Lead Intake Cleanup for Salesforce
A B2B services company was losing deals to slow follow-up in an inherited Salesforce setup. Leads arrived via email, web forms, and phone with different data formats, incomplete ownership, and duplicate creation. SDRs spent hours cleaning records before they could follow up.
Key Outcome
First-response time dropped from 4+ hours to under 15 minutes. Salesforce duplicate rate fell by 60%.
Workflow Design
The Problem
The sales team received 200+ inquiries per week across three channels. Each channel captured different information in different formats:
- Email inquiries had company info buried in signatures, not structured fields
- Web forms captured basics, but "message" field was a wall of unstructured text
- Phone call notes depended entirely on who answered—some reps captured everything, others captured nothing
- Same person, different email = new duplicate record in Salesforce
SDRs spent the first 2 hours of every day copying data from inboxes to Salesforce. By the time they followed up, faster competitors had already responded.
Results
Measured after 90 days in production:
Response Time
4+ hours → 15 min
Average time to first rep contact
Salesforce Data Quality
60% fewer duplicates
Duplicate records created per month
SDR Time
8+ hours/week saved
Per SDR on manual data entry
Conversion
+23% inquiry → meeting
Qualified meeting conversion rate
Is This for You?
This pattern works best when:
- You receive 50+ inbound inquiries per week across multiple channels feeding Salesforce
- Speed-to-lead matters competitively (professional services, SaaS, real estate)
- Your Salesforce data quality is drifting faster than the team can clean it manually
- SDRs complain about "admin work" taking time from selling