EXECUTIVE SUMMARY
B2B | INDUSTRY: PROFESSIONAL SERVICES
This initiative began after the firm’s lead identification platform, KickFire, was decommissioned by the vendor, leaving Marketing without critical account identification data for website leads. After six months without a tool, this significantly impacted Marketing’s volume of leads sent to Revenue teams. The firm was operating with a foundational MarTech ecosystem built on disconnected systems, manual reporting, spreadsheet-driven processes, and limited ABM or intent-based marketing maturity. At the same time, Marketing and Sales alignment was challenged by inconsistent lead attribution, CRM data integrity concerns, resource-constrained Salesforce integration support, competing technology evaluations, and organization-wide budget reductions.
OBJECTIVES
- Replace Kickfire to restore visibility into website visitor activity and modernize the MarTech stack with a scalable intent-based marketing and revenue intelligence platform
- Improve and streamline leads management and handoff processes between Marketing and Revenue teams
- Secure executive buy-in and organizational prioritization for the investment and implementation despite competing backlog initiatives and budget constraints
- Operationalize 6sense within Marketing workflows and drive cross-functional adoption and enablement
- Improve reporting, attribution, and visibility into Marketing’s contribution to pipeline generation and go-to-market performance
- Establish phased roadmap for implementation and product enhancement
- Define phased implementation and product development roadmap
STRATEGIC ROLE & EXECUTION
SONJI STEWART
DIGITAL STRATEGIST, BUSINESS ANALYST, PROJECT MANAGER
- Evaluated 8 replacement platform options using a structured comparison framework across cost, capabilities, scalability, and vendor support to recommend a top choice
- Wrote and presented the business case to secure executive approval and funding and initiate IT’s security review
- Defined integration requirements, and user stories, and level-of-effort needs for Salesforce and Outlook integrations
- Proposed a roadmap for iterative development focused on prioritized features and rollout of 6sense to Revenue and Consulting Teams
- Mapped Salesforce account, lead, & contact records data to 6sense taxonomy and resolved integration and data integrity issues and created mapping profiles for data workflows
- Collaborated with cross-functional teams: Marketing, IT, Salesforce, Development, and 6sense to manage dependencies and execute the implementation
- Developed and trained on daily operational workflows for lead management processes, multifunnel campaign strategies
- Designed audience workflows and activated campaigns
RESULTS & IMPACT
The implementation of 6sense became a key modernization initiative that advanced the firm toward a more connected, data-driven, and intent-based revenue ecosystem.
Systems & Platforms
Salesforce, 6sense ABM, Sales Intelligence, AI Conversational Email, GA4, LinkedIn Ads
- Integrated 6sense, Sales Intelligence, and Salesforce with bi-directional data flow to surface account name, intent behavior and purchasing signals. Integrated AI Email with Outlook and created AI Email Agents
- Deployed and validated the 6sense web tag to enable account identification, visitor tracking, intent monitoring, and audience creation for ABM campaigns.
- Automated lead enrollment and handoff in AI Email nurture campaigns; contact & account purchases synch to Salesforce
- Connected key GTM systems with 6sense – GA4, Salesforce, Google Ads, LinkedIn Ads. MAP is planned on the roadmap for clearer pipeline influence metrics and attribution
- Implemented multifunnel, intent-based targeting strategies across 90% of marketing campaigns launched post-implementation
- Revenue Teams research intent data for prospecting, PI planning and events; Salesforce dashboards and reports created to track 6sense leads pipeline progress and owner assignments