Staying ahead of the curve is crucial in B2B today. For Lyra Health, a leading workforce mental health care provider, the challenge was clear: bridge the gap between marketing and sales to create a unified, effective approach to customer engagement. 6sense became the catalyst to revolutionize Lyra’s go-to-market strategy, garnering impressive results like a 150% increase in MQA to opportunity conversion rates from 2023 to 2024.
“The predictive side of what 6sense is able to offer was leagues beyond the competition,” Brian Grady explains. This capability made the decision a “no-brainer.”
We sat down with three key players in Lyra Health’s marketing and sales ecosystem to uncover the story behind this transformation:
- Brian Grady, Director of Demand Generation
- Kerry Fortman, Senior ABM Manager
- Harjot Singh, Director of Marketing Operations and Analytics
Below are some learnings from our conversations.
The Impact: A Unified, Data-Driven Approach
- Aligned Goals: 6sense has become the central platform for Lyra’s marketing, sales, and BDR teams. Kerry praises the platform’s intuitiveness: “When I need to build out the right strategic segments for sales or marketing, I can use the right filters and set them — and sort of forget them because I know they’ll be working.”
- Trusted Data: Lyra’s teams can now trust and act on data. Harjot says, “6sense has become our CDP. It combines everything together to give us answers.”
- Informed Outreach: The sales team now has a balanced view of account activity. “Sellers can go in and see accounts they have in their book of business in one single place to see all activity,” notes Harjot. This visibility has transformed their approach from cold calling to relevant, personalized outreach based on intent signals.
- Accelerated Pipeline: By focusing on the right accounts at the right time, Lyra has seen significant acceleration in their pipeline. They’ve transitioned from traditional MQLs to 6sense Qualified Accounts (6QAs), using predictive models for intent and profile fit.
Looking Ahead: A Partnership for the Future
For Lyra Health, 6sense isn’t just a tool — it’s a strategic asset keeping them at the forefront of B2B marketing technology. As Brian puts it, “If you’re looking to stay on the cutting edge in marketing technology and truly understanding both your prospects and your customers, a platform like 6sense is critical.”
Kerry reinforces this sentiment, saying that 6sense is, “the best pairing for sales and marketing…If a company wants to be successful in their go-to-market efforts, they need a tool like this that understands both of them — and chooses to have them work together instead of separately.”
Harjot’s succinct assessment captures the transformative power of the platform: “It’s been a revolutionary tool.”
As Lyra Health continues to use 6sense’s capabilities, they’re not just keeping up with the times. They’re setting the pace, proving that prediction, alignment, and agility are the keys to unlocking growth and success in modern marketing and sales.
