Inconsistent lead routing caused dropped MQLs, slow follow-up, and confusion between marketing and sales on who owned what.
Mapped the full lead lifecycle, redesigned routing rules around account ownership and territory, instrumented sales SLAs, and added alerting.
Implemented declarative routing logic in Salesforce, hardened the Marketo↔SFDC sync, and rebuilt the MQL stage definitions with feedback loops to sales.
MQL→SQL conversion improved meaningfully, follow-up times dropped, and sales acceptance of marketing-passed leads stabilized.
The starting point
The client's inbound funnel was generating volume, but a meaningful fraction of MQLs went un-touched within their stated 24-hour SLA. Marketing reported one set of numbers, sales another. Neither could reconcile to pipeline.
What we found in the audit
Routing logic lived in three places: a legacy Apex trigger, a Process Builder, and one rep's mental model. Territory definitions had not been updated since the previous fiscal year's sales reorg. SLA tracking existed in a spreadsheet.
The design
We consolidated all routing into Salesforce Flow with a single source of truth, mapped to a territory object that sales operations could update declaratively. We added Slack alerting on SLA breach and a dashboard for the SDR managers.
The rollout
Shipped in two phases — read-only shadow mode first, then cut over once shadow mode matched legacy behavior for two weeks. Documentation went into a shared README in the SFDC repo.
What changed
Within one quarter, SLA adherence stabilized, sales acceptance of marketing-passed leads climbed and held, and the MOPs team got their evenings back.