The process looked right. The incentives pulled it apart.
The formal sales journey missed what was happening at the handoffs. Competing targets and limited CRM visibility were shaping how teams worked, and what needed to change.
Earlier investigation, before the current platform.
What was happening.
Account managers and business development colleagues had different measures of success. Customer information and leads moved between teams without a dependable shared view of the customer journey.
What the investigation uncovered.
Interviews, observation and comparison with the official workflow showed how incentives, CRM visibility and inconsistent pipeline reviews affected handovers.
What the findings informed.
The work informed improvements to the sales and marketing process, incentive alignment and CRM requirements. A software change alone would not have resolved the underlying issue.