SELECTED WORK / IN-HOUSE PROJECT
Connecting buying signals to coordinated outreach.
A project from my in-house marketing operations experience, bringing account selection, prospect data, engagement, and CRM measurement into one program.
THE CHALLENGE
Expand prospecting.
Protect the CRM.
The goal was to expand prospecting without adding more BDRs, while avoiding duplicate Salesforce accounts and keeping activity connected to reporting.
MY ROLE
In the details of the build.
My work included audience and data preparation, duplicate-probability scripts, account-matching QA, and coordination of AI email, LinkedIn campaign support, and Outreach sequences.
Audience inputs and prospect data both feed data preparation. Data preparation branches to coordinated engagement and sales engagement. Coordinated engagement flows to sales engagement, then measurement. Measurement feeds back to prospect data.
AUDIENCE INPUTS
Intent + account fit
6sense buying signals
Ideal customer profile.
PROSPECT DATA
People + company data
ZoomInfo account data
Contact audience preparation.
Both inputs ↓ data preparation
DATA PREPARATION
Match & review
Duplicate-probability scripts
Salesforce account matching
QA before activation.
Prepared audiences branch to coordinated and sales engagement ↓
COORDINATED ENGAGEMENT
AI email + campaigns
6sense Email AI
LinkedIn campaign support.
SALES ENGAGEMENT
Outreach + SDR follow-up
Outreach sequences
Ownership and handoffs.
MEASUREMENT
CRM campaign context
Account-level campaign context
Pipeline reporting.
Reporting informs the next targeting and audience review.
WHAT MADE THE WORK USEFUL
Protect the CRM
Review potential duplicates and match records before expanding the audience.
Coordinate the channels
Use a shared audience and clear follow-up across AI email, LinkedIn, and Outreach.
Design for measurement
Connect account-level campaign association and pipeline reporting to the program.
WHAT THE WORK CONNECTED
A defined flow across the program.
The work connected target-account selection, prospect data, coordinated engagement, and CRM measurement in a defined operating flow. This example focuses on the implementation rather than a claimed revenue result.
Project details are anonymized. The diagram is a simplified reconstruction, not a screenshot of confidential systems. Revenue lift and conversion results are not claimed.
LET’S TALK
Let’s work through it.
Have a project in mind, or a few systems that should work better together? Tell me what’s getting in the way.