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Case study · Infrastructure
Recovering pipeline lost in the system
Undocumented system changes were quietly dropping leads before anyone worked them. Rebuilding the lead flow recovered 44% of them.
The situation
As the company scaled, changes made upstream in the CRM went undocumented. Leads were being marked unqualified and dropped before anyone worked them, and nobody could see it happening.
The work
- Traced the lead flow end to end. Found where qualification was breaking.
- Rebuilt the rules and handoffs. Set qualification rules and handoffs between marketing and sales so every lead had a clear owner and next step.
Results
Misclassified leads recovered44%Leads previously marked unqualified, recovered into pipeline
Marketing-sourced close rate2×Marketing-sourced leads were closing at twice the rate of sales-prospected leads
More work
Other case studies
Case study · Brand
Building a PR function from nothing
A growing company had strong products and no earned media. A PR function built from scratch turned launches and company news into 400M+ impressions.
400M+Impressions
Read the case studyCase study · BrandGrowing a brand while the rules changed
New federal rules banned sampling and restricted marketing. The brand found a compliant way to let customers try the product, and became #1 in its region while the category shrank.
#1Dollar share in its region's channel
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