Deal Growth Through Lead Conversion: 108% Win Rate Increase

At a glance

A global security firm realized it had a wasted-leads problem: potential customers and current clients expressed interest in a product or service but were never successfully converted into paying customers. Roughly 100 leads a week sat with no action from the sales team — missed revenue, and wasted marketing spend.

Challenges

• Poor communicationLeads were not appropriately communicated to Sales, and follow-up never reached Marketing to help analyze spend efficiency.
• Lack of follow-upProspect and customer experience suffered because inquiries were never acted upon.
• Broken trustSales and Marketing did not trust each other, so the lead function became a black hole.

Solution

True Blue rebuilt the lead loop with visibility and accountability:

• A weekly email report from Salesforce CRM highlighting recent leads and leads with no follow-up
• Distribution to Sales and Marketing teams, including executive leadership, for visibility
• True Blue's proprietary scoring system to encourage competition between reps and hold the team accountable

Benefits

1. Win rate doubled-plusWith leads actually worked, win rate rose 108%.
2. Conversion recoveredLead-to-opportunity conversion climbed 77% as follow-up became the norm.
3. Waste nearly eliminatedWasted leads fell 98% — marketing spend finally produced what it paid for.
4. Trust rebuiltShared visibility gave Sales and Marketing one set of facts instead of two sets of blame.