A prioritizing entity prioritizes external contacts using a social network and determines people at the external contact who may influence execution of a given matter. The prioritizing entity also prioritizes internal resources with respect to the prioritized external contacts based on social proximity to people at the external contact, also by using the social network. The prioritizing entity assigns a prioritized internal resource to a prioritized external contact. Prioritizing external contacts includes ranking the external contacts based on an estimate of the amounts individual external contacts could spend on a given matter. Prioritizing internal resources includes determining explicit connections and inferred connections with people at the external contact, using the social network.