Enterprise / PE-backedProfessional Services
Moving outbound off a native CRM sequencer and wiring a signal-trigger layer into it
Outbound consolidated onto one platform
Outbound consolidated onto one platform
The firm ran two systems of record, a CRM for go-to-market and a separate operational system for delivery and billing, and the seam between them leaked. Outbound lived in the CRM's native sequencing tool, which the business-development team had outgrown: reps couldn't complete cadences whose steps interleaved email and calls, and historical context lived in a system they had to leave the sequencer to check.
Ported active CRM sequences across one at a time, closing enrollment in the old tool while letting in-flight contacts finish.
Reps were stuck when a cadence alternated email and call steps and the call couldn't be made, the email step behind it was unreachable. Each cadence was split into a paired email-only and call-only cadence running on different intervals, with enrollment and un-enrollment kept in sync across the pair so a contact entering one entered both.
Triggers for contact job changes, company hiring and departures, funding events, and transaction events such as mergers, acquisitions and public listings. Each was documented in a working sheet covering trigger name, description, intended output, who the resulting task or notification routes to, frequency, filter parameters and credit cost.
Alert volume proved unworkable within the first weeks, so the program was audited for repeat populations and false positives against real examples.
The data came first: years of historical meeting records consolidated, contacts enriched and de-duplicated, last-meeting and desired-next-meeting dates backfilled, and a rule to select which dormant contacts were actually workable.
Rolled invoiced amounts from the operational system's project records back into CRM deals, aggregated by invoice group, so booked value could be compared against what was actually billed, including a historical backfill of legacy projects as retroactive deal records.
Outbound consolidated onto one platform
Active sequences were retired from the CRM and rebuilt in the sequencer, with historical meeting and email context synced across so reps stopped bouncing between two systems mid-task.
