Automated inbound lead routing system that classifies intent and assigns Sales-led, PLG, or Content-led motions using AI, Zapier, and HubSpot.

TL;DR

Portfolio project demonstrating GTM systems design, automation, and intent-based routing.

• Built an AI-driven inbound GTM routing system for B2B SaaS companies
• Automatically classifies inbound leads into Sales, PLG, or Content motions
• Uses firmographic, role, tech stack, and growth signals to infer buyer intent
• Implemented using Zapier, AI-based intent classification, and CRM routing logic (HubSpot-style)
• Reduced unnecessary sales touch while improving speed and relevance of follow-up

Problem Statement

B2B SaaS companies struggle to decide which inbound leads deserve sales attention versus automated PLG or content nurture. Traditional lead scoring fails to capture intent and GTM motion fit, leading to wasted sales cycles and poor buyer experience.

ICP & Assumptions

• Industry: B2B SaaS
• Company size: 10–200 employees
• Geography: United States
• Tech stack: HubSpot or Salesforce
• Primary buyers: RevOps, Growth, Sales Ops leaders

Assumption: inbound volume is high enough that incorrect routing materially impacts sales efficiency.

GTM Motion Classification Logic

• Funding stage → proxy for sales readiness and deal size
• Job title → indicates buying authority vs exploration