Case Study: Gusto boosts sales efficiency with MadKudu

MadKudu identifies 35% of leads Gusto sellers do not impact‍

Gusto, a San Francisco-based software company offering payroll, benefits, and HR management for SMBs, needed a way to improve sales efficiency across a high volume of inbound leads. With both a self-serve and high-touch sales motion, the team wanted to ensure reps focused on leads they could actually influence, rather than spending time on prospects likely to convert on their own.

MadKudu connected to Gusto’s Salesforce, Marketo, and Segment data and built a lead-scoring model to predict which leads were most worth sales attention. By testing called versus uncalled cohorts, MadKudu found that “MK Good” leads saw a 15% lift in conversion at 98% confidence when called, while “MK Bad” leads showed no statistical lift. As a result, Gusto continued prioritizing sales outreach for good leads while preserving a strong self-serve path for bad leads.

Gusto