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Increasing revenue with optimised lead routing

Are you missing opportunities after a lead submits a form?

Christopher Hanlon is a leading marketing ops consultant who has worked with dozens of start-ups and tech companies.

Here's how he helped one of his clients increase their revenue from qualified form fills by putting proper lead routing in place.

Industry and company size
  • 200 employees
  • SaaS
Funnel stage
  • Lead > Meeting Booked, MB > MA
Playbook impact
  • 233% revenue increase from form fills
12x headshot images for fix your funnel playbooks_Meg copy 6 (1)

Christopher Hanlon

Marketing Operations and Analytics Consultant

Increasing speed-to-lead
Automating the routing process to avoid human error
Increase lead to MB rate and MB to MA rate

Let's jump in 👇🏻

💡 What was the problem?

Christopher Hanlon is a marketing operations and analytics consultant for startups, scaleups, SMBs and technology companies. When he starts at a company, he looks at the high-intent leads they’re receiving to understand the processes those leads go through after filling out a form.

He looks at who these leads are going to, their response time, what percentage of leads are booking meetings and then what meetings are taking place. As he explained:

“When I first spoke to this client, they said 1 in 12 of their form fills led to an opportunity. They were happy with this number, but when I looked into it, I saw that leads were going to an info@contact address. No one knew who was responsible for these leads.” 

“In actuality, plenty of those 11 other leads could have led to an opportunity.”

The lead response rate was anything up to a week; in some cases; they weren’t responded to at all.

Christopher realised that reps were cherry-picking the best leads, and even in cases where leads were being followed up on, the back and forth of trying to find a time to book a meeting stalled these conversations. 

Only 8% of those form fills led to an opportunity, and 30% of those were closed won. So effectively, 2.4% of contact forms led to revenue. As he shared:

“Due to the long time between contacting a prospect and the back-and-forth with reps booking times, 40% of the people booking meetings were cancelling or just not showing up.”

💡 Automating the lead routing process

The key here was to reduce the time it took to book people into a meeting and ensure the company reached its prospect before other competitors.

Christopher eliminated the human element of the distribution. He implemented Chili Piper and connected these forms directly to the CRM and people’s calendars instead of somebody’s inbox.

Christopher also added a second layer of automation afterwards. The leads who hadn’t booked a meeting would receive an instant automated email with a meeting link rather than the rep having to go back and forth to set up a time.

💡 Establishing qualification rules

He also established some basic qualification rules that allowed the form to be routed to the correct reps from the correct regions or territories.

Ensuring people were presented with an appropriate calendar at the point of form fill allowed them to book a meeting on a live calendar at a suitable time with the best-suited person rather than waiting up to a week for someone to maybe get in contact. As he explained:

“We set it up so that if a lead came through from a target account, they would get routed directly to the AE. If they were from the right size company in the right country, it would go to an SDR for a 15-minute qualifying call.”

💡 What were the results?

The impact of this strategy was clear; instantly, Christopher saw the jump in qualified form fills to meetings attended go from 30% to 75%. 

Taking out the human element of routing and minimising the back and forth and the slow response rate that gave people the chance to cancel had an impact instantly overnight. 

The conversion rates from qualified form fill to opportunities went up from 8% to 30%.

In addition, adding automated email sequences increased the number of meetings attended from 75% to 85%. 

Altogether, he saw a 233% increase in revenue from qualified form fills from where it was initially.

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