Increase Revenue with Deal Velocity: How Automating Inbound Lead Processing Can Help

The Current Process: Where Things Go Wrong

Demand generation and field marketers work tirelessly to plan and execute campaigns or events designed to generate leads. However, when the event ends, they are left with a raw list of leads—data that is often incomplete, inconsistent, and riddled with formatting errors. Missing phone numbers, improperly formatted country and state fields, and extraneous characters in names all create a major hurdle. When these leads enter a CRM in this messy state, sales teams lack confidence in the data, decreasing their likelihood of engaging with prospects.

Since marketing teams typically lack the technical expertise to clean this data themselves, they pass it to Marketing Operations (MOPS) for processing before it can be uploaded into their Marketing Automation Platform (MAP). However, this step introduces delays, as MOPS teams are already stretched thin and cannot keep up with manually cleaning and formatting thousands of leads every week.

The Problem: Slow Lead Processing Kills Revenue

MOPS teams at enterprise organizations often rely on makeshift solutions like Excel formulas to clean lead data, which is both inefficient and error-prone. This manual process takes anywhere from one to three days and does not account for the need to enrich the data with additional insights from third-party sources like ZoomInfo. The delay in getting clean leads into the MAP and CRM extends the time it takes for sales to engage, ultimately reducing deal velocity and lowering the probability of converting leads into closed-won deals.

The Solution: Shift MOPS from a Bottleneck to an Enabler

To increase deal velocity and reduce lead processing time by 1-3 days, MOPS teams must move away from manual data processing and adopt an automation-first approach. Instead of acting as a roadblock, MOPS should focus on setting up the right infrastructure and tools that allow marketers to import, clean, and activate leads without manual intervention. By eliminating the dependency on MOPS for lead processing, organizations can significantly improve sales engagement and revenue generation.

How Integrate Can Help

Integrate’s lead management platform removes the manual burden from MOPS and empowers marketers to achieve faster lead activation. Here’s how:

• Automated Data Cleaning & Governance: Integrate ensures all incoming leads meet predefined quality standards by standardizing formats, deduplicating records, and applying governance rules.
• Seamless Enrichment: The platform integrates with data providers like ZoomInfo to append missing fields, providing sales teams with a more complete view of prospects.
• Self-Service UI for Marketers: MOPS can configure rules for lead processing once, allowing marketers to upload and clean leads instantly without additional support.
• End-to-End Automation: Leads can be automatically imported, processed, and exported to MAP and CRM systems in real time, reducing delays and improving sales responsiveness.

The Value of Automating Lead Processing

By automating inbound lead processing, organizations can achieve tangible business outcomes:

• Increase in Deal Velocity: Reducing lead processing time by 1-3 days directly shortens the sales cycle, enabling faster revenue realization.
• Measurable Revenue Impact: For a company with a 90-day sales cycle, saving two days increases annual revenue by approximately 2%.
• Significant ROI: Given Integrate’s low cost, customers can expect a 10x return on investment by improving sales cycle efficiency and increasing revenue.

The Bottom Line

Revenue growth is driven by three key levers: increasing deal size, improving win rates, and accelerating deal velocity. Among these, deal velocity is the only factor leadership can control deterministically—and the best way to boost deal velocity is by automating inbound lead processing. With Integrate, organizations can streamline their lead management workflow, empower their sales teams with high-quality leads faster, and unlock new revenue potential.

Are you ready to increase revenue by optimizing deal velocity? Contact Integrate today to learn more.