Optimizing lead quality and marketing - sales alignment in B2B logistics: a case study of company A

Abstract

Recently, Company A, a Vietnamese B2B logistics firm, has been facing recurring difficulties in its digital lead-generation activities. The company reaches a wide audience and attracts a large number of leads across different digital channels, yet only a small portion turn into real sales opportunities. Data from June 2024 to April 2025 shows a clear gap: just 15.6% of leads qualified for Sales follow-up, while 92% had no status updates, leaving Sales overloaded and Marketing without the feedback needed to improve targeting. To understand what was happening, the study collected insights from across the organization, the CEO, COO, Marketing and Sales teams, the IT department, and from an external corporate customer who experienced the company’s digital funnel firsthand. When combined with internal data, these perspectives revealed the same issue: most leads generated simply did not match the company’s intended B2B customer profile. The analysis shows that the main problem is a missing, standardized way for Marketing and Sales to track, update, and exchange information about each lead. Three factors contribute to this: KPIs that prioritize quantity over quality, no unified feedback process, and the lack of a CRM system to ensure accurate and traceable data. Among these, the most critical, and the focus of the study, is the absence of a clear, CRM-supported feedback mechanism. To address this, the study recommends building an SLA-based feedback process and adopting a CRM Lite system to make the process consistent and sustainable. This approach is expected to improve lead quality, strengthen collaboration between departments, and help Company A develop the digital foundation needed for better performance and long-term growth.