Post-Acquisition Sales Process & Lead Routing Integration

OVERVIEW:

An integration workstream within the Tango marketing and GTM project, focused on aligning and implementing the go-forward sales process and lead routing model across BHN and Tango. The work centered on defining lead intake and routing for various business units, aligning supporting systems and training, and getting the updated process ready for launch.

KEY PLAYERS:

  • Chief Strategy & Corporate Development Officer

  • Chief Marketing Officer

  • Vice President Transactional Sales

  • Vice President Marketing

  • Vice President Branding

  • Sr. Director Revenue Strategy & Analytics

  • Vice President Product Marketing

  • Vice President Enterprise Sales

  • Chief Information Security Officer

  • Marketing Teams

  • Sales Teams

  • Product Teams

KEY OBJECTIVES:

  • Align and define the sales process and lead intake approach for various business units

  • Define the lead routing management process across form fills, phone calls, chat, and events

  • Implement the go-forward lead routing process and related short-term system updates needed for launch

  • Finalize lead definitions, rules of engagement, system access, and training required for the new model

  • Support system synchronization between HubSpot, Marketo, Salesforce, and Dynamics to enable the routing model

KEY OUTCOMES:

  • Sales process and lead flow go-live moved from February 3 to February 10, to allow more time for tools access, training, and readiness

  • Post-launch: lead sync between Marketo and HubSpot working as intended, with the IDD lead queue also working as intended

  • Interim manual process introduced to move leads from Salesforce to Dynamics/HMP for physical card requirements and BHN KYB, while a longer-term automated solution is tested

  • Launch updates confirmed Tango HubSpot forms matched new requirements, Incentives leads transferring successfully to HubSpot, and sales chat/phone leads captured and routed by the SDA team under the new workflows

  • Ongoing: minor routing-rule refinements and continued work on automating lead pushes across systems

Process Engineering