Transforming Lead Management:  How Comcast Business Optimized Marketing Automation and Drove $1B in Revenue

The Challenge

Comcast Business was heavily reliant on Direct Mail for customer acquisition, but its lead management processes were outdated, inconsistent, and inefficient. The company struggled with slow lead routing, lack of automation, and poor adherence to lead qualification processes, making it difficult to scale and meet aggressive revenue targets. Without a modernized, data-driven approach, they risked falling behind in a competitive telecommunications market. Recognizing the need for greater efficiency, automation, and cross-functional alignment, Comcast Business sought a solution to streamline lead generation, optimize marketing automation, and drive measurable business impact.

The Solution

As Comcast Business evaluated solutions to modernize its lead management and marketing automation, they considered building an in-house process and explored alternative marketing automation platforms. However, they needed a partner with deep expertise in lead funnel optimization, automation, and cross-functional alignment to drive scalable, measurable results. After reviewing options, Comcast Business chose The Pedowitz Group (TPG) for our proven track record in lead management transformation, CRM optimization, and demand generation strategy.

Working closely with Comcast Business, TPG designed and implemented a structured, data-driven lead management framework that:

• Automated lead routing, reducing response times to under two minutes and ensuring immediate follow-up.
• Standardized funnel metrics and lead stages, aligning sales and marketing around a unified process.
• Increased lead quality by 300% through improved qualification and nurturing strategies.
• Enabled revenue attribution of $1 billion to the new lead management system.

To support long-term success, TPG also helped hire a Demand Generation Director and provided ongoing managed services for campaign execution, ensuring Comcast Business could efficiently scale its lead generation efforts.

“The Pedowitz Group helped us bridge the gap between marketing and sales with a structured, scalable lead management process. Their automation and funnel optimization expertise allowed us to improve lead quality, reduce response times, and drive $1 billion in attributed revenue. We now have a streamlined, high-performing system that supports our aggressive growth goals.”

— Jack Zigon, Senior Vice President and General Manager, Comcast Business

The Results

By partnering with The Pedowitz Group, Comcast Business successfully transformed its lead management system, driving significant improvements in efficiency, lead quality, and revenue impact.

• $1 Billion in Attributed Revenue – Directly tied to the newly implemented lead management framework.
• 300% Increase in Quality Leads – Improved qualification and nurturing strategies significantly boosted sales-ready opportunities.
• Lead Routing Time Reduced to Under 2 Minutes – Automated processes ensured immediate follow-up and higher conversion rates.
• Sales & Marketing Alignment – Standardized funnel metrics, lead stages, and qualification processes across teams.

With a fully optimized and scalable demand generation process, Comcast Business is now positioned to drive continued growth, maximize marketing ROI, and maintain a competitive edge in the telecommunications industry.