The Client

Deciphex is a pioneering HealthTech provider that leverages the combined power of AI and a global network of expert pathologists to deliver faster, more accurate diagnostics. By transforming preclinical and toxicologic digital pathology, they help pharmaceutical companies accelerate drug development and drive critical improvements in patient care.

The Challenge

Despite offering cutting-edge AI-powered solutions, Deciphex’s internal sales operations were hampered by inefficient targeting. As a growing business targeting niche, high-value accounts, they faced several critical hurdles:

• Unlike Traditional Scoring: The build required complex, logic-based properties and dynamic segments to accurately categorize companies. Traditional, out-of-the-box scoring models were simply insufficient for their specialized Go-To-Market requirements.

• Leveraging Required Manual Properties: The business model dictates a heavy reliance on the sales team to manually fill out specific properties that feed into the scoring model. The challenge was building a complex architecture capable of taking this required manual input and converting it into a dynamic, actionable output.

• Relying on Guesswork: Without a reliable, unified way to prioritize accounts after data was entered, sales representatives spent excessive time researching and targeting companies manually, resulting in unfocused outreach rather than engaging with high-intent prospects at the right time.
  
  
  

  

The Solution

RevOps Automated executed a comprehensive overhaul of Deciphex’s account scoring architecture. This wasn't just a standard lead scoring setup; it was the creation of a bespoke, combined Fit-and-Engagement company scoring model designed for highly precise targeting.

The end goal was clear: build a scoring model that accurately grades companies as Hot / Warm / Cold based on their inputs, ensuring the Sales teams chase the right accounts.

Key pillars of the project included:

• Combined Fit-and-Engagement Architecture: We engineered a complete process that seamlessly mixes the necessary manual firmographic properties inputted by the sales team to calculate a robust 'Fit' score.

• Custom Event-Based Behavioral Triggers: We implemented advanced tracking and behavioral triggers to feed real-time action data into the 'Engagement' score, removing the guesswork from intent.

• Automated Logic & Dynamic Segments: We navigated a complex, challenging build to establish logic-based properties and dynamic segments that evaluate the manual inputs alongside behavioral data to automatically sort companies into Hot, Warm, or Cold tiers.

The Impact in Numbers

The shift to a custom Fit-and-Engagement scoring environment turned Deciphex’s CRM from a static database into a highly predictable revenue engine.

1. Better Predictability

By systematically scoring accounts as Hot, Warm, or Cold based on a blend of firmographic Fit (driven by the sales team's required inputs) and behavioral Engagement, Deciphex gained a highly predictable pipeline. Sales leadership can now confidently forecast revenue and pipeline health based on the volume of "Hot" accounts actively engaging with their campaigns.

2. Logic-Based Account Chase

We replaced intuition-driven prioritization with a logic-based account chase. By combining complex logic properties for Fit with custom event-based behavioral triggers for Engagement, the system takes the heavy manual input from the sales team and immediately directs them exactly to the right company at the right time.

3. 60% Reduction in Research Time

While the sales team still provides the vital manual data entry required by the business, they no longer have to manually synthesize that data to figure out who to call. By automating the targeting process, we achieved a 60% reduction in the time used to research and target the right company. Sales reps now spend their time actively selling to "Hot" and "Warm" accounts rather than relying on guesswork.