How intelligent account scoring drove significant win rate improvement with prioritized, high quality accounts

Introduction

Mixmax is a B2B product-led growth company with exceptionally rich product data — and a data team that understands it better than anyone. But turning that intelligence into daily GTM execution (scoring, prioritization, triggers, analytics) required stitching together dozens of tools, datasets & manual workflows.

Aero partnered with Mixmax to convert that fragmented context into a production-grade revenue engine built directly on their warehouse and existing tools. No new UIs for reps, no brittle integrations, no vendor lock-in.

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Challenge

• Existing lead and expansion scoring couldn't fully reflect Mixmax's nuanced ICP or product behavior - with low accuracy enrichment data causing false positives.
• Reps needed a reliable, daily prioritization engine for inbound, outbound and expansion.
• Analytics were scattered across Snowflake, Salesforce, Hubspot, Common Room, Clay, Smartlead, and HeyReach.
• Despite strong internal data expertise, operationalizing their product insights into GTM workflows was slow, manual, and required constant back-and-forth.
• Routine reporting and reconciliations consumed hours each week for RevOps.

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Solution

Aero deployed a warehouse-native GTM system tailored to Mixmax's unique data, definitions, and product signals.

Delivered capabilities include:

• Mixmax-specific new business and expansion scoring models built on live product usage, ICP fit, and external signals.
• Daily, actionable workflows surfaced directly to reps in Slack and Salesforce.
• Unified chat-based analytics across outbound, product, CRM, and enrichment - with no analyst or engineering intervention required.
• A repeatable, measurable framework for triggers, expansion scoring, GTM experimentation, and cross-channel impact analysis.

Why Aero?

Other platforms force companies into predefined templates or require heavy engineering. Aero adapts to Mixmax's real product signals and warehouse, enabling a GTM system that mirrors how Mixmax actually operates.

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"Every GTM tool tells you what happened. This tells you why— and what to do about it before your pipeline tells you it's too late."

— Heath Barnett, VP of Revenue @ Mixmax

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The Results

Comparing Pre-Launch to Post-Launch performance:

• Win rate improved by +17%.
• Reps increased activities on High quality accounts by +50%.
• Top-decile Aero-scored accounts converted at 11× the win rate of top-decile accounts identified by competitor scoring models.
• Mixmax now runs a unified GTM rhythm built on its own product and GTM intelligence.
• RevOps reporting and cross-tool reconciliation time was reduced by 6+ hours per week, enabling focus on higher-impact initiatives.

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Why It Worked

Pre-launch, High/Med and Low fit accounts had nearly identical win rates. But post-launch, with reps focusing on high-fit accounts, those accounts started closing at dramatically higher rates.

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"The scoring showed us why some accounts converted and others didn't. That's what every GTM tool was missing: the 'why' behind the metrics."

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"Our product signals are unique. Generic models don't work for us. This was built on how Mixmax customers actually convert — our data, our definitions, our reality."

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The scoring didn't just identify better accounts — it enabled reps to give them the attention they deserved, which unlocked their true conversion potential.