Hosts Eddie Reynolds and Rachael Bueckert tackle one of the most expensive yet overlooked problems in B2B marketing: most inbound leads never make it into the pipeline. If your marketing team is generating thousands of leads but sales isn't converting them, the problem might not be lead quality—it could be your process.

Eddie reveals the two biggest cash burns he sees across go-to-market teams: hand-raiser leads that don't get adequate follow-up, and score-based leads that convert worse than cold outbound. Walking through a systematic nine-step framework, this episode shows exactly how to diagnose whether you have an operational problem or a lead quality problem, and more importantly, how to fix it. From lead routing and response times to scoring criteria and rep coaching, these aren't theoretical fixes—they're the same steps that helped one customer increase their lead-to-close rate by 25x.

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[00:00] The two biggest marketing money wastes

[01:03] Introduction to the 9-step process

[01:37] Why most inbound leads never convert

[03:01] Operational issues vs. bad lead quality

[06:06] Step 1: Define your lead qualification criteria

[11:24] Step 2: Implement proper lead routing

[16:42] Step 3: Set response time expectations

[21:18] Step 4: Create follow-up cadences

[26:35] Step 5: Build lead scoring models that work

[31:47] Step 6: Separate hand-raisers from scored leads

[36:22] Step 7: Track conversion metrics by source

[40:58] Step 8: Create accountability dashboards

[45:13] Step 9: Coach reps with data, not gut feel

[50:12] What to do after implementing all nine steps

[52:04] Key takeaways and biggest ROI opportunities

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The 9 Step Process for Improving Lead Conversion

GTM Science - A show for GTM and RevOps leaders