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Research into coordinated growthالعربية

Research, nurturing and sales work from the same prospects, with a clear owner at each step

Reduce repeated preparation and clarify responsibility between research, permitted nurturing and sales, routed through the shared customer record.

Built on

Where included

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Does this sound familiar?

Marketing researches prospects in one tool, nurturing runs from another list, and sales receives names without the reasons behind them. The same preparation is done twice, nobody is sure who should contact whom, and nobody can say whether the person agreed to hear from you.

Who is involved

  • Growth or research lead
  • Marketing owner
  • Salesperson who accepts hand-offs
  • Sales manager

From trigger to outcome

Follow the work from the first trigger. Each arrow names what passes along it and carries its evidence status in words, so a planned step never looks like a working one.

Products in this map

Trigger-to-outcome map: Research, nurturing and sales work from the same prospects, with a clear owner at each stepEach arrow is labelled with what passes and its evidence status. The table after the map lists every connection in words.Trigger: Research identifies aprospect worth reviewing.iGrowthTeam reviews researched prospectsCRMShared record, consent respectedReviewed prospectDemonstrated in testingCRMShared record, consent respectediEngagePermitted nurturingEligible, consenting audienceDemonstrated in testingiEngagePermitted nurturingiSalesSalesperson accepts and convertsSales-accepted hand-offDemonstrated in testingiGrowthTeam reviews researched prospectsiEngagePermitted nurturingResearch signals to engagementPlannediEngagePermitted nurturingCRMShared record, consent respectedEngagement on the customertimelinePlannedGrowth EngineWhere includedCoordinates the selected stepsiEngagePermitted nurturingCoordinated enrolment stepDemonstrated in testingGrowth EngineWhere includedCoordinates the selected stepsiSalesSalesperson accepts and convertsHand-off to a salespersonDemonstrated in testingiSEO & OutreachWhere includedPublisher contactsCRMShared record, consent respectedPublisher contact linked to theCRMDemonstrated in testingWhat your business gainsLess repeated preparation and aclearer owner between research,marketing and sales.

How to read the lines

  • Solid line: Demonstrated in testing
  • Dashed line: Planned
Each connection in words
From:iGrowthTo:CRMWhat passes:Reviewed prospectDemonstrated in testing
From:CRMTo:iEngageWhat passes:Eligible, consenting audienceDemonstrated in testing
From:iEngageTo:iSalesWhat passes:Sales-accepted hand-offDemonstrated in testing
From:iGrowthTo:iEngageWhat passes:Research signals to engagementPlanned
From:iEngageTo:CRMWhat passes:Engagement on the customer timelinePlanned
From:Growth Engine (Where included)To:iEngageWhat passes:Coordinated enrolment stepDemonstrated in testing
From:Growth Engine (Where included)To:iSalesWhat passes:Hand-off to a salespersonDemonstrated in testing
From:iSEO & Outreach (Where included)To:CRMWhat passes:Publisher contact linked to the CRMDemonstrated in testing

Who acts at each hand-off

The people involved, in the order the work passes between them.

  1. Research lead

    Reviews a researched prospect and hands it to the customer record

    Result: A reviewed prospect recorded with its source, with no marketing consent assumed

    Next owner: Marketing owner

  2. Marketing owner

    Selects an eligible audience from contacts who agreed to hear from you and runs permitted nurturing

    Result: Engagement with consenting contacts

    Next owner: Salesperson

  3. Salesperson

    Accepts the hand-off when a contact is ready and converts it into a deal

    Result: A sales-accepted opportunity with an owner

    Next owner: Sales manager

What each product contributes

Each product's part in this workflow, with its current status.

  • iGrowthRoadmap

    Is designed to research prospects and growth signals, so the team reviews the evidence before anything reaches the customer record.

  • iEngageRoadmap

    Is designed to run permitted nurturing for an eligible, consenting audience and hand ready contacts to sales.

  • CRMControlled rollout

    Is designed as the shared record every step works from: reviewed prospects are recorded here, and audiences are selected from here with consent respected. Both connections are demonstrated in testing.

  • iSalesControlled rollout

    Is designed to receive sales-accepted hand-offs and turn them into deals with an owner and a next action. This hand-off is demonstrated in testing.

  • Growth EngineRoadmapWhere included

    Where included, is designed to coordinate the selected steps as one workflow around your customer record, not as another record.

  • iSEO & OutreachRoadmapWhere included

    Where included, is designed to link publisher contacts to the customer record without making them marketing contacts.

What your business gains

  • Less repeated preparation between research, marketing and sales
  • A clear owner at every hand-off
  • Nurturing that respects who agreed to hear from you
  • Sales receives the context behind each contact

Less repeated preparation and a clearer owner between research, marketing and sales.

A useful measure for a pilot

Share of sales hand-offs accepted by a salesperson, and the time from a reviewed prospect to the first sales action.

What this requires

This workflow runs through the shared customer record and the sales pipeline. Before a pilot, these need to be in place:

  • Your contacts in the customer record, with marketing consent recorded for each contact. An enquiry is not consent to marketing.
  • Agreed rules for when a prospect is reviewed, who may be nurtured and when sales accepts a hand-off.
  • Research data sources approved for your deployment.
  • A named owner on the marketing side and on the sales side.

Products this workflow runs on

Can be added

Evidence and scope

A reviewed prospect reaching the customer record, consenting audiences reaching nurturing, sales-accepted hand-offs and the coordinated steps are demonstrated in testing on code not yet released to customers; research data sources are not connected yet. A direct path from research to nurturing, and engagement on the customer timeline, are planned.

  • Demonstrated in testingthe connection passes automated tests in test environments, on code not yet released to customers.
  • Plannedit is not built yet. It is shown so you can see the intended workflow.

Each product shows its own status, and none is described as released for general use. Your demo confirms what applies to your deployment.

A suitable starting option

Coordinated growth

Compare what this starting option includes, what it requires and what can be added. Packaging is agreed per deployment.

See this starting option: Coordinated growth

Questions about this workflow

Does research feed nurturing directly?

No. As designed, research reaches nurturing through the customer record, after review; that route is demonstrated in testing on code not yet released to customers. A direct path from research to nurturing is planned, as is showing engagement on the customer timeline.

Do we need every part of this workflow to start?

No. A pilot can start with research and the customer record, or with nurturing and sales, and add the other steps once the hand-off rules work for you.

Map your growth hand-offs with us

Tell us how research, marketing and sales pass prospects today. We show where each step would sit and which connections apply to you.

Request a tailored demo of this workflow