Summary
A billion-dollar building products company generated thousands of trade leads each month—but the follow-up system was fractured. Leads slipped through the cracks. SDRs were overwhelmed. Sales blamed marketing.
We rebuilt the system from the ground up: scoring, routing, SLAs, dashboards, workflows, and accountability.
The result: 85% fewer untouched leads, a confident SDR team, and scalable pipeline velocity.
What we found
We mapped the full lead journey and found more than 10 different follow-up experiences for the same type of lead, with no one tracking what happened after handoff.
• No unified scoring or qualification criteria
• SDRs guessed at lead quality with no prioritization framework
• Dealers received leads with no expectations or SLAs
• Sales had zero visibility into follow-up status
• Campaign results were never tied back to revenue
• No one tracked where leads stalled
"The system wasn't broken because people failed. It was broken because the system was invisible."
What changed
“We discovered over 10 different follow-up experiences for the same type of lead - and no one had visibility.”
• 10+ different follow-up experiences for the same type of lead
• No unified scoring or qualification criteria
• SDRs guessed on lead quality
• Dealers had no follow-up SLAs or feedback
• Campaign attribution was missing
• No one tracked where leads stalled
What changed
Before | After |
|---|---|
Leads stalled in Salesforce for days with no follow-up | 85% reduction in untouched |
SDRs reactive and overwhelmed | Score-based prioritization — SDRs know which leads to call next |
Sales and marketing blamed each other for lead quality/results | Shared definitions, shared accountability, aligned teams |
Dealers inconsistent - some engaged leads, most didn't | Every dealer follows a defined playbook for lead follow-up |
“Now I can finally tell what happened to a lead.” - Segment Leader
What we did
We started by mapping what was actually happening—then built the system to match how buyers move.
1. GTM Triage & Diagnostic
•Mapped full lead journey: inbound, SDR, dealer, sales
•Surfaced missed handoffs, black holes, and buyer-path friction
•Exposed reporting blind spots and SLA inconsistencies
2. The GTM Clarity Blueprint™
• Defined qualification logic and buyer-based lifecycle
• Built unified scoring and routing models
• Designed lead status framework aligned to buyer intent
• Developed 90-day rebuild roadmap prioritizing quick wins and clarity
3. Lead Management & Routing Overhaul
• Rewrote Salesforce routing and scoring
• Installed SLA rules with fallback triggers
• Redesigned SDR workflows with documentation
• Created partner handoff playbooks
• Built “black hole” dashboards to flag untouched leads
4. Executive GTM Advisory
• Coached SDR/Sales leaders on prioritization and logic
• Embedded accountability in ops meetings
• Built internal documentation for scale and sustainability
Who this was for
Industry: Building Products / Manufacturing
Revenue: $1B+
GTM Team: 150+ across marketing, sales, channel, SDR
Motion: Hybrid (direct, dealer, channel, SDR)
Volume: Thousands of trade leads per month via paid, events, web, channel
If this feels familiar
•Your team is busy but uneasy
•SDRs are working hard but don’t trust the system
•Messaging sounds right internally but flat externally
•You can’t tell if the problem is leads, sales, or something else
Find out what’s limiting growth.
Not sure where the problem is? Start with the GTM Maturity Assessment.
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