Results, not
promises.

The campaign infrastructure had grown faster than the operational systems supporting it. External agencies were executing across multiple workstreams with inconsistent tracking and no standardised reporting. Lead data was flowing into the CRM from multiple sources, but the structure was messy — making it impossible for sales teams to prioritise effectively or understand lead quality. Attribution was unreliable, budget decisions were being made on incomplete data, and nobody had a single clear view of the funnel.

• Audited agency workflows across all workstreams and identified execution gaps causing delays and tracking inconsistencies
• Implemented standardised data tracking and tagging across all campaign activity so performance could be measured accurately
• Conducted a full data analysis to understand how leads were entering and moving through the CRM — then built automated workflows to clean and restructure that data
• Designed and built a custom sales dashboard giving teams clear visibility into lead quality, source, and follow-up priority
• Implemented a lead scoring model to surface high-intent prospects and reduce time wasted on low-quality leads
• Established reporting processes that gave leadership consistent, accurate campaign performance data

Sales teams had reliable data for the first time — and could actually use it. Campaign attribution became accurate enough to inform budget allocation. Agency execution improved measurably as standardised processes reduced delays and reporting gaps. The operational frameworks put in place were repeatable across future campaigns.

Four regions. Four sets of priorities. No shared infrastructure. Sales teams were receiving marketing-generated leads without the context to engage with them effectively — they didn't know where leads had come from, what they'd engaged with, or how to tailor their outreach. Marketing was producing assets that weren't being used. Leadership was making budget decisions without reliable ROI data. The disconnect wasn't a people problem — it was a systems and process problem baked into the way the teams had grown.

• Built a centralised collateral hub giving all four regional sales teams access to the right assets — blog content, reports, campaign materials — organised by use case and audience
• Developed a comprehensive sales playbook covering lead sources, outreach strategies, follow-up sequences, and how to adjust messaging by region and lead quality
• Created tailored outreach strategies for each region in collaboration with local salespeople, accounting for market-specific nuances
• Implemented tracking and dashboards that gave sales teams real-time visibility into campaign performance and gave leadership accurate ROI data
• Developed a social media and thought leadership strategy to raise the profile of Fitch Learning's senior leaders on LinkedIn and in relevant industry channels
• Built a feedback loop between sales and marketing so campaigns could be continuously optimised based on what was converting
• Designed an event strategy for both in-person and online events, aligned to pipeline goals across regions

Sales teams across all four regions were better equipped to convert marketing-generated leads — with the context, tools, and messaging to engage effectively. Leadership could finally see what marketing spend was producing. The collateral hub, playbooks, and dashboards created a durable infrastructure that continued to work after the engagement ended.

There was no structured lead management process. Leads came in and, depending on who noticed them, either got followed up or didn't. Marketing had no way to nurture prospects over time. Sales had no visibility into lead history or intent signals. Both teams were working hard — but in a system that made it almost impossible to convert efficiently at scale.

• Implemented a centralised lead tracking system in the CRM — every lead captured, structured, and visible from one place
• Built automated email nurture sequences to keep prospects engaged between sales touchpoints
• Designed and deployed a lead scoring model to surface high-intent leads and let sales prioritise their time effectively
• Created a real-time dashboard showing pipeline stage, lead source, and conversion metrics — giving sales a clear view of where to focus each day
• Trained both marketing and sales teams on the new systems, data hygiene, and how to use the dashboards to drive decisions

Lead-to-customer conversion improved by 20%. The time sales spent on manual tracking dropped by over 15 hours per week — hours that went back into actual selling. Pipeline became predictable enough to support revenue planning in a way that hadn't been possible before.

Marketing and sales data lived in different systems with no consistent sync between them. Attribution was inconsistent — different platforms reported different numbers, so nobody trusted any of them. Manual processes were bridging the gaps between tools, slowing down lead qualification and creating data errors at every handoff. Leadership had no reliable view of what marketing spend was producing.

• Integrated the full MarTech stack into a single connected ecosystem — consistent data flowing between HubSpot, Salesforce, and connected platforms
• Built automated workflows to sync lead data across systems in real time, eliminating manual exports and the errors they introduced
• Implemented consistent attribution across all platforms so marketing could finally see which campaigns were driving pipeline
• Created custom reporting dashboards giving leadership real-time visibility into campaign ROI, pipeline health, and sales activity
• Trained teams on the new integrated setup and established data governance processes to maintain accuracy going forward

Lead handover between marketing and sales became 30% faster. Attribution became reliable enough to make meaningful budget decisions. Sales reps finally had a clear view of prospect behaviour — engagement history, lead source, intent signals — giving them the context to have better conversations.

Volume without structure. Thousands of leads were coming in, but the CRM was cluttered and inconsistent — duplicates, incomplete records, no scoring, no prioritisation logic. Sales reps had no way to know which leads deserved immediate attention and which could wait. The result was a pattern seen in many fast-scaling organisations: high-potential prospects were being ignored while reps spent time on low-intent leads that were never going to close.

• Conducted a full CRM data audit — identifying duplicates, inconsistencies, and structural issues across the entire contact and lead database
• Cleaned and restructured the data to create a reliable, consistent foundation the scoring model could be built on
• Designed and implemented a custom lead scoring model, ranking leads based on engagement signals, demographic fit, and behavioural data
• Built a sales dashboard giving reps a prioritised view of their lead queue — high-intent prospects surfaced automatically, lower-priority leads deprioritised
• Worked with leadership to establish forecasting processes based on clean pipeline data

Sales productivity improved significantly — reps spent their time on leads that were actually likely to convert. Follow-up became more strategic and faster for high-intent prospects. Forecasting accuracy improved as leadership could now rely on structured pipeline data. The lead-to-close rate improved as a direct result of better prioritisation.