In essence, Sponge identifies where the funnel is failing, and ultimately answers:
Is the pipeline of MQLs/SALs/Opportunities real?
Is our Sales process accurately identifying real prospects?
How do we move real prospects forward (both in Marketing and Sales)?
Should nurture be owned by Sales and/or Marketing?
What Sponge found: Rapid growth during the pandemic was a double-edge sword
At the beginning of the pandemic, eOriginal signed a huge partnership to process SBA (Small Business Administration) loans. But they didn't add Sales headcount. The sudden flood of leads overwhelmed Sales' capacity and found every crack in the funnel:
eOriginal hadn't negotiated SLAs between Marketing, SDRs, or Sales. When prospects missed meetings, no one hunted them down to reschedule. And if prospects languished in a stage, there were no triggers to route them elsewhere.
Reps prioritized SBA partner opportunities over outbound prospecting and inbound MQLs, leaving qualified pipeline behind.
Marketing and Sales used different reports and dashboards to track pipeline.
Sponge worked with eOriginal to plug the gaps. Together, they:
and hired an external agency to follow up with Leads, [re]schedule meetings, and create Opps before passing the baton to Sales.
The result:A transparent and effective Lead-to-Revenue funnel
After the new process launched, eOriginal:
followed up with every MQL within 24 hours,
grew pipeline 36% QoQ,
decreased stalled pipeline by 47% over the next 6 months,
and became Wolters Kluwer's highest-scoring BU on the Accenture Digital Maturity Assessment.
"Sponge audited how we generate Leads and manage Opportunities through our sales funnel. Their work has been outstanding and I recommend this for other portfolio companies."
Brian Madocks, CEO at eOriginal
Ready to move beyond random acts of marketing?
Sponge is a boutique agency with 110+ years of strategic and technical experience in marketing & revenue operations. We help companies consistently generate millions in pipeline, design smarter processes, uplevel their team, get more from their tech stack, and move from chaos to predictable revenue.
Sponge specializes in:
We facilitate hard conversations between Sales and Marketing, so they share goals, carve out roles and responsibilities, and work from the same playbook.
Whether it’s nurture programs, webinars, emails, BDRs scripts, or landing pages, Sponge builds demand gen campaigns that consistently deliver revenue.
Solving Tough Problems
We tackle weekly sprints for the grittiest and most confounding automation problems, so everything *finally* works.
Remodeling Tech Stacks
We implement, integrate, and optimize sophisticated MarTech tools, so marketers can automate complex processes and focus on growing.
Working Every Lead
Stop ghosting leads. We’ve developed a methodology to track leads through the funnel (and see how quickly Sales works them).
Proving Marketing’s Contribution
We build the KPIs, reports, dashboards, and custom attribution models that durably demonstrate Marketing's contributions.
Interesting in rehabbing your marketing process and systems? Let's talk:
Sponge helps companies move beyond random acts of marketing.