01 /The starting point

What needed to change.

Our client, a leading hospitality technology provider with more than 100 employees, needed to optimize and scale lead generation. Despite a high-quality product portfolio and a strong market position, it lacked a structured approach to acquiring and nurturing customers.

There was no central customer database, creating inefficiencies in sales and marketing. Marketing activities were largely manual and difficult to scale, limiting growth. Clear processes for qualifying and following up leads were also missing, resulting in long sales cycles and missed opportunities.

02 /Our contribution

How we approached it.

We took on interim marketing leadership as CMO and coordinated the introduction of a CRM system and a marketing automation strategy. Following a thorough review of existing processes, we developed an integrated strategy tailored to the industry’s needs and challenges.

A CRM system configured for the business formed the core of the solution. We migrated and cleaned existing customer data, developed industry-specific workflows and trained employees. In parallel, we built a marketing automation platform with lead scoring and multi-stage nurturing campaigns for different buyer personas.

A content hub with industry-specific materials supported both lead generation and qualification. Continuous analysis and optimization improved performance over time. Particular attention went to knowledge transfer and internal capabilities to support the transformation’s long-term success.

03 /The results

What the engagement changed.

  • 120% increase in lead generation within 4 months
  • 45% increase in lead-to-opportunity conversion
  • 35% shorter sales cycles through more efficient lead qualification
  • A scalable marketing automation system with 65% higher efficiency
  • 28% increase in average deal value
  • 85% improvement in customer data quality and completeness

“The marketing leadership transformed our marketing and sales processes and established a data-driven culture in our company. Implementing the CRM system and marketing automation strategy dramatically improved our lead generation capacity and enabled us to accelerate growth.”

CEO · Hospitality technology company

Results relate to the engagement described and its specific circumstances. Testimonial translated from the German source.