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Inconsistent lead routing and SDR-to-AE handoffs
Inbound leads were being assigned manually — no territory rules, no routing logic, and no standardized qualification criteria for SDR-to-AE handoff. Coverage gaps were creating missed pipeline.
The challenge
IronScales' growth trajectory was outpacing the capabilities of their sales and marketing infrastructure. Lead routing was inconsistent. SDR handoffs to AEs lacked standardization. Marketing campaigns operated in isolation from CRM data, making attribution nearly impossible. Email sequences were manually managed. As the team scaled, every gap in process became a revenue leak.
The approach
Cloud Nerd configured Salesforce Sales Cloud for IronScales' B2B SaaS sales motion — territory-based lead assignment rules, SaaS-aligned opportunity stages, and pipeline dashboards. Marketing Cloud was connected to Sales Cloud with behavior-based lead scoring aligned to IronScales' ICP, 10+ email automation journeys (nurture, trial onboarding, renewal), UTM campaign tracking, and closed-loop marketing-to-pipeline attribution reporting.
The outcome
Every inbound lead follows a standardized routing process. Behavior-based scoring surfaces the highest-intent prospects for SDR prioritization. Marketing can now measure which campaigns, channels, and email sequences are influencing pipeline and closed-won deals.
