Overview
This B2B SaaS company was drowning in leads but struggling to convert them. Their sales team spent more time on data entry and lead qualification than actual selling. They needed a system that could handle the grunt work while ensuring no lead fell through the cracks.
The Challenge
The sales team was manually processing 200+ leads per week. Lead response time averaged 4 hours. There was no standardized qualification process, and valuable leads were being lost in spreadsheets. The team was burning out, and sales were plateauing despite increasing lead volume.
The Solution
I designed and built a comprehensive automation system using Make (formerly Integromat) as the orchestration layer. The system captures leads from multiple sources, enriches them with company data via Clearbit, uses AI to score and qualify leads, and routes them to the appropriate sales rep based on territory, deal size, and availability.
The Process
Workflow Mapping
Documented existing lead handling processes, identified bottlenecks, and designed the ideal automated workflow with sales team input.
Data Architecture
Set up Airtable as the central lead database with custom fields for enriched data, scoring criteria, and sales rep assignments.
Automation Build
Created 12 interconnected Make scenarios handling lead capture, enrichment, scoring, routing, notifications, and follow-up sequences.
AI Integration
Integrated OpenAI for intelligent lead qualification, automatically analyzing company fit and buying intent from available data.
Tech Stack
“Our sales team went from data entry clerks back to being salespeople. The automation handles everything we used to dread, and our numbers have never been better.”
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