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B2B Safety Manufacturer
Optimizing Revenue Operations

A b2b safety manufacturer partnered with Strativera to eliminate revenue leakage, align marketing and sales, and unlock growth through improved revenue operations, CRM workflows, and full-funnel attribution visibility.
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The Challenge

Despite investments in digital marketing, the client was experiencing significant inefficiencies in how inbound quote requests were captured, routed, and tracked. Leads that didn’t convert directly on the website often slipped through the cracks, fragmented tracking obscured marketing’s impact, and opportunities were being lost.

Key Issues:

• Disconnected lead flow leading to missed opportunities
• Manual handoffs and slow sales response times
• Limited tracking with unclear ROI contribution
• Lack of alignment between marketing and sales accountability

Strativera’s Approach

Strativera led a comprehensive engagement focused on aligning marketing and sales functions to eliminate revenue leakage, improve workflows, and maximize marketing’s performance impact on revenue.

Key Initiatives:

  • Overhauled paid media strategy to prioritize high-quality lead generation and quoting activity
  • Enhanced backend tracking to ensure full-funnel visibility from engagement to closed sales
  • Optimized HubSpot CRM workflows for efficient capture, routing, and prioritization of inbound RFQs
  • Integrated non-eCommerce leads (RFQs, forms) into structured sales workflows to accelerate response time
  • Built clear dashboards for marketing-driven revenue attribution, conversion, and pipeline metrics

Before vs. After Impact

Challenge Before Strativera

  • Disconnected lead flow, missed opportunities
  • Manual handoffs and slow response times
  • Limited tracking and unclear ROI
  • Unclear contribution of marketing to revenue

Outcome After Strativera

  • Seamless CRM integration with improved lead capture
  • Automated routing enabling faster sales response
  • Full-funnel attribution and reporting clarity
  • Clear visibility into marketing’s revenue impact

Results

  • 35% increase in inbound quote requests via optimized paid media and conversion strategy
  • 22% improvement in lead-to-opportunity conversion rates through improved routing and CRM processes
  • Faster lead response times, improving pipeline velocity and win rates
  • Stronger alignment between marketing and sales, reducing friction and increasing accountability
  • Full transparency into marketing-driven revenue, enabling smarter budget allocation and growth planning

Client Feedback

“Strativera transformed how our marketing and sales teams work together. They didn’t just run campaigns — they fixed the gaps in our processes that were holding us back from capturing revenue efficiently. We now have full visibility into how marketing drives pipeline, and we’re seeing real impact on revenue.”

Why This Matters

This engagement highlights how Strativera helps B2B safety manufacturers unlock growth by aligning marketing, sales, and technology around revenue outcomes. By optimizing lead capture, routing, and performance visibility, we enabled this client to capture more opportunities, improve operational efficiency, and drive measurable business results.

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