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“Our pipeline used to live in our sales team's relationship, so every time one left, part of it left too. GTMLab built us a system that solves this, and now the leads just keep coming.”
Leads your sales team trusts.
We get sales and marketing to agree on what a good lead is, grade every lead against it, and set the rules for how your team follows up. Setup from $2,500, done in 30 days.
No commitment. A senior operator reads every request.
- Google Partner
- 200+ brands grown
- $20M+ ad spend operated
- Senior operators only
The growth partner behind brands across Asia.
200+
brands served
$20M+
ad spend operated
Our team’s track record
and 180+ more brands
Meet our clientsLead quality & sales ops
Sales says the leads are trash. Marketing says there are plenty.
Both are guessing, because nobody agreed what a good lead is, the CRM doesn’t record why deals are lost, and nobody tracks how fast leads get a reply. We get both teams to agree on one written definition, grade every lead against it, and set the rules for who follows up and how fast. Then the numbers settle the argument, every week.
The short answer
What is a qualified lead?
A qualified lead is one that meets a written definition your sales and marketing teams both agree on, usually budget, timing, need and fit, so it is worth a salesperson’s time. Marketing hands over leads that meet it (MQLs), and sales confirms the ones ready to buy (SQLs).
Without one definition, every team counts leads its own way, and the argument about lead quality never ends. With it, every lead gets a grade, and the qualified rate by source tells you which campaigns are worth paying for.
- MQL
- A lead marketing hands to sales, because it meets the definition.
- SQL
- A lead sales has confirmed is ready to buy.
- Qualified rate
- The share of leads that meet the definition, by source.
One lead, graded
Follow one lead from the form to the meeting.
What the CRM records at every stop once both teams agree what a good lead is: the grade, the owner, the deadline and, if it’s lost, the reason.
Stop 5 of 5 · Weekly review
Counted in the weekly review
Won or lost, with the reason recorded, so both teams read the same qualified rate by source.
Lead #3170Weekly review
- Source
- Google · Search, office fit-out
- Industry
- Financial services
- Score
- 82 / 100
- Grade
- Qualified (MQL)
- Owner
- Rep, financial services
- Reply by
- Within 15 minutes
- Stage
- Sales-qualified (SQL)
- Meeting
- Held
- Outcome
- Won
- Counted in
- Qualified rate, Google Search
Where lead quality breaks
Six reasons the lead-quality argument never ends.
Across 200+ brands, the same six gaps keep sales and marketing arguing. None of them are about the ads, and none of them show up in the ad reports.
01 / 06
No shared definition of a good lead
What’s happeningMarketing counts form fills, sales counts buyers, and both are right by their own rules. Without one written definition, nobody can settle it.
Check it yourself30 sec
Ask your heads of sales and marketing, separately, to define a qualified lead. Do the answers match?
How we fix it
One definition, written with both teams and signed by both heads.
How we win in Lead Quality & Sales Ops
Stop arguing about lead quality. Measure it.
Sales says the leads are trash. Marketing says there are plenty. Both are guessing, because nobody agreed what a good lead is, the CRM doesn’t record why deals are lost, and nobody tracks how fast leads get a reply.
We get both teams to agree on one written definition of a qualified lead, and grade every lead against it. Then we set the rules for who follows up, how fast, and how a lead moves from marketing to sales. The numbers settle the argument, every week.
Qualified rate, by source: the number both teams agree to be judged on.
We agree what a good lead is in writing, with both teams
- Budget
- Timing
- Need
- Industry
We grade every lead against it
- A lead score on every lead
- Qualification, industry and lost reason required
We set the sales rules
- Who gets which lead
- Follow-up deadlines, with alerts
- The handover from marketing to sales
We review it together every week
- Qualified rate by source
- Reply speed
- Meetings booked against meetings held
Plans
Agree once. Measure every week.
Setup is a fixed price for your team. Sales Ops Care keeps the weekly review running, if you want us in the room.
| Investment | Start hereLead Quality & Sales Ops Setupfrom $2,500one time, done in 30 daysFix my lead quality | Sales Ops Carefrom $1,000 / moafter setup, scoped to your teamGet my quote |
|---|---|---|
| Best for | Teams where sales and marketing disagree on lead quality, and nobody can prove either side. | Teams who want someone neutral to chair the weekly lead review and keep the rules in place. |
| What the price includes | $2,500one sales team: the workshop, the written definition, scoring, sales rules and the quality report | from $1,000 / moscoped to your team size |
| Example | Two sales teams (new sales and renewals), 20 reps: about $4,000 | Scoped on the call |
| By day 30 | ||
| One lead definition, signed by both heads | Included | Updated as you learn |
| Every lead scored | Included | Scoring tuned monthly |
| No lead without its source, qualification and lost reason | Included | Missing fields chased |
| Follow-up alerts when a lead waits too long | Included | Included |
| Handover rules from marketing to sales | Included | Included |
| Meetings booked against meetings held, tracked | Included | Included |
| Measured | ||
| Qualified share, reply speed and meetings held | Before, and again at day 30 | Every month |
| Every week | ||
| Lead review with both teams, chaired by us | Not includedIn Sales Ops Care | Included |
| Monthly report: qualified rate by source, lost reasons, industries that close | Not includedIn Sales Ops Care | Included |
| Add-ons | ||
| Sales Manager Dashboard | Add to any plan · $1,500See what’s included | |
| Mystery Shopper Test | Add to any plan · $750See what’s included | |
| AI WhatsApp Agent | Add to any plan · from $1,500See what’s included | |
| Fix my lead quality | Get my quote | |
Packages · One-off
Not ready for a setup? Start with one job.
Fixed scope, fixed price, done once. No monthly commitment.
Do it yourselfOne-off · 14 days
Sales Ops Deep Dive: a plan your team can run
For teams with their own sales ops person. We find what’s broken in how your leads are handled, and hand over a written plan of changes your team can make without us.
- Days 1 to 5Interviews with your sales and marketing leads
- Days 5 to 10Chats, calls and CRM data reviewed, your process mapped
- Days 10 to 14Your written plan of changes, walked through on a call
$1,500one payment · 14 daysPlan my sales ops
For sales managersOne-off · 14 days
Sales Manager Dashboard
Your real pipeline value, MQLs and SQLs, conversion by stage, follow-up speed, meetings held and a team leaderboard. Built in your CRM or Looker Studio. Marketing costs by campaign live on the Attribution page.
$1,500one payment · 14 daysBuild my dashboard
See it for realOne-off · 10 days
Mystery Shopper Test
We pose as a lead through your form, WhatsApp and phone, then report how fast you replied, what you asked and 7 days of follow-up, with screenshots.
$750one payment · 10 daysTest my team
After the formCustom build
AI WhatsApp Agent
Asks your qualifying questions on every lead, day or night, so your sales team only gets the qualified ones.
From $1,500custom build · live in about 3 weeksSee our AI agents
More than one of these problems? We scope them together on one call.
CRM & WhatsApp SetupAttribution & Revenue DashboardResults
Qualified leads, counted in the client’s CRM.
Every figure read from the client’s own CRM, qualified against the definition their sales team uses.
- 5,000+Qualified leads in 10 weeks, each pre-qualified before an agent stepped inIHH Healthcare
- 15BANT-qualified meetings in under 30 days, at 7–8× ROIJakarta Aquarium · B2B
- $1M+Qualified pipeline from a channel built in 30 daysLion Parcel
How We Rebuilt a Full Attribution Funnel That Stopped Ad Spend Reaching Patients Already Won and Cut Cost Per Lead 70%
70%Reduction in cost per lead
~5×Weekly lead volume
15 Qualified Meetings at 7–8× ROI: A B2B Pipeline Built in Under 30 Days
15BANT-qualified meetings, under 30 days
7–8×ROI on engagement investment
How a Logistics Firm Built a New B2B Acquisition Channel With $1M+ Pipeline in 30 days
>50%Meetings completed to partnership won
$1M+Qualified pipeline generated
“We weren't even sure it was possible, and we wanted GTMLab to validate whether there is a way to acquire partners predictably. GTMLab didn’t just answer 'yes'—they proved it.”
Online Property Marketplace
“On a property marketplace, it's all about lead quality — plenty of clicks, but few who are actually serious. GTMLab changed who comes through, and now we get people genuinely ready to move.”
“Our corporate sales team had run 7–8 years without much structure. GTMLab brought the strategy, the CRM, and a more systematic way to manage the team — and the result was game-changing.”
Xccelerate
“At our price point, a subscription is considered an investment, and rarely an impulse. GTMLab built the journey that educates and nurtures people along the way, so they reach us already convinced.”
Hokione
“We've always focused on B2B, and going direct to consumers felt like starting a new company. GTMLab built the system that made it work, and now D2C is a real source of revenue.”
The first 30 days
What happens after you say yes.
- Week 1
The workshop
Sales and marketing in one room, agreeing what a good lead is: budget, timing, need and industry. Your last leads graded against it, to set the baseline.
You getOne written lead definition
- Week 2
Scoring in your CRM
A score on every lead, with source, qualification, industry and lost reason required, so no lead goes in half-filled.
You getEvery lead graded
- Week 3
The sales rules
Who gets which lead, follow-up deadlines with alerts, and the handover from marketing to sales, set up and explained to the team.
You getRules both teams follow
- Day 30
The quality report
Qualified share, reply speed and meetings held, against where you started, signed off by both heads.
You getNumbers both teams agree on
Why GTMLab
GTMLab, a CRM consultant, or sorting it out in-house?
Three ways to settle the lead-quality argument, and what each one actually gets you.
What you getGTMLabSenior operators, judged on revenueTypical agencyPaid by the monthIn-house hireOne person, one channel
Who runs itSenior operators, neutral between both teamsNo: A consultant and a templatePartly: One team marking its own homework
What counts as successQualified rate by source, agreed by both headsNo: A CRM switched onNo: Whatever each team reports
How you paySetup from $2,500, done in 30 days, then care only if you want itNo: A project fee, results or notPartly: Salary, tools and meetings
AdoptionRules written with the team, then reviewed every weekNo: A process document, then you’re on your ownPartly: Depends on who has time
The adsEvery lead graded by source, so spend follows qualityNo: Not connectedPartly: Depends on who you hire
Time to startA check on your last 100 leads, then setup in 30 daysPartly: Weeks of discoveryNo: Months of meetings
Beyond the CRMAds, WhatsApp, CRM and dashboards, one teamPartly: CRM only, or more vendorsNo: One tool, one person
Who runs your account
Senior operators, on every account.
You speak to the people doing the work, every week, not an account manager relaying messages.
Where our team comes from
- Y Combinator alumni
- Forbes 30 Under 30
- 100+specialists, no junior layer
Leading your account: Kevin Cho, Co-founder, Growth Strategy · Rizky Darmawan, Head of Performance Marketing · Andhika Nurrizky, Senior Performance Marketing Specialist
We don’t get paid for clicks, so we don’t chase them. Every account we take on is wired to the sales in the client’s CRM and judged on them.
FAQ
Before you book your call
What is lead quality, and how do you measure it?
Lead quality is the share of your leads that meet a written definition of a qualified lead, agreed by sales and marketing. We measure it as the qualified rate by source, alongside how fast leads get a reply and how many booked meetings are actually held.
What’s the difference between an MQL and an SQL?
An MQL (marketing-qualified lead) meets the definition marketing hands over to sales. An SQL (sales-qualified lead) is one sales has spoken to and confirmed is ready to buy. Both are counted, by source, so you can see where good leads stop moving.
Who decides what a good lead is?
Your teams do. We run the workshop and write it down, but the definition comes from your sales team’s own experience of who buys, and both heads sign it off. We stay neutral, which is why both sides accept the numbers.
Do we need a new CRM?
Usually not. We set up scoring, required fields and follow-up rules in the CRM you already have. If you don’t have one, or it never stuck, CRM & WhatsApp Setup comes first.
What does it cost?
Lead Quality & Sales Ops Setup is a fixed price from $2,500 for one sales team, done in 30 days: the workshop, the written definition, scoring, sales rules and the quality report. Two sales teams with 20 reps is about $4,000. Sales Ops Care, where we chair the weekly lead review, starts from $1,000 a month after setup, scoped to your team. One-off packages start at $750. The lead quality check comes first, with nothing to sign.
How quickly will we see a change?
The definition and scoring are live within the first two weeks, and the day-30 report shows qualified share, reply speed and meetings held against where you started. Faster replies usually show up in meetings held within weeks.
What happens to our lead data?
It stays yours. We only use your leads to grade them for you, nothing is shared or contacted, and everything we build lives in your own CRM.
Complimentary · two calls
Your Lead Quality & Sales Ops Check
Start with a 30-minute call. Then share your last 100 leads. We grade them using your sales team’s own definition of a good lead, look at how your team handles them, and walk you through what we found.
- A 30-minute fit call
Your sales process, your numbers, and the argument you want settled.
- You share your last 100 leads
A spreadsheet export is fine. Plus how leads get assigned and followed up.
- We grade, then show you
How many were really qualified, by source, how fast they got a reply, and why deals were lost.
Nothing to sign. Your data stays yours.
Book your lead quality check
Takes 30 seconds · You pick a time nextRather talk it through?Message the team directly on WhatsApp.Chat on WhatsApp
