National services: CRM and marketing automation handoff

Leads stopped dying between web forms, nurture, and sales, field and inside sales aligned.

8 October 2022

Sector: Services

Focus: Systems & Integrations, SEO & Search Strategy

Situation

Leads duplicated, fields got overwritten, and nurture kept emailing people sales had already qualified. Every quarter brought another argument about attribution instead of a shared picture.

What we focused on

  • Data contract: Canonical fields and dedupe rules, written, not tribal.
  • Lifecycle stages: Definitions sales actually used, synced to marketing segments.
  • Integration tests: Automated checks after each platform change, fewer silent breaks.

Outcome

Higher SQL quality and calmer quarterly reviews between marketing and revenue leadership.

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