The Situation
GreenSky's Inbound Sales team was following up with marketing-qualified leads manually, one email at a time, with no consistent timing, no consistent messaging, and no way to see whether a lead had been followed up with at all. Some leads got a same-day response. Others sat untouched for a week. There was no tracking layer to tell the difference.
The Diagnosis
The problem wasn't lead quality or lead volume — it was that a meaningful share of qualified leads were never getting a timely, consistent follow-up in the first place. Without tracking, nobody on the team could even see the gap, let alone fix it.
The Approach
I rebuilt the MQL-to-sales handoff in Marketo to do two things it wasn't doing before: track every handoff from the moment a lead qualified, and trigger automated, personalized BDR follow-up sequences the moment that handoff happened — instead of waiting for a rep to get to it manually. The follow-up cadence was built to escalate and vary its messaging across touches, so leads weren't getting the same generic email three times in a row.
The Result
Scheduled meetings from marketing-qualified leads increased 572% over the 3 months following implementation, measured after tracking and automated BDR follow-up went live. The mechanism was straightforward: leads that would previously have gone untouched, or been followed up with too late to matter, were now getting fast, consistent, tracked outreach every time.
What This Doesn't Claim
This result reflects the change in scheduled meetings following the specific handoff and follow-up rebuild described above, measured over the 3 months after implementation. It isn't a claim about long-term pipeline value or close rates from those meetings.