Ausgangslage

The client, a specialized machinery manufacturer with 250 employees in southern Germany, struggled with inefficient lead distribution. Marketing qualified leads manually via email, resulting in high response times of over 24 hours.

Der Kernschmerz:

  • Hohe manuelle Aufwand im Vertrieb
  • Verlorene Leads durch langsame Erstreaktion
  • Lack of transparency regarding the status of opportunities

Umsetzung

We implemented an automated RevOps process that connected Marketing and Sales through a central CRM system. The implementation took place in three phases over a period of 8 weeks.

Phase 1: Datenbereinigung und Integration (Woche 1–2)

  • Migration von 12.000 Kontakten in das neue CRM
  • Anbindung von Website-Formularen und LinkedIn-Campaigns

Phase 2: Automatisierung und Scoring (Woche 3–5)

  • Setup of a dynamic lead scoring model based on job title, company size, and engagement
  • Konfiguration von SLA-basierten Eskalationsregeln

Phase 3: Training und Go-Live (Woche 6–8)

  • Schulung des Vertriebsteams (15 Personen)
  • Test run with 50 leads and fine-tuning of the rules

Ergebnis

After full implementation, a measurable increase in efficiency was observed across the entire lead management process. Automation reduced manual effort in Sales by 30 percent.

KPIs nach 90 Tagen:

  • Lead-Reaktionszeit: Von 24 Stunden auf 14,4 Stunden gesenkt (-40 %)
  • Conversion-Rate: Steigerung von 2,1 % auf 3,4 % (+62 %)
  • Pipeline Value: Increased by 18% compared to the previous year’s quarter

Learnings

The success lay less in the technology itself, but in the clear definition of responsibilities between Marketing and Sales. Close collaboration in the preliminary phase was decisive.

  • Data quality before automation: Workflows fail without clean master data
  • SLA-Definition: Klare Reaktionszeiten schaffen Verbindlichkeit
  • Dynamic scoring: Static rules are often too rigid in B2B manufacturing

Results

  • -40 % – Lead-Reaktionszeit
  • +62 % – Conversion-Rate
  • +18 % – Pipeline-Wert