A clearer path to better trial leads
Turning an ambiguous lead-quality problem into shared priorities across three global regions.
The challenge
Sales and Marketing teams were concerned about lead quality, but lacked a shared definition of a useful lead or a clear view of where the journey broke down.
The approach
I planned and conducted seven interviews across Australia, the UK and Canada. Affinity mapping surfaced seven themes, including form design, lead filtering, follow-up, messaging and school constraints. I then facilitated a workshop to prioritise quick wins and longer-term opportunities.
The outcome
The research aligned Sales, Marketing and Engineering around evidence and a shared problem definition. Recommendations gave the team a foundation for improving lead qualification and the school sign-up experience.
Inside the project
ARTEFACTS & WALKTHROUGHSVideo unavailable. View the case study ↗
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