The 2025 OpsStars Award Winner for The Lead Management Program Transformation of the Year for organizations with greater than 1,000 employees goes to:
Samsara
Samsara’s Marketing Operations team took on the challenge of rebuilding a homegrown lead management system that had become too fragile and slow to support global growth.
The team launched a full-scale transformation, centralizing lead routing with LeanData, improving visibility with real-time Salesforce and Tableau dashboards, and equipping Account Development Representatives with AI-powered tools like SamsaraGPT and Conversica for faster follow-up.
The new system not only stabilized global operations but also created a clear process for lead routing and accountability. The result is a scalable, data-driven foundation that supports faster response times, higher conversion rates, and continued business growth.
Operational Results
- MQL conversion rate doubled to 12%
- 54% year-over-year pipeline lift in FY26Q1
- SLA attempted rates increased by 80 percentage points
- Routing “dead-ends” reduced from 10% to under 3%
