Overview
Uber for Business faced growing pains in its go-to-market execution, with manual processes slowing momentum and creating friction between marketing and sales. By implementing LeanData’s intelligent GTM orchestration platform, the team rebuilt a more agile, connected GTM engine — accelerating speed to engagement, improving sales alignment, and creating a scalable foundation for growth.
- Industry
- Transportation and Logistics
- Location
- San Francisco, California
- Interview With
- Nicole Peinado, Revenue Technology Manager, AI Ops
Solutions
LeanData Orchestration
BookIt Scheduling
Results
95%
68%
53%
Introduction
For a high-growth organization like Uber for Business, which provides corporate travel and meal solutions, operational efficiency is not just a goal, it’s a necessity. Nicole, who oversees top-of-funnel revenue operations, demand generation, and go-to-market AI initiatives, inherited a GTM engine struggling with broken processes. The challenge was clear: how to orchestrate a complex, evolving sales motion to capture revenue opportunities faster and more effectively. The answer lay in intelligent automation.
The Challenge: A Disconnected Go-to-Market Engine
Before implementing a robust orchestration strategy, Uber for Business grappled with critical breakdowns in its lead management process. The consequences were significant, impacting both revenue potential and team morale.
- Lead Routing Chaos: 10% of marketing-qualified leads (MQLs) were going unassigned. This represented a substantial loss of marketing investment and missed revenue opportunities.
- Poor SLA Performance: Only 40% of leads were being actioned within the company’s defined SLAs. This delay not only created a poor prospect experience but also fostered a lack of trust in the operational processes.
- Operational Rigidity: With an organizational structure that changes every six months, the team needed an agile solution to adapt GTM motions quickly. The existing setup lacked the flexibility to keep pace with the business.
These issues created a fragmented view of the buyer journey, slowing momentum and preventing the sales team from engaging high-intent prospects at the right moment.
Transforming Lead Management with LeanData Routing
To solve these foundational problems, the team deployed LeanData to rebuild its lead routing and automation framework from the ground up. By using LeanData’s no-code, drag-and-drop interface, Nicole’s team was able to design and implement sophisticated workflows without relying on engineering resources.
The impact was immediate and measurable.
- Precision Routing: Unassigned MQLs were reduced from 10% to under 1%, ensuring nearly every marketing-generated lead reached the right seller.
- SLA Adherence: By implementing time-zone and working-hour awareness, LeanData enabled the team to tighten SLAs from 24 hours to just eight business hours. As a result, SLA compliance soared from 40% to 85%.
- Go-to-Market Agility: “LeanData’s value is definitely the ability to build without code,” notes Nicole. “We are a very evolving organization, and we need to adapt very quickly. LeanData allows us to fulfill sales requests within a two-business-day SLA. It’s been incredible.”
“The possibilities are endless with what you can do in LeanData… I really recommend it for any RevOps leader looking to automate processes, clean up your CRM, and increase deal velocity. It’s very impactful.”
Nicole Peinado
Accelerating the Sales Cycle with Automated Meeting Scheduling
With a solid routing foundation in place, the next objective was to accelerate deal velocity. The team implemented LeanData’s automated scheduling solution, BookIt, to allow high-intent prospects to book meetings directly. This eliminated the friction and delays common in traditional handoffs.
The results were transformative:
- Deal Velocity Skyrocketed: The sales cycle for prospects who used BookIt shrank from 78 days to just 25 days—a 68% increase in deal velocity.
- Win Rates Improved: Win rates for the same cohort jumped from 32% to 49%, demonstrating that a faster, more seamless buyer experience directly translates to revenue.
“We leaned heavily towards LeanData’s BookIt solution,” says Nicole. “It already connects with our CRM, we’re able to have visibility into books of business, and we’re routing it to the correct owner. That owner doesn’t have to worry about rerouting it to somebody else.”
Innovating with AI and Intelligent Automation
Uber for Business is also pioneering the use of AI to further enhance the customer experience. The team recently launched an AI agent powered by Agentforce to manage its self-service funnel. When the AI agent encounters a complex query it cannot solve, it seamlessly transitions the prospect to a live conversation using LeanData.
“The prospect is able to book a meeting, and that’s powered by BookIt,” explains Nicole. “The handoff is also powered by BookIt. We have started leveraging LeanData to connect some of our AI solutions with automation.” This connected experience ensures no prospect is left behind, turning a self-service interaction into a high-value sales engagement.
Driving Measurable Impact Across the Funnel
By implementing LeanData for both orchestration and scheduling, Uber for Business has created a fully orchestrated GTM motion that is agile, efficient, and measurable. The ability to automate complex processes, integrate with new technologies like AI, and adapt to constant change has empowered the RevOps team to become a strategic driver of growth.
ABOUT UBER
Uber for Business is a global platform for managing rides, meals, and deliveries. Since 2014, we’ve helped over 170,000 companies delight employees and customers alike through commute programs, meal offerings, on-demand delivery, and more.
