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Unified Data and Predictive Insights Deliver 24x Opportunity Lift

Summary

A global supply chain risk management company faced operational roadblocks stemming from fragmented data and a complex dual-market model. With one segment focused on large enterprise clients and another on an extensive supplier network, the organization struggled to align internal teams and accurately identify purchase-ready accounts. Zion & Zion implemented a 6sense-driven solution that unified the company’s CRM data, eliminated false signals, and built a tailored predictive model. As a result, opportunity close rates improved by over 24x, backed by a scalable data strategy fueling Sales, Marketing, and Revenue Operations.

Our Role

  • Data Strategy
  • Data Architecture
  • CRM Data Enrichment
  • Predictive Model Customization
  • Revenue Operations Enablement
  • ABM Platform Optimization
  • Dashboard Development

Summary

A global supply chain risk management company faced operational roadblocks stemming from fragmented data and a complex dual-market model. With one segment focused on large enterprise clients and another on an extensive supplier network, the organization struggled to align internal teams and accurately identify purchase-ready accounts. Zion & Zion implemented a 6sense-driven solution that unified the company’s CRM data, eliminated false signals, and built a tailored predictive model. As a result, opportunity close rates improved by over 24x, backed by a scalable data strategy fueling Sales, Marketing, and Revenue Operations.

Our Role

  • Data Strategy
  • Data Architecture
  • CRM Data Enrichment
  • Predictive Model Customization
  • Revenue Operations Enablement
  • ABM Platform Optimization
  • Dashboard Development
24% increase

Results

By implementing a comprehensive data strategy tailored to the client’s dual-audience structure, Zion & Zion unlocked measurable gains in predictive accuracy, sales efficiency, and operational alignment.

Challenge

The organization had expanded rapidly through acquisitions, resulting in fragmented systems, duplicate accounts, and inconsistent data flowing through its CRM and ABM platforms. Compounding the challenge was a dual-market business model: one side focused on long-cycle enterprise clients, the other on onboarding thousands of suppliers. This structure flooded the system with incomplete, low-value supplier records, many lacking critical fields like billing country and web domain, which skewed 6sense’s predictive model with false positives.

Signals from operational contacts and non-buyer roles further muddied intent data, leading to missed opportunities and inefficiencies. Without a unified data strategy and centralized ownership, teams lacked alignment, and predictive tools couldn’t distinguish between true buyer behavior and irrelevant activity.

Solution

Zion & Zion designed a strategic engagement focused on improving data health, customizing predictive modeling, and aligning internal teams using the 6sense platform.

Data Mastering and Validation

We began by auditing key CRM fields (billing country and web domain) essential for proper account mastering within 6sense. After identifying missing or inconsistent values, we standardized these across Salesforce and pushed clean records into 6sense. This eliminated duplicate or misclassified accounts, enhancing the fidelity of both client and supplier records.

Customized Predictive Modeling

To improve accuracy, we restructured segmentation logic within 6sense, excluding non-buyer intent signals from operational roles and low-value accounts. This allowed the model to focus on true buying intent within high-potential enterprise accounts and prevented supplier noise from distorting results.

Cross-Functional Alignment and Monitoring

We led a coordinated relaunch involving Sales, Marketing, and Revenue Operations teams. Unified dashboards powered by 6sense insights and Salesforce integration enabled real-time collaboration and visibility. Ongoing data monitoring using the 6sense Data Health Report tool ensured long-term hygiene and governance—even as the business continued to scale.

Conclusion

Zion & Zion’s strategic approach transformed a fragmented data ecosystem into a unified, intelligent foundation. By aligning teams and refining predictive models, the company now confidently targets high-value opportunities across both audience segments. The result is:

  • A single source of truth established through deduplication and field standardization.
  • Cross-functional alignment between Sales, Marketing, and Revenue Operations via shared dashboards.
  • Sustainable data hygiene with automated duplicate detection and health tracking through 6sense.

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