Warm Introduction Protocol
Best practices for leveraging trusted intermediaries to facilitate introductions: selecting right introducer, timing the request, providing context, coordinating follow-up.
Well-executed warm intros dramatically outperform cold outreach (5-10x conversion)—but poorly executed requests damage both GP-intermediary and intermediary-LP relationships.
Expanded Definition
Warm introduction protocol includes: introducer selection (strongest relationship with target, relevant context, introduction willingness), request timing (relationship-building before asking), context provision (why you're qualified match, what you're seeking), introduction mechanics (double opt-in vs direct intro, email vs LinkedIn), follow-up coordination (thanking introducer, updating on progress), and relationship maintenance (future introductions require ongoing relationship).
Introduction quality varies: strong (introducer vouches for you specifically), moderate (introducer facilitates connection without endorsement), weak (introducer makes intro reluctantly or generically). Strong introductions require: introducer knows both parties well, sees strategic fit, and is willing to stake reputation.
Signals & Evidence
Introduction quality indicators:
- Relationship strength: Close colleague, trusted advisor, frequent interaction vs distant connection
- Relevance: Investment relationship, co-investor experience, shared context vs generic connection
- Willingness: Proactive offer vs reluctant agreement vs declined request
- Endorsement level: Specific vouching ("This team is exceptional at...") vs generic facilitation ("Connecting you both")
- Follow-through: Introducer provides context, coordinates timing, monitors progress vs makes intro and disappears
Decision Framework
- Introducer selection: Choose based on relationship strength with target (not with you), relevance to investment context, and genuine willingness
- Request approach: Build relationship first, provide clear context on fit, make request easy (draft intro email), respect "no"
- Introduction management: Respond promptly, thank introducer, update on progress, maintain relationship for future needs
Common Misconceptions
"Any introduction works" → Quality varies dramatically; weak introducer can hurt more than cold approach. "LinkedIn connections = intro path" → Connection ≠ relationship strength or introduction willingness. "One intro per relationship" → Maintain relationship and multiple intros are possible, but earn them through updates and appreciation.
Key Takeaways
- Warm introduction protocol balances conversion benefit (5-10x vs cold) with relationship preservation (introducer, target, and GP-intermediary)
- Introduction quality depends on relationship strength, relevance, and willingness—not just connection existence
- Proper execution requires: context provision, introducer appreciation, progress updates, and ongoing relationship maintenance