Field-Level Contracts
The engineering of Structured Handoffs—ensuring engagement context, buying stage, and reason codes are mapped to specific CRM fields rather than lost in unstructured notes.
The "Notes Field" Black Hole
When Marketing sends a lead to Sales, the most valuable data—why they are ready and what they care about—is often buried in a 5,000-character activity log or a generic "Marketing Notes" block. Reps don't have time to be detectives. Without Field-Level Contracts, intent data remains invisible to CRM reporting, automation, and the SDR's workflow. We fix this by promoting key intent signals into their own governed fields.
Sales Friction Factors
- Context Blindness: Reps calling "hot" accounts without knowing which specific product or problem triggered the surge.
- Reporting Gaps: Inability to report on pipeline velocity because "Stage" only lives in the ABM platform, not the CRM.
- Automation Failure: SDR sequences firing the wrong content because the "Reason Code" wasn't readable by the MAP.
The Governance Field Map
Evaluate / Validate / Commit.
(Global Picklist)
RC14: Demo + Security View.
(Actionable Trigger)
Count of unique personas active.
(Numeric Weight)
Rule: If it isn't in a structured field, it doesn't exist for Sales.
Environment Implementation
6sense / Demandbase ON
We configure Custom Field Mapping to push Platform Inferred Stage and Intent Keywords directly into CRM Account objects. We ensure the sync is bi-directional so Sales can see "Platform Intensity" updates in real-time.
Platform Off (CRM/MAP First)
We build Calculated Readiness Fields. Your MAP (HubSpot/Marketo) parses site activity and writes a specific "Reason Code" to the CRM contact record, which then rolls up to the Account for SDR prioritization.
Artifacts You Receive
- CRM Field Dictionary: Technical specs for every ABM governance field.
- Writeback Permission Map: Rules for which system updates which field and when.
- Handoff UI Blueprint: Layout recommendations for the "Sales-Ready" CRM view.