What revenue decision are we improving?
Which account, lead, opportunity or customer should receive attention?
Decision first. Tools second.
Revenue automation starts with a decision—not a tool.
Our delivery process connects commercial strategy, data architecture and workflow execution. Every build begins by identifying the decision the system must improve.
01 / The design questions
Five questions before we automate anything.
What evidence should influence it?
Which first-party, third-party or derived data points are credible and affordable?
How will the decision be made?
What rules, weights, exclusions, confidence levels or approvals are required?
What action follows?
Which owner, channel, workflow and response window apply?
How will the system learn?
Which outcomes return to the model and improve future prioritisation?
02 / System architecture
Six layers, one direction of travel.
The exact tools vary, but every system must connect evidence to a decision, an owner, an action and a measurable outcome.
CRM · Product · Website · Conversations · Public data · Data providers
Identity resolution · Standardisation · Enrichment · Deduplication · Governance
ICP fit · Timing · Contact relevance · Potential value · Confidence
Ownership · Priority · Channel · SLA · Approval · Escalation
CRM tasks · Outbound · Alerts · Ads · Customer workflows
Replies · Meetings · Opportunities · Usage · Renewal · Exceptions
03 / How the system is built
The work behind a production-ready revenue engine.
Every engagement is scoped around a specific commercial bottleneck and built through connected phases.
00
Infrastructure and data readiness
Objective. Create a stable operating environment before increasing volume or adding automation.
What we do
- Audit the CRM, spreadsheets, enrichment and activation tools
- Document integrations, ownership and current failure points
- Establish naming, deduplication and data-retention rules
- Configure domains, authentication and sending controls when outbound is included
- Create the initial dashboard and system documentation
Deliverable
A working, documented GTM stack with client-owned accounts and a system-ready checklist.
01
Market definition and TAM design
Objective. Define who the company should pursue and convert that strategy into usable account data.
What we do
- Analyse strong customers, weak-fit customers and lost opportunities
- Define firmographic, geographic, technographic and commercial attributes
- Create ICP tiers with must-have, preferred and exclusion criteria
- Source and segment the total addressable market
- Define the data fields required for scoring and activation
Deliverable
A written ICP, segmented TAM and data dictionary for the targeting model.
02
Scoring, signals and target selection
Objective. Determine which accounts deserve attention now.
What we do
- Build a transparent company-fit score
- Define signals connected to purchase, expansion, reactivation or churn
- Set source, refresh-frequency and cost controls
- Combine fit and timing without hiding the logic
- Set thresholds based on the team’s weekly capacity
Deliverable
Fit and timing scorecards, a signal map and a current account queue.
03
Buying committee and enrichment
Objective. Identify the right people and provide enough evidence for relevant engagement.
What we do
- Define buyer, champion, influencer and blocker roles
- Find one to three relevant contacts per account
- Verify contact data through appropriate provider checks
- Collect useful company and contact context
- Combine company priority with contact relevance
Deliverable
A verified buying committee, research evidence and person-level activation queue.
04
Plays, orchestration and activation
Objective. Turn qualified data into a coordinated action across the appropriate channel.
What we do
- Develop message angles based on segment, problem and signal
- Define automatic and human-approved steps
- Configure tests, cadence, suppression and deliverability controls
- Coordinate CRM tasks, email, LinkedIn, alerts and audiences
- Record activity and status changes back in the CRM
Deliverable
Approved plays, live workflows, routing rules and a launch QA report.
05
Measurement and continuous improvement
Objective. Learn which combinations of account, signal, message and channel create commercial movement.
What we do
- Monitor data coverage, accuracy, cost and workflow failures
- Compare results by segment, signal, angle and channel
- Pause weak variants and expand evidence-supported winners
- Refresh audiences and repair broken handoffs
- Document what changed and what will be tested next
Deliverable
A live dashboard, biweekly review and evidence-based experiment backlog.
04 / Build standards
What every production build carries by default.
- Client-owned accounts and documented access
- Reversible updates for sensitive CRM workflows
- Test records and acceptance criteria before production activation
- Duplicate-action protection where applicable
- Suppression, consent and do-not-contact controls
- Visible error queues and exception handling
- Cost limits for enrichment, AI and API usage
- Human review at high-risk or high-value decision points
05 / Start with the bottleneck
Where does valuable revenue data currently stop becoming action?
Show us the workflow, tools and current bottleneck. We’ll identify whether the right first step is better data, smarter prioritisation or workflow automation.