Step 3.

Step 2: Pull People from All Sources

2a. Attio — ALL team members across ALL company records

Collect people record IDs from the team field of EVERY company record matching this company (including duplicates). Fetch them all with get-records-by-ids.

For each person, note:

• Name, job title, LinkedIn URL, email
• strongest_connection_strength (tells you relationship quality)
• last_interaction date
• origin (Registration, Outbound, Event, etc.)
• Whether they're associated_people on the deal record (directly involved)

2b. Anysite — LinkedIn employee search

Use execute with source: "linkedin", category: "search", endpoint: "search_users", params: { "current_company": "<company-name>", "count": 50 }.

Critical: Filter out non-employees. LinkedIn's current_company search returns people who have the company mentioned anywhere in their profile — including board members, advisors, portfolio companies' founders, and people who left. You MUST analyze each result's headline to determine if they actually work there:

Keep if headline contains patterns like:

• "[Role] at [Company]" or "[Role] @[Company]"
• "[Department] at [Company]"
• Just a role that aligns with the company type (e.g., "Investor" for a VC firm)

Filter out if headline suggests they work elsewhere:

• "CEO at [Other Company]" (even if they mention the target as investor/advisor)
• "Founder of [Other Company]"
• "Partner at [Other Company]"
• Mentions of the target company only as investor, advisor, or board role
• "Ex-[Company]" or "Former [Company]"

For a VC firm specifically, keep: Partners, Principals, Associates, Analysts, Operations, Platform, Marketing/Comms, Fundraising, Legal, Finance roles. Filter out: Portfolio company founders, LPs, advisors who work elsewhere.

2c. Extruct — Check enrichment tables

If the Extruct MCP is connected, check the Company CRM table and Reverse Lookup table for people associated with the company. Use get_table_data with the cached table IDs from .env (EXTRUCT_COMPANY_CRM_TABLE_ID, EXTRUCT_REVERSE_LOOKUP_TABLE_ID).

Note: The Extruct MCP may not be configured in every environment. If the tools aren't available or return no results, skip gracefully and note it in the output summary.

Step 3: Classify Each Person

This is the most important step. For every person in the merged list, assign a Deal Role and Relationship Status based on the context gathered in Step 1.

Deal Role classification:

Champion — Someone actively advocating for your product internally. Signs: they signed up for the product, they schedule meetings, they send data/files, they bring colleagues into the conversation, they respond quickly to emails.

Decision Maker — Has authority over budget or final purchasing decision. Signs: senior title (Partner, Managing Partner, VP, Head of), mentioned in deal context as approver, signs contracts.

End User — Will use the product day-to-day if the deal closes. Signs: their role matches the use case (e.g., analysts for a deal sourcing tool), they're mentioned as "the team" who will trial the product.

Influencer — Can sway the decision but doesn't have final authority. Signs: CC'd on emails but doesn't lead conversations, attends meetings but isn't the primary contact, their role intersects with the product's value prop.

Gatekeeper — Controls access to decision makers or manages procurement. Signs: operations/admin role, handles scheduling, manages tool evaluations.

Net New — Found on LinkedIn or Extruct but no interaction history. Worth reaching out to based on their role relevance. Signs: no email history, not in Attio, but their title suggests they'd benefit from or influence the purchase of your product.

Relationship Status:

• Active: Interaction in last 30 days (email, meeting, or CRM update)
• Warm: Interaction in last 90 days
• Cold: Interaction older than 90 days, or was contacted but didn't engage
• Unknown: No interaction history (net new from LinkedIn)

Relevance Notes:

Write 1-2 sentences explaining what you know about this person's relationship to the deal. Ground every note in actual data — cite specific emails, meetings, or CRM records. Examples:

• "Main point of contact. Signed up for product trial, shared sample data for testing, scheduled onboarding. Actively pushing trial with analyst team."
• "CC'd on all deal emails since initial outreach. Accepted demo meeting. Operations role suggests she coordinates tool evaluations."
• "Head of Department — relevant because the product directly serves their workflow. No interaction yet. Worth a targeted outreach."
• "VP of Engineering. Ultimate decision maker for platform purchases. No direct interaction but should be aware of the trial."

Step 4: Merge, Deduplicate, and Generate Output

Dedup strategy:

1. Match on LinkedIn URL (normalize: lowercase, strip trailing slash)
2. Fallback to name match (case-insensitive)
3. When merging: prefer Attio for name, LinkedIn for title/URL, combine relevance notes

Generate CSV

Sort by Deal Role priority: Champion → Decision Maker → End User → Influencer → Gatekeeper → Net New. Within each role, sort by Relationship Status: Active → Warm → Cold → Unknown.

Use Python for proper CSV escaping. Save to the workspace folder.

Step 5: Enrich with LinkedIn Activity

For the most important people (Champions, Decision Makers, key Influencers, and high-value Net New contacts), pull their recent LinkedIn posts and analyze what they're talking about.

5a. Get user URNs

For each person, call Anysite execute with source: "linkedin", category: "user", endpoint: "user" using their LinkedIn alias. You need the urn (fsd_profile) from the response to query posts.

5b. Pull recent posts

Call execute with source: "linkedin", category: "user", endpoint: "user_posts", passing the URN and count: 10. Use posted_after with a Unix timestamp (e.g., 6 months ago) to get recent activity only.

5c. Analyze posts for deal-relevant signals

For each person's posts, look for:

• Thematic alignment: Are they posting about topics related to what you're selling? (e.g., if selling deal sourcing tools, are they posting about data-driven VC, AI in investing?)
• Hiring signals: Are they hiring for roles your product supports?
• Event activity: Are they attending/speaking at relevant conferences?
• Portfolio activity: What companies are they championing? Any overlap with your product?
• Engagement patterns: High follower count + frequent posts = influential voice internally
• Repost patterns: What companies and people do they amplify? This reveals internal priorities
• Content gaps: If a decision maker never posts, note it — they may need a different outreach approach

5d. Write activity insights

Add a "LinkedIn Activity & Insights" column to the CSV. Write 2-3 sentences summarizing what their posting behavior tells you about how to approach them. Always end with a "KEY INSIGHT" — one actionable takeaway.

Examples:

• "Very active poster about data-driven VC and deal sourcing with AI. Speaks at industry events on this exact topic. KEY INSIGHT: Already an evangelist for this category — frame the product as supporting his existing narrative."
• "No recent posts, minimal public profile. KEY INSIGHT: Low social media activity — best approached via warm intro through champion, not cold outreach."
• "Posts about AI & Infra investments, hosts founder mixers across Europe. KEY INSIGHT: Thematically the most aligned partner — re-warm the cold connection through product demo."

Step 6: Save to Attio as a Deal Note

Create a note on the deal record in Attio using create-note so the analysis lives in the CRM alongside the deal history. This is the most important output — the CSV is the backup, the note is what the team actually reads.

Use parent_object: "deals" and the deal record ID from Step 1a.

Note structure (markdown):

## Stakeholder Map — [Company] ([Month Year])

**Deal:** [deal name] — [stage] (confidence [X])
**Generated:** [date]
**Full spreadsheet:** [link to CSV or Google Sheet]

---

## Key Players

**[Name]** — [Deal Role] ([Relationship Status])
[Title]. [2-3 sentences of reasoning grounded in emails, meetings, CRM data,
and LinkedIn activity. Include the KEY INSIGHT from LinkedIn analysis.]

[Repeat for top 3-5 people]

---

## What LinkedIn Activity Tells Us

- **[Name]**: [1-sentence insight about their posting behavior and what it means
  for approach strategy]
[Repeat for each person whose LinkedIn was analyzed]

---

## Expansion Opportunities

1. **[Name]** — [Why they matter and how to reach them]
[Repeat for top 3-5 expansion targets]

---

## Approach Recommendations

- **[Name]**: [Specific action — e.g., "Re-engage via product demo", "Let trial
  results speak, then escalate through champion"]
[Repeat for each key person]

---

## Gaps

- [What's missing — no CRM notes, contacts who may have left, missing data sources]

---

*[X] people mapped across Attio, LinkedIn, and email. Full details in the CSV.*

Key principles for the note:

• Ground everything in data: Never write "might be relevant" without citing an email, meeting, LinkedIn post, or CRM field
• Be opinionated: The note should tell the reader exactly who to talk to and how. Don't hedge with "could be useful" — say "approach via warm intro through the champion"
• Keep it scannable: Use bold names, dashes, and short paragraphs. This will be read on a CRM screen, not printed
• Date it: Include generation date so the team knows when this was last updated
• Link the spreadsheet: Reference the CSV file path or Google Sheet URL so the reader can dig into the full data

Step 7: Present the Map to the User

Don't just drop a CSV link. Present the findings as a brief intelligence summary:

1. Deal snapshot: What's the deal, what stage, what's the latest.
2. Key players (2-4 people): The most important contacts with context.
3. What they're talking about: Key LinkedIn activity insights — what signals did you find?
4. Expansion opportunities: Net new people worth reaching out to, with reasoning.
5. Approach recommendations: For each key person, how should the user approach them based on their LinkedIn activity and relationship status?
6. Gaps: What you don't know — missing decision makers, unclear org structure, etc.
7. CSV link: The full detailed list for reference.
8. Attio note confirmation: Confirm the note was created on the deal with the note title.

Environment

Variable	Source	Purpose
Attio	MCP connector	CRM data, deals, people, notes
Anysite	MCP connector	LinkedIn search and profiles
Gmail	MCP connector	Email thread history
Granola	MCP connector	Meeting notes and transcripts
Extruct	MCP (https://api.extruct.ai/mcp)	Company/people enrichment tables

Key Attio Fields

• Company: name, domains, linkedin, team (linked people), associated_deals
• People: name, job_title, linkedin, email_addresses, company, strongest_connection_strength, last_interaction, origin
• Deals: name, stage, deal_type, deal_confidence, associated_people, associated_company, owner

Anysite LinkedIn Reference

• Company lookup: source: "linkedin", category: "company", endpoint: "company"
• Employee search: source: "linkedin", category: "search", endpoint: "search_users"
• User profile: source: "linkedin", category: "user", endpoint: "user"
• User posts: source: "linkedin", category: "user", endpoint: "user_posts" (requires URN from user endpoint)
• User comments: source: "linkedin", category: "user", endpoint: "user_comments" (requires URN)

Always call discover before execute if unsure of endpoint params.

Reference

• Extruct Company CRM table: read EXTRUCT_COMPANY_CRM_TABLE_ID from .env, fetch via get_table_data
• Extruct Reverse Lookup table: read EXTRUCT_REVERSE_LOOKUP_TABLE_ID from .env, fetch via get_table_data