The 2025 OpsStars Award Winner for The Lead Management Program Transformation of the Year for organizations with less than 1,000 employees goes to:
ExtraHop
When ExtraHop transitioned from an outsourced business development model to an internal SDR team, years of accumulated technical debt surfaced. Their lead management infrastructure, plagued by misrouted leads, manual triage, and disconnected systems, had become a bottleneck to pipeline growth.
To solve this, ExtraHop’s Marketing Operations team led a cross-functional overhaul with IT Applications and Sales Operations.
Together, they rebuilt routing logic within LeanData to directly reference Salesforce Territory data, creating a single source of truth for lead assignments. They simplified workflows, implemented domain fallback logic to eliminate “catch-all” queues, and established new governance between teams.
The result was a faster, more accurate, and scalable lead management engine that restored trust across go-to-market teams and freed operations to focus on strategic growth initiatives.
Operational Results:
- 50% increase in Marketing Accepted Lead (MAL) to Sales Accepted Opportunity (SAO) conversion velocity
- High double-digit pipeline growth year over year
- 624 hours of manual triage eliminated annually (valued at $50K)
- Significant double-digit increase in closed-won bookings
- SDRs now fully leveraging Apollo and Orum with accurate lead assignments
