B2B · SaaS · 03/04
Marketing was handing sales 600 leads a month. Sales was closing 11 of them.
The situation
A B2B SaaS company was spending ₹9L/month on Google and LinkedIn ads and hitting volume. 600+ leads per month, MQL targets always green. But the pipeline was broken — sales was rejecting 90% of leads as unqualified, and the 10% that got worked had a 7% win rate.
The marketing team measured success in MQLs. Sales measured it in pipeline. Nobody was measuring what connected them.
What we did
Ran 6 structured sessions with the sales team. Mapped the 11 customers from last quarter by company size, industry, hiring signal, and tech stack. Cut 4 of the 6 active personas. Doubled down on 2: Series A-B SaaS companies and PE-backed services firms.
Created separate campaigns and budgets for awareness (LinkedIn thought leadership, YouTube) and intent capture (branded search, competitor keywords, review site retargeting). Separate reporting for each. No more averaging.
Built a scoring model in HubSpot using firmographic + behavioural signals. Top-scored leads routed directly to AEs within 5 minutes. Everyone else into nurture sequences.
Connected HubSpot deal stages back to ad campaigns. Now every campaign shows cost per SQL, not just cost per lead. Budget follows SQLs.
The results