Under no-cold-call, a core prerequisite before making a call is that the prospect is in-market.

• A. The prospect is in-market
• B. The prospect has a large budget
• C. The prospect is new to the industry
• D. The prospect has not responded to emails

Answer: (A)

The main idea is that no-cold-call outreach targets prospects who are actively in-market, meaning they’re showing buying intent and are evaluating solutions. When a prospect is in-market, they’re more likely to engage, discuss needs, and consider a purchase, so calling them is more likely to lead to a productive conversation. This readiness to buy is what makes in-market status the essential prerequisite before making a call.

Having a large budget isn’t a guarantee of interest or urgency to buy, so it doesn’t ensure a productive call. Being new to the industry doesn’t indicate that they’re actively seeking a solution right now. Not replying to emails could signal disengagement or lack of interest, not that they’re in-market.