Greenway Ontology
Greenway Ontology brings accounts, buying committees, signals, and your offer together to power always-on GTM execution. Your people and AI work from shared context to find, qualify, and engage your next best customers across every channel, helping small businesses build qualified pipeline without hiring a full SDR team.
Signals become context. Context guides action.
Reduced motion enabledMarket intelligence in motion
Explore the context behind your segments, accounts, buying committees, and campaigns.
Evidence to connect
Connected
market context
Market decision
Pick the segments worth building lists and campaigns around this quarter, and set clear exclusions.
An ontology is a shared model of the things a business cares about, what is known about them, and how they connect.
For a revenue team, that means accounts, the people involved in a purchase, the events worth watching, and the offer you can make. A semantic layer gives that information a consistent business meaning.
Greenway applies those ideas to daily prospecting: the account, the reason it matters, the person to reach, and the next action stay connected.
Translate the idea into a sales decision
Data
CRM history, company news, and buyer research
Model
Accounts, buying committees, and the events that connect them
Logic
Which account fits, why now, and who owns the problem
Action
A relevant conversation, a follow-up, and a recorded outcome
For a revenue team, the idea becomes practical when an account, its buyers, the evidence about them, and the next action are connected. That is the sales context explored in Greenway’s model.
See how Greenway applies itGreenway Ontology
Greenway connects every account, buying committee, and buying signal into one live model, scores it every morning, and acts on it across email, LinkedIn, and your CRM. Every reply, meeting, and win sharpens the next run.
Follow the connection
Explore an illustrative account. Select a scenario and follow each decision.
Observed event
A new operations leader joins
Source: Company leadership announcement
Regional logistics provider
Logistics account in your target market
Account + buying committee
Investigate what this change means for the VP of Operations.
Connect with contextGive the event an account and an owner.
Keep the source with the signal. Connect it to the company, the people responsible, and the problem your offer helps solve.
The Greenway Ontology connects the data, scoring, and outreach of your go-to-market, so your team works the right buyers every day and every result makes the system sharper.
A buyer model that stays with the work
Think of a buyer digital twin as a working picture of the account: its business, the people involved, the changes you can observe, and the conversations you have had. Its value comes from keeping those connections useful as the account changes.
For Greenway, that picture brings research, buying committees, signal evidence, your offer, and recorded outcomes into the same sales motion. The next message can carry forward what your team already knows.
A company hiring for a new system is an observed event. The idea that it may need help is a hypothesis. Use the source and date to frame a question, then let the buyer confirm the need. That distinction makes account research useful in a real conversation.
Your brief steers the work
Start with your website, ICP notes, CRM history, and outreach rules. Give the system a clear description of the market you want to work.
Model
Accounts, buying committees, buying signals, your ICP, and your offer live in one model as connected objects, built from your CRM history, 270M+ SMB, Greenfield, and Mid-Market contacts, 115+ buying signals, and 128+ data points per researched buyer.
Decide
Fit, intent, and timing scores run across the model every morning and update as new signals appear, so the highest-propensity buyers rise to the top of your team's day.
Act
Signal-grounded outreach goes out over email and LinkedIn, and buyers and status updates land in Salesforce, HubSpot, and Slack with the reason to reach out attached.
Learn
Replies, meetings, ignores, and disqualifications, together with the wins and deal history in your CRM, flow back into targeting, scoring, and messaging on the next daily run.
System
Your team gets one system that reads your market, decides who to contact, reaches out, and learns from every response, with each layer feeding the next.
Data → Ontology → Logic → Action → Learning
Reduced motion enabled01 Data
The raw inputs Greenway reads about your market and your own offer.
02 Ontology
Every input becomes a connected object with properties and links.
Account at the centre
03 Logic
Rules and weights that decide which accounts deserve attention today.
04 Action
The work that leaves the system and reaches your buyers and your team.
Learning loopback to the Ontology
Every reply, meeting, ignore, and disqualification, together with the wins and deal history in your CRM, refines targeting, signals, scoring, and messaging on the next daily run.
Built around your team’s decisions
How do we agree on market priorities and keep revenue teams planning from the same account picture?
Greenway holds account, buying committee, signal, ICP, offer, outreach and outcome context in one place, so GTM leaders can set market priorities with the same picture their teams use. Review which segments your configurable ICP currently favors, read the signal evidence behind fit, intent and timing scores, and decide where sales and marketing effort should concentrate. CRM history and status show which accounts are already in motion. Recorded outcomes feed back into scoring, so each planning review starts from what the last cycle actually produced.
GTM leaders use one shared account and signal context to choose market priorities and coordinate the teams working them.
How do we decide which audiences to reach, how to position, and what campaigns should carry?
Marketing leaders can shape audience, positioning and campaign strategy from the same researched buyer and account context the field works in. Look at who sits on buying committees, the roles that appear most often, and the events that give your team a reason to investigate. Use the configurable ICP to define the audience a campaign should reach, and connect messages to the offer context sellers carry into email and LinkedIn outreach. Recorded outcomes and CRM status give campaign reviews a grounded read on which audiences and messages held up.
Marketing leaders define audience, positioning and campaign direction from researched buying committees, signal evidence and recorded outcomes.
Sales leaders
Review why an account surfaced, the event behind it, and the role the rep plans to approach. Use that context to coach discovery: who owns the problem, what has changed, and what would make a next conversation useful? A shared account story gives managers and reps a concrete basis for deciding where to spend time.
Pipeline reviews start from written evidence your team can question.
Demand generation
Build a campaign around an account segment and a reason to engage. Expansion, hiring, and a leadership change can call for different opening questions. Keep the ICP, your offer, and the voice rules aligned so campaign messaging and rep outreach begin from the same understanding of the buyer.
Give each campaign a clear audience and a relevant reason to start a conversation.
RevOps
Keep target industries, account sizes, geographies, exclusions, and scoring weights aligned with the current sales motion. Use CRM wins and deal history to inform that definition, then record outcomes consistently. Buyers and status updates arrive in Salesforce, HubSpot, and Slack, where the team already coordinates its work.
One definition to maintain, with weights you can tune as you learn.
Bring a territory, examples of customers you have won, and the problem your offer solves. Use that common starting point to guide the next sales motion.
Load your website and ICP notes, name target industries, account sizes, and geographies, list disqualifiers, and set the tone and outreach rules your team will follow in email and LinkedIn.
Add CRM wins and deal history so past outcomes inform research, then configure how much hiring, funding, leadership, expansion, and technology evidence counts toward fit, intent, and timing.
Work a manageable daily group of researched buyers, use the attached signal to frame outreach, and record replies, meetings, and disqualifications. Review what those outcomes say about your targeting and messaging.
A semantic layer gives data a shared business meaning. An ontology describes the people, companies, events, and relationships that matter to your work. Greenway connects those ideas to prospecting: which accounts fit, who owns the problem, why the timing may be relevant, and how your team should follow up.
A signal is evidence to investigate. Check its source and date, then ask what it means for the account and your offer. A leadership announcement or job posting gives you a relevant opening question. Discovery establishes budget, ownership, priorities, and timing.
Your CRM supplies wins and deal history that help inform targeting. Greenway adds researched buyers, buying signals, and account context, then delivers buyers and status updates to Salesforce, HubSpot, and Slack. Recording outcomes gives the next round of work more context.
The Greenway Ontology is the operational model of your market. It connects accounts, buying committees, buying signals, your ICP, and your offer, and Greenway scores and acts on those connections every day.
Your website, ICP notes, outreach rules, and CRM history of past wins and deals, plus 270M+ contacts via Apollo, 115+ buying signals, and 128+ data points per researched buyer.
Greenway builds and maintains the model for you from your website, ICP notes, CRM history, and outreach rules. Your team steers it with exclusions, schedule controls, and plain-English direction.
Every reply, meeting, ignore, and disqualification, together with the wins and deal history in your CRM, flows back into targeting, scoring, and messaging on the next daily run. Greenway's learning loop lifts average reply rates from ~5% on Day 1 to ~45% by Day 90.
A manageable daily list of high-propensity buyers arrives every morning with the buying signal attached, and more are available on request. Outreach runs over email and LinkedIn, and buyers and status updates land in Salesforce, HubSpot, and Slack.