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Executive Summary
ChowNow, an online food delivery app for independent restaurants, had ambitious growth goals—but a broken lead management engine. Despite strong inbound volume, their lead-to-win ratio was low. Pipeline Forensics, a detailed life-of-the-lead audit, was deployed to identify revenue leaks and repair them—getting growth back on track. We implemented a series of changes that contributed to a 52.21% increase in sales-accepted leads (SALs).
This customer story highlights how a sales pipeline audit revealed critical process failures blocking revenue growth.
The Challenge: A Recipe for Stagnation
In the fast-paced world of food delivery, every lead is like a hungry customer—greet them fast, serve them right, and keep them coming back. ChowNow had a full dining room but no process in the kitchen.
Despite a committed sales and marketing team, a sales pipeline audit revealed the pipeline was leaking:
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- Leads were auto-closed after just 10 days—even if they were still evaluating.
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- Paid media leads weren’t prioritized, often going untouched or misrouted.
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- Social leads had no nurture content, forcing sales into cold outreach.
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- Sales lacked real-time alerts or accountability, leading to delays in follow-up.
Our Sales Pipeline Audit Approach:
Cooking Up a Better Lead Management Process
1. Full-Funnel Metrics Audit
We analyzed MQL-to-SQL rates, CAC, win rates, pipeline aging, and Salesforce usage. This exposed a broken feedback loop between sales and marketing, and an automation rule quietly disqualifying leads too soon.
Think of it like a kitchen review: we found where the tickets were piling up, which orders were going cold, and what ingredients were missing.
2. Rebuilt Inbound Lead Routing
We reassigned qualification to BDRs and implemented a target goal—90% of inbound leads worked within one hour. Auto-close rules were removed to give leads more room to breathe.
Like assigning a host to greet every walk-in guest quickly, no one left waiting at the door.
3. Flagged and Prioritized Paid Leads
We created Salesforce tasks and alerts for all paid media leads, ensuring fast, focused follow-up by sales.
These were the VIPs—paying guests who shouldn’t have to wait for a table.
4. Launched Nurture Streams for Social Leads
We built buyer-centric nurture tracks to warm up colder leads, especially those from social. These streams kept them engaged until they were sales-ready.
The Results: A Feast of Success
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- 72.1% reduction in auto-closed leads
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- 52.2% increase in sales-accepted leads (SALs)
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- 12.1 % increase in opportunities
Better routing, faster follow-up, and smarter content created a more efficient, higher-converting pipeline.
The Secret Sauce
ChowNow’s marketing, sales, and Rev-Op’s teams were instrumental in driving change within just four weeks. FuseDemand’s audit uncovered key process failures and guided a full redesign of the lead flow from marketing to sales.
With the right ingredients and a well-run kitchen, your revenue engine can serve up growth at scale.
Find and repair revenue leaks in your lead management process. Start with Channel Diagnostics our digital marketing audit and get results in 5-days.
Related Resource:
Learn how we use segmentation and nurture to keep leads engaged → B2B Lead Nurturing & Segmentation
