Unifying Campaign Data Into a
$60M Pipeline Control Tower
How Nexsales built a custom ETL + AI intelligence layer for Vonage that unified 1M+ interactions across 5 platforms — giving Marketing, Sales, and RevOps a single source of truth and 4x faster BDR account prioritization.
Leading cloud communications platform serving enterprise and mid-market customers globally with unified communications, contact center, and CPaaS solutions.
Data Everywhere. Insights Nowhere. BDRs Flying Blind.
Vonage's engagement data was siloed across Salesforce, Outreach, 6sense, Madison Logic, email, ads, events, content, and calls — with no single source of truth.
Despite running multiple omnichannel campaigns, there was no visibility into which campaigns were actually moving pipeline.
BDR teams had no clear answer to 'which accounts are engaged but unworked?' — leading to blind spots and missed revenue opportunities.
Misaligned follow-ups and lack of account prioritization meant BDRs were not focusing their outreach on the highest-propensity accounts each week.
A Revenue Control Tower — ETL + AI + Executive Dashboards
Nexsales built a unified intelligence layer from the ground up — connecting every data source, scoring every account with ML, and surfacing insights through four purpose-built executive dashboards.
Custom ETL Pipeline — End-to-End Data Unification
- Built a custom ETL framework consolidating first-party and third-party engagement signals from Salesforce, Outreach, 6sense, and Madison Logic
- Unified campaign members, opportunity flows, email/call response rates, firmographics, intent signals, media exposure, site visits, and ad clicks
- Created a single, clean data layer across 1M+ interactions from 123K+ unique leads and contacts
Predictive AI Model — Account Scoring & Segmentation
- Layered Nexsales' Predictive AI Model (Random Forest ML) on top of the unified engagement data
- Scored each account on conversion likelihood and identified top funnel-stage predictors
- Enabled dynamic segmentation based on engagement signals combined with pipeline fit criteria
4 Executive Dashboards for Real-Time GTM Decision-Making
- Campaign Engagement Overview: unified view across all channels, showing marketing's influence on $60.4M in pipeline
- Opportunity Aging Tracker: ARR by deal stage, source, and marketing influence — to accelerate stuck deals
- Target Account Engagement: engagement scoring matrix (No/Low/Medium/High) linked to $409M pipeline and 39K opportunities
- Pipeline Progression Analytics: micro-level campaign influence on conversion, with closed-loop ROI per campaign
Marketing, Sales & RevOps — Finally Speaking the Same Language
Pipeline directly influenced by marketing campaigns
Faster account prioritization by BDR teams
Campaigns unified with clear effectiveness data
"In a RevOps world where data is everywhere and insights are nowhere, Nexsales gave Vonage a control tower view of their demand engine."
From fragmented signals to unified intelligence — Vonage's Marketing, Sales, and RevOps teams now share a single source of truth for where pipeline is coming from, and why.