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Case Study

Connecting Marketing and CRM Systems for a B2B SaaS Company

Rebuilding lead capture, scoring, routing and lifecycle stages across the marketing automation platform and the CRM, so marketing and sales work from the same record and report on the same pipeline.

Industry
SaaS & Technology
Capability
MarTech Operations, CRM Automation & Integration
Focus
Lifecycle Automation & Funnel Reporting
Faster Follow-Up
New leads assigned to an owner automatically
One Lifecycle Model
Stage definitions shared by both teams
Cleaner CRM Data
Duplicates and missing fields flagged
Shared Reporting
Marketing and sales on one funnel view

Business Situation

Marketing and Sales Worked From Different Records

B2B SaaS companies often run a marketing automation platform and a CRM that were set up at different times by different teams. Over time, forms, lead scores and lifecycle stages drift apart, records are duplicated between the two systems, and marketing and sales report different numbers for the same pipeline.

The Challenge

Why Leads Were Slipping Between Teams

  • New leads waiting in queues before anyone owned them.
  • Lead scores that the sales team did not trust.
  • Lifecycle stages defined differently in each system.
  • Duplicate and incomplete contact and company records.
  • Funnel reports built by hand from spreadsheet exports.

Case Flow

How a Lead Moves From Form Fill to Pipeline

  1. Website and campaign forms
  2. Enrichment and deduplication
  3. Lead scoring
  4. Routing and assignment
  5. Lifecycle stages in the CRM
  6. Funnel reporting

TECHAIVV Capability Applied

Connecting the Marketing Platform and the CRM

  • CRM Audit & Data Cleanup

    Merge duplicates, standardise key fields and set rules that keep new records clean.

  • Lifecycle Stage Design

    Agree one set of stage definitions with marketing and sales, then build it into both systems.

  • Lead Scoring & Routing

    Score leads on fit and engagement, and assign them to the right owner automatically.

  • Platform Integration

    Sync contacts, companies and activity between the two platforms without manual exports.

  • Funnel Reporting

    Build shared dashboards that show volume and conversion at each lifecycle stage.

Laptop showing a bar chart on a desk beside printed reports

Systems Connected

  • Marketing AutomationForms, emails and nurture programs
  • CRMContacts, companies and opportunities
  • Enrichment ToolsCompany and contact details
  • ReportingShared funnel dashboards

Outcome Snapshot

Marketing and Sales Working From One Record

Connected marketing and CRM systems can shorten lead follow-up, improve trust in lead data and give both teams the same view of the pipeline. Measure success through speed to lead, stage conversion rates, duplicate record rates, and time spent preparing funnel reports.

  • Speed to Lead

    Time from a form fill to the first sales contact.

  • Stage Conversion Rates

    How many leads move from one lifecycle stage to the next.

  • Duplicate Record Rates

    How many new records duplicate an existing one.

  • Report Preparation Time

    Time needed to prepare funnel reports.

Related Services

Explore the services applied in this case study, or combine them into one program for your own team.

Let’s Build Together

Are Your Marketing and CRM Data Out of Step?

Tell us which marketing and CRM platforms you use, and we will discuss how to connect them, clean up the data and agree one lifecycle model.

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  • CRM Automation
  • Lead Routing
  • Integration
  • Reporting