We launched the project with a gap analysis of the client’s lead-to-SQL workflow. Manual research and lack of prioritization resulted in missed high-value accounts and SDR burnout. Our first step was implementing Dynamics 365 Sales with firmographic enrichment from LinkedIn Sales Navigator.

We built a lead scoring model using criteria such as:

• Company size and industry fit
• Job title and buying authority
• Tech stack alignment
• Recent growth or hiring signals

Leads were automatically prioritized and routed via Power Automate based on rep specialization (industry vertical, geography, language). We also embedded a feedback loop — reps could reclassify leads with a reason code, which was used to continuously improve the scoring logic.

To support account-based motions, we developed Power BI dashboards that highlighted engagement levels across target accounts, tracked touchpoints, and flagged dormant opportunities. Outbound playbooks were built into the CRM with embedded templates and tracking.

The net result: SDRs spent more time on qualified outreach, less time on research, and could directly see which behaviors correlated with conversion.