Who this was forA B2B company running cold email and LinkedIn side by side, with more than 100 campaigns on the books.
Prospect state lived in two sequencers, a CRM, and a pile of spreadsheet exports. Nobody could answer a simple question in one place. Who have we contacted, on which channel, in which campaign, and what happened?
We'd already built parts of the answer for this client. A prospect database. An attribution fix. Job posting cards. Each one worked. None of them was the point on its own.
One system, from the database up.
The prospect record comes first. It syncs nightly from both sequencers, so every prospect carries every campaign and every channel.
Signals feed it. Website visitors and job postings each have their own pipeline into the same record.
Replies come out of it. Every reply lands in Slack as a card with four actions: Approve and send, Edit, Create deal, and Enrich. LinkedIn replies are mirrored in next to email replies.
Deals get traced. The CRM clones deals from one pipeline into others as they move. Attribution follows every clone. A monthly audit checks that it still does.
Nothing ships without passing the tests. Every release also goes through a gate that checks it's built on the live version and that every rate it reports is covered.
Here's the awkward part. There's no single number for the whole system. We looked. A reply rate belongs to a campaign. A deal belongs to a pipeline. What this produced is the list of jobs nobody does by hand anymore.
A reply arrives as a card. Someone approves it, edits it, turns it into a deal, or enriches it, without leaving Slack. The nightly sync, the signal pipelines, the reply mirror, and the monthly audit run unattended.
If your prospect data lives in three tools and a spreadsheet, send us the list of tools. We'll tell you which record we'd build first.
Related tools: Instantly, HeyReach, Prospect Engine, Multichannel Enrollment Rules
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Client names are always kept confidential at MMG, so they have been removed from this case study.
Published September 23, 2026
Last updated September 23, 2026