Services
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GTM ORCHESTRATION
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account intelligence

Go-to-market orchestration with 6sense & Demandbase

Nomad designs and implements GTM orchestration for B2B revenue teams, coordinating account-based plays across marketing, SDR, and sales using 6sense, Demandbase, and intent data to trigger the right action at the right moment across the full buying team.

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gtm orchestration defined

Go-to-market orchestration is the practice of coordinating marketing, SDR, and sales actions into a single, unified motion against a target account, rather than running disconnected campaigns, sequences, and outreach in parallel against the same buying team.

In a well-orchestrated GTM, a signal from 6sense or Demandbase, an intent spike, a website visit cluster, a product trial, automatically triggers a coordinated play. The right ad starts running to the buying committee, the SDR gets a prioritized task in Outreach or Salesloft, and the account executive receives a context-rich alert in Salesforce. Each function sees the same signal and executes a choreographed response rather than acting independently.

what we do

GTM orchestration services

01

ICP & account tier definition

Defining the ideal customer profile and segmenting the target account list into tiers, so orchestration resources are concentrated where conversion probability is highest.

02

Play design & playbook build

Designing the orchestration plays for each account tier and buying stage, specifying the trigger conditions, the actions for each function, the timing, and the escalation logic.

03

6sense & Demandbase implementation

Implementing and configuring 6sense or Demandbase: segment setup, keyword configuration, CRM integration, intent data connection, and the scoring model that feeds the orchestration plays.

04

Signal-to-action trigger build

Building the automation that connects intent and engagement signals from 6sense or Demandbase to execution actions in Marketo, HubSpot, Outreach, Salesloft, and Salesforce.

05

Cross-functional alignment

Aligning marketing, SDR, and sales on the orchestrated motion: SLAs, play assignments, escalation paths, and the shared reporting that holds all three functions accountable to the same account outcomes.

06

Orchestration reporting & optimization

Building the reporting infrastructure that measures play performance, account progression, and pipeline contribution, and using it to continuously refine the orchestration plays.

the stack

Technology Nomad orchestrates across

Nomad's orchestration engagements connect the account intelligence layer (6sense or Demandbase) to the execution platforms used by marketing, SDR, and sales. The specific stack varies by client, but the orchestration logic and integration architecture is Nomad's core deliverable.

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Layer 01 - Account Intellegence

6sense, Demandbase

Intent detection, account scoring, buying stage prediction, the signal layer that triggers orchestration plays.

Layer 02 - CRM

Salesforce Sales Cloud

Account and opportunity data, AE alerts, pipeline tracking, and the system of record that ties all orchestration activity to revenue outcomes.

Layer 03 - MARKETING AUTOMATION

Marketo, HubSpot, Salesforce

Triggered email programs, nurture sequences, and ad audience updates that execute the marketing layer of each play.

Layer 04 - sdr & sales execution

Outreach, Salesloft, Apollo

Triggered task creation, sequence enrollment, and SDR prioritization based on intent signals and account stage.

Layer 05 - data enrichment

Clearbit, ZoomInfo, Apollo, Clay

Contact and firmographic data that populates buying committee records and enables personalization within plays.

Layer 06 - reporting

Tableau, Looker, Salesforce Dashboards

Account progression reporting, play performance measurement, and pipeline attribution back to orchestration activity.

WHEN TO ENGAGE

Signs you need a GTM orchestration firm

Most B2B companies come to Nomad when their ABM platforms aren't delivering value, or when marketing, SDR, and
sales are working the same accounts without coordination.

01
You have invested in 6sense or Demandbase but the intent data isn't flowing into action. It sits in a dashboard nobody acts on.
02
Marketing is running ads, SDRs are running sequences, and AEs are doing outreach, all to the same accounts, with no coordination between them.
03
You want to move from lead-based demand generation to an account-based motion but don't have the operational infrastructure to support the transition.
04
Your ABM plays exist as slide decks but aren't systematized in the tools, so execution depends on manual coordination that doesn't scale.
05
You can't attribute pipeline to specific orchestration plays because there's no consistent tracking across marketing, SDR, and sales activity.
06
You are deploying a new ABM platform and want the implementation designed for orchestration from day one, not retrofitted later.
FAQ

Common Questions

What is go-to-market orchestration?

Go-to-market orchestration is the practice of coordinating marketing, SDR, and sales actions into a single, unified motion against a target account, rather than running disconnected campaigns, sequences, and outreach in parallel. A GTM orchestration firm like Nomad designs the plays, builds the triggering logic from intent and engagement signals, and implements the underlying technology (typically 6sense or Demandbase alongside Salesforce, Marketo, and outreach platforms) so that the right action reaches the right person at the right stage of the buying journey.

What is the difference between ABM and GTM orchestration?

Account-based marketing (ABM) is a strategy, focusing marketing and sales resources on a defined set of target accounts. GTM orchestration is the operational layer that makes ABM work at scale: the plays, triggers, sequences, and coordinated actions across marketing, SDR, and sales that execute the ABM strategy in practice. You can have an ABM strategy without orchestration, but without orchestration, ABM typically degrades into a list of target accounts with no coordinated motion behind them. Nomad helps B2B companies design both the ABM strategy and the orchestration infrastructure that executes it.

What platforms does Nomad use for GTM orchestration?

Nomad's GTM orchestration engagements are typically built around 6sense or Demandbase as the account intelligence and intent layer, connected to Salesforce as the CRM of record, Marketo or HubSpot for marketing automation, and Outreach or Salesloft for SDR and sales sequencing. Nomad designs the orchestration logic (the plays, triggers, and handoffs) across this stack so that intent signals from 6sense or Demandbase automatically trigger the right coordinated action across marketing, SDR, and sales.

What is signal-based GTM orchestration?

Signal-based GTM orchestration means using real-time data signals (intent spikes, website visits, engagement with content, product usage, CRM activity) to trigger coordinated plays across marketing, SDR, and sales. Rather than running campaigns on a fixed schedule, signal-based orchestration activates the right motion when an account shows buying behavior. Nomad designs the signal taxonomy, builds the triggering logic in 6sense or Demandbase, and connects it to the execution layer in Marketo, HubSpot, Outreach, and Salesforce.

How is GTM orchestration different from traditional demand generation?

Traditional demand generation focuses on generating leads at volume, running campaigns to broad audiences and passing the resulting leads to sales. GTM orchestration is account-centric: it starts with a defined set of target accounts, uses intent and engagement data to understand where each account is in the buying journey, and coordinates a tailored play across marketing, SDR, and sales in response. The result is a more efficient, higher-converting revenue motion that treats the buying team as the unit, not the individual lead. Nomad helps B2B companies transition from lead-based demand gen to account-based GTM orchestration.

When does a company need a GTM orchestration consulting firm?

B2B companies typically engage a GTM orchestration firm like Nomad when they have invested in ABM platforms like 6sense or Demandbase but are not getting value from them, when marketing, SDR, and sales are running disconnected motions against the same accounts, when they want to move from lead-based to account-based go-to-market and need the operational infrastructure to support the transition, or when they have intent data available but no system for turning it into coordinated action across the revenue team.

Work with Nomad on GTM orchestration

Tell us about your current ABM stack and where the orchestration is breaking down. We'll respond within one business day.