Picture this scenario:
Your demand gen campaigns are working. Intent signals are spiking. Website engagement is through the roof.
But when your sales team tries to follow up on these hot accounts, they hit a wall.
Half the engaged companies aren’t even in your CRM yet, and the ones that are have incomplete contact information.
So what happens? Your BDRs spend their mornings hunting for contact details instead of having conversations. Your AEs lose momentum waiting for someone to research stakeholders. And those red-hot accounts? They cool off while you’re playing catch-up with basic data hygiene.
This is the hidden tax that every enterprise sales and marketing team pays: the friction between identifying opportunity and acting on it.
The manual research trap
When reps spend 70% of their time on research and data entry instead of selling, productivity plummets. When opportunities go cold because of delayed follow-up, pipeline suffers. And when your team can only reach one stakeholder per account because that’s all the contact information you have, deal velocity slows to a crawl.
The root problem isn’t lack of intent or engagement data — it’s the gap between having that intelligence and being able to act on it immediately.
How intelligent workflow automation solves this
6sense Intelligent Workflows can eliminate this friction with automated account creation and contact acquisition that triggers based on defined criteria.
Workflows can:
Detect accounts based on your criteria. Monitor engagement signals that matter to your business — clicks on targeted ads, increases in third-party intent data, content consumption, email responses, and more intent signals. When accounts not in your CRM meet your engagement thresholds, the system can flag them for action.
Create accounts and contacts automatically. Once flagged, the workflow can automatically create new account records in Salesforce and purchase contact information for key people who tend to influence your deals. The system can be set up with validation steps that align with your data governance requirements.
Activate across channels immediately. The newly created accounts and contacts can be automatically pushed into your sales engagement platform (whether that’s Salesloft, Outreach, HubSpot sequences, or others), while simultaneously being added to targeted ad campaigns and email nurture tracks based on your team’s processes.
The entire workflow can be customized to match your specific qualification criteria, approval processes, and activation preferences.
What this means for marketing operations
For MOPS leaders, this workflow solves several critical challenges:
- Scalable data acquisition: Contact purchasing becomes strategic rather than reactive, focused only on accounts showing genuine buying signals
- Integrated campaign execution: New accounts immediately enter your existing nurture streams and retargeting campaigns, ensuring no engaged prospect falls through the cracks
What this means for sales leadership
For sales leaders, the impact is immediate and measurable:
- Faster time-to-action: When accounts heat up, your team can reach out within minutes, instead of days
- Multi-stakeholder coverage: Instead of finding one contact and hoping for the best, your reps get introduced to multiple decision-makers and influencers from the start
- Higher-quality conversations: Since the workflow only triggers on meaningful engagement signals, your team spends time with accounts that are actually in-market
The strategic advantage
What sets this approach apart from traditional contact databases or lead generation tools is the intelligence and automation layer. Instead of buying contact lists and hoping for the best, you’re acquiring contact information for accounts that have already demonstrated purchase intent through their behavior.
Because Intelligent Workflows integrates with your existing marketing and sales tech stack — your CRM, marketing automation platform, sales engagement tools, and advertising platforms — there’s no disruption to your current processes. You’re simply removing the manual steps that create delays and gaps.
The visual workflow canvas makes it simple for marketing operations teams to set up, modify, and optimize these automations without needing developer resources or complex integrations.
For sales teams managing thousands of accounts across multiple market segments, this level of automation isn’t just nice to have — it’s essential for staying competitive. When your competitors are still manually researching engaged accounts, you’re already having conversations.
Learn more
- Multi-threading: How to Identify and Influence the Entire Buying Team
- Video: Tips and Tricks for Multi-Threading
- Customer Case Study: How 6sense Contact Data Changed the Game for Netskope SDRs
