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A lifecycle-driven funnel both teams trust
$50M+200 employees6 months
6 mo to unify sales and marketing
01
The problem they were facing
Siloed Teams. Manual Work. No Funnel.
Criteria was scaling fast, but systems weren't keeping up. Sales, SDRs, and Marketing were all operating in different lanes, and none of them could see the full funnel.
Here's what wasn't working:
- MQLs were tracked at the Lead level; SQOs were tracked on Opportunities
- SDRs manually checked for duplicates and tracked leads in spreadsheets
- Custom contact creation triggered constant duplication errors
- Sales reps had no standard cadencing process
- No lifecycle reporting that made sense, or helped drive strategy
- Attribution wasn't connected across systems
The result? A lot of effort... without a clear picture of what was working.
02
What we did
Funnel Design That Enabled Every Team
We stepped in to architect a unified marketing and sales funnel, and to align all the GTM teams around it.
We:
- Designed a parallel lead/contact lifecycle model
- Built lifecycle snapshot reporting and attribution readiness
- Created automation between Pardot and Salesforce for consistent data flow
- Defined clear qualification stages and status updates
- Replaced spreadsheets with CRM-based visibility
Partnered closely with internal Salesforce developers and RevOps leads
03
What changed
Alignment, Accountability, and Insight on Day 1
- Unified funnel tracking across lead and contact records
- Lifecycle and attribution reporting live from day one
- Simplified campaign-to-close insight
- Sales reps and marketers aligned on definitions and process
- RevOps team upskilled and fully enabled
VP of Revenue Strategy and Operations, Criteria
Criteria
What made this work
- Strong internal development partnership
- Agreement on funnel structure before any build
- A shared commitment to lifecycle thinking
Want this for your funnel?
Criteria started with one call. Tell me where yours leaks — 30 minutes, no deck, no pitch.