What is GDPR?
The General Data Protection Regulation (GDPR) is a European Union law that took effect in May 2018, establishing strict requirements for collecting, storing, and processing personal data of EU residents. It applies to any organization worldwide that targets or collects data from EU residents.
Key Requirements:
- Explicit opt-in consent for data processing
- Clear privacy notices at data collection
- Data subject rights (access, deletion, portability)
- Breach notification within 72 hours
- Data protection by design and default
Why GDPR Matters for Sales
Direct Impact:
- Cold emailing to EU residents requires explicit consent
- Buying email lists is effectively prohibited in the EU
- Prospecting tools must comply with data subject rights
- Fines can reach 20 million euros or 4% of global revenue
GDPR changed B2B prospecting forever. The era of buying lists and spraying emails indiscriminately is over—at least for EU contacts. Smart sales teams view GDPR as a competitive differentiator, not just compliance burden.
In 2026, with similar laws spreading globally (CCPA, PIPL, LGPD), GDPR-compliant practices are becoming the worldwide standard.
Key GDPR Concepts
Lawful Basis for Processing:
- Consent (most relevant for sales)
- Contract performance
- Legitimate interest (limited applicability)
- Legal obligation
- Vital interests
- public task
- Right to know what data is collected
- Right to access their data
- Right to rectification
- Right to erasure ("right to be forgotten")
- Right to portability
- Right to object
Best Practices
1. Get Explicit Consent: Use opt-in (not opt-out) for EU contacts. Checkboxes must be unchecked by default.
2. Maintain Consent Records: Document when and how you received consent. When did they subscribe? What did they agree to?
3. Honor Unsubscribe Immediately: EU law requires prompt processing of opt-out requests. Don't make it difficult.
4. Limit Data Collection: Only collect what you need. If you don't use it, don't store it.
5. Include Privacy Information: Clearly state who you are, how to contact you, and data rights at point of collection.
Common Mistakes
- Assuming GDPR doesn't apply because you're not in the EU
- Using pre-ticked checkboxes for consent
- Buying or renting email lists with EU contacts
- Making unsubscribe difficult or hiding the link
- Ignoring data subject access requests
Key Takeaways
- GDPR regulates all processing of EU residents' personal data
- Explicit opt-in consent is required for email marketing
- Fines can reach 4% of global revenue
- GDPR-compliant practices are becoming global standard
- Treat consent as a competitive advantage, not burden
Related Terms
Gatekeeper
Person controlling access to decision maker. Requires respectful approach.
Go-to-Market Strategy
Comprehensive plan for bringing product to market and reaching customers.
GPCTBA/C&I
Goals, Plans, Challenges, Timeline, Budget, Authority, Consequences, Implications. Qualification framework.
80/20 Rule (Pareto Principle)
80% of results come from 20% of efforts. In sales, 20% of reps often generate 80% of revenue.
