Signal-Driven Lead Lifecycle Engine
BuildA healthcare technology company's Lead Status field was meaningless. 17 separate Orum disposition flows, unused HubSpot signals, no decay model, and 68% of leads stuck in “Working” forever. Sales leadership couldn't trust the funnel. SDRs couldn't prioritize. Nobody knew which ICP accounts were actually being penetrated.
The Ask
I can't use Lead Status for anything right now. 17 different Orum flows are updating it, HubSpot signals aren't feeding in, and leads never move backward when they go cold. I need a single system that evaluates real signals, decays stale leads, and gives me actual visibility into ICP penetration. Our team quoted 1-2 months. Can you do it faster?
The Prompt
Full project spec dropped into the terminal.
Our Lead Status field is broken. We have 17 separate Orum disposition flows updating it, HubSpot engagement signals are mostly unused, and there's no decay model to move stale leads backward. SDRs don't trust it, leadership can't use it for funnel reporting, and we have no idea which ICP accounts are actually being penetrated. I need you to: 1. Audit the current signal landscape (Outreach, HubSpot, Orum, Calendly, EAC, Salesforce native) 2. Design a centralized signal broker with a proper status hierarchy and decay model 3. Publish the full architecture plan to Outline for stakeholder review 4. After approval, implement the whole thing in Salesforce 5. Build territory routing, account-level rollups, and a reporting suite 6. Document everything post-execution for sales leadership in Outline This normally takes our team 1-2 months. I need it in days.
Plan → Bless → Build → Document
The architecture plan was published to Outline first so stakeholders could review and approve before a single line of code was written. After deployment, the full system was documented back in Outline for sales leadership. The tool doesn't just build — it publishes the plan, gets the blessing, executes, and documents the result.
Core Workflow
Audit, plan, get approval, build, test, document. Full lifecycle in 2 days.
Signal Audit
Map every engagement signal across 6 platforms. Inventory the 17 legacy flows and their gaps.
Architecture Plan to Outline
Publish full spec — status hierarchy, signal mappings, decay rules, territory model — for stakeholder blessing.
Signal Broker & Decay Engine
Single evaluation engine replacing 17 flows. Nightly batch decay with freshness windows and protection rules.
Territory & Routing
Optimize 4-territory model across 4,967 accounts. Real-time lead routing with override support.
Rollups & Reporting
Account TOFU scores, health system penetration, lifecycle funnel, and a command center dashboard.
Executive Documentation
Post-execution summary published to Outline — consumable format for sales leadership and stakeholders.
"This is a full lifecycle engine project. Let me start by auditing every signal source and understanding what the 17 legacy flows actually do."
"68% in "Working" is a dead giveaway — without decay, leads go up and never come back down. The 17 Orum flows each handle a narrow disposition but none of them evaluate the full signal picture. Let me map the complete signal landscape."
"Signal audit complete. I have the full picture: 6 platforms, 47 fields, 17 legacy flows, 68% status inflation. Publishing architecture plan to Outline for stakeholder review."
Architecture plan published to Outline. Waiting for stakeholder approval before execution.
What Was Built
Centralized Signal Broker
Single evaluation engine replacing 17 legacy flows. Ingests signals from Outreach (replies, meetings, bounces, opens, clicks, sequence state), HubSpot (lead scores, form submissions, webinar registrations, page views), Orum (13 call disposition types via custom metadata), Calendly, EAC, and Salesforce native. Computes a 0–100 signal score on every evaluation. Promote-only logic — leads move up through signals, never down except via scheduled decay.
14-Level Status Hierarchy
Unaware → Working → Aware → Interested → Engaged → Sales Accepted Lead → Qualified, plus terminal states: Do Not Contact, Bad Contact Data, Unqualified. Each transition is signal-driven with clear promotion criteria.
Nightly Decay Engine
Scheduled batch at 2 AM evaluates every active lead against signal freshness windows. Leads in active sequences, with pipeline accounts, or in terminal states are protected.
| Status | Decay Window | Demotes To |
|---|---|---|
| Engaged | 21 days | Interested |
| Interested | 30 days | Aware |
| Aware | 45 days | Working |
| Working | 60 days | Unaware |
Territory Optimization & Routing
Analyzed 4,967 ICP-qualified accounts across 737 parent accounts. Optimized 4-territory model achieving 0.81% coefficient of variation — essentially perfect balance. Real-time BEFORE-trigger routing with California north/south split, manual override support, and batch reassignment cascades.
Reporting Suite
Lead Lifecycle Funnel, Status by Territory & Owner, Status by Persona, Signal Source Attribution, Stale & Decaying Leads, ICP Account Coverage, Account TOFU Score Bands, Ultimate Parent Health System Penetration, and a Lead Lifecycle Command Center dashboard.
"Stakeholders approved the plan. Time to build. The signal broker is the core — it replaces all 17 flows with a single evaluation engine. I'll also need the decay batch, territory routing, persona classifier, and the Outreach webhook pipeline."
"Implementation sequence: 1) Signal broker + custom metadata config, 2) Decay batch with freshness windows, 3) Orum disposition mapping (13 types), 4) Outreach webhook pipeline via Pipedream, 5) Historical backfill, 6) Territory optimization + routing engine, 7) Persona classifier, 8) Account rollups + reporting, 9) Zendesk sync, 10) Test suite."
"The signal broker evaluates signals from all 6 platforms and computes a 0-100 signal score on every update. Promote-only logic — leads move up through signals, never down, unless the nightly decay batch determines inactivity."
Core implementation complete. Signal broker, decay engine, territory routing, persona classifier, account rollups, and reporting suite all deployed. 305/305 tests passing.
Extended: Platform Integrations
Beyond the core signal broker — webhook pipelines, healthcare-specific matching, persona classification, and support tooling sync.
Outreach Webhook Pipeline
Real-time Outreach events via Pipedream middleware — captures signals the native plugin misses. Historical backfill of ~5,000 leads.
Requires: Outreach + Pipedream
Healthcare Account Matching V3
Specialized matching for 14 major health systems with subsidiary recognition, geographic intelligence, and parent/child traversal.
Requires: Healthcare ICP
Persona Classification
Automated 12-persona bucketing from job titles — Security, Clinical, HR, IT, Executive, and 7 more.
Requires: Lead title data
Zendesk Org Sync
Auto-creates Zendesk organizations when opps close-won or hit late stage. Keeps support tooling in sync.
Requires: Zendesk
"Everything is deployed and validated. Now I need to document the full system for leadership — what was built, how it works, and what they can now measure."
Full documentation published to Outline. Leadership has the executive summary; engineering has the spec, deviations, and cutover runbook. Project complete.
Requirements
Salesforce Connected App
Core platform — signal broker, decay, routing
Outreach API + Pipedream
Real-time webhook pipeline for engagement signals
HubSpot sync
Lead scores, engagement scores, form submissions
Orum dispositions
Call outcome signal mappings via custom metadata
Outline workspace
Plan publishing and executive documentation
Gremlin CLI 0.1.21+
CRM snapshot, query, docs publish
Results
Single signal broker replaces all legacy status flows
Leadership can answer: are we penetrating ICP accounts?
2 days instead of the typical 1-2 month project timeline
Your Lead Status Is Probably Broken Too
If your team has fragmented status flows, no decay model, and inflated pipeline signals — this is what fixing it looks like.
Architecture guide: How to Build a Computed Lead Lifecycle in Salesforce