How incident.io upgraded from legacy prospecting tools to boost pipegen performance

Summary

Key quotes

“Common Room is a GTM engineer's dream. You define the signals. You define the models. You define the plays you want to run. Everything is configurable. Want to track a custom signal for a PLG motion? Easy. Want to track GitHub repositories? Easy. Want to track social engagement? Easy.”

• 

  Tom Wentworth

  CMO

“Common Room is our ABM platform. It gives us visibility into why things are scored the way they are and which signals are actually driving the score. All the info is there for a sales rep to see why they should potentially talk to somebody super valuable, which is not the case with 6sense.”

• 

  Tom Wentworth

  CMO

“I’ve been doing marketing for a long time and I can’t remember when I’ve genuinely been more excited for a product release than Common Room’s suite of AI agents. Before RoomieAI, BDRs would go do a lot of research themselves. We're saving them probably 10-20 minutes per contact, which is a lot. You don't have to do anything but log in to Common Room.”

• 

  Tom Wentworth

  CMO

The way buyers buy has changed. The way go-to-market teams sell has to change, too.

That’s why organizations like incident.io trade in legacy tools for a platform purpose-built for pipegen. Person-level insights and AI automations are now all at reps’ fingertips in one unified, sales-friendly workspace.

Here’s how incident.io used Common Room to:

• Increase sales efficiency and rapidly run precise plays
• Trade account-only insights for person- and account-level visibility
• Book 10% more meetings over the previous year in only six months

Implement tooling purpose-built for pipegen

incident.io’s BDR and AE teams are split between commercial and enterprise accounts.

While different teams are pursuing different market segments, they all faced the same challenge: legacy tools that weren’t built for how sales teams actually operate.

It’s a problem incident.io CMO Tom Wentworth has experienced repeatedly throughout his career.

“Prospecting tools were never designed for prospecting,” Tom said. “It's just an archaic mess of Salesforce reports, dashboards, clicking into contacts, and trying to figure stuff out. Everybody's SFDC instance is so brutally complicated and inconsistent.”

In addition to being incident.io’s Chief Marketing Officer, Tom is also the company’s de facto RevOps expert.

Charged with helping the BDR and AE teams generate and close pipeline faster and easier, his first order of business was finding tooling that was actually built for sales.

Enter Common Room.

“Common Room was a breakthrough,” Tom said. “Now I have a tool that feels like it was built for prospecting—something I can put in the hands of every BDR and every AE.”

Every data point and buying signal incident.io cares about—product usage, high-intent website visits, social engagements, open-source activity, job changes, and more—is automatically captured across digital channels and centralized in one place.

“Common Room is a GTM engineer's dream,” Tom said. “You define the signals. You define the models. You define the plays you want to run. Everything is configurable. Want to track a custom signal for a PLG motion? Easy. Want to track GitHub repositories? Easy. Want to track social engagement? Easy.”

Business Development Leader Cameron Nagel agrees.

“Something I truly love about Common Room is the ability to surface contacts and accounts right in the platform based on any data point or signal I want,” Cameron said. “Not only do you get to use any traditional Salesforce filter, but you get to layer on scores and any additional connected data sources, like web visits to specific URLs or LinkedIn activity.”

Just as importantly, sales reps can see the people behind the signals thanks to Common Room’s identity resolution and waterfall enrichment engine, Person360™.

Names, job titles, work histories, email addresses, phone numbers, cross-channel activities, and other key data points are served up automatically in unified profiles.

“With Common Room, sales reps know precisely who to contact and why,” Tom said. “BDRs and AEs have everything they need to do their jobs in a single platform, whether it’s researching contacts or dropping people into Outreach sequences. Every single person has a view of what we want them to see—it’s super valuable just to eliminate the noise and clutter of Salesforce.”

Playbook

Enrich and action on prospects directly from SFDC and HubSpot

Go from CRM to pipegen in seconds.

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Launch plays in minutes instead of days

With Common Room, Tom and sales leadership can rapidly roll out new sales plays to the team.

They use segments—auto-replenshing lead lists of contacts and accounts that match different combinations of behavioral and firmographic data—to build signal-based plays and instantly customize them for different reps based on their books of business.

“I see just the people I care about,” Tom said. “I can filter on just the people I care about in any number of ways. I can batch-select them all and drop them into an Outreach sequence. Things like that would take 100 clicks in Salesforce. I can do them in three clicks.”

incident.io regularly runs plays in Common Room built around:

• High-intent webpage visits
• Job changes
• Competitive tech usage
• Event registrations
• High-fit companies with status pages on their websites

"Common Room makes it easy to launch and iterate on plays for different buying signals,” Cameron said. “We can make sure our BDRs always have eyes on fresh leads that are the right fit and showing intent."

When reps open a segment, they can see key information at a glance, like the number of engineers on staff, economic buyer count, current tech integrations, and more.

They can click into any contact or account to get a 360-degree view of signals, scores, and more to help them prioritize prospects and tailor their approach.

They can then send or sequence a message with a click, all without ever switching screens.

"Common Room enables BDRs to get up to speed on accounts and take action right away,” Cameron said. “It's not like a Salesforce dashboard—it's a workspace where they can get all the context they need and reach out to the right prospect, all in one place."

Playbook

Spotlight and scale top-performing sales plays

Recognize and reproduce your revenue superstars.

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Make ABM actionable for sales reps

SFDC wasn’t the only legacy prospecting surface that Tom wanted to replace.

As a previous user of ABM tooling like 6sense and Demandbase, he was well aware of the shortcomings of more traditional platforms, both for Ops leaders and reps in the field.

“6sense inherits all the problems with prospecting in Salesforce because 6sense sits on top of it,” Tom said. “It’s difficult to make 6sense insights actionable because you're still bound by Salesforce. You’d have to create custom reports. AEs and BDRs don’t have the time to navigate through accounts and contacts in Salesforce to uncover all the actionable signals and intelligence from ABM tooling. It needs to be presented in-context of their prospecting work, and that’s exactly how Common Room works.”

Black box scoring and insights that stop at the account level were even bigger issues with legacy ABM tooling.

“There's very little visibility into the reasoning of their scoring models,” Tom said. “So you either trust it or you don't. And in my experience, reps don't trust things that they don't have visibility into. Just having an ABM tool say, ‘This is a good account’ without telling you why doesn’t work.”

With Common Room’s signal-based lead and account scoring, reps have full visibility into exactly why they should prioritize different contacts and accounts. They can simply hover over a score to see exactly which factors are driving it.

“Common Room is our ABM platform,” Tom said. "It gives us visibility into why things are scored the way they are and which signals are actually driving the score. All the info is there for a sales rep to see why they should potentially talk to somebody super valuable, which is not the case with 6sense.”

If a rep only has account-level insights to work with, they can use Common Room’s Prospector feature to automatically find and enrich best-fit contacts within an organization.

incident.io has automated this process with Common Room’s workflows. Any time an account that matches a specific designation in SFDC is added to Common Room, Prospector automatically adds and enriches contacts that match certain job titles.

Meanwhile, Tom was able to get Common Room up and running in a fraction of the time it took to implement ABM tooling at his previous company.

“As somebody who's spent a whole ton of money on ABM tooling, Common Room is delivering almost all of the same value at a fraction of the cost and at a fraction of the implementation time,” Tom said.

Playbook

Serve up person-level ABM intent data to sales

Make ABM actually actionable for sales teams.

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Accelerate outcomes with AI

Common Room saves incident.io’s GTM org valuable selling time in multiple ways, including via AI agents.

With RoomieAI™ Capture, reps automatically get deep, business-relevant context for every account with a single click.

"Good research is critical to pipegen, from prioritizing accounts to crafting relevant messaging,” Cameron said. “Common Room's AI research helps reps uncover the context they need much faster."

Account overviews, recent hiring trends, closed-lost analyses, earnings call insights—it’s all served up on a silver platter right where reps work.

“I’ve been doing marketing for a long time and I can’t remember when I’ve genuinely been more excited for a product release than Common Room’s suite of AI agents,” Tom said. “Before RoomieAI, BDRs would go do a lot of research themselves. We're saving them probably 10-20 minutes per contact, which is a lot. You don't have to do anything but log in to Common Room.”

Tom combines Common Room’s AI agents and automations with other tools in his stack to streamline prospecting from end to end.

For example, incident.io uses Clay for specialized contact enrichment and imports that data into SFDC. But Clay and SFDC lacked a dedicated prospecting UI for BDRs and AEs to leverage.

Now those SFDC fields are automatically pushed to Common Room, giving reps additional data points to use for rapid prioritization and outreach.

“We have a Clay process that goes and looks at the status page for 8,000 target accounts to see if they’ve had an incident recently and puts the date of that incident in Salesforce,” Tom said. “From there reps can click into a Common Room segment that shows them all of the companies with incidents in the past 14 days."

The team also uses Common Room’s workflows to trigger Prospector whenever an AI prospecting field is switched on for an account in SFDC.

Prospector automatically finds all of the relevant titles at the account based on incident.io’s custom criteria and adds them to Common Room, at which point a second workflow is triggered.

This workflow sends a webhook to Clay to trigger additional research on new contacts.

Data from Common Room and Clay is then used to generate email copy, at which point contacts are added to Outreach with AI-personalized messaging.

“Just checking one box in Salesforce triggers all of this stuff to happen in Common Room and Clay that ends up with people sitting in Outreach,” Tom said.

Playbook

Automate account research with agentic AI

Instantly scale deep research across every rep’s book of business.

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Results

Since rolling out Common Room in February 2025, incident.io has tripled its sales headcount.

With its new reps active in Common Room, the company has booked 10% more meetings as of August 2025 than it did in the entirety of 2024. This has pushed Stage 0 opportunities to new heights.

"Our Stage 0 opp creation numbers are at record high,” Tom said.

Additionally, the team has seen a significant boost in sales efficiency thanks to a reduction in research time and the productivity that comes with a unified workspace.

incident.io is the all-in-one AI platform for on-call, incident response, and status pages for fast-moving teams. Common Room is incident.io's all-in-one AI platform for pipegen.

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