What is one criterion that does NOT indicate a great prospect?

A great prospect is typically characterized by attributes that suggest they are engaged and have potential for growth in areas that marketing can impact. When evaluating prospects, one important criterion is the level of investment they are willing to make in marketing. A low marketing spend may indicate that the business is not currently prioritizing growth or is not ready to invest in additional marketing resources, which could limit their potential. On the other hand, prospects who exhibit data and business complexity are often more sophisticated and may generate more actionable insights. Having multiple channels for paid media advertising suggests they are open to diverse marketing strategies, which can enhance effectiveness. Finally, existing Salesforce customers may already be familiar with the platform's capabilities and thus are more likely to see the value in expanding their use of Marketing Cloud services. Therefore, a low marketing spend does not indicate a great prospect, as it suggests reluctance or inability to invest in strategic marketing initiatives.