Selected examples of how Vadim Koenen approaches complex revenue systems problems: diagnose the operating debt, rebuild the logic, document the system, and measure the business impact.
How Mitel connected 6sense intent signals to Marketo nurture workflows — the operating model Vadim Koenen presented from his former in-house role at 6sense Breakthrough '23.
A five-step signal model that turns 6sense account data into Marketo audiences:
Intent → Stages → 6QA → SFDC/Marketo filters → Actions.
Takeaway: MAP effectiveness is significantly augmented with 6sense — and automation is the key to the synergy.
A B2B GTM team needed to move from intent visibility to operational action. The work connected account intent, fit, buying stage, segment membership, Marketo audience logic, Salesforce visibility, and reporting structure.
Campaign launches were slowed by inconsistent templates, unclear QA expectations, field dependencies, and manual review loops. The solution standardized operational assets and clarified the campaign production path.
Lead lifecycle and scoring logic had become difficult to explain and harder to trust. The work mapped the current state, clarified assumptions, identified risk, and built a better model for stage movement and prioritization.
Operations work contained repeatable tasks that could be accelerated without handing control to unmanaged automation. The approach focused on human-in-the-loop support for QA, documentation, campaign briefs, and data review.
A working product case study for affiliate and performance marketing teams: public ad examples, structured AI analysis, winning-angle clustering, and evidence-grounded creative concept generation.
