The problem: Marketing was passing a high volume of junk leads to sales.
At a SaaS software provider, everyone who signed up for a free trial of the company’s software was automatically passed to Sales for follow-up, whether or not they met sales-ready criteria.
The solution: I revamped the marketing-automation system so that it scored and filtered leads before passing them to Sales.
I diagnosed tough technical issues, rewrote lead-scoring rules and got Sales and Marketing buy-in on which leads should be filtered out.
The results: The conversion rate of marketing-qualified leads (MQLs) to sales-accepted leads (SALs) went up 60 percent year-over-year. Continue reading