Case Study: Avalara boosts outbound conversions with DemandGen lead management

Outbound Opportunities, Deals and Revenue

Avalara, a provider of automated tax compliance solutions, struggled with an ineffective lead management program. Their system lacked targeted segmentation and a proper lead scoring model that incorporated behavioral data, leading to poor prioritization and alignment between sales and marketing. They engaged DemandGen's Lead Management services to overhaul their process.

DemandGen developed a comprehensive lead management program for Avalara, which included creating a new lead scoring matrix, defining a clear lead funnel taxonomy, and aligning nurture strategies with the buying cycle. This initiative provided better behavioral insight and sales-marketing alignment. The results were significant, including a 40% increase in outbound deals and a 35% rise in outbound opportunities, driven by new efficiencies that allowed the sales team to focus on higher-priority leads.

Avalara

Jessica Davis

Senior Marketing Operations Manager