The Challenge
In April 2024, a major cloud platform announced the end of licensing and support for AWS customers on a legacy service, creating urgent migration demand. Initially, Mission Cloud, a CDW Company, responded with competitive takeout tactics based on technographic and intent data, but their pilot campaign showed that high intent didn’t reliably indicate readiness to buy — because many accounts were locked into long legacy contracts. This disconnect made it hard to prioritize accounts, forecast pipeline, and build a sustainable motion.
The Solution
Mission Cloud sought 6sense to build a scalable competitive displacement campaign that could:
- Identify accounts based on real buying windows (not just research activity)
- Prioritize thousands of potential accounts effectively
- Deliver stage‑appropriate messaging through the funnel
- Establish a reliable timing‑to‑revenue framework that sales could trust
How It Worked
After CDW’s acquisition, Mission Cloud gained access to renewal data, enabling them to correlate buying timing with intent behavior. Using a Signal → Focus → Activation framework in 6sense Intelligent Workflows, they:
1. Signal- Combine multiple data sources:
- Technographic information (who used the legacy platform)
- Renewal dates (contract end timing)
- Keyword intent (migration research trends)
- Account behavior and engagement patterns
2. Focus — Prioritize accounts based on timing and readiness:
- Created dynamic segments in 6sense using renewal windows and search behavior
- Batched accounts by renewal dates and applied custom scoring to highlight readiness
- Added human context from account managers to refine prioritization
3. Activation — Deliver tailored outreach:
Based on buying stage, Mission Cloud ran multi‑channel campaigns such as display ads, LinkedIn and Google ads, and personalized email sequences. Early‑stage accounts received educational content, while later‑stage engagements included multi‑threaded outreach and BDR/Salesloft sequences tied to observed behaviors.
Equipping Sales
The team invested in sales enablement by training advisors on:
- Legacy platform risk factors
- Intent‑specific talk tracks
- AWS benefits tied to customer signals
Impressive Results
Mission Cloud’s timing-based approach produced:
- 524 marketing qualified accounts (MQAs) that sales could immediately act on
- $17M in new business pipeline from qualified migrations
- $8.2M in launched ARR within six months, representing customers who completed migrations to AWS rather than just signing contracts
Shaping the Future
Mission Cloud’s success stemmed from a methodical signals‑based framework that integrated renewal timing with behavioral and intent data, enabling predictable, scalable competitive displacement campaigns. They offer a repeatable system to crawl signals, walk by prioritizing readiness, and run automated workflows powered by 6sense Intelligent Workflows to reach accounts with the right message at the right time.
Discover how Mission Cloud turned intent signals into pipeline wins- read the full Blueprint to see their timing-based migration campaign in action with 6sense.