med-tech manufacturing
Streamlining BD’s Lead Management
Becton Dickinson (BD), a leading global medical technology company, faced inconsistent lead management practices across its diverse business units, hindering revenue potential and impacting its mission of improving patient outcomes. Navigating numerous acquisitions and internal reorganizations exacerbated this challenge, creating a critical need for a consolidated and optimized approach to lead generation.
The key question was how to establish a cohesive and streamlined system to maximize resource utilization and drive business growth.
stakeholders trained and enabled globally
of generated marketing qualified leads (MQL) with new model
in revenue attribution surfaced from marketing activities
SH/FT piloted a Demand Center for BD, centralizing data management, standardizing methodologies, and integrating teams for more effective reporting.
This involved collaborating with Marketing and Sales leaders across multiple regions, conducting intensive workshops with over 250 executives to drive global change, and ultimately implementing a fully integrated, operationalized, and centralized model within their existing tech stack (Adobe Marketo and Salesforce Sales Cloud).
Deliverables included global cross-functional alignment workshops, a revenue operations assessment, design, and roadmap, revenue playbooks, change management planning, and funnel strategy implementation.
The results were immediate and impactful. BD saw a $12 million increase in revenue, generated thousands of net-new qualified leads, and significantly improved MQL and SQL conversion rates, deal velocity, and deal size.