Growth-stageWorkforce & Education Technology
Closing the gap between MQL and pipeline
~8,800 contacts re-attributed
~8,800 contacts re-attributed
Attribution was unreliable across a marketing platform and a CRM that disagreed with each other, and leads leaked between MQL and pipeline with no clear assignment, no SLAs and no visibility into where they stopped. Leadership described inbound leads and event contacts as falling into a black hole once they arrived.
Built one attribution model spanning the marketing platform and the CRM, a UTM taxonomy, channel and source normalization, and mirrored contact and opportunity fields, so both systems describe the same lead the same way.
Ran an activity-feed-aware MQL snapshot backfill across roughly 8,800 contacts, so historic records carry a real attribution action instead of a default value.
Built unified lifecycle stamping, native territory-based assignment on a code-free territory object covering about a dozen territories, SLA alerts when a lead sits untouched, and MQL recycle automation, deliberately without buying a third-party routing tool.
Enabled CRM-to-marketing-platform activity sync so meetings appear on the marketing side for the first time, fixed the sync errors behind it, reassigned records stranded on inactive owners, and populated unnamed company records with a workflow to prevent the problem recurring.
~8,800 contacts re-attributed
An MQL snapshot backfill ran across roughly 8,800 contacts, with about 6,200 resolving to a real attribution action such as event attendance, demo request or content download.
Routing tool spend avoided. LeanScale demonstrated that native territory-based assignment was sufficient for the company's lead volume, so a planned purchase of a third-party routing tool was dropped.
7 steps
An automated ABM engine: batch enrollment, generated personalization, and the guardrails that stop a bad send
Workflow success rate materially improved and was measurable
Outbound
5 steps
Consolidating two sales-engagement systems into one: 22 cadences rebuilt one-to-one
22 cadences migrated one-to-one
Market map
3 steps
Giving reps a ranked account list backed by a scored, enriched market
Top score band maps to a 24% win rate
