Intelligent Lead Scoring & Distribution System
The Challenge
The professional services firm was struggling with an inefficient lead management process that was costing them qualified prospects and overwhelming their sales team. Website enquiries came through multiple channels, but there was no systematic way to evaluate lead quality or route them appropriately.
The marketing team manually reviewed each enquiry, often taking hours or days to respond to time-sensitive prospects. High-value leads got the same treatment as unqualified ones, whilst senior partners were bothered with low-priority enquiries that junior staff could handle.
Their existing Salesforce setup was underutilised, with leads sitting in queues without proper scoring. The team had no visibility into lead source performance or conversion patterns, and valuable prospects were slipping through the cracks due to delayed follow-up.
The Solution
I developed a comprehensive lead intelligence system that integrated their existing Salesforce and Pardot infrastructure with custom website forms and automated workflows. The solution rebuilt their lead capture forms to collect strategic qualification data whilst maintaining a smooth user experience.
Each form fed into a sophisticated scoring algorithm considering company size, industry, budget, and timeline. When leads submitted forms, the system immediately processed their information and assigned numerical scores and priority levels.
Based on scores, leads were automatically routed to appropriate team members - junior associates handled lower-scored leads whilst senior partners were immediately notified of high-value prospects. The system included intelligent escalation rules ensuring no enquiry went unanswered.
Throughout implementation, the marketing team learnt exactly how the scoring worked and gained the ability to modify criteria, adjust routing rules, and expand the automation as their business grew.
Implementation Journey
System Architecture & Integration
Analysed existing Salesforce and Pardot setup, designed intelligent scoring algorithm, and built secure integration between website forms and CRM systems.
Custom Form Development
Created optimised lead capture forms with strategic qualification questions, A/B tested different approaches, and implemented seamless data flow to scoring system.
Team Training & Ownership
Conducted comprehensive training sessions with marketing and sales teams, documented all processes, and ensured internal capability to manage and expand the system.
Ongoing Optimisation & Growth
Continuously refined scoring based on conversion data, added new form variants for different services, and expanded automation capabilities as the firm's needs evolved.
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