0%
MQL-to-meeting conversion.
CLIENT CASE · CONVERT, THEN ATTRACT · PROPTECH
One owner for the entire funnel: marketing-generated meetings began turning into revenue.
A proptech with R$22 million in annual recurring revenue, selling market intelligence to developers, real estate agencies, and banks, was building sales and marketing simultaneously without anyone accountable for the full funnel. In six months, Leverage Now created one funnel vocabulary, accelerated the sales handoff, and made marketing accountable for pipeline. Monthly new revenue grew 68%.
- Industry: Proptech, data and market intelligence.
- Focus areas: Convert, then Attract.
- Engagement: Six months.
- Reference product: Leverage Unlock.
R$380K → R$640K new revenue contracted per month—arr
De R$ 380K para R$ 640K.
ANONYMIZED CLIENT CASE. Metrics reflect progress recorded during the stated project period.
Highlighted results
26 hours → 15 minutes
Lead first-response time.
0%
Demo attendance.
0%
Meeting-to-proposal conversion.
58 days → 41 days
Sales cycle.
0%
Opportunities with a recorded source campaign.
±35% → ±10%
Monthly forecast error.
R$380K → R$640K
New revenue contracted per month—ARR.
19 months → 12 months
CAC payback.
0%
Rural vertical share of pipeline.
Os indicadores refletem a evolução registrada no projeto durante o período informado.
Starting point and challenge.
Account executives and closers had been joining since July, marketing coordination opened in August, and a role to coordinate the entire revenue engine opened in September. Meanwhile, marketing measured MQLs, sales measured closed deals, and no one measured the handoff. Only 11% of MQLs became meetings, first response took 26 hours, and each side blamed the other for quality.
The challenge
The CEO built forecasts by combining two teams' spreadsheets, and the board saw different numbers every month. The rural-data vertical, launched the previous year, had neither dedicated content nor a sales narrative and closed deals by chance.
The four methodology areas and five risks pointed to this priority sequence: Convert, then Attract. Prioritization considered potential impact, time to results, required effort, and cross-functional dependencies.
APPROACH
From prioritization to execution.
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Diagnosis and prioritization
We measured all four methodology areas. Deliver implemented in ten days, Retain had 104% net revenue retention, and Attract generated 640 MQLs per month. The leak was in the handoff between teams.
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One funnel, one vocabulary
Marketing and sales jointly defined MQL—fit and intent—and SQL—accepted meeting. We unified CRM stages, made source fields mandatory, and introduced one weekly end-to-end funnel report led by an interim owner until the permanent hire arrived.
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Speed and cadence
Leads were routed to SDRs within minutes, followed by an eight-touch cadence over ten days, demo confirmation and reminders, and segment-specific demos for developers, real estate agencies, and banks.
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Second wave: marketing accountable for pipeline
Marketing received SQL and pipeline targets by vertical, content was organized by use case, the rural vertical received dedicated materials, and the revenue-engine coordinator joined in month four to lead an existing funnel.
What changed during the period.
A shared MQL definition ended the lead-quality dispute: marketing became accountable for accepted meetings, and sales for conversion from that point forward. Fast response and structured cadence more than doubled meeting conversion, while confirmation and reminders raised demo attendance by 21 points. Forecasting moved into one system, giving the board one monthly number. Dedicated rural content took that vertical from incidental sales to 12% of pipeline.
What changed in practice.
Antes
- Before
- Marketing measured MQLs and sales measured closes; no one measured the handoff
- Leads waited 26 hours; 11% became meetings
- CEO combined two teams' spreadsheets for forecasting
- Marketing and revenue coordination roles vacant while the team grew without process
- Rural vertical sold by chance
Depois
- After
- One funnel owner and a weekly end-to-end report
- Response in 15 minutes; 24% become meetings
- Stage-based CRM forecast with ±10% error
- Coordinator hired to lead a designed funnel and pipeline target
- Dedicated content and narrative; 12% of pipeline
Which of these opportunities fit your company?
Leverage Now reviews your business context, sets priorities, and outlines next steps.