How to use Intelligent Workflows (IWF) to inform your next GTM motion

Melissa Chong

Planning a buyer’s journey is often a challenging task with countless touchpoints and ever-evolving customer expectations. The task of mapping out each stage demands adaptability and precision, as even small missteps can lead to missed opportunities or disengaged prospects.

This is where IWF can help kickstart things for you. At Breakthrough, I was speaking with a customer who was formulating their new GTM strategy but had a hard time determining how to do it. I suggested using IWF to map out their audiences by Buying Stages to plan for advertising channels and consequently inform budgeting and exposure optimization.

Here is an example of how to do this:

This is a prime example of using IWF to map out potential audience distribution, especially when you have a larger cohort. To build an elegant TOFU, MOFU, BOFU flow do the following:

• Select a Branching Node and assign criteria for each branch. In this example, I assigned Awareness to TOFU, Consideration and Decision to MOFU, and Purchase to BOFU.
• I also added “Create Salesforce Account” at the end of each output to close the flow out. (If you don’t do this, the flow is considered incomplete and you won’t be able to run the Preview).
• Select “Save Draft” on the top right. The “Preview” button should be visible; select “Preview” and allow it to run. Be patient.
• Once the Preview is finished, you will see the example I have above. You may click on each of the “Accounts” bubble to preview the Accounts therein:

This is a particularly quick and easy way to use IWF as an observational tool for strategic planning. By knowing how Accounts are dynamically distributed, it should help further expand or refine your thought process as you plan for Sales & Marketing in the coming year.

Happy Holidays!