Agency lead qualification

Creative Milkshake and Nine.am are creative agencies inside the Fieldtrip group. Their problem was not lead volume, it was that qualifying a lead took real work and every rep did it manually, on every lead, including the ones that were never going to close.

What I built

A system that researches every intake lead, scores it against ICP and budget, and routes it to the internal team, a partner, or a decline. Research and notes get attached automatically, so a rep opening a call already has the context instead of spending twenty minutes assembling it.

Underneath that, a CRM cleanup (the scoring is worthless on top of bad data) and a sales intelligence layer over the MQL and SQL pipeline, so the numbers meant something and you could see where deals actually died.

The effect was less about speed and more about attention. Reps stopped preparing for calls that should never have been booked.