Global Publishing Brand

Our client identified a challenge with the relevancy of their Marketing Qualified Leads (MQLs). With lengthy sales cycles, the information provided with a newly qualified Lead was often ‘stale’ by the time next action was taken.

We engaged with regional sales and marketing teams to, supported by detailed data analysis, identify and refine those data points that indicated a higher propensity to purchase.

Our solution correlated the relevant data attributes, updating in real-time, throughout the lead lifecycle. The new capability was delivered across both sales (CRM) and marketing (MAP) platforms, to create a consistent view of new and existing MQLs.

Once assigned, Sales owners were able to view priority MQLs via a custom List View within Salesforce. The list was automatically refreshed with recent activity and engagement to ensure those with the highest propensity to purchase was consistently prioritised.

If you’d like to find out more about how we can prioritise qualified leads and so speed time to opportunity, get in touch - we’d love to hear from you.