An internal tool turned external LinkedIn automation platform
LinkedIn automation tools kept breaking when the API changed, cost too much to justify, and gave teams less control than they needed. So the 6sense HQ engineering team built their own.
LinkedIn outreach — connections, messages, and follow-ups
Internal product · LinkedIn automation / sales tech
Sales Tech
Industry
Internal product
Type
6 engineers
Team size
3–6 months
Duration
What the team kept running into
Before Breaking Mars, the team used the same LinkedIn automation tools as everyone else — and hit the same three problems on repeat.
High costs
Outreach tools charged steep monthly fees — especially across multiple accounts — for software that failed often. The cost was hard to justify, but paying beat doing everything by hand.
Tools broke with API changes
LinkedIn updates routinely stopped campaigns mid-sequence and flagged accounts. Fixes waited on the provider's timeline and killed outreach momentum.
Lead management was messy
Tracking contacts, sequence stages, and campaign performance meant spreadsheets, exports, and manual tagging — constant overhead on top of the tools themselves.
How the team solved it
Six engineers built Breaking Mars as an internal tool first — only what they needed, no feature bloat.
Minimum MVP
The first version shipped only what the team used daily. Building for internal use kept scope disciplined.
API resilience
The platform absorbs LinkedIn API changes so campaigns keep running instead of waiting on emergency patches.
Lead organization
Leads are tracked and color-coded inside the product — work that used to live in spreadsheets.
What the build taught the team
Keeping delivery continuous while an internal tool became a public product.
A mid-campaign LinkedIn API update was absorbed without disruption — resilience proved out in production, not just on paper.
Every public feature had been stress-tested daily by the team first; internal use shaped what shipped externally.
As the tool went external, the team defended simplicity — reliability over a feature checklist.
What Breaking Mars delivers
An internal product that earned its place before any external release.
Eliminated dependency on expensive third-party LinkedIn automation tools.
Survives LinkedIn API changes without campaign disruption.
Proven in daily use by the 6sense HQ team before external release.
Stayed lean — core features only, campaigns and lead tracking in one dashboard.
Source: 6sense HQ
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