Automating lead management for a B2B distributor
From leads lost between spreadsheets and inboxes to one system where every enquiry is scored, routed and followed up.
The challenge
Leads came in from 11 sources — website forms, trade fairs, email campaigns, paid ads, distributors and phone. Each landed in a different place. Sales only saw part of them, nobody knew which channels produced revenue, and monthly reporting took two days of manual work.
The question
How do we make sure every lead reaches the right salesperson quickly, and how do we know which marketing actually pays off?
Our approach
- 01
Process audit — interviews with 14 people in marketing and sales, mapping of every lead source and handover point.
- 02
Data audit — review of CRM, email and ad platform data; definition of a single lead and customer data model.
- 03
Lead scoring — scoring model based on historical won and lost deals, product interest and company profile, validated with the sales team.
- 04
Integration — data pipelines connecting all lead sources to the CRM, with automatic deduplication and routing by region and product line.
- 05
Automation — nurture email sequences in Polish, English and German for leads not yet ready to buy.
- 06
Reporting — dashboard tracking leads, response time, conversion and revenue by channel.
What we delivered
- Unified lead data model and integrations for all 11 sources
- Lead scoring and routing rules inside the CRM
- 6 automated nurture sequences in 3 languages
- Marketing and sales performance dashboard
- Documentation and training for the client's team
Outcome
Under 4 hours
Average lead response time down from 2 days to under 4 hours
96%
Share of leads followed up by sales up from about 55% to 96%
2 days
Monthly reporting fully automated, saving 2 working days a month
Key insight
The problem was not too few leads — it was too many places for them to get lost. Fixing the handover between marketing and sales delivered more than any new campaign would have.
Related cases
Demand forecasting for an FMCG distributor
A forecasting model and planning dashboard that cut stockouts and excess inventory at the same time.
34% → 21%
Forecast error (MAPE) reduced from 34% to 21%
−28%
Stockouts on top-selling products down 28%
A three-year growth strategy for a regional retail chain
Helping a family-owned retailer decide between more stores, online growth and private label — with numbers behind every option.
One strategy
Board aligned on one strategy: private label and click & collect first, selective store expansion second
12 → 5
New store openings reduced from 12 planned to 5 in the highest-potential locations
Facing a similar decision? We'll walk you through relevant experience on a private call.
Book a private call