JEDDORE / OSAsk AI
Reported: Jeddore's own professional record, shown with context. Not live company data.PipelineSalesforceLead scoringRevenue operations

Growing pipeline 133%

Building the demand engine behind 90% of a manufacturer's revenue: one qualification model, Salesforce as the system of record, a validated lead score and spend that follows conversion.

Organization
A North American manufacturer selling B2B and B2C
Period
2018 – present
Role
Marketing & Technology Manager (Head of Marketing), reporting to the President
  • 133%Pipeline growthAnnual sales pipeline at a North American manufacturer, 2018 to present. Pipeline more than doubled.
  • 44%More qualified opportunities, year over yearYear-over-year increase in qualified sales opportunities.
  • 25%Improvement in funnel efficiencyFunnel efficiency gain, achieved while holding opportunity volume.
  • 90%Of company revenue traced to marketingShare of company revenue traced to marketing-sourced activity.
  • 2.4×Lift from a validated lead-scoring modelLogistic-regression model validated on several years of lead history; captures 66% of eventual wins.

01Business context

A manufacturer of a considered, high-value product, selling to homeowners, contractors and architects across several markets. Long, considered purchases, many people involved in each decision, and leads arriving from paid search, trade shows, direct mail, samples, referrals and the website.

Jeddore joined as Marketing Coordinator in 2018. The role grew into marketing strategy, revenue operations, demand generation and in-house software development, reporting directly to the President.

02Problem or opportunity

Leads were qualified with AND-rule logic that couldn't rank one inquiry against another, and spend wasn't tied to which sources actually converted. Marketing could report volume, not which activity produced revenue, so the budget was hard to defend or redirect.

03My responsibility

Owns the full-funnel demand engine, the marketing budget (including paid search), the Salesforce org as its working architect, and the dashboards leadership uses each week. Built the marketing function from zero, including hiring and developing a Marketing Coordinator and setting the KPI framework.

04Strategy

  1. 1

    Salesforce as the system of record

    Led the company-wide Salesforce migration, then designed lead routing, territory assignment and Account Engagement automation so every inquiry lands with an owner and a status.

  2. 2

    Score for likelihood, not rules

    Replaced AND-rule qualification with a points-based HOT / WARM / STANDARD / COLD model built on logistic regression and validated against years of lead and opportunity history.

  3. 3

    Move spend to what converts

    Analysis showed the highest-volume lead source converting well below baseline, while another source converted far above it. Acquisition spend was redirected accordingly.

  4. 4

    Make marketing measurable at the top

    Live executive dashboards in weekly leadership meetings, ROI modeling tied to sales capacity, and forecasting with Sales leadership so budget follows pipeline.

05Implementation

  • Company-wide Salesforce migration; Flows, CPQ, lead routing, junction-object territory design and Pardot / Account Engagement automation.
  • A win-prediction and inquiry-scoring model: logistic regression across thousands of leads joined to opportunity records. Lead quality was the strongest single predictor.
  • A Salesforce reporting suite: month-over-month and year-over-year lead and opportunity dashboards by country, source, owner and type, plus an executive KPI dashboard querying Salesforce live.
  • Budget allocated with ROI modeling across paid search, trade shows, direct mail, samples and print.
  • Rewritten responsive search ads across competitor, branded and generic campaigns, built on substantiated product claims.
  • SEO led through controlled Search Console experiments, and a WordPress to Webflow replatform with redirect mapping and SEO title architecture.
  • Platform-level fixes, including a marketing-automation sync that reverted Lead Status and a CPQ pricing-rule bypass on programmatically inserted quote lines.

06Measurable results

Annual pipeline, indexedAs reported, 2018 to present. 2018 = 100; absolute values are not published.
Pipeline
Annual pipeline grew 133% since 2018, more than doubling.
Qualified opportunities
Up 44% year over year.
Funnel efficiency
Improved 25% while holding opportunity volume.
Revenue attribution
90% of company revenue traced to marketing-sourced activity.
Lead scoring
The new model captures 66% of eventual wins at 2.4× baseline lift, and was adopted as the upstream inquiry standard.

07Lessons learned

  • Most funnel problems are definition problems first. Until marketing and sales count the same thing, no dashboard helps.
  • High volume isn't high value. The biggest lead source was one of the weakest converters.
  • A score nobody trusts is ignored. A simple, validated, explainable model beat a rulebook nobody could rank with.
  • Being both strategist and builder shortens the loop: the person who spots the problem can ship the fix that week.

→Systems behind this

Figures are as reported by Jeddore from his own professional record and are approximate. Organization details are limited to what is approved for public use.Questions? support@jeddore.com · Ask Jeddore AI

Perspective

What brings you here?

Pick a perspective and the site reorders itself around what you care about. The facts don't change, only the emphasis. Change it any time from the top bar.

Evidence

Esc
  • Loading…