Global CRM, service, and marketing automation provider:
$200 million revenue
700+ professionals worldwide
A structural inefficiency in global demand generation and qualification model: while sales team consistently met their activity and marketing qualified leads targets, the conversion rate to sales leads remained significantly below targets.
Sales pipeline quality varied and was inconsistent by region, slowing enterprise growth and revenue momentum.
Conducted a comprehensive analysis of the lead generation and qualification funnel across regions, segments and channels and identified misalignment between inbound traffic and enterprise focus.
Redefined customer criteria, added strict qualification filters, realigned sales KPIs for conversion quality.
Reoriented sales to account-based targeting with precise outreach.
+15% year-over-year sales conversion boost due to marketing focus shift towards target markets.
10–15% year-over-year revenue growth.
34% drop in the cost of sales conversion.
Reduced dependency on content-driven lead magnets that attracted low-intent audiences.