Discovery, twice
A prospect describes their use case on a form, then again to a development rep, then again to an account executive, each time a little less patiently.
Carry buyer context from first enquiry into sales.
You may recognise some of this.
Not every team has every one of these. They are the situations that usually prompt the conversation.
Claims sales cannot stand behind
Marketing pages describe capabilities in broad terms. Sales spends the first call narrowing them, and occasionally retracting one.
Rejections without reasons
Sales declines enquiries as a poor fit, but the reason is rarely recorded, so marketing keeps attracting the same kind.
From trigger to accepted result.
We follow one use case from enquiry to an accepted or rejected opportunity, with the reason recorded either way.
Step 1: Use-case enquiry
- Prospect, through your site
- A use-case page with reviewed claims and stated limits
- The enquiry is tied to a named use case.
Step 2: Context capture
- Form or first conversation
- Agreed qualification questions
- Answers stored where sales will actually see them.
Step 3: Qualification
- Development rep or marketing operations
- Your written qualification rules
- Fit judged against criteria, not instinct.
Step 4: Routing
- Your CRM, by agreed rules
- Routing and acceptance rules
- The right owner receives it, with context attached.
Step 5: Acceptance or rejection
- Account executive
- The enquiry record
- Decision and reason recorded, and reported back to marketing.
What this looks like in practice.
An anonymised scenario drawn from patterns across our past work, showing how this kind of problem gets solved. Named projects follow further down the page.
One use case, from enquiry to accepted opportunity
We work on one use-case path inside the tools you already run. We do not take over your RevOps function or replace your CRM.
What you supply
- Current pages and sales material for the use case
- A sample of recent enquiries and what happened to them
- Your qualification criteria, however informal
- Someone who can change forms and CRM fields, or access to do so
What you receive
- Reviewed claims and stated limitations for the use case
- Qualification questions
- Agreed routing and acceptance rules
- A tested handoff in your existing stack
What stays with you
- You set the commercial qualification rules
- Product confirms what is released and what is not
- Your CRM owner approves any field or routing change
When it is complete
- Test enquiries reach sales with the agreed context attached
- Rejections are recorded with a reason from an agreed list
- Sales and marketing have both signed off the rules
Scope, fee, timing and how much of your team's time it needs are agreed in writing before any work starts.
Measured against your own starting point.
During scoping we agree a baseline for each measure from your own records, then compare at the end. We do not promise a percentage before we have seen the work.
Share of enquiries reaching sales with the agreed fields filled.
From enquiry to an accept or reject decision.
Questions sales asks that the buyer already answered.
Share of rejected enquiries with a reason recorded.
Similar work, and why it is relevant.
Work by the people behind ECM.DEV, chosen because the workflow is similar, not because the sector is identical. Each case study says how it was delivered, and client names do not imply endorsement.
Demand Generation for a B2B Software Provider
An inbound model connecting search, expert content and campaign paths to qualified sales leads, for a specialist software provider with technical buyers.
Read the case studyDigital Demand Generation for a Global Technology Manufacturer
Lead scoring and attribution reporting designed across marketing automation, analytics and CRM, so a technology manufacturer could see which enquiries turned into revenue.
Read the case study
Founder · Fractional content operations lead
Senior ownership for the work between expertise, content and sales.
I help your team turn specialist knowledge into clear, approved material and repeatable workflows. That means connecting the people, information and systems needed to keep content useful across buying journeys and markets.
Start with one defined project. If you need continued support, I can lead agreed priorities, coordinate contributors and keep approvals and improvements moving, with a scope and rhythm that fit your team.
Start with one conversation.
A scoping conversation is about the work in front of you: which workflow, which material, who needs to be involved. If a first project makes sense, you receive a written scope and fee. If it does not, we say so.
- Understand the problem
- Agree one project
- Deliver and review
- Decide whether more is useful
A completed project with nothing further is a good outcome. Ongoing support is there if you want it, not a condition of starting.