ICP and account model
Firmographic, technographic, trigger and exclusion criteria aligned with sales reality.
Service 04 / Sales pipeline
Put qualified context in the CRM before a rep takes the call.
We connect ICP selection, outbound research, inbound capture and lead routing so sales receives a reason to act—not another unranked list of contacts.
Primary controlAccepted pipeline
The Pressure04 / 06
Lead volume is not useful when sales has to rediscover why each account matters.
Generic databases and high-volume sequences transfer qualification work to account executives. Response rates fall, domains degrade and pipeline reports confuse activity with intent. We define the account conditions, buying signals and routing logic first, then build acquisition around evidence that a representative can use in the next conversation.
What We Build
A working system, not a recommendation deck.
Sequence architecture
Role-specific outbound messaging, research fields, response handling and follow-up rules.
Inbound qualification
Forms, enrichment and scoring designed to preserve intent while removing avoidable friction.
CRM routing
Ownership, SLA, rejection reasons and lifecycle stages made explicit inside the operating system.
Delivery Sequence
Evidence enters before production starts.
Every stage has a decision gate. Work moves forward when the preceding evidence is strong enough—not because a calendar says the phase is complete.
- 01
Define
Compare closed-won, stalled and rejected accounts to establish the working ICP.
- 02
Instrument
Create fields, stages, routing and reasons before increasing contact volume.
- 03
Activate
Launch controlled outbound cohorts and improve inbound capture around the same model.
- 04
Refine
Use acceptance, progression and loss reasons to tighten targeting and messaging.
Operating Controls
What governs the work.
Volume metricSales-accepted leads
Progression gateOpportunity creation
Review cadenceWeekly cohort review
Strong fit
This engagement is useful when:
- Sales rejects a high share of marketing leads.
- Outbound activity is high but account relevance is inconsistent.
- Lead ownership and response time are not visible.
Poor fit
It is not the right model when:
- You need purchased lists with no qualification.
- The team measures success only by meetings booked.
- Sales will not record rejection or loss reasons.
Start with Evidence