Here, unsolicited generic outreach deteriorates sharply in value.
The runbook becomes much more research-heavy:
The unit of work here is no longer simply a lead. It starts becoming an account containing multiple contacts.
A national prospect should therefore not have:
Walmart — email sent.
It should look more like:
Walmart
Customer Experience — Contact A
Local Commerce/Partnerships — Contact B
Marketing Innovation — Contact C
Operations — Contact D
And the runbook should deliberately attempt several plausible paths into the organization.