Your Leads Are Not Converting. Here Is the Fix.
Marketing is generating leads. Sales says they are rubbish. The conversion rate is embarrassing and nobody can agree on what is wrong. The problem is usually not lead volume. It is the gap between what marketing captures and what sales needs.
When leads stop converting, most companies blame marketing or blame sales. ORRJO diagnoses the real problem, which is almost always in the handoff between the two.
The Challenge
Marketing and sales define leads differently
Marketing counts a form fill as a lead. Sales wants someone with budget and authority ready to talk. This gap creates hundreds of leads that never become pipeline. Until both teams agree on what counts, the finger-pointing continues.
Lead scoring is broken or missing
Most lead scoring models use activity signals like page views and email opens to predict buying intent. But activity does not equal intent. Someone reading your blog is not the same as someone evaluating solutions. Scoring needs fit and intent, not just engagement.
Follow-up is too slow or too generic
The average B2B company takes 42 hours to follow up on a new lead. By then, the prospect has moved on. And when follow-up does happen, it is often a generic email that does not reference what the prospect was interested in. Speed and relevance both matter.
Our Approach
How ORRJO solves this.
We audit your entire lead-to-revenue funnel. Where exactly are leads dropping off? Is it a qualification problem, a handoff problem, a follow-up speed problem, or a sales process problem? We pinpoint the exact failure point and fix it before adjusting anything upstream.
ORRJO's funnel audit clients improve their lead-to-opportunity conversion rate by an average of 40% within 60 days. In 2026, with 85% MQL-to-SQL drop-off being standard across B2B, most companies are hemorrhaging pipeline at a fixable point in the funnel. We find it and plug it.
Shared lead definitions
We align marketing and sales on a single definition of a qualified lead. Clear criteria, agreed by both teams, measured consistently. No more arguments about lead quality.
Fit-and-intent scoring
Lead scoring based on who the person is and what they did, not just activity. Firmographic fit plus behavioural intent signals predict conversion better than clicks alone.
Speed-to-lead process
High-priority leads get followed up within 15 minutes with personalised, relevant outreach. Not a generic nurture email. A specific response to what they showed interest in.
What's Included
A full-funnel diagnostic that identifies exactly where and why leads stop converting.
Conversion audit
End-to-end analysis of your lead-to-opportunity funnel to identify drop-off points.
Lead definition alignment
Workshop to align marketing and sales on shared lead definitions and handoff criteria.
Scoring model redesign
New scoring model based on fit, intent, and engagement with proper weighting.
Speed-to-lead workflow
Automated routing and follow-up process for high-priority leads.
Nurture sequence redesign
Relevant, stage-appropriate nurture for leads not yet ready for sales.
Conversion tracking dashboard
Funnel metrics showing conversion rates at every stage with trend analysis.
Results That Speak
Clear Talents // Lead Conversion Optimisation
"Same number of leads, 2.3x more pipeline. ORRJO fixed our definitions, scoring, and follow-up process. The leads were not bad. Our process was."
Commercial Director, Clear Talents
FAQ
Three common causes: the leads do not fit your ICP, follow-up is too slow or generic, or the handoff between marketing and sales is broken. Audit each stage to find where the drop-off is worst, then fix that stage first.
For inbound leads, 10 to 20% is average and 20 to 30% is strong. For outbound, 5 to 15% is normal. If you are below these ranges, your qualification or follow-up process needs work. Track conversion by source to identify which channels need attention.
Start with a shared definition of a qualified lead. Document the criteria. Run a calibration exercise where both teams review the same 20 leads and agree on which are qualified. Repeat monthly until alignment sticks.
Yes, but only if it accounts for fit and intent, not just activity. A simple model that scores on company size, role, and specific high-intent actions outperforms complex models based on page views and email opens.
Within 15 minutes for high-intent actions like demo requests. Within 2 hours for medium-intent like content downloads. Studies consistently show that leads contacted within 5 minutes are 21x more likely to qualify than those contacted after 30 minutes.
Yes, but with relevant content, not generic newsletters. Segment by problem area and buying stage. Send specific resources that address where they are in their journey. Timing and relevance determine whether nurture converts or annoys.
Why ORRJO Is Different
The problem is almost never where you think it is
Marketing says the leads are qualified. Sales says they are not. Both are usually partly right. The real issue is typically in the middle: unclear handoff criteria, slow follow-up, or a disconnect between what marketing promised and what sales delivers. Nobody owns the gap.
ORRJO maps the entire journey from first touch to closed deal and measures conversion at every stage. We sit between marketing and sales, own the handoff, and make sure nothing falls through the cracks. Our clients stop arguing about lead quality and start closing more deals.
Ready to fix your lead conversion problem?
Tell us about your ideal customer and we'll build the pipeline to reach them.
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