Organization Context 101

Last updated: October 16, 2026

The Organisation Context page is the brief given to Topo's AI. It defines who you are, who you're targeting, and how you're positioned in the market — and it directly shapes the quality of your outreach, lead qualification, and targeting.

Find it under Settings > Organisation Context.

Getting started

Topo auto-generates your Organisation Context during the onboarding phase using publicly available data about your company. This gives you a starting point, but it must be reviewed and corrected before you run outreach.

A completion percentage is shown at the top of the page. Aim for 100%.

Page structure

The page is split across three tabs.

Company Overview

Core information about your business:

  • Domain, one-liner, full description, and value proposition

  • Customer pain points your product solves

  • Firmographic data: industry, company size, funding stage, and HQ location

Audiences

An audience is a saved set of filters describing who you target. If you sell to more than one persona, for example finance leaders and supply chain leaders, create one audience for each. Each audience has its own filters, so editing one never affects the others. Lead Search and Signals can reuse them.

  • Switch between your audiences with the selector above the filters. Click New audience next to it to create one.

  • Include or exclude by geography, industry, job titles and company size. Values can be entered as free text, even with more complex phrasing.

  • The contacts and accounts counters in the top right show the total addressable market for the selected audience.

  • The first audience you create is your default. To change it, open the selector, hover over another audience and click the star. The pencil and bin icons let you edit or delete an audience.

  • Audiences are not applied to lead searches automatically. You can add one from the Audiences dropdown when you build a search.

Market Intelligence

Positioning and competitive context:

  1. Competitors list — used to inform Topo's understanding of your market position. Note: Listing competitors here does not automatically exclude them from outreach. To block outreach to competitors, add them separately in Settings > Exclusions > Excluded Accounts.

  2. Competitive positioning: market category, positioning statement, and key differentiators

Keeping it up to date

Organisation Context is a living document. As your ICP evolves, your positioning shifts, or you enter new markets, this page should reflect that. Outdated context leads to poor targeting and weaker messaging.

Review it whenever:

  • You launch a new product or feature

  • Your ICP changes

  • You start targeting a new persona: create a new audience rather than editing an existing one

  • You enter a new market or vertical

  • Outreach performance drops unexpectedly