#The challenge
The business sold into several genuinely different buyer segments, each with its own buying committee and its own message, and had no dedicated revenue-operations owner to build or run outbound against any of them. Prospecting was ad hoc: lists were built by hand when somebody had time, enrichment was inconsistent, and there was no way to tell a good account from a bad one before a rep had already spent a week on it.
#The approach
One engine, segment-specific lanes
Built continuous enrichment with automated CRM imports feeding sequencing campaigns, run separately for each ICP segment — so list logic and messaging stay distinct per segment instead of collapsing into one generic blast.
Tier accounts and validate the score
Added account tiering and lead-score validation so reps work the top of each segment first, and so the score is checked against reality rather than trusted because it exists.
Health checks on the seams between systems
Ran recurring health checks on the pipe between the enrichment tool, the CRM and the sequencer — the failure that starves campaigns silently is a broken import, not a bad email.
Attack the enrichment cost line deliberately
Evaluated enrichment-provider alternatives and prototyped a model-driven scraping waterfall as a lower-cost substitute for part of the paid enrichment spend, delivered as a written migration recommendation rather than a surprise swap mid-campaign.
#Outcomes
A segment engine per ICP
Enrichment, CRM import and sequencing were stood up across every ICP segment rather than as one shared list.
Continuous enrichment rather than manual list builds
Enrichment runs continuously with automated CRM imports, replacing hand-built lists assembled when someone had time.
Tiering and lead-score validation in place
Account tiering and lead-score validation give reps a defensible order to work each segment in.
A documented lower-cost enrichment path
An alternative enrichment approach was prototyped and delivered as a written recommendation, giving the customer a costed option rather than a vendor lock-in.