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Current State Overview

This documents how the Workwise outbound system actually works today — not how it should work.

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The Reality

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Signal Sources (Intent Signals Only)

All leads come from intent signals. Cold outreach was stopped when intent campaigns launched.

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Current Flow

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Company Segmentation & Contact Tiering

First tiering threshold: Companies must have 200 FTEs to proceed with segmentation. Companies are then classified into 4 segments (not tiers) based on size and business characteristics: Contact tiering refers to Champions vs Decision Holders (persona-based):

• Champions: Internal advocates, users, influencers
• Decision Holders: Decision makers, budget holders

The process is: Champions first, then Decision Holders. CTO inclusion varies by company size: Rapid Growth startups include CTO in Decision Holders, while bigger companies (Tech Scale-Up, Mid-Sized, Large Enterprise) do not include CTO. All segments are distributed to BDRs. Large Enterprise uses HubSpot sequences; other segments use direct BDR outreach only (Smartlead stopped).

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Account-Level Processing

Current flow after enrichment:

1. First tiering threshold — Companies must have 200 FTEs to proceed (companies <200 FTEs go to separate list)
2. ICP filtering applied — Auto-exclude customers/deals, movement analysis, international presence
3. Company segmentation — Companies classified into Rapid Growth, Tech Scale-Up, Mid-Sized, or Large Enterprise
4. Contact discovery — Sales Nav used to find Champions and Decision Holders from those accounts via Baseloop (CTO included for Rapid Growth only)
5. Email enrichment — Email addresses found for all contacts (enrichment continues)
6. Contacts pushed to HubSpot with campaign attribution
7. BDR assignment — Companies assigned to BDRs by region based on HQ country
8. Engagement — Large Enterprise uses HubSpot sequences; other segments use direct BDR outreach only (Smartlead stopped)

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Tool Stack (Current)

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What We Don’t Have Access To

• Ad platform data (LinkedIn, Google, Meta)
• Full marketing funnel metrics
• Historical conversion data by source

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