Accelerating Sales with
Lead Generation
From external company data to qualified sales leads and a measurable pipeline.
Turn external company data into real sales opportunities
The business objective was to systematically reach out to new companies in Poland, identify potential transport needs and build an additional sales pipeline. External databases contained company and contact details, business activity classifications and other firmographic information, but required preparation, segmentation and a clear process before they could be used by Sales Support.
- Use external company data effectively for outbound prospecting
- Enable Sales Support with a structured, easy-to-follow process
- Give management visibility into activity, results and pipeline development
Designed and implemented the operational solution
The initiative was defined by senior management. I was responsible for turning it into a practical, repeatable workflow - from preparing the data to enabling users and building management reporting.
- Prepared and structured external company records
- Matched records with internal customer data to exclude existing customers
- Selected relevant business activities and assigned regions and branches
- Published the prepared database on SharePoint
- Defined CRM lead creation, handover and opportunity workflow
- Created dashboards, instructions and user training
From data to pipeline
Prepare data
Clean, enrich and segment external company records.
Assign & distribute
Organise prospects by region and branch and publish on SharePoint.
Prospect & qualify
Sales Support calls prospects and records potential transport needs.
Create & hand over
Qualified prospects are created as CRM Sales Leads and assigned to sales.
Develop pipeline
Salespeople validate prospects and convert suitable leads into Opportunities.
Custom reporting for different audiences
I built dashboards using BI environment in order to give managers a clear view of progress. Reporting was organised at overall, regional and branch levels, with tailored individual views so managers could monitor their teams’ activity and lead outcomes.
Illustrative regional view; sample figures and monthly distribution are fictional.
A significant increase in recorded Sales Leads
The process was introduced in 2019. The chart includes 2018 as a historical reference year, before the process was in place, to make the subsequent increase in recorded Sales Leads visible. These are overall CRM lead figures; not every lead originated from the external databases used in the initiative.
Real project. Recreated visuals.
This case study describes a process designed and implemented in a real business environment. Dashboard visuals use fictional example data, while historical lead totals are aggregated figures. Original business records and screenshots are not published.