GM.

Selected work / Commercial case study

MQL Acceleration Campaign

An always-on, stage-based nurture programme at Veriforce that reduced the lead-to-sale cycle from 11 days to 7.5 days.

← Back to selected projectsStrategy · Technology · Commercial outcomes

MQL Acceleration Campaign

Home · Selected projects · Results

11 → 7.5 daysLead-to-sale cycle
32%Reduction in cycle time
2026Delivery year

An always-on campaign designed to maintain relevant communication with inbound leads and open opportunities as they progressed through the sales pipeline.

The business problem

New inbound leads and open opportunities needed timely, relevant follow-up while they progressed through different stages of the pipeline. A single generic nurture sequence would not reflect the change in context when a lead became an opportunity.

The approach

I launched an always-on campaign with communications that changed according to the lead's status:

  • New inbound leads: entered the campaign when the lead was created.
  • Open leads: continued to receive the sequence while they had not reached closed won.
  • Opportunities: moved to focused communications based on the opportunity stage.

This gave the programme a continuous presence while keeping the messaging aligned to the prospect's position in the pipeline.

My contribution

I launched the campaign and its stage-based approach to communication across new inbound leads and open opportunities.

The result

The reported lead-to-sale cycle reduced from 11 days to 7.5 days — a 32% reduction.

Measurement note: The available project record supports the change in lead-to-sale cycle time. It does not specify the comparison period, sample size or attribution methodology, so no additional causal or revenue claims are made here.

Why it mattered

The programme made follow-up more consistent and responsive to pipeline stage. It is an example of lifecycle automation being used to support sales progression rather than simply increasing email volume.