Signals in.
Pipeline out.
We connect buyer signals, CRM data and sales workflows so your team knows which accounts to act on and why. Built in your stack, documented for your team.
Start by email. We agree the next step together.
01 · Capture. Every meaningful touchpoint (website, product usage, campaigns, third-party intent) instrumented and unified into one timeline per account. If a buyer moves, the system sees it.
Fixed-scope build. Optional retainer.
Audit & signal map
We map the gaps across ads, site, product, CRM and sales. You get a system map and a prioritised build plan.
Build & integrate
We implement the agreed tracking, enrichment, scoring and routing in your accounts, with documentation and version control.
Operate & compound
We can monitor data quality, refine rules and add workflows as your needs change. Ongoing support is optional.
Your team keeps the system, documentation and access needed to operate it.
The work behind the approach.
We worked with Peakon from 2016 to 2021, building and operating its marketing systems. The case study documents the work through its acquisition by Workday.
“The best in the business: the mastermind supporting our amazing growth.”
“We were exhibiting in Chicago. Mazorda matched the attendee list against every customer and lead we had ever had and told us who to actually talk to. One was a lead that had gone quiet two years before, and it went straight back into the pipeline. We run every event this way now.”
Five layers, in signal order.
Every downstream layer inherits the quality of the one above it, so we build top-down. Open any layer for the gap and the fix.
Gap & fix
Buyers research you invisibly. Marketing reports activity; sales hears silence. The highest-intent moments on your site leave no trace.
Full-funnel instrumentation: web, product, and campaign events unified into one timeline per account, identity-stitched and deduplicated.
Gap & fix
Leads arrive as bare emails. Your best people spend mornings researching instead of selling, and records rot within a quarter.
Enrichment at the front door: every inbound record resolved, completed, and verified at creation, and kept live, not batch-fixed once a year.
Gap & fix
Every lead is “hot” according to marketing, so sales trusts none of them and works on gut feel instead.
Fit and intent scored separately, calibrated against actual closed-won revenue, and surfaced where sales works, not in a dashboard nobody opens.
Gap & fix
A hot account waits in a queue while someone decides whose it is. By the time it’s claimed, the moment is gone.
Deterministic routing (by size, territory, and signal strength) that delivers the account with context: why it surfaced, what to lead with.
Gap & fix
Budget decisions run on last-click guesswork. What actually produced revenue stays unknowable, so it can’t be repeated on purpose.
A closed loop from first touch to closed-won: revenue outcomes feed ad platforms, scores, and dashboards leadership actually trusts.
How engineered is your GTM?
One question per layer, plus the one that matters most. The score reflects your answers (nothing else) and the read is instant.
01A high-intent buyer researched you yesterday. Would anyone on your team know today?
02Do new leads arrive with company, size, and role attached, or as a bare email address?
03Does sales trust your lead scores enough to change what they work on first?
04Does a hot account reach the right owner without a human forwarding it?
05Can you trace last quarter's revenue back to the campaigns and signals that started it?
06When something works, does the system get smarter, or does it depend on someone remembering?
No email gate. Answer all six and the read appears here. It's yours either way.
Systems we install, documented.
We publish how these systems work: the same playbooks we deploy in engagements. Read them, run them yourself, or have us build them with you.
Lead Scoring and Routing for B2B SaaS: A Worked Example
Separates fit from intent, validates against revenue, and routes with context, scoring sales actually trusts.
Open playbook →Live CRM Enrichment System
Every record complete at creation: six enrichment patterns across hygiene, identity, and context.
Open playbook →AI-Assisted GTM Experimentation: A Human-Reviewed Workflow
Agent-driven test loops for emails, ads, and landing pages, measured against revenue, not opens.
Open playbook →B2B SaaS Revenue Intelligence: Connect Billing, CRM and Product Data
Billing, CRM, product, and enrichment merged into one account view that flags risk and expansion.
Open playbook →Who gets the most from this
- You're B2B SaaS with real traction and a working motion, but activity is scaling faster than learning.
- Data lives everywhere (ads, CRM, product, sales) and decisions still run on opinion.
- You want performance that improves because of systems, not heroics.
If you're still validating the motion itself, an engineered system would only automate guesses. Start self-serve. It's why the library is public:
Where is your team still doing the work manually?
Tell us about your stack and the work you want to improve. We start by email and agree whether a working conversation would help.