Composes the sequence
Play Engine
Assembles predictions into a named play per person: the channel, the asset, the day, and the follow-through, with tracked links so downstream engagement attributes back to the play.
Deep dive →Wave Capability ยท Activation
From prediction to execution: the play, the asset, the day, and the words.
A prediction that stops at a dashboard is trivia. Wave composes each person's predictions into a play your stack can run: the channel to use, the asset to send, the day to send it, tracked links, and a drafted email grounded in what they already read. You approve. Your stack executes.
Quick answer
Wave turns per-person predictions into ready-to-run plays: channel, asset, timing, tracked links, and a drafted email grounded in what each person already read, written to native HubSpot properties. You approve; your stack executes.
What this capability includes
- Plays composed per person: channel, asset, and day together
- Email drafts grounded in what each person already read
- Human approval on every play and every draft
- Tracked links so downstream engagement attributes back
- Readable reasons attached to every recommendation
- Native HubSpot properties from day one, no piping project
Last updated: July 2026
Why it compounds
A prediction is trivia until something runs it.
Every feature in this capability hands its output to the next one. That is the difference between a stack of tools and a play.
Signals
Next best action
Asset
Day
Words
Your stack runs it
Each step depends on the one before it. The Next-Best-Action Engine fuses channel, format, timing, and committee context into a single call. Next Up Content picks the asset that fits the person and the play. The Send Schedule Calendar places it on a day. The AI Email Writer drafts words grounded in what the person already consumed. HubSpot Enrichment delivers the whole play as native properties your workflows already understand. A point tool can produce one fragment, a timestamp, a suggestion, a draft. Only a platform that owns every upstream prediction can hand your stack a complete play with the reasons attached.
Inside this capability
The six features inside this capability.
Signals in, an approved play out. Each feature owns one step of the handoff.
Fuses the signals
Next-Best-Action Engine
Weighs channel, format, timing, and committee context into one call per person: what to do next and why, in words an operator can challenge.
Deep dive →Picks the asset
Next Up Content
Recommends the next content piece per person from what they already consumed and what their role still needs, with the reasoning attached.
Deep dive →Sets the day
Send Schedule Calendar
Places every planned touch on a calendar built from each person's predicted timing, so the team sees the week the way buyers will experience it.
Deep dive →Writes the words
AI Email Writer
Drafts the email from the play's context and what the person already read. Off by default, enabled per tenant, and a human approves every draft before it reaches your stack.
Deep dive →Delivers to the stack
HubSpot Enrichment
Writes the play to native HubSpot contact properties your workflows, lists, and sequences already know how to route on. No middleware, no piping project.
Deep dive →Why one platform
Fragments from point tools. A complete play from Wave.
Every point tool hands you one piece and leaves the assembly to your ops team. Wave hands your stack the finished play.
The stitched stack
Wave
A send-time optimizer gives you a timestamp and calls it a strategy.
Wave delivers the timestamp plus the channel, the asset, and the words, composed per person.
A sequence tool executes the same human-authored steps for everyone in the list.
Wave composes plays per person, with readable reasons, from that person's own predictions.
A content recommendation widget suggests an asset and stops there.
The asset arrives inside a timed, channeled play, written into the CRM your team already works in.
Activating a new intelligence vendor means a six-week ops project to pipe fields.
Plays land as native HubSpot properties on day one. Your existing workflows can route on them immediately.
FAQ
Questions buyers ask about From Prediction to Execution.
What does From Prediction to Execution include?
Six Wave features that turn predictions into action: the Next-Best-Action Engine fuses the signals, Next Up Content picks the asset, the Send Schedule Calendar sets the day, the Play Engine composes the sequence, the AI Email Writer drafts the words, and HubSpot Enrichment writes the whole play to native properties your stack can run.
Does Wave send the emails?
No. Wave does not send email, SMS, push, or ads. It composes the play and writes it to your stack, and your existing MAP and CRM execute it. Your sending infrastructure, deliverability, and compliance setup stay exactly where they are.
Is the AI Email Writer on by default?
No. It is off by default and enabled per tenant. When enabled, it drafts from the play's context and what the person already read, and a human approves every draft before it reaches your stack. No draft sends itself.
What grounds the email drafts?
The play itself: the person's predicted channel and timing, the chosen asset, and the content they have already consumed. Drafts reference what is real, in your library and their history, rather than inventing claims.
How do plays reach HubSpot?
As native contact properties, the tw_ property family, that workflows, lists, and reports can route on immediately. Writeback is opt-in, every write is logged with previous and new value, and any write can be rolled back.
What if I disagree with a play?
Decline it. Every play and every recommendation carries its reasons in plain language, so you can see why Wave proposed it and overrule it. Approval is the default posture: nothing executes without a human deciding it should.
See it on your data
Watch a prediction become a play.
Book a 20-minute walkthrough. We will take one of your contacts from raw signals to a composed play: channel, asset, day, and a drafted email you could approve.
Book a walkthrough