Success Stories

Automating for Efficiency: Turning Marketing Leads into Sales Contacts

The transfer of marketing leads to sales teams is critical for customer acquisition, however our client’s process was time consuming and heavily manual. RevGen built a solution that automated the entire handoff.

Three wooden blocks spelling out MQL. The "M" block tips over to reveal an "S"

Project Overview

Our client, a leading national telecommunications provider, thrives on robust marketing strategies that demand precision and efficiency. They manage a vast network of contacts and leads, leveraging sophisticated scoring and prioritization systems across a complex software stack to power their account based marketing initiatives. By harnessing the power of Microsoft Fabric, Logic Apps, Synapse, and other Azure tools, we used machine learning to streamline their processes and dynamically route highly qualified contact records to appropriate sales representatives based on their performance metrics, availability, and lead priority.

Client Challenge

Our client needed a solution for their contact record data that could handle their diverse technologies as well as improve efficiency while navigating their siloed structures and complex end-user requests. Their manual process was time-consuming, resulting in lost opportunities and overall poorer sales performance.

Fragmented Data Architecture

Our client uses a diverse Martech stack with silos around lines of business and the steps of the marketing process. Their current technology solutions include Salesforce, Marketo, Oracle, and custom scoring processes in Azure. This dispersed marketing intelligence data and lack of integration hindered effective decision making.

Garbage in

Requests for data were incredibly varied and poorly formatted, leading to manual processes. Incoming data were in spreadsheets, with search instructions that spanned a variety formats and positions.

Manual process bottlenecks

Because these processes were intensely custom and human-dependent, and because request volume was inconsistent with huge volumes one day and no requests at all another day, delivery time was slow, often measured in days or even weeks.

Garbage out

Desired outputs for the records were diverse, too. Internal customers were looking for spreadsheets, email bodies, or contact records set up as campaigns in Salesforce. Because the existing processes were executed by human operators, internal customers were used to asking for whatever they wanted – including custom field sets and different delivery formats.

Approach

We developed a service-oriented solution, inspired by a layered API architecture, to streamline and modularize input, logic, and output. This comprehensive Machine Learning approach integrated with our client’s existing CRM while optimizing lead routing. First, we created a proof-of-concept, then after feedback and further optimization, we implemented the full fledge solution to make data-driven decisions about lead assignment, prioritization, and follow-up.

Solution

During phase one, RevGen developed a proof-of-concept that showed our client a path to automating their complex business processes. Then in Phase 2, we deployed our Intelligent Lead Routing Engine in Microsoft Fabric, which dynamically assigns leads to sales representatives based on multiple factors, ensuring optimal matching and timely follow-up. The solution seamlessly integrates with Salesforce and provides near real-time reporting through PowerBI.

Streamlined request ingestion with parameters

We developed the ability to ingest incoming requests where they exist, processing the spreadsheets already in use within the business, while also creating the backend components that allow those requests to be API calls in the future. Our new process supports multiple points of entry in ways that work for the users. We also set parameters to handle custom aspects of a request, so users did not have to fall completely into a specific box, maintaining the flexibility they enjoyed.

Driven by Microsoft Fabric

Using Microsoft Fabric, Logic Apps, Functions, and other Azure components, we were able to build powerful logic processes that navigated the breadth of our client’s technology infrastructure. Interacting with external systems like Marketo and Oracle, able to execute API calls to vendors to enrich data, leveraging internal data assets like scoring and prioritization models.

Returning data to the user how they want it

Our process supports diverse requests and desired formats, from returning a spreadsheet to a user’s email, to building a campaign of new contact records in Salesforce. And it can integrate next steps our client hasn’t even imagined yet – like a chatbot that responds to requests with leads and lead information in real time.

Results

The implementation of the Intelligent Lead Routing Engine has significantly improved our client’s sales process efficiency, lead quality, and overall conversion rates. This engine has reduced manual effort, decreased lead aging, and shortened the lead lifecycle.

Operational Efficiency

Our engine achieved a 65% reduction in manual lead routing efforts, evolving from manual routing to intelligent, dynamic lead distributions based on Sales Rep performance, availability, and priority.

Improved lead management

The sales teams realized a 28% decrease in lead aging through reassignment rules that ensure leads are acted upon in a timely manner, preventing stagnation and maximizing engagement.

Accelerated sales cycle

The new system shortened the lead lifecycle by 5-10 days, boosting sales velocity from two weeks to less than one. In a highly competitive industry, this is key to making the most of their opportunities.

Enhanced productivity

With the new solution, the sales teams are more efficient and can focus on higher priority tasks such as actual conversations with leads, instead of scrubbing data to make sure it fits their standards. Accurate, timely data also allows for more flexibility and creativity in their campaign planning and follow through.

Success Stories

Data Transformation to Enable Advanced Analytics and AI

Analytics & Insights

Our client needed a modern, transformative data architecture to reach the next level of analytics, including AI.

A person types on a laptop. Above the laptop hovers icons of various checklists, representing data quality controls.

The Power of Frontline Data Quality Controls

Execution as a Service

Improving data quality was key to ensuring our financial services client retained data integrity and accuracy while also reducing time and money spent on after-hours issues.