How a B2B SaaS Company achieved 45% Faster Sales Follow-Up With Automated Enablement Workflows in Marketo

Client Overview — A B2B SaaS Company with Slow Sales Response Times

A B2B SaaS company struggled with long response times from sales. High-intent leads generated by marketing sat untouched for days, while SDRs lacked context and relevant content to engage effectively. Marketing and sales pointed fingers, and revenue opportunities slipped away.

Challenges — Marketing-Sales Handoff Was Broken

• Delayed Lead Response: Hot leads waited days for SDR outreach.
• Lack of Context: Sales teams didn’t know which campaigns or assets leads engaged with.
• Content Chaos: Reps couldn’t easily find case studies, decks, or assets aligned to prospect interests.
• Pipeline Leakage: Missed handoffs meant lost opportunities and wasted marketing spend.

Solution — Automated Sales Enablement in Marketo

Xgrid built workflows inside Marketo to ensure sales received real-time alerts, contextual insights, and the right assets to follow up quickly.

• Real-Time Alerts: Configured automated notifications when leads hit scoring thresholds or engaged with high-value content.
• Lead Activity Summaries: Packaged campaign history into digestible reports pushed directly to Salesforce.
• Content Playbooks: Mapped marketing assets to buyer stages and embedded links in alerts for SDRs.
• Hot Lead Routing: Ensured top-priority leads bypassed queues and reached the right rep instantly.
• Feedback Loops: Gathered SDR feedback to refine scoring, alerts, and asset recommendations.

Results — Faster Follow-Up, Stronger Conversions

• 45% Faster Sales Response Times: Leads were contacted within hours instead of days.
• 30% Higher Conversion Rates: Hot leads converted more when contacted promptly with relevant context.
• Improved SDR Productivity: Automated summaries cut research time in half.
• Better Alignment: Marketing and sales operated on the same data and workflows.
• Stronger Pipeline Health: Fewer leads slipped through the cracks.

Key Takeaways — Sales Enablement is About Speed + Relevance

• Timeliness Drives Conversions: The faster the follow-up, the higher the win rate.
• Context Equals Confidence: SDRs need insight into lead behavior, not just names.
• Content Mapping Fuels Engagement: Sales should always know which asset to use, at which stage.

Conclusion — From Missed Handoffs to Revenue Acceleration

By automating sales enablement workflows in Marketo, the client eliminated handoff gaps, empowered SDRs with the right insights, and accelerated revenue. Marketing and sales finally operated as one unified growth engine.

Don’t let hot leads go cold. Get started with Xgrid’s Marketo Consulting Services and arm your sales team with automated enablement workflows that boost speed and conversions.