How Workvivo systematized rep success to increase meetings booked by 40%

Summary

Key quotes

“We've got plays ranked from highest priority to lowest priority in Common Room based on what’s most important to us. Reps don’t really need to think—they can just go in and start prospecting.”

• 

  Harvey Jewell

  Head of Marketing Operations

“Common Room has become less of a tool and more of a way of life for BDRs.”

• 

  Joe Broome

  Global ABM Manager

“Common Room is a living, breathing dashboard with real-time insights about real individuals and real engagement signals rather than static visuals of an account.”

• 

  Joe Broome

  Global ABM Manager

Background

Tribal knowledge doesn’t scale. Neither do manual processes, fragmented data points, and siloed tools.

That’s why organizations like Workvivo—a Zoom company—orchestrate sales success with a customer intelligence platform purpose-built for pipegen. Real-time buyer insights, prioritized prospects, and proven plays are all served up to reps on a silver platter and automated with AI.

Here’s how Workvivo used Common Room to:

• Help every rep work like its best reps
• Ditch legacy ABM for person-level intelligence
• Increase meetings booked by 40% in just one month

Unify buyer intelligence

Every Workvivo BDR was using different tools and processes to generate pipeline.

With no single source of truth—and no single framework to follow—no two BDRs were operating in the same way. This became a bigger problem as the team’s headcount—and the company’s growth targets—got higher.

Head of Marketing Operations Harvey Jewell set out to fix it.

Harvey knew some reps were seeing success with signal-based outbound, using website visits, LinkedIn engagements, job changes, and job listings to prioritize prospects and personalize outreach.

But reps had to manually hunt down signals and toggle between tools to action on them, jumping from point solution to enrichment provider to sales execution platform.

Manual workflows and limited visibility made it difficult to optimize for efficiency and scale proven strategies and tactics across the team.

“It’s impossible to optimize and scale when you’re not sure what good looks like,” Harvey said.

At the same time, Workvivo was trying to connect its marketing engine to its outbound strategy.

There was lots of valuable marketing intelligence hidden in HubSpot, from webinar attendance to content consumption. But getting visibility into this information was tedious and time-consuming for reps.

“We would get a spreadsheet that had everyone who'd attended a webinar and you would have to filter through it to see if any of them were your target accounts,” said Head of Sales Development Cathal Curry. “When you have 300 target accounts at enterprise level and another 500 in your patch at mid-market level, you don't know them all off by hand, you know? It just meant that we were inefficient at following up or knowing which accounts were warmest.”

That’s when Harvey heard about Common Room.

The platform’s flexibility and ease of use—both for Ops and in-the-field reps—made it an appealing choice to unify all first-, second-, and third-party data and signals in one place, including insights from HubSpot.

“With other tools, it sometimes feels like you can’t get under the hood,” Harvey said. “It’s like, ‘Give us your money and we’ll do something and the results will be great.’ But Common Room made it really simple to build plays and deliver them to the sales team. It’s really intuitive and user-friendly.”

Common Room’s comprehensive data and signal capture—along with out-of-the-box identity resolution and waterfall enrichment—means there’s no need to hop between tools.

Names, job titles, work histories, email addresses, phone numbers, cross-channel activities—all demographic, firmographic, and behavioral data is served up automatically and ready-to-action.

And since Common Room integrates directly with Outreach, Workvivo’s reps can send or sequence without ever switching screens.

Common Room made it easy to deliver prioritized leads to reps. And it made it just as easy for reps to focus on selling instead of tab hopping. BDRs immediately started booking meetings with enterprise accounts Workvivo had been trying to break into.

“Having all of our data and signals in one place is a game changer,” Harvey said “There's big time savings. Common Room is a prerequisite now for every BDR.”

Playbook

Spotlight and scale top-performing sales plays

Recognize and reproduce your revenue superstars.

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Scale winning strategies teamwide

The BDR team logs in to Common Room each morning and is greeted by a list of plays stack ranked by Ops.

These include plays built around:

• Events
• Website visits
• Social engagements
• Job changes
• Target accounts
• MQLs with no meeting booked

Each play has its own prescribed workflow for BDRs to follow.

For example, if a prospect visits a high-intent page on Workvivo’s website, they’re automatically added to a BDR’s website visits segment based on that rep’s outbound territory. Since Workvivo uses Common Room’s team segments functionality, plays are automatically tailored to reps based on preselected fields in HubSpot.

Reps click into a play and get a 360-degree view of every buyer and organization, from cross-channel activities and keyword searches to company size and economic buyer count.

BDRs immediately disqualify prospects that aren’t a good fit or add prospects who are a good fit to a personalized Outreach sequence, marking them as “Worked” as they go down the list.

Common Room’s contextual scoring—which shows you exactly which attributes and actions are being scored for every contact and account—makes it easy for reps to prioritize the best prospects and disqualify cold leads.

Reps are fully focused on execution instead of trying to figure out which leads and accounts to outbound or how.

“We've got plays ranked from highest priority to lowest priority in Common Room based on what’s most important to us,” Harvey said. “Reps don’t really need to think—they can just go in and start prospecting.”

Harvey is in the process of building out more plays, including competitive takeout plays built around specific tech stack configurations, closed-lost re-engagement plays, and industry-specific microcampaigns.

“Common Room has become less of a tool and more of a way of life for BDRs,” said Global ABM Manager Joe Broome.

Workvivo has a special Slack channel where BDRs check in each day—and a special “Common Room success” hashtag and rocket emoji used to celebrate.

“It's buzzing every day with wins from Common Room,” Joe said.

Playbook

Follow up on the best leads fast with signal-based scoring

Engage the right accounts at the right time using every signal.

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Trade legacy ABM for person-level insights

One of the sales team’s favorite things about Common Room is the same as the marketing team’s—person-level insights.

Unlike legacy ABM tools, which ask reps to action on ambiguous account-level intent, Common Room serves up intent signals tied to an actionable, person-level profile.

“Common Room is a living, breathing dashboard with real-time insights about real individuals and real engagement signals rather than static visuals of an account,” Joe said.

This person-level visibility not only gives reps someone to action on, it also allows them to be much more consultative earlier in the sales process.

“We’re speaking to real buyers earlier in the buying cycle and engaging them with messaging that’s personalized based on all the data and signals in Common Room,” Joe said.

And when the team only has account-level signals to work with, they use Common Room’s Prospector feature to find the right contacts, pulling from a proprietary database to identify high-fit buyers and enrich them in Common Room.

Joe also loves how Common Room helps make marketing’s efforts more actionable. Common Room connects marketing data related to events and paid social to buying signals like web visits and social engagements so reps can better prioritize high-intent buyers with a unified view of all available insights.

Data from HubSpot is pulled directly into Common Room via a bidirectional integration and custom fields.

“Common Room lets us connect what’s happening in HubSpot with what’s happening in Outreach so that we can give the BDR team the ability to personalize their message to an individual,” Joe said.

Likewise, the signals Common Room auto-captures can then be used to inform marketing messaging.

“Common Room is also helping us improve our nurture emails as well,” Joe said. “It's a free flowing of information between marketing and sales. Common Room is very much that connector.”

Playbook

Serve up person-level ABM intent data to sales

Make ABM actually actionable for sales teams.

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Accelerate results with AI automation

Harvey and the Workvivo team are already using Common Room’s automated workflows to speed up prioritization and personalization, such as by automatically tagging accounts that mention certain competitive technologies in their job listings.

Now they’re getting ready to explore how Common Room’s AI agents can accelerate results further.

The plan is to streamline BDR workflows by using RoomieAI™ Capture to automate deep account research.

“We’re excited about the ability to use AI to understand an account to empower the salesperson,” Cathal said.

The team is particularly interested in how it can use an AI agent to fetch granular competitive intel—like which tech stacks target accounts are using—from the open web and make it immediately accessible to reps.

Summaries of every research topic can be delivered to reps right where they work in Common Room, along with an overview of how to approach each account and top contacts for outreach.

Meanwhile, reps can use RoomieAI Activate to auto-generate personalized outbound messaging based on all the data and signals captured in Common Room, including AI research.

This agent uses retrieval augmented generation to transform dynamic variables related to specific contacts, accounts, activities, and research topics into copy that converts.

Reps can then refine copy at the last mile to speed up tailored outreach.

Playbook

Automate account research with agentic AI

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

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Results

Workvivo rolled out Common Room to the BDR team in February 2025. Within a month, the number of meetings booked increased by 40%.

Workvivo is now looking to expand Common Room to other teams across the sales org.

“Common Room isn’t another tool in our BDRs’ toolbox—it is the toolbox,” Joe said.

Workvivo is the digital heartbeat of many enterprise organizations. Common Room is the digital command center of Workvivo’s pipegen engine.

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