Driving Lead Management Success for SS&C Advent: Aligning Sales & Marketing for Increased Bookings

The Challenge

SS&C Advent faced significant misalignment between marketing and sales, leading to inefficient lead management and unclear qualification criteria. The marketing team was responsible for sourcing 25% of total bookings, but inconsistent processes and a lack of structured lead management made it challenging to meet this goal. Additionally, deal velocity was slow, and MQL accuracy was low, resulting in lost opportunities and inefficient resource allocation. Leadership recognized that without a strategic overhaul of their lead management framework, they would struggle to scale revenue effectively and maximize marketing’s contribution to growth.

The Solution

SS&C Advent recognized that misalignment between marketing and sales was limiting revenue growth and creating inefficiencies in lead qualification. After exploring various solutions, they determined they needed a partner with deep expertise in lead management, demand generation, and marketing automation optimization. SS&C Advent chose The Pedowitz Group (TPG) due to our proven track record in aligning marketing and sales teams, optimizing lead lifecycle processes, and improving marketing’s contribution to revenue.

To address these challenges, TPG:

• Redefined lead scoring and qualification criteria, ensuring that only high-quality leads were passed to sales.
• Implemented a structured lead management framework, improving handoffs between marketing and sales.
• Optimized CRM and marketing automation systems, streamlining data flow and improving lead tracking.
• Conducted sales-marketing alignment workshops, reinforcing clear communication and accountability between teams.

These improvements empowered SS&C Advent’s marketing and sales teams to operate more efficiently, resulting in faster deal velocity and increased revenue contribution from marketing-generated leads.

“Working with The Pedowitz Group gave us the structure and expertise to transform our lead management process. The improvements in MQL accuracy, deal velocity, and marketing’s impact on bookings have had a measurable impact on our revenue growth.”

— Nat Cramer, Senior Demand Generation Manager, SS&C Advent

The Results

By partnering with The Pedowitz Group, SS&C Advent transformed its lead management process, resulting in measurable improvements in sales and marketing performance:

• 8% increase in total bookings within the first quarter after implementation.
• MQL acceptance rate improved from 5% to 80% in 90 days, ensuring higher-quality leads reached sales.
• Deal velocity improved by 30%, reducing the time it took for leads to progress through the pipeline.
• Marketing-sourced bookings increased by 25%, significantly enhancing marketing’s contribution to overall revenue.

SS&C Advent optimized its sales pipeline and established a scalable framework for continued revenue growth by creating a structured, data-driven lead management process.