The Sales Nerd
Book a call
← All case studies Beqom · Comp management

Aligned the funnel to how they actually sell

$45M+200 employees9 months

9 mo to align the funnel across teams

Cover art for the Beqom case study

BEFORE: Complex Tools. Confused Teams. No Funnel.

Beqom’s go-to-market process was overloaded. There were great tools in place, but no unified process. The SDR process wasn’t scalable. Work queues were unreliable. And Marketing couldn’t see what was converting, or when.

What Wasn’t Working:

  • Legacy tech debt and bloat: Unused integrations, leftover configurations, and a past SFDC-to-HubSpot migration created a complex, hard-to-maintain environment.
  • Disorganized lead lifecycle: Inconsistent lead statuses, no SDR acceptance process, and gaps in qualification/recycle flows led to poor funnel visibility and low MQL-to-opportunity conversion.
  • Broken attribution and reporting: Manual Excel reporting, unclear source tracking, and misaligned campaign taxonomy made it impossible to measure marketing impact accurately.
  • No nurture or engagement process: Leads from ads and events were not being nurtured effectively, leaving valuable inbound activity unleveraged.
  • Operational inefficiencies: Overlapping SDR/AE responsibilities, manual list imports, and inconsistent meeting handoffs created friction between teams and slowed pipeline movement.
  • Data quality issues: Reliance on HubSpot Insights, lack of alignment with ZoomInfo/6sense, and unmaintained key fields resulted in unreliable data and limited segmentation.

This led to frustration, wasted time, and no way to measure funnel performance across teams.

OUR ROLE: Funnel Redesign + Operational Execution

We partnered with Beqom to overhaul their go-to-market funnel and rebuild their Marketing Operations infrastructure.

We:

  • Audited their entire RevOps stack.
  • Aligned their teams around a single funnel definition and future state.
  • Automated Contact Status and Lifecycle Stage values.
  • Designed and deployed lead handoff automation
  • Integrated attribution models for campaign visibility
  • Built a Marketing funnel across multiple product categories.

AFTER: Automation, Visibility, and Reporting on Day 1

  • Funnel architecture implemented across systems
  • Reporting snapshots and attribution live
  • Scalable handoff from SDR to AE to CS
  • Lifecycle automation = fewer dropped leads
  • The ops team upskilled and ready to own it

What Made This Project Work

Executive Level Alignment was pivotal in order to build a system that would work for the long haul.

Automated Status and Lifecycle Stage values made sure that each team’s efforts were focused on where they could make the most impact.

Training and Enablement was a focus from the beginning of our project.

“(The Sales Nerd) team conducted a thorough Marketing Funnel and System Audit, which offered clear insights and practical recommendations to optimize our HubSpot setup and refine handoffs across teams. What stood out was their ability to foster alignment among key stakeholders. They helped us build consensus on a new design that streamlined handoffs and optimized our systems, creating a blueprint we all believed in. The project was delivered on time, with their enablement sessions ensuring our team could maintain the new processes effectively.”
Stanley Chang Head of Marketing

Want this for your funnel?

Book a working session