The CRM Play

Outbound to Companies Based on CRM Criteria: How to Revive and Automate Pipeline with Unify

In nearly every sales motion, the CRM is where deals live, die, and often get forgotten. Buried in opportunity stages and custom fields are thousands of dollars in pipeline that never saw follow-through. Unify transforms that static CRM data into dynamic outbound action, helping RevOps, Sales, and Growth teams automatically engage the right accounts at exactly the right time.

What Is CRM-Based Outbound?

CRM-based outbound refers to using data already housed in your CRM, like Salesforce or HubSpot, to trigger automated, targeted outreach to accounts or contacts based on specific logic. Rather than waiting on inbound or sifting manually through your database, Unify automates the entire play.

Examples of CRM filters used to drive outbound:

• Stage-Based Re-engagement: Closed-lost or stale opps older than 90 days
• Lifecycle MQLs: Leads that never progressed but fit ICP
• Persona Match: Contacts in Buying Committee roles who haven’t been engaged
• Field Logic: Product usage, intent scores, or disqualification reasons

Why This Play Works

Most companies already pay to collect and enrich CRM data but don’t action on it effectively. This play lets you:

• Recycle leads that were once warm
• Enforce ICP rigor and automate persona qualification
• Eliminate manual handoffs between GTM teams
• Move from static lead lists to dynamic outbound flows

With Unify, you can:

1. Integrate bi-directionally with your CRM to pull contacts, accounts, and logic instantly
2. Set filters dynamically to target by role, stage, company size, product data, and more
3. Prospect for contacts automatically before sending with verified email and LinkedIn data
4. Trigger AI-powered outbound that adapts based on the CRM criteria you define

The key differentiator? Once you set this up, it becomes an always on Play. Unify continues monitoring your CRM for matching records, enriching them, and sending personalized messages.

Common Use Cases

• Re-engage Stale Pipeline: Automatically outbound to opps stuck in pipeline or recently marked closed-lost.
• Sales-Qualified, Not Touched: Auto-prospect contacts where sales flagged intent, but no sequence was launched.
• Cross-Sell/Upsell: Identify existing customers with new buying signals, new contacts, or new teams to target.

CRM-based outbound becomes even more effective when layered with:

• Champion Tracking: Re-engage past buyers who moved jobs
• Outbound to ICPs on Your Website: Engage accounts in your CRM when they hit your site
• AI Agents to Qualify Leads: Use CRM logic plus AI decisioning to improve segmentation

Outbound based on CRM data isn't just efficient, it is foundational. You have already done the work to collect these records. Unify ensures that work actually converts.

Set up this play once, and let Unify automatically turn cold CRM rows into high-yield, personalized outbound.