SQL cost down 45%, eight enterprise deals closed

What was not working

Marketing was measured on form fills, so it bought the cheapest ones. Sales spent its week on leads that would never buy, and the enterprise pipeline stayed empty.

What we did

1. 01Agreed on one definition of a sales qualified lead and wired it into the CRM.
2. 02Sent qualified lead and closed deal events back to the ad platforms as conversions.
3. 03Split campaigns by company size and gave large accounts their own page and their own form.
4. 04Reviewed the spend weekly against pipeline, not against leads.

Published with written permission from the client, who asked not to be named. That is why the business is described by industry and location rather than by its name, and why every number here carries the system it came from.