Building Automated Workflows that Transform Seller Efficiency and Power Pipeline
For the RevOps team, the mandate is clear: ensure the entire GTM engine runs efficiently and arm every team member, especially sellers, with the data they need to inform decisions. As SVP of RevOps, Brandie Marone notes that the ultimate goal is to create an outstanding buying experience for prospects while enhancing seller efficiency.
B2B brands have moved past siloed intent data. For Intentsify’s RevOps team, it is the fundamental component of a signal-based revenue operations strategy, fully integrated into Salesforce, allowing it to be used as a workflow trigger.
Intent Data as the Core Workflow Trigger
Intentsify’s approach centers on building automated, intelligence-driven processes. This is how we operationalize intent:
1. Define High-Value Signals: We create specific models within Intentsify that track high-value signals, such as interest in a particular solution or a competitor.
2. Trigger Real-Time Workflows: When an account or buying group shows research movement on one of those models, it instantly triggers a specific workflow.
3. Enable Timely Action: This data pipeline is critical because it enables real-time action. It triggers workflows, sends instant email notifications, and populates reports that tell our Sales and BDR teams exactly what their target contacts are interested in.
This process allows us to surface real-time intent data to sales when it’s happening, making their outreach timely and hyper-relevant. We use the Intentsify data to build automated, intelligence-driven outreach sequences, and we are constantly enhancing that engine.
The True Measure of Seller Efficiency
The most significant impact of this automated system is on seller efficiency. Our reps no longer waste time seeking out signals or manually prioritizing accounts—the system tells them the next-best-action. This is crucial for a predictable revenue engine because it means outreach is only executed when the prospect is actively researching a relevant topic, dramatically increasing the likelihood of engagement and pipeline creation. This intentional process allows our reps to act quickly, confidently, and at the perfect moment.
What is the Future of Signal-Based Revenue Operations?
While our current triggers are based on buyer research stage movement and significant shifts in an account’s overall Buying Group Interest Score, we are constantly enhancing our engine to integrate more nuanced, high-fidelity signals.
Our immediate focus is on expanding our automated workflows to trigger actions based on four next-generation signals:
- Dynamic Scores: These are AI-generated scores Intentsify calculates based on an account’s research patterns and how they relate precisely to our solution, not just industry keywords.
- Segmentation: Developing tailored sequences based on firmographic and demographic considerations, ensuring unique messaging for every key vertical we serve.
- Topical Research: Outreach based on highly specific keywords and solution research.
- Business Event Data: Incorporating external data points (e.g., funding rounds, executive changes) to capture moments of maximum opportunity.
The ability to integrate these subtle yet powerful signals into automated workflows ensures our go-to-market efforts are not only efficient but also constantly evolving to stay ahead of the buyer journey.
Achieving Predictable Revenue
The ultimate vision is to have a system so precise and automated that it drives unparalleled seller efficiency. “We want our reps to spend less time seeking out signals and more time closing deals,” notes Marone. The foundation is a reliable, predictable revenue engine, and the impact on pipeline, deal size, and deal velocity is undeniable. This transformation—from a reactive, manual GTM process to a proactive, signal-based revenue operations strategy—is how Intentsify uses its own intelligence to achieve success.
Learn more about how our teams use Intentsify in our eBook, “How Intentsify Uses Intentsify: Volume II.”
FAQs
What is the fundamental difference between using intent data as a “data source” versus a “workflow trigger”?
Using intent data as a data source means sellers manually review reports and then decide on an action. Using it as a workflow trigger means that when an account hits a high-value signal (like searching a competitor’s name), the system automatically triggers an action—such as an instant email notification or a targeted outreach sequence. This enables real-time, timely action, which is critical for seller efficiency.
How does a signal-based revenue operations strategy enhance seller efficiency?
It enhances seller efficiency by automatically serving the rep the next-best-action recommendation, eliminating the time spent manually seeking out signals and prioritizing accounts. By focusing outreach only on accounts showing high, timely intent, the conversion rate on their activity increases, leading to more time spent closing deals.
What are “Dynamic Scores” and how do they differ from basic intent scores?
Dynamic Scores are AI-generated scores that track research patterns and their relation precisely to your solution, rather than just broad industry keywords. This next-level specificity allows for much more accurate targeting and prediction of account readiness compared to older, less-nuanced buying group interest scores.
How is RevOps planning to incorporate external business event data into the signal-based revenue operations strategy?
The plan is to incorporate external data points, such as funding rounds or executive changes, as part of the automated workflow triggers. For example, a significant funding round at a target account combined with a rise in intent signals can trigger an immediate, high-priority outreach sequence, as these events signal moments of maximum opportunity.
