004 · Signal-Based Orchestration
Bet 2 — one demand engine across marketing, SDR, sales, and CS: see the signal, score the account, activate the campaign, hand it to a rep
What this is
Bet 2 of the H2 plan: one execution engine across all GTM teams. Different signal-based models already exist in SDR and sales today — this bet connects them into one motion: an engine that sees a buying signal, scores the account, activates the right campaign for approval, and hands it to a rep with a follow-up commitment. Verto designs and operates the orchestration logic (SOW §3.4); running sequences, calls, and emails stays with Redis on the 6sense + Apollo + Pocus + Outreach stack.
Goal: turn buying signals into qualified pipeline — domestically, then internationally — with the whole revenue team on one signal truth.
The motion
- 01 · Signal captured — behavior, by contact and account, drives qualification.
- 02 · Trigger starts the workflow — campaigns are prioritized based on GTM segments.
- 03 · Campaign activates — accounts and contacts auto-added to campaigns, for approval.
- 04 · SDR/AE informed — a Slack alert with the reason attached.
Why this works: *scale* (volume across every in-market account), *precision* (the right account at the right moment), and *speed* (a campaign runs in hours, not weeks).
Three core persona groups
- Builders — the expanded technical persona that is hands-on.
- Executives — leaders, with content rewritten to the current story.
- Customers — the expansion pipeline: real segmentation, not a list.
The same three personas carry across email and paid, so every channel tells one story to one audience.
Coverage model
- Redis 500, 1:1 — the largest accounts covered one-to-one, with messaging customized for each.
- Industry and persona, 1:few — campaigns cover every in-market account with the right message at the right time.
- One audience everywhere — the same signal-scored segments sync to every channel, so paid, email, and web surround the same accounts.
The single GTM team view: one ranked view across all accounts — account scores, behavior signals, product usage — with the next play per account. The bar: 95% of inbound leads get a "best next step" via SDR or agent.
The email rail
- Architecture — nurtures move onto a clean architecture with a governed sending reputation.
- Activation — post-signup activation is rebuilt so product behavior, not a timer, triggers each touch.
- Governance — one council, send caps, and a registry of every system that sends.
The ABM motion (absorbed Sep 4 — was ABM Strategy & Execution)
The account-based motion rebuilt from scratch on this stack — coordinated, persistent attention on the accounts that matter, toward more deals at higher ACV. Katie and Janelle lead; the platform layer is the 6sense configuration this program owns.
- The scored MQA view — one ranked view across all accounts: scores, behavior signals, product usage, next play per account. No black boxes — every score shows its top signals, because reps ignore what they can't verify.
- The 72-hour rule — every priority account treated within 72 hours, measured weekly with misses explained.
- Redis 500, 1:1 — the largest accounts covered one-to-one with per-account messaging; CTV and executive-reach awareness ride against the same list (and the 1:1 pages land on the website's campaign directory).
- Industry & persona, 1:few — campaigns covering every in-market account on the first segments of the 100, reviewed before paid aims at them.
- One audience everywhere — signal-scored segments synced to every channel: paid social targeting, paid-search bid adjustments, email, web personalization; persona-level engagement reporting via the LinkedIn Company Intelligence API.
- The bar: 95% of inbound leads get a "best next step" via SDR or agent.
Work to be done
- 6sense configured end to end — funnel stages, Salesforce field mapping, reporting, and the MQA scored model, with intent ingestion integrated across Google, Microsoft, LinkedIn, and Meta — tracked item-by-item on the 6sense Configuration tab.
- The play catalog live on the coverage model — top-10 plays launched on persona and industry audiences (the 100 segments), each play carrying a conversion bar and a kill rule; the coordinated outbound playbook times paid air cover against sequences, and every activation lands as a rep alert with the reason attached.
- The ABM strategy rebuilt on the stack — first persona and industry segments defined, reviewed, and live; the scored MQA view in front of sellers.
- The ABM rules operating — the 72-hour rule measured weekly with misses explained; alerts in rep Slack with reasons attached (two wrong fires and the alert gets pulled); scored segments running in paid, email, and web.
- One model adopted across the revenue team — international roll-out, then CSM & AE adoption, with the formal signal-to-sales handoff playbook and the single ranked account view in front of every team.
Current state
6sense purchased (marketing term, 100 segments). Configuration checklist live on the 6sense tab — 20 items across 7 tracks, kickoff with Verto onboarding Sep 1. Campaign set-up scope flagged "to discuss" at kickoff. Model adoption across GTM is Decision 02 in front of MLT: systems, plays, and outcomes defined once — signals and scores agreed, then every team runs the same plays against the same measured outcomes.
Dependencies & risks
Decision 02 (one signal-based model across GTM) gates full adoption — without it the engine runs as a marketing feed instead of the revenue team's workflow. The strategy track needs scoring thresholds aligned with sales leadership; the enablement audit (Keith) gates the play catalog build order; the Campaign Mapping v1.6 import unlocks the planner's named plays. [owner to complete]
What this is
Bet 2 of the H2 plan: one execution engine across all GTM teams. Different signal-based models already exist in SDR and sales today — this bet connects them into one motion: an engine that sees a buying signal, scores the account, activates the right campaign for approval, and hands it to a rep with a follow-up commitment. Verto designs and operates the orchestration logic (SOW §3.4); running sequences, calls, and emails stays with Redis on the 6sense + Apollo + Pocus + Outreach stack.
Goal: turn buying signals into qualified pipeline — domestically, then internationally — with the whole revenue team on one signal truth.
The motion
- 01 · Signal captured — behavior, by contact and account, drives qualification.
- 02 · Trigger starts the workflow — campaigns are prioritized based on GTM segments.
- 03 · Campaign activates — accounts and contacts auto-added to campaigns, for approval.
- 04 · SDR/AE informed — a Slack alert with the reason attached.
Why this works: *scale* (volume across every in-market account), *precision* (the right account at the right moment), and *speed* (a campaign runs in hours, not weeks).
Three core persona groups
- Builders — the expanded technical persona that is hands-on.
- Executives — leaders, with content rewritten to the current story.
- Customers — the expansion pipeline: real segmentation, not a list.
The same three personas carry across email and paid, so every channel tells one story to one audience.
Coverage model
- Redis 500, 1:1 — the largest accounts covered one-to-one, with messaging customized for each.
- Industry and persona, 1:few — campaigns cover every in-market account with the right message at the right time.
- One audience everywhere — the same signal-scored segments sync to every channel, so paid, email, and web surround the same accounts.
The single GTM team view: one ranked view across all accounts — account scores, behavior signals, product usage — with the next play per account. The bar: 95% of inbound leads get a "best next step" via SDR or agent.
The email rail
- Architecture — nurtures move onto a clean architecture with a governed sending reputation.
- Activation — post-signup activation is rebuilt so product behavior, not a timer, triggers each touch.
- Governance — one council, send caps, and a registry of every system that sends.
The ABM motion (absorbed Sep 4 — was ABM Strategy & Execution)
The account-based motion rebuilt from scratch on this stack — coordinated, persistent attention on the accounts that matter, toward more deals at higher ACV. Katie and Janelle lead; the platform layer is the 6sense configuration this program owns.
- The scored MQA view — one ranked view across all accounts: scores, behavior signals, product usage, next play per account. No black boxes — every score shows its top signals, because reps ignore what they can't verify.
- The 72-hour rule — every priority account treated within 72 hours, measured weekly with misses explained.
- Redis 500, 1:1 — the largest accounts covered one-to-one with per-account messaging; CTV and executive-reach awareness ride against the same list (and the 1:1 pages land on the website's campaign directory).
- Industry & persona, 1:few — campaigns covering every in-market account on the first segments of the 100, reviewed before paid aims at them.
- One audience everywhere — signal-scored segments synced to every channel: paid social targeting, paid-search bid adjustments, email, web personalization; persona-level engagement reporting via the LinkedIn Company Intelligence API.
- The bar: 95% of inbound leads get a "best next step" via SDR or agent.
Work to be done
- 6sense configured end to end — funnel stages, Salesforce field mapping, reporting, and the MQA scored model, with intent ingestion integrated across Google, Microsoft, LinkedIn, and Meta — tracked item-by-item on the 6sense Configuration tab.
- The play catalog live on the coverage model — top-10 plays launched on persona and industry audiences (the 100 segments), each play carrying a conversion bar and a kill rule; the coordinated outbound playbook times paid air cover against sequences, and every activation lands as a rep alert with the reason attached.
- The ABM strategy rebuilt on the stack — first persona and industry segments defined, reviewed, and live; the scored MQA view in front of sellers.
- The ABM rules operating — the 72-hour rule measured weekly with misses explained; alerts in rep Slack with reasons attached (two wrong fires and the alert gets pulled); scored segments running in paid, email, and web.
- One model adopted across the revenue team — international roll-out, then CSM & AE adoption, with the formal signal-to-sales handoff playbook and the single ranked account view in front of every team.
Current state
6sense purchased (marketing term, 100 segments). Configuration checklist live on the 6sense tab — 20 items across 7 tracks, kickoff with Verto onboarding Sep 1. Campaign set-up scope flagged "to discuss" at kickoff. Model adoption across GTM is Decision 02 in front of MLT: systems, plays, and outcomes defined once — signals and scores agreed, then every team runs the same plays against the same measured outcomes.
Dependencies & risks
Decision 02 (one signal-based model across GTM) gates full adoption — without it the engine runs as a marketing feed instead of the revenue team's workflow. The strategy track needs scoring thresholds aligned with sales leadership; the enablement audit (Keith) gates the play catalog build order; the Campaign Mapping v1.6 import unlocks the planner's named plays.