Avalara helps businesses of all sizes achieve compliance with sales and excise tax, VAT and other transactional tax requirements with automated, cloud-base solutions. Avalara needed a more effective way to score, prioritize and manage leads, and better alignment between sales and marketing teams to improve lead conversions. Working with DemandGen, Avalara developed a lead management program that enables reliable lead scoring and prioritization.
The project included developing a lead funnel taxonomy, defining a lead scoring model, aligning the lead nurture strategy with the buying cycle and creating a reporting strategy. Delivered in four phases over nine months, the solution provides insight into people requesting content, as well as their behavior. The new program provides better insight into behavioral information of prospects and leads, as well as better alignment between sales and marketing teams, resulting in significant increases in outbound opportunities, deals and revenue. Since implementation, Avalara has realized a 35% increase in outbound opportunities and a 15% increase in outbound sales.
