Demand Generation · Enterprise Tech / Learning · Growth-stage SaaS, 200+ employees
Enterprise ABM System
Rebuilt a broad lead-gen motion into a targeted ABM engine using intent data, reducing wasted pipeline and increasing sales-accepted opportunities by 72%.
72% increase in win rates on enterprise deals vs. prior year
3× increase in pipeline coverage from Tier 1 accounts
Sales accepted opportunity rate went from 31% to 67%
₹13.7Cr in marketing-attributed pipeline contribution within 14 months
The problem
The marketing team was generating thousands of MQLs that sales rejected on first look. Enterprise accounts, the actual buyers, were receiving the same generic campaigns as SMB leads. Sales spent more time disqualifying than closing.
The diagnosis
There was no account prioritisation layer. Marketing measured volume; sales measured deal size. Neither team shared a definition of 'qualified.' The tech stack existed (CRM, marketing automation) but wasn't connected to buying signals.
System installed
- 01
Deployed 6Sense as the intent data layer, accounts are now prioritised by active buying signals, not job title lists
- 02
Built three-tier ICP model: Tier 1 (named accounts, high personalisation), Tier 2 (segment plays, moderate personalisation), Tier 3 (programmatic, low-touch)
- 03
Created a sales-marketing SLA: MQL definition rewritten as 'Sales Qualified Account' with shared criteria
- 04
Designed 12-week multi-channel sequences per tier: email + LinkedIn + field + outbound SDR
- 05
Built shared pipeline dashboard in Salesforce: every marketing campaign linked to open opportunities
Results
- ▸
72% increase in win rates on enterprise deals vs. prior year
- ▸
3× increase in pipeline coverage from Tier 1 accounts
- ▸
Sales accepted opportunity rate went from 31% to 67%
- ▸
₹13.7Cr in marketing-attributed pipeline contribution within 14 months