SRS: A Marketing Plan That Matched the Sales Cycle

SRS was generating leads. The problem was that the leads were arriving months before they were ready to buy, and nothing existed to hold them in the meantime.

The challenge

Media spend was optimised for lead volume, which meant the cheapest leads won regardless of whether they ever closed. Sales was carrying the entire nurture burden manually.

Our approach

• Mapped the real buying cycle against the existing content and found the gaps.
• Built mid-funnel content for the months between first contact and decision.
• Reweighted reporting from lead count to pipeline contribution.

What we delivered

• Funnel and content gap audit
• Mid-funnel content plan
• Nurture sequence framework
• Revised reporting dashboard

The results

• Sales conversations started later in the buying cycle and closed faster
• Reporting stopped rewarding cheap unqualified leads
• Content was reused directly by the sales team

The takeaway

If your reporting measures leads and your business runs on pipeline, the strategy will drift every time.

Working on something similar? Tell us what you're building and we'll map out how we'd approach it.