Discovering lead routing issues with automated testing
THEIR TEAM: Their lean marketing organization consists of a few marketing generalists supporting the sales team.
The MOPS Challenges
- Undocumented processes
- Poor platform integrations
- No web page validation procedures
- Manual testing across multiple platforms
- Relying on slow notifications from Salesforce + Marketo
- Rip, Replace Platform with no regression test
One of the biggest challenges was that prospect who completed both demo request and contact us forms were not reaching the sales team and general customer communication wasn’t being captured by intended platforms. The lack of alignment impacted the relationship between sales and marketing. It wasn’t until the operations team heard from the reps in the field that the trial requests, demo requests, and inbound leads from forms on the website weren’t ending up in the sales queue.
“We didn’t know where in the marketing infrastructure to look for our leads first.”
How Automaton found 2,000 leads
Automaton tackled the core challenge they were trying to solve: troubleshoot lead routing from the marketing automation system to the CRM. Not only was the Automaton team able to help identify why leads weren’t being passed on, but they also able to create a best practice for systemic routing, so trial requests and demo requests (their hottest leads) weren’t getting lost.
After rolling out Automaton, over 2,000 leads were recovered and properly routed to reps across the organization. Those new leads helped re-invigorate the pipeline.
“We were working with the Automaton for only two months, and because they helped us identify the trial, demo and contact form leads that were never passed on to sales reps, some of those leads are now in our active pipeline.
That’s an awesome impact to the business.”
Looking to avoid lost leads, angry sales people and falling revenue?
Try Automaton. The first fully automated testing tool for revenue operations. It’ll give you the confidence to know that your marketing and sales stack are running flawlessly.