Activation Threshold Governance
The engineering of Shared Readiness Standards—hard-coding the specific score, persona, and window requirements that trigger a Sales sprint, ensuring zero ambiguity in handoff.
The "Vague Readiness" Friction
ABM orchestration falls apart when Marketing thinks an account is "Ready" but Sales thinks it's "Noise." Without Threshold Governance, your activation criteria are invisible and inconsistent. Marketing "throws leads over the wall" based on a feeling, and Sales ignores them based on a bad experience. We fix this by establishing a documented **Service Level Agreement (SLA)** backed by code.
Alignment Failure Modes
- Low Sales Acceptance: Reps rejecting 50%+ of ABM activations due to perceived "junk."
- Phantom Surges: High-intent accounts going uncalled because the threshold was too high or hidden.
- Manual Triage: Marketing managers wasting hours manually deciding which accounts to "send to Sales."
The Activation Gatekeeper
Cumulative weighted activity within 14 days.
Minimum Viable Committee roles are engaged.
Account is not a Customer or Competitor.
Environment Implementation
6sense / Demandbase ON
We configure Custom Activation Segments that serve as the master "Route to CRM" trigger. We ensure that segments only sync once they meet your Governed Threshold, preventing the CRM from being flooded with low-intent noise.
Sync_Rule: Segment(Readiness_High) AND Days_Since_Last_Sync > 30Platform Off (CRM/MAP First)
We build Boolean Activation Flags in CRM. A nightly flow evaluates the Account against the Threshold Governance matrix; when TRUE, the flag triggers a high-priority Task and Slack alert to the Account Owner.
Flow: IF [Threshold_Met == TRUE] THEN Trigger_Sales_SprintArtifacts You Receive
- Activation Threshold Matrix: The specific logic for "Sales-Ready" by segment.
- Marketing-to-Sales SLA: The documented contract for response times and feedback loops.
- Routing Workflow Blueprint: The technical map of how "Ready" becomes an "SDR Task."