The Enterprise B2B Demand Engine
A deterministic framework for capturing intent, automating qualification, and scaling high-LTV pipelines.
The Bottleneck
Sales and marketing were pointing fingers at each other over bad leads. Marketing blamed Sales for not closing; Sales blamed Marketing for sending garbage. I had to step in, force both teams into the same room, and get them to agree on what a 'good lead' actually looks like before we even touched the software.
The Architecture
I built a demand engine that removes manual qualification at the top. First-party intent data feeds into a dynamic scoring algorithm. High-scoring leads go straight to sales. Everything else enters automated nurture tracks. No human judgment calls needed at the handoff.
Execution Levers
Mapped out the entire lead lifecycle on a whiteboard with both the Sales and Marketing VPs in the room.
Ripped out vanity metrics and built a ruthless scoring model based entirely on actual buying intent.
Retrained the sales reps on how to work these new pipelines so they stopped ignoring marketing leads.
Held marketing accountable directly to pipeline revenue instead of just web traffic.
Target Impact
Pipeline Velocity
CPA Reduction
Lead-to-Win Rate
Want to Go Deeper?
Every bottleneck is a playbook waiting to happen. If this pattern resonates with a challenge you're facing, I'm always open to a peer conversation.
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