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Discovery call questions built from public signals
Good discovery questions start from something the buyer already made public, such as a job post or a filing. Name the source, then ask how it affects their work. Twelve example questions follow.
Key takeaways
- Job posts, filings and press releases are public, so you can quote them on a call.
- Item 1A of a 10-K lists the risks a public company sees, in order of importance (SEC).
- A question that names the source shows you did the research before the call.
How do you prepare for a discovery call?
- Read the buyer's open job posts, the latest filing and the last three news stories.
- Write down the one problem the evidence points to.
- Write three questions that start from that evidence.
- List one reason the deal can stall, such as a competitor contract.
What are good discovery call questions?
- Your post for a platform engineer mentions a migration this year. What is driving it?
- Your annual report names outages as a risk. How does your team handle one today?
- You are hiring your first RevOps lead. What do you want that person to fix first?
- Your press release announced a new market. What changes for your team?
- Who else is involved when you choose a tool for this?
- What happens if this stays as it is for another quarter?
- What have you tried so far, and what did not work?
- How do you measure this today?
- What does a good result look like in six months?
- Is there a budget for this, or does it need one?
- What can stop you from moving forward this quarter?
- Who is the next person to talk to?
Questions people ask
How many questions do I prepare?
Prepare three that start from the evidence, plus a few standard ones about people, budget and timing.
Is it strange to mention a job post on a call?
No. The post is public. Name it plainly, then ask about the work behind it.
Sources
- SEC Investor Bulletin: How to Read a 10-K, checked October 22, 2026
Fewer accounts. Better won.
Bring your ICP. We will return a sourced market brief your team can inspect, approve, and act on.