Fragmented B2B lead capture forms and processes across regions creating inconsistent lead quality, unclear ownership, and low sales confidence.
Multiple teams — Global Marketing, Regional Marketing, Sales, Product and Data — operated with competing priorities and definitions.
Legacy processes and reporting limited scalability, governance, and visibility from lead to revenue.
Following a consultation period with relevant stakeholders across Marketing, Operations, Finance, Data, Legal and Product, I designed a new standardised global B2B lead capture form and process with a focus on growing our Enterprise business whilst preserving regional nuances and ownership requirements.
Briefed and managed the build to replace fragmented static forms with a dynamic model that adapts form length based on lead value and recognises returning users — reducing friction while improving lead quality.
The goal wasn't just a better form — it was a shared language for what a lead actually means, globally.
Acted as the primary point of accountability across global and regional stakeholders, driving alignment, managing risks and keeping delivery on track against timelines.
Integrated the new forms with SFMC and Sales Cloud, enabling automated lead triage, routing and reporting where processes were previously manual or inconsistent.
Consolidated country-level forms into a global framework with one form per country, significantly reducing maintenance effort and simplifying updates across 40+ forms and 3+ languages in certain markets.
