Regulated professional services platform: Lead-to-order conversion 8% to 12% with statistical proof.
The Friction Point
A regulated professional services operator had healthy top-of-funnel lead volume but inconsistent conversion to closed orders. Routing was manual, lead scoring did not exist, and downstream teams could not tell a high-intent inquiry from a tire-kicker until a sales rep had already burned time on it.
The Systemic Intervention
Build a scoring and routing system tied to the CRM, instrument the entire lead-to-order journey, and validate every improvement with pre-registered experiments. The bar was 99% confidence on results, not directional wins.
What we built
Data & Experimentation
Full lead-to-order funnel instrumented in the warehouse. Cohort views by source, geography, and intent tier. Experimentation program with 30+ tests in 12 months.
CRM & Revenue Systems
Rebuilt lead scoring model, automated routing, and SLA enforcement. Feedback loop from closed-lost reasons back into scoring weights.
Revenue Engineering
Sequenced experiments across form logic, response cadence, sales scripting, and disqualification rules. Winners rolled in, losers documented.
The Statistical Proof
The Compounding Economic Result
A 50% relative lift on lead-to-order compounds through the P&L, not just the dashboard. On identical channel spend, closed orders rose by half, dropping blended CAC by a third and shortening payback period. Because the lift came from lead scoring and routing rather than paid media, the improvement carries forward at zero incremental acquisition cost, and every future channel test inherits the stronger downstream conversion baseline.
"mxdify didn't just give us recommendations, they built the instrumentation, ran the experiments, and showed us exactly what was working with statistical proof."