Designing an Intent-Driven Enterprise Revenue Engine
Cygna Labs
The Opportunity
Cygna Labs was building its modern go-to-market motion from the ground up. As one of two in-house marketing leaders, I designed and implemented an intent-driven ABM and revenue orchestration system that connected buying signals to enrichment, routing logic, and sales activation.
When I joined:
- Salesforce had just been implemented
- The website was migrating to Contentful
- The marketing team consisted of two people
- Sales infrastructure required orchestration
Rather than layering campaigns onto disconnected systems, we built the infrastructure deliberately from day one.
The Objective
- Detect buying intent before form submission
- Prioritize enterprise and mid-market accounts
- Reduce time from signal → activation
- Increase ACV through account-level engagement
Moving Beyond Leads
Enterprise deals are rarely driven by a single contact.
Modern B2B marketing recognizes that influence happens at the individual level — but decisions are made by buying teams.
We moved beyond a traditional lead → MQL → SQL model and adopted a true account-level approach. Every new record was converted to a contact upon entry, ensuring automatic association to the correct account and visibility across stakeholders.
Instead of optimizing for isolated conversions, we focused on:
- Identifying accounts demonstrating meaningful intent
- Mapping technical and executive stakeholders
- Increasing engagement density within each account
- Measuring progression at the account level
Orchestrating Engagement Across Stages
The system translated intent into coordinated execution.
1. Signal Detection
- 6sense buying stage + intent score
- Bombora surge topics
- ZoomInfo intent data
- Website engagement
- High-value form submissions
Accounts dynamically moved between buying stages based on behavior.
2. Automated Enrichment
When accounts surged:
ICP-aligned contacts were pulled
Data enriched automatically via 6sense
Standardized and synced into Salesforce
Intent wasn’t just observed — it became structured data.
3. Intelligent Routing
LeanData handled assignment logic based on:
- Company size
- HQ geography
- Existing ownership
- Round robin rules
Enterprise accounts were prioritized and routed instantly.
4. Instant Outreach
Contacts were:
- Automatically added to Salesloft cadences
- Notified to SDRs and AEs via Teams + email
- Measured from MQA → Meeting conversion
Accelerated sales response to signals
Lifecycle Intelligence
The same infrastructure supported expansion and retention:
- Cross-sell intent within existing accounts
- Competitor keyword monitoring
- Automated CSM alerts
- Early churn indicators
Growth was treated as a full lifecycle system.
Measured Impact
$9M
Pipeline generated in four months
Higher ACV
Enterprise ABM accounts vs standard inbound
+ MQA
Improved MQA → Meeting conversion rates
Faster Activation
Decreased delay between intent signal and SDR engagement
Pipeline at Scale
Established scalable revenue architecture adopted across product lines
Reflection
By unifying intent data, CRM enrichment, routing logic, and sales activation, we built a revenue engine designed for scale.
Growth was measured at the account level — not just through individual leads.
