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Case study · Infrastructure
The leads that disappeared quietly
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.
44%Leads wrongly marked unqualified, recovered into pipeline
Follow the lead.
The lead flow was traced end to end to find exactly where qualification broke.
Give every lead an owner.
New qualification rules and handoffs between marketing and sales gave every lead a clear owner and a next step.
The leads were there all along. They just needed someone to go looking.
Results
Marketing-sourced close rate~1.5×Marketing-sourced leads closed at about 1.5 times the rate of sales-prospected leads
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