case study
Alteryx | Turning Inbound into Sales-Ready Pipeline Across APAC
Alteryx | Revolutionizing business through data science and analytics.
S2M
September 23, 2025
•
4 min
about project
From Inbound Leads to Deals
Alteryx, a global leader in analytics and data automation, was scaling rapidly across APAC. While their Marketing teams excelled at driving inbound engagement - generating thousands of leads each quarter - Sales struggled to turn this volume into meaningful pipeline.
S2M was brought in to bridge the gap and align marketing success with sales outcomes.
PROJECT KPI
$5.7M
Sales Pipeline Generated
.svg)
4X Improvement
Lead-to-Opp. Conversion
.svg)
60%
Meeting-to-Opp. Conversion
.jpg)
problem statement
Volume Without Value
Despite thousands of MQLs, sales leaders felt most were “just downloads.” Key pain points included:
- Sales frustration with lead quality and lack of buying signals
- Nearly 80% of marketing-sourced leads stalling after first outreach
- No structured feedback loop between sales and marketing
- A credibility gap between marketing’s volume metrics and sales’ pipeline expectations
OUR APPROACH
Embedding an Account-First, All-Bound Model
S2M built a dedicated SDR qualification desk to unify inbound and outbound engagement around accounts, not just individuals:
- Account-first mindset: mapped inbound activity across accounts to identify clusters of interest and multi-stakeholder engagement
- Redefined lead stages: aligned with sales on clear SAL/SQL criteria at the account level
- Human qualification layer: SDRs validated intent across IT, finance, and operations to ensure true buying committee coverage
- Closed-loop reporting: shared objections, competitor mentions, and timing signals with marketing to refine campaigns
- All-bound activation: inbound downloads triggered outbound engagement into additional personas at the same account
Client Testimonial
What Our Client Says
“We always measured success by lead volume, but sales only cared about accounts. S2M helped us bridge that gap. By connecting inbound and outbound into one account view, they gave us real alignment, and pipeline that actually converts.”
— Regional Marketing Director, APAC, Alteryx
THE FINAL RESULT
Pipeline That Sales Actually Wants
The new approach created measurable, revenue-aligned impact:
- 4x improvement in conversion to Sales Opportunities, by tracking and qualifying at the account level
- $5.7M+ in qualified pipeline, with multiple opportunities sourced per account
- Stronger sales adoption, with leaders describing the program as “finally delivering the kind of account coverage our teams want”
- Marketing ROI unlocked, with 23% of budget shifted toward channels that produced multi-person, account-level engagement
Explore more success stories
Alteryx | Turning Inbound into Sales-Ready Pipeline Across APAC
Title
Quadient | Building a global scalable lead generation engine
Title