Plenty of leads. Almost no pipeline.
Marketing was hitting its MQL number every quarter while sales complained the pipeline was empty. Gated content pulled in students and competitors, attribution stopped at first touch, and nobody could say which campaigns produced revenue.
Target accounts, not form fills.
We replaced lead-volume goals with an account-based motion: a scored ICP list, intent signals routed straight to reps, and paid programs measured on opportunities created. AI-assisted research let us personalise outreach at scale, and content shifted from gated PDFs to product-led proof.
Pipeline sales fought for.
Qualified pipeline tripled while cost per opportunity fell 41%. MQL-to-SQL conversion rose 58% because the accounts entering the funnel were ones sales wanted, and for the first time marketing could tie spend to closed revenue in a single dashboard.
For the first time, sales stopped arguing about lead quality. The pipeline is real and we can trace every deal back to spend.
