How Mitel connected 6sense intent signals to Marketo nurture workflows.

At Mitel, a 6sense-to-Marketo nurture motion produced a reported 6% lift in email open rate. Across Vadim Koenen's broader Mitel tenure, intent-data and identity-resolution programs supported $51 million in pipeline opportunities and $3.4 million in closed-won revenue.

Program result: reported 6% open-rate liftBroader tenure: $51M pipeline opportunitiesBroader tenure: $3.4M closed-won

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Published July 12, 2026 · Results are self-reported; scope and provenance are disclosed below.

Client situation

Intent was available. The operating path to action needed to be explicit.

Mitel needed to identify high-intent accounts earlier, translate account signals into eligible people, improve engagement inside Marketo nurture, and define how the motion would be measured. The work had to coordinate 6sense buying signals, CRM and Marketo filters, behavioral context, stage-aligned content, and downstream sales action.

The operating question was not whether 6sense and Marketo could exchange data. It was which signals should create which action for which person—and how to prevent consent, lifecycle, customer, opportunity, or bot activity from producing misleading engagement.

Architecture diagram

Account signal → eligible person → stage-aligned action → measurable follow-up

6sense signalsBranded and generic intent · buying stage · 6QA · segment and persona context

Eligibility resolverAccount match · Salesforce and Marketo fields · behavior · consent · lifecycle · exclusions

Marketo actionStage-aligned nurture · evergreen audience refresh · suppression · transitions

Sales + measurementEngagement context · follow-up · campaign performance · pipeline review

Exact workflow

The documented operating sequence

The sequence below reflects the public project description and existing session notes; it does not expose private customer records.

Define signal taxonomy

Use branded and generic intent keywords, buying stage, 6QA, segment, and persona context to distinguish broad interest from actionable demand.

Resolve eligibility

Combine account priority with Salesforce and Marketo fields, known-person status, engagement, lifecycle, customer and opportunity context, consent, and exclusions.

Activate nurture

Move eligible people into stage-aligned Marketo nurture, with evergreen audience refresh, transition rules, suppression, and bot filtering.

Review outcomes

Measure engagement and funnel movement against definitions agreed before launch; provide sales with context for action and review pipeline at the appropriate scope.

Measurement methodology

Separate program metrics from broader tenure outcomes.

The public evidence supports two distinct scopes. Email engagement and the reported SQL-to-win ratio relate to the described program or campaign. The $51 million pipeline and $3.4 million closed-won figures are broader self-reported outcomes from Vadim's Mitel tenure and should not be read as results from a single nurture campaign.

The underlying comparison window, attribution model, opportunity population, and audit status are not public. The table therefore labels scope, calculation, and source instead of implying causal or independently verified results.

Result	Scope	Method disclosed	Public source status
6% lift	6sense-enabled Marketo email motion	Reported comparison with non-6sense sends; baseline and time window are not public.	Self-authored public project notes; not independently audited.
$51M pipeline	Broader Mitel tenure	Pipeline opportunities associated with intent-data and identity-resolution programs; attribution window is not public.	Public HTML and PDF résumé; self-reported.
$3.4M closed-won	Broader Mitel tenure	Closed-won revenue associated with the broader program; attribution method is not public.	Public HTML and PDF résumé; self-reported.

What other teams can replicate

The durable asset is the operating model.

Use a signal taxonomyDecide which intent terms, stages, fit conditions, and persona signals have operational meaning.

Filter before activationApply known-person, lifecycle, consent, opportunity, customer, ownership, and bot rules before a Marketo action.

Make orchestration evergreenRefresh audiences on a documented cadence and govern re-entry, transitions, and suppression.

Define success before launchAgree on cohort, window, statuses, attribution language, and funnel measures before reading the result.

Source and provenance notes

What supports this page

Outcome sources

The broader $51M and $3.4M outcomes appear in Vadim Koenen's public HTML résumé and résumé PDF. Program mechanics and engagement figures appear in the existing case notes and public LinkedIn project description. All are self-reported.

Technical context

6sense's Marketo integration documentation supports the general platform mechanics, not the Mitel-specific outcomes. The official Breakthrough 2023 announcement confirms the event, not this session or its metrics.

Mitel was Vadim Koenen's former employer. This independent portfolio page is not affiliated with or endorsed by Mitel, 6sense, Adobe, or Salesforce. Figures are rounded and not presented as independently audited results.

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