The challenge
BuildRight was generating leads through digital advertising, but not every lead was worth pursuing. Marketing was reporting lead volume while sales cared about qualified projects. The two teams were measuring completely different things.
What we did
Redefined conversion:
We identified the characteristics of commercially valuable projects instead of optimising campaigns around every form submission.
Rebuilt lead forms:
Forms collected project type, project size, location, timeline, budget, and service required.
Connected marketing to sales:
Lead-quality data was fed back into campaign optimisation, shifting spend toward higher-value opportunities.
Built a revenue dashboard:
Advertising data was connected with CRM outcomes so the company could see ad spend → lead → qualified opportunity → sales opportunity → revenue.
The result
“We used to celebrate leads. Now we know which leads actually matter.”Michael Harris — VP of Sales, BuildRight