Rebuilding the pipeline instead of chasing leads
+64%Qualified leads
-21 daysShorter sales cycle
+18%Average contract value
The Challenge
Lead volume doubled every quarter while the rate at which those leads became signed contracts fell. The team was busy and not productive.
The problem was not the top of the funnel. It was that nobody had defined what a qualified lead was.
The Strategic Solution
One definition, actually applied
Sales and marketing agreed on a single definition of a qualified lead, and then the reporting was built around it rather than the other way round.
- Scoring on behaviour, not job title.
- Same-day automatic handoff for anything over the threshold.
- A closed loop: every won deal feeds back and corrects the model.
Results in numbers
- +64% — Qualified leads
- -21 days — Shorter sales cycle
- +18% — Average contract value
In their words
We stopped celebrating numbers that never turned into revenue. That alone changed the quarter.