Laying the groundwork for lead success

How SPM Assets cracked the code for lead management

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For the period 1 December to February and compared to the previous year:

2,679% ↑

Disqualified leads

 

70% ↑

Engaged leads

 

15% ↑

Active leads

 

15% ↑

Hot leads

 

“Before we had this system in place, tracking leads felt like trying to put together a puzzle with some of the pieces missing. Now, we’ve actually got the full picture and we know what needs to happen next.”
1667170116222
Joel Handler

Marketing Manager, SPM Assets

The Client

SPM Assets: powering property management with smart software and seamless service

SPM Assets is a leading provider of software and services designed to help manage the life cycle of property assets. SPM Assets offers a comprehensive suite of tools for property owners and managers to track and monitor the condition of their buildings. Their services cover everything from everyday building systems such as air conditioning, lighting, and electronics.

Their focus is the smooth and efficient operation of property assets, SPM Assets helps clients maintain optimal building conditions and extend the life of their infrastructure. Their innovative software allows clients to monitor the health of their assets, schedule maintenance, and receive detailed reports on the status of their property. With offices in Auckland and Sydney, SPM Assets serves a broad range of clients, from community housing providers to large commercial enterprises, providing expert support across multiple locations.

The Challenge

Optimising lead management

SPM Assets’ marketing and sales teams were facing challenges in effectively managing and tracking leads. The marketing team was generating leads, but the sales team struggled with ambiguity in lead qualification, inconsistent follow-up, and a lack of clarity around lead quality. This gap in visibility and alignment was impacting overall lead conversion and performance.

"Leads were coming in, but after that? A bit of a black hole. Some got followed up, some didn’t. We just didn’t have the visibility to know what was happening or where things were stalling."
1667170116222
Joel Handler

Marketing Manager, SPM Assets

Recognising that a more streamlined, transparent process was needed, SPM Assets partnered with Concentrate to implement a reporting system that would bridge these gaps. With HubSpot’s sales pipeline features and custom dashboards, SPM Assets aimed to enhance lead tracking, improve collaboration between teams, and optimise their overall sales strategy.

Unstable ground

  • Lead qualification vagueness: unclear distinction between marketing qualified leads (MQLS) and sales qualified leads (SQLS) led to missed opportunities and inconsistent follow-ups.
  • Visibility gaps in reporting: the marketing team couldn’t track the effectiveness of lead follow-ups or determine whether leads were being handled appropriately.
  • Inconsistent sales team processes: different sales teams followed varying processes for handling leads, creating a fragmented strategy and impacting conversion rates.

The Solution

Building a stronger structure

"We needed a proper system, one that actually showed us what was happening with leads. Sales and marketing had to be on the same page."
1667170116222
Joel Handler

Marketing Manager, SPM Assets

To address the challenges in lead management, SPM Assets worked closely with Concentrate to implement a customised reporting and sales pipeline system in HubSpot. The goal was to bring clarity, transparency, and consistency to their lead-handling process, ensuring the teams could collaborate more effectively and boost lead conversion rates.

Creating the blueprint

  • Custom reporting in HubSpot: Concentrate collaborated with the sales team to create bespoke reports, including tracking both new and re-engaged leads. This provided valuable insight into lead quality, follow-up effectiveness, and communication gaps between teams.
  • Sales pipeline integration: the integration of custom reporting into HubSpot’s sales pipeline allowed both sales and marketing teams to track lead progression, providing visibility into where each lead stood in the process and highlighting any issues that needed addressing.
  • Sales development representative (SDR) role: a dedicated SDR was introduced to qualify leads before they were handed off to the sales team. This streamlined the process and ensured that only high-quality leads were passed through to sales, improving conversion rates.
  • Collaborative dashboards: dashboards were designed to give both teams visibility into lead statuses, making it easier to identify where the gaps were and enabling the teams to work in sync for better follow-up and more accurate reporting.

The Results

Solid foundations, stronger conversions

By implementing the new reporting and lead management system, SPM Assets achieved a significant transformation in how both their marketing and sales teams tracked and managed leads. The streamlined process, coupled with clearer visibility, led to improved communication and increased efficiency in converting leads to customers.

"Now we know exactly where leads are, who’s handling them, and what’s working. No more guessing, no more crossed wires. Just a process that actually does what it’s supposed to."
1667170116222
Joel Handler

Marketing Manager, SPM Assets

Reports SPM Assets (2)-1

Figure 1: Report of new contacts broken down by original source and lead type

Key outcomes from the new structure:

  • Increased lead visibility: custom reports and dashboards provided real-time insights into lead status, tracking key metrics such as lead source, stage in the sales funnel, and follow-up timelines. This helped both teams manage leads more effectively and ensured no leads slipped through the cracks.
  • Improved lead quality: the introduction of the SDR role and the refined lead qualification process meant that only high-quality leads were passed to the sales team, increasing the chances of successful conversions.
  • Optimised sales process: with a more consistent process in place, the sales team could focus on the most promising leads, ensuring they were handled with the attention they needed for better conversion rates.
  • Enhanced team collaboration: the seamless flow of information between marketing and sales teams improved overall communication, making it easier to align on strategies and objectives, and reducing the chance of mismanaged leads.

Through these solutions, SPM Assets was able to create a more cohesive and effective approach to lead management, ultimately driving higher conversion rates and more successful outcomes for the business.

Reports SPM Assets (3)-1

Figure 1: Report of reengaged contacts broken down by lead type

The Impact

Building a stronger future

The new system has not only improved lead management and sales processes but also had a profound impact on SPM Assets’ overall business operations. 

"It’s simple—better tracking, better follow-ups, better conversions. The sales team knows what they’re working with, and marketing is more aligned. It’s made a real difference."
1667170116222
Joel Handler

Marketing Manager, SPM Assets

With Concentrate’s support in setting up the lead qualification and follow-up process, SPM Assets has improved clarity and efficiency, allowing them to convert more leads into customers with greater consistency and success. These changes have set the stage for continued growth and further optimisation, helping the company strengthen its position in the market.

If you’d like to learn how Concentrate can help your organisation manage leads more effectively and drive better results, get in touch.

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