B2B Franchise Marketplace

Context

A marketplace platform matching franchise brands with prospective franchisees. Marketing was generating leads, but the sales team spent most of its time qualifying out poor-fit enquiries instead of closing qualified buyers.

The problem

• Lead forms captured contact details but not buying intent or fit signals.
• Sales and marketing used different definitions of a qualified lead.
• The product journey did not reflect the real questions franchisees asked before booking a call.
• No shared view of which channels and content produced leads that actually converted.

What I did

• Interviewed sales, marketing and customers to map the real franchisee evaluation journey.
• Redesigned lead capture around intent signals rather than contact details alone.
• Aligned scoring logic across marketing automation, CRM and the product experience.
• Built a shared dashboard showing lead quality by channel, stage and outcome.

Outcome

• Fewer unqualified leads reaching sales, freeing time for high-intent conversations.
• Clearer handoff between marketing, product and sales with shared lead-quality criteria.
• Better visibility into which GTM activities produce deals, not just form fills.
• A repeatable framework for testing messaging and funnel changes.