Where 6sense meets CRM - a study on ABM optimization

Overview

When it came to our own go-to-market motion, BOL applied the same rigor we bring to clients, leveraging data, automation, and predictive intelligence to accelerate revenue performance.

By rethinking our internal 6sense deployment and CRM infrastructure, BOL transformed operational inefficiency into a scalable, insight-driven system that delivers:

• Pipeline growth
• Shorter sales cycles
• Increased site traffic
• Higher account-to-opportunity conversion
• Improved opportunity-to-close rates
  
  

The Challenge: A Great Tech Stack Held Back by Dirty Data

As an agency deeply invested in precision, BOL knew something wasn’t working.

Our CRM instances (Salesforce and HubSpot) were running in parallel, creating friction, manual work, and growing data quality issues. The bi-directional sync between systems required frequent fixes, and even with tighter controls, human error was introducing data hygiene problems that compromised the accuracy of their 6sense predictive model.

The result? Low-quality data, unreliable insights, and missed opportunities to optimize sales and marketing performance.

To get back on track, BOL needed a clean slate, a new CRM architecture, a stronger integration with 6sense, and a renewed framework for how our go-to-market teams operated together.

The Strategy: Rebuilding the Foundation for Predictable Growth

BOL’s goal was simple but ambitious: to rebuild our ABM infrastructure around clean data, intelligent automation, and unified visibility across the revenue team.

This required more than a technical overhaul. It meant redefining how marketing, sales, client services, and analytics worked together within a single, connected framework.

Step 1: Transitioning from SFDC to HubSpot

BOL made the strategic decision to move fully to HubSpot as our single source of truth, creating a unified, scalable CRM that could seamlessly integrate with 6sense, Datorama, and other key platforms.

This transition laid the groundwork for:

• Improved data hygiene and trust in reporting
• Automated data dissemination to eliminate manual errors
• A consolidated tech stack to enhance operational efficiency

With clean, reliable data flowing into 6sense, the platform could once again deliver accurate predictive insights, fueling smarter targeting and higher-performing campaigns.

Step 2: A Phased Roadmap to Smarter ABM

BOL approached the rebuild in two structured phases designed to balance innovation with continuity.

Phase 1: Rebuild and Realign

• Rebuilt Datorama dashboards through HubSpot
• Disconnected SFDC and turned off bi-directional sync
• Implemented robust CRM data hygiene protocols
• Reconnected 6sense directly to HubSpot
• Refined keyword, Bombora topic, and exclusion taxonomies
• Formalized ongoing maintenance processes

Phase 2: Activate and Accelerate

• Audited and rebuilt alerting and proactive prospecting frameworks to better focus sales efforts
• Created supplementary playbooks for:
  • Market segments
  • Early-stage opportunity nurturing
  • Closed/lost win-back
  • Upsell/cross-sell
  • Renewal

This methodical rollout allowed BOL to not only clean up the past but set up for sustainable growth ahead.

The Results: Predictable Growth, Powered by Intelligence

With the new 6sense–HubSpot ecosystem in place, BOL is driving measurable results through automation and data-driven orchestration across every team:

• Pipeline growth across key accounts
• Shorter sales cycles and faster conversions
• Increased site traffic from high-value accounts
• Improved account-to-opportunity rate
• Higher opportunity-to-closed/won rate

The transformation gave BOL’s teams more visibility, trust, and agility, enabling every function to operate from the same playbook, powered by shared insights.

Different Teams. Unified Impact.

Sales
Goal: Improve prospecting across key market segments
Benefits: Data-informed outreach, automated workflows, better pipeline composition
Results: Pipeline growth, shorter cycles, improved conversion rates

Marketing
Goal: Drive awareness and early-stage engagement
Benefits: Intent-driven targeting, efficient ad spend, automated lead nurturing
Results: Increased site traffic, improved marketing-influenced pipeline

Client Services
Goal: Mitigate churn and identify upsell opportunities
Benefits: Insight into content consumption patterns signaling risk or new service needs
Results: Reduced churn, improved upsell and cross-sell performance

Analytics
Goal: Strengthen visibility into performance metrics and impact
Benefits: Optimized pipeline composition and deeper understanding of marketing’s role
Results: Balanced, accelerated pipeline and CRM alignment with target accounts

The Takeaway: A Long-Term Investment in Doing ABM Right

Doing ABM right is the only way to do ABM.

By rearchitecting our CRM and rebuilding our 6sense integration from the ground up, BOL created a scalable, intelligence-driven framework that improves efficiency, transparency, and performance across every stage of the funnel.

This initiative wasn’t just about fixing data. It was about investing in predictable, repeatable, and measurable growth for the long term.

Ready to transform your revenue engine with data-driven precision? Let’s build smarter growth.