Handoff Gates + Required Evidence
The engineering of Deal Readiness Gates—preventing Sales routing until the buying committee has engaged with specific "Required Proof" (e.g., Security or ROI packets).
The "Context-Lite" Handoff
Most ABM triggers are based on "Volume" (total clicks). But 1,000 clicks on a blog post don't make a deal. Deals require Evidence. If an SDR calls an account that hasn't seen your Security stance or your Business Case, they are walking into a "Cold" conversation. Without Handoff Gates, Marketing is just generating activity, not pipeline. We fix this by making specific asset consumption the "Key" that unlocks the routing to Sales.
Deal Failure Points
- Discovery Friction: Sales wasting the first 30 minutes of a call explaining what the buyer should have already read.
- Low Handoff Acceptance: Reps rejecting accounts because they lack "Substance."
- Stalled Progress: Accounts hitting a "Security Veto" late in the cycle because the packet wasn't delivered early enough.
The Mandatory Proof Logic
Rule: Do not route until the account is "Proof-Complete."
Environment Implementation
6sense / Demandbase ON
We configure Exclusion Filters for SDR alerts. Even if an account "Surges," the alert is suppressed until the account enters a segment defined by "Viewed URL: /security" or "Downloaded: ROI_Guide."
Trigger: Surge_High AND Viewed_Required_Asset_Set == TRUEPlatform Off (CRM/MAP First)
We build Boolean Proof Flags at the Account level. MAP tracks the specific asset engagement and writes to a "Security_Proof_Seen" field. The CRM routing flow only fires when the "Required_Evidence_Met" flag is TRUE.
Flow: IF [Security_Flag == T && ROI_Flag == T] THEN Release_RouteArtifacts You Receive
- Required Evidence Matrix: The list of mandatory assets per segment/product.
- Evidence Audit Log: CRM fields that track exactly which proof was seen before handoff.
- Proof-Gated Routing Spec: The technical logic for your RevOps team.