Lead Management Program Transformation at Autodesk

This document is a case study detailing Autodesk's Lead Management Program Transformation of the Year. The initiative aimed to optimize lead management processes to enhance speed, accuracy, and agility in lead distribution and response. The marketing operations team recognized the need for a new approach due to the high volume of leads generated, which overwhelmed business development representatives (BDRs). The transformation involved implementing lead scoring, complex routing rules, and service level agreements (SLAs) to ensure timely and appropriate lead handling. The program also included the use of Outreach sequences tailored to customer profiles. As a result of these changes, Autodesk achieved significant improvements, including an increase in the lead-to-stage one opportunity conversion rate from 2% to 10%, and the percentage of worked leads rose from 60% to 99%. Additionally, leads are now addressed within one business day of receipt, allowing BDRs to focus more on revenue-generating activities.