Project Overview

• Company: Rental Property Refund

• Campaign/Initiative: CRM Optimization & Marketing-Sales Automation

• Goal: Streamline lead management by optimizing the CRM and automating handoff between sales and marketing

My Role

As Director of Marketing, I led a cross-functional initiative to unify marketing and sales workflows. My responsibilities included:

• Auditing and restructuring the existing CRM setup

• Designing automation workflows for lead capture, nurturing, and handoff

• Aligning marketing campaigns with sales pipeline stages

• Collaborating with the sales team to close process gaps

Strategy & Process

I began by auditing the current CRM architecture and identifying friction points in the lead lifecycle. From there, I built automated workflows to:

• Route inbound leads to appropriate sales reps

• Trigger follow-ups based on lead source and funnel stage

• Score and segment leads for personalized outreach

• Sync marketing activity with sales touchpoints for full-funnel visibility

Execution & Deliverables

• Restructured CRM contact fields, stages, and segmentation

• Built automated email sequences for onboarding, re-engagement, and follow-up

• Integrated form submissions and landing pages with lead scoring rules

• Created dashboards to track lead flow and marketing-to-sales conversion

Results

• Reduced lead response time by 61%

• Increased MQL-to-SQL conversion by 20%

• Shortened sales cycle by 7 days

What Made It Work

The key to success here was cross-team alignment and a data-first approach. By mapping every step of the customer journey and automating repetitive tasks, we improved efficiency and created a smoother experience for both prospects and the sales team.