Evidence Timeline

The engineering of Temporal Context—delivering a chronological record of every touchpoint, asset view, and intent surge directly into the rep's daily CRM interface.

The "Point-in-Time" Blindness

An "Account Score" tells you a deal is hot today, but it doesn't tell you the story of how it got there. Did they start with a technical problem and move to pricing, or are they a business lead just now looking at specs? Without an Evidence Timeline, reps lack the "narrative hook" needed to open a conversation. We fix this by streaming high-fidelity activity logs into a visual timeline so Sales can see the momentum building in real-time.

Engagement Gaps
  • Generic Outreach: Reps asking "How can I help?" instead of "I saw you were reviewing our Security SOC2 report."
  • Missed Momentum: Not seeing that 4 different people viewed the same case study in the last 48 hours.
  • Alignment Lag: Sales acting on intent signals that are actually 3 weeks old and no longer relevant.

The Chronological Pulse

T-Minus 10d
EVENT: CONTENT_VIEWChampion: "Implementation Guide.pdf"
T-Minus 3d
EVENT: INTENT_SURGEAccount-Wide: [Category Search]
T-Minus 1h
EVENT: WEB_VISITExec Buyer: "Pricing Page"

Strategy: Turn raw data into a narrative thread that AEs can actually use in a pitch.

Environment Implementation

6sense / Demandbase ON

We embed the Platform I-Frame or "Custom Component" directly onto the CRM Account Page. We configure the "Sales Insights" feed to filter out low-value noise (blog clicks) and highlight "Milestone" events (Pricing/Demo views).

Config: Embed_Component(6sense_Insights) WHERE Activity_Type IN ('High_Intent')
Platform Off (CRM/MAP First)

We build a Custom Activity Object in CRM. MAP (HubSpot/Marketo) syncs individual "High-Value Web Activities" as child records to the Account, allowing reps to use standard CRM related lists as a makeshift timeline.

Logic: Sync_Activity IF (Asset_Score >= 50)

Artifacts You Receive

  • Activity Weighting Schema: The list of which events deserve "Timeline" status.
  • CRM Layout Blueprint: The optimal UI configuration for the "Evidence Feed."
  • Sales Outreach Scripts: Narrative-based templates for referencing timeline events.

Implementation Steps

WK 1 Identify the "Critical Conversion Paths" in your historical web data.
WK 2 Configure the activity sync between your MAP/Platform and CRM.
WK 3 Customize the CRM Account View to prioritize the Evidence Timeline.

Are Your Reps Pitching in the Dark?

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