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.
Business Challenges
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
- Secure executive buy-in and organizational prioritization for the investment
- Establish a phased roadmap for implementation and product enhancement
- Operationalize 6sense within Marketing workflows and drive cross-functional adoption and enablement
- Streamline leads management and handoff processes between Marketing and Revenue teams
- Improve visibility into Marketing’s contribution to pipeline and attribution performance.
My Key Contributions
SONJI STEWART
iam@sonjistewart.com
DIGITAL STRATEGY, BUSINESS ANALYSIS, PROJECT MANAGEMENT, PRODUCT RESEARCH, EVALUATION
- Evaluated 8 platform options using a structured comparison framework across cost, capabilities, scalability, and vendor support t
- Wrote a recommendation and business case to secure executive approval and funding and initiate IT’s security review
- Defined implementation requirements and wrote user stories for IT Teams to estimate LOE for Salesforce & Outlook integrations
- Developed a roadmap for iterative rollout based on prioritized features and rollout to Revenue and Consulting Teams
- Mapped Salesforce account, lead, & contact records data to 6sense taxonomy and troubleshoot data errors and created mapping profiles for data workflows
- Collaborated with Marketing, IT, Salesforce, Web Development, and 6sense to manage implementation dependencies and drive cross-functional execution.
- Trained individuals on lead management process and multi-ifunnel campaign strategies
- Designed audience workflows and activated pilot campaigns
RESULTS & IMPACT
The 6sense implementation was 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, LinkedIn Ads
- Leadership approved the project and assigned a dedicated Salesforce Team representative & IT representative to implement within 90 days
- Deployed and validated the 6sense web tag and enabled account identification, visitor tracking, intent monitoring, and audience creation for ABM campaigns.
- Salesforce integrated with 6sense Sales Intelligence with bi-directional data flow to surface account name, intent behavior and purchasing signals. Outlook integrated with five 6sense AI Email agents; and LinkedIn Ads and Google Ads connected to ABM audience workflows
- Automated lead enrollment and handoff in AI Email nurture campaigns; contact & account purchases sync directly to Salesforce
- Implemented 4 multifunnel, intent-based targeting strategies within the first 6 months. 90% of marketing campaigns launched are targeted to 6sense segments and triggered by intent-based activity.
- 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. Revenue Teams are asking for their own 6sense license.
- Marketing performance reports include campaign data tied to pipeline influence.