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Compelling event play
No trigger runs yet.
Automation execution flowchart
Run details
Steps taken
- New compelling event on an account Northwind Systems raises $80M Series C
- SDR set in Salesforce?
SDR is Dana Reyes
- Route it to the SDR Assigned to Dana Reyes
- Find the buying committee 4 people, 2 not yet in Athean
- Enrich new contacts from ZoomInfo
Priya Natarajan and Owen Becker
- Research each person 4 briefs tied to the Series C
- Add them to that rep’s sequence All 4 added to Dana Reyes’s sequence
Result
Routed to Dana Reyes, the account’s SDR. Found 4 people on the buying committee, enriched 2 from ZoomInfo, researched each one, and added all 4 to Dana Reyes’s sequence.
Result details
- Account
- Northwind Systems Raises $80M Series C
- Routed to
- Dana Reyes
SDR in Salesforce
- Buying committee
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- Marta Vance CFO Quoted in the release on expanding to EMEA
- Leo Grant VP of Engineering Leads the platform rebuild the round funds
- Priya Natarajan
Head of Revenue Operations Staffing up as the sales team doubles
- Owen Becker
Director of IT Equipping the three new offices
- Sequence
- All 4 added to Dana Reyes’s sequence, each personalized with their research
Calling…00:00
Marta Vance, CFONorthwind Systems
- From
- (415) 555-0193Local presence
- To
- (415) 555-0148
Call script
Opener
Marta, it’s Dana Reyes. I’m calling about the EMEA expansion you announced with the Series C.
Why now
The $80M round funds the move into EMEA, and the release quotes you leading it.
Discovery
A new region usually means new entities, currencies and tax filings before the first deal closes. What has to be in place before the EMEA team starts selling?
Why us
We help finance teams open a new region without waiting on new systems, so the plan keeps the timeline the round set.
The ask
Would 30 minutes next week be useful to walk through your EMEA plan and where we could help? If it isn’t a fit, I’ll say so.
Objection handling
- “We’re heads-down on the launch.” That’s why I called now: one question, then I’ll let you go.
- “Send me something.” Happy to. What would make it worth opening?
If voicemail
Marta, it’s Dana Reyes, calling about the EMEA expansion. I’ll send a short note with one idea.
Let’s get to work.
Create an automation that runs when a compelling event comes in on one of our accounts. Route it to the account’s SDR in Salesforce, or to the owner if that field is blank. Then find the buying committee, enrich anyone new from ZoomInfo, research each person, and add them to a sequence for that rep.
Create an automation that runs when a compelling event comes in on one of our accounts. Route it to the account’s SDR in Salesforce, or to the owner if that field is blank. Then find the buying committee, enrich anyone new from ZoomInfo, research each person, and add them to a sequence for that rep.
I’ll start from each new compelling event, route it by the account’s SDR in Salesforce, and build the buying committee from there.
Compelling event play is saved. It runs on every new compelling event: each one goes to the account’s SDR or owner, and the buying committee is enriched, researched, and added to that rep’s sequence.
From the teams using Athean
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“Athean is our core GTM AI operating system.”
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“Seeing email conversations with old reps and prospects is sooo $$$$. Have unlocked $750K in pipe.”
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“One of the best sales tools I’ve seen in 18 years in tech.”
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“Thanks for building such a powerful tool. Best net new meeting lead source.”
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“I’ve been in business 25 years, worked for Xerox and Cisco. Never seen a tool like this.”
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“By far the most complete prospecting tool I’ve ever used! I use it every day, it’s simply amazing!”
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“Athean is the real deal. Imagine your CRM, ZoomInfo, customer reference maps, ChatGPT, and market intel, all rolled into one intuitive, powerful platform.”
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“I booked like 9 demos this week.”
Hook up the data.
Any system, any format, both directions. CRM, warehouse, product usage database, billing, support, the internal tool you built yourself.
Configure the agents.
Point them at a source and brief them: what to watch for, what to write, what to do next. Then run, review, and pause them like a team.
Execute in one surface.
Signals feed, task feed, contacts, phone numbers, dialer, sequencer. Whatever the agents produce lands in front of whoever has to act.
One AI. All nine GTM functions.
Athean has no opinion about which motion you’re running. Underneath, it’s always the same four primitives: an agent watches a source, fires a signal, drops a task, starts a sequence.
Point it at outbound and it runs outbound. Point it at renewals and it runs renewals. Same platform, no rebuild.
One enterprise runs five of these at once on the same deployment: BDR, commercial, enterprise, account management, and customer success.
Northwind opened a req for Head of Compliance. Third compliance hire this quarter.
Cross-referenced against your closed-won pattern: compliance hiring precedes evaluation by ~60 days.
Twelve net-new contacts researched, ranked, and ready to work.
Org chart pulled, direct dials verified, opener drafted per persona.
- Email: the hiring angle
- Call: direct dial, morning
- LinkedIn connection request
- InMail: case study
Your champion opened the pricing page four times and forwarded the deck internally.
Two new domains appeared on the thread. Neither is in the deal record.
Multi-thread finance before Thursday’s board review.
Draft brief attached: who’s new on the thread, what they’ll ask, what closed the last three like it.
- Email: loop in the CFO
- Call: champion prep
- Send mutual action plan
- Meeting brief, 1hr before
Reports usage down 34% over three weeks. Two seats deprovisioned Monday.
Straight from your product database. No vendor sells a connector for this.
Get on a call with the admin this week, not at the QBR.
Last time this pattern ran 90 days unactioned, the account churned at renewal.
- Email: check in on the change
- Call: admin, direct dial
- Re-enablement session
- Exec sponsor note
Third P1 on the API in ten days. CSAT came back at 2 of 5.
Same integration each time. The account is renewing in two quarters.
Own the escalation before the customer escalates it for you.
Ticket history, error volume, and the engineer who fixed it last time, all attached.
- Call: same day
- Status email with owner + ETA
- Eng sync scheduled
- Follow-up at resolution
Contract ends in 74 days. Seat consumption is running at 118% of plan.
Overage is already on the invoice. The renewal conversation is an upsell conversation.
Open the expansion now, while the usage is the argument.
Usage curve, overage total, and comparable expansions pulled into the brief.
- Email: usage summary
- Call: right-size the plan
- Proposal with the new tier
- Signature follow-through
41% of enterprise accounts lost a mapped owner in the territory change.
Detected the day the new mapping landed, not at the end of the quarter.
Reassign, notify, and re-enroll every orphaned account.
Written back to the CRM bidirectionally. Nothing to export, nothing to re-key.
- Owner reassignment, written back
- Notify new owners with context
- Re-enroll in the right motion
- Coverage audit report
26 accounts hit the webinar and the pricing page inside one week.
Clustered by segment and matched to the account owner automatically.
Run the play centrally, deliver it from each owner’s inbox.
Marketing writes it once. It goes out in the rep’s name, on the channel that converts for that account, and replies route back to them.
- Email: sent as the account owner
- LinkedIn: rep’s profile
- Reply lands in the rep’s feed
- Rep call, warm
A partner logged a co-sell opportunity on an account you already own.
Matched to your record before either team found out the other was in there.
Get both sellers on the same call before the customer notices the seam.
Overlapping contacts, both pipelines, and the last partner-sourced win, in one view.
- Intro email: both sides
- Joint discovery call
- Shared account plan
- Weekly co-sell sync
A support ticket mentions their contract with an incumbent ending in April.
Caught in the ticket body. It was never going to reach a seller on its own.
Route to the account owner with the transcript, not a summary.
The customer already said what they want. The rep gets their words verbatim.
- Handoff with full transcript
- Email: reference their words
- Call: the incumbent timeline
- Meeting booked
Step one. Bring any system.
Bespoke bidirectional sync, built by a forward-deployed engineer. Custom objects, legacy pipelines, and the internal tools no vendor has heard of.
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- Your own systems
The connectors nobody sells you are the ones that matter most. Half of what we plug into isn’t a SaaS product at all.
When an account’s seat usage drops two weeks running, tell the account owner before the QBR.
Here’s what I’ll build:
- 1 Read seat activity from the warehouse, daily
- 2 Flag accounts down 20% or more, two weeks running
- 3 Draft the outreach with the usage curve attached
- 4 Task the account owner, five days before the QBR
Wrote the code. 1 query, 2 conditions, 3 actions.
When should it run?
Step two
Describe the agent in chat. Go live in ten minutes.
Say what you want in plain language. The agent comes back with a plan, you approve it, and it writes the code itself. You never see the code and you never maintain it. Pick a schedule or a trigger and it’s running.
The version of this that goes through your eng and product teams takes a scoping doc, a sprint, and a quarter of waiting.
- You write
- One sentence describing what you want to happen.
- It writes
- The query, the conditions, the actions, the write-backs.
- You approve
- The plan, in plain language. Then the schedule or the trigger.
Step three
Then the owner just goes.
All of that configuration happens behind the glass. What lands in front of whoever owns the account is a queue: the signal, the context, the contact, the phone number, and the sequence already built. Dialer right there. Click in and work.
No export, no second tool, no handoff to lose the thread in.
- Email Day 0 Written by the agent, sent from the owner
- Call Day 1 Queued in the owner’s dialer with the brief attached
- LinkedIn connection Day 3 Sent from the owner’s own profile
- Task for a human Day 5 Book the enablement session with the admin
- Write back to the CRM On reply Status, notes, and the next step, without anyone typing them
Any step can be a channel, a person, or a system action
The sequencer
Schedule a multi-step, multi-channel plan in one click.
Email, calls, LinkedIn, a task for a human, a write-back to the CRM. In order, on a schedule, with an owner on every step. Build it yourself or have an agent generate it.
Which means one engine runs every motion you have.
- Outbound
- Email, call, LinkedIn, InMail. The cold cadence everyone already knows.
- Account mgmt
- Re-enablement after a usage drop: outreach, session, exec note.
- Customer success
- Escalation handling with owners, ETAs, and a follow-up at resolution.
- Renewals
- Usage summary, right-size call, proposal, signature chase.
- RevOps
- Bulk reassignment, owner notification, re-enrollment, audit.
Marketing & demand gen
Send on behalf of the rep. Centrally managed, individually delivered.
Marketing owns the strategy and the message. It goes out from the owner’s inbox, in their voice, on the channel that converts for that account. Every reply lands back with the rep, in the same feed as everything else.
Hi Mike, you and two others from your team joined Thursday’s session on audit trails,
Marketingand I saw your team is running at 118% of your seat plan this month.
Usage DBWorth twenty minutes before your renewal in March?
BillingBest, Sarah
50%
Pipeline increase
2 hrs
Saved per rep, per day
0
Net new tools
Bring us your hardest system.
We’ll connect it, put an agent on it, and show you the work landing in the feed.
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