Case Study Signal
From lead volume to qualified pipeline.
A SaaS team aligned ICP, messaging, and funnel structure to turn demand into sales conversations.
Company Type
B2B SaaS
Stage
Inconsistent Pipeline
Primary Constraint
Messaging + funnel mismatch and weak qualification.
GoalStabilize demand capture and improve pipeline quality.
What Was Broken
- ICP targeting was too broad
- Messaging sounded generic
- Landing pages didn’t pre-qualify
- Leads leaked due to slow follow-up
- No clear feedback loop between marketing and sales
What We Changed (System Moves)
- Defined ICP tiers and messaging by segment
- Rebuilt landing flow to qualify and route better
- Implemented lead routing + follow-up automation
- Established weekly pipeline review cadence
- Built creative + copy testing rules tied to intent
Artifacts Delivered
ICP and messaging map
Landing page structure + qualification blocks
Follow-up workflow (rules + templates)
Simple dashboard for pipeline visibility
Weekly review agenda and iteration checklist
ICP & Messaging Map
Target Segment
Ops Lead
Core Pain
Manual work & Chaos
Our Promise
Automated Stability
Main Objection
"Implementation Time"
Target Segment
Founder
Core Pain
Unpredictable Growth
Our Promise
Revenue Clarity
Main Objection
"ROI / Price"
Target Segment
RevOps
Core Pain
Leaky Funnel
Our Promise
Full Attribution
Main Objection
"Tech Stack Fit"
ICP & Messaging Map
Clear segments, clear promises, clear objections.
Lead Routing Workflow
Automated follow-ups and ownership so leads don’t leak.
New Lead
Qualify
NurtureAutomated Seq.
ReadyBook Demo
Pipeline Health
Quality Score: 92/100
Review12
Qualified8
Proposal5
Pipeline Review Board
A weekly view of signal and bottlenecks (without vanity metrics).
The New Operating Rhythm
Weekly Cadence
- Review pipeline quality signals
- Test one messaging angle at a time
- Iterate landing page clarity + objections
Monthly Cadence
- Re-align ICP and refine qualification logic
Why It Worked