Case Study

How Trace3 achieved $250K opportunities while cutting time-to-connect to 2-3 days

Client

Serving clients from mid-market to large enterprise

Target market: Financial services, healthcare, insurance, manufacturing, business services.

Challenge: Slow handoffs and unclear scheduling led to week-plus delays, re-qualification, cooled intent, and slipping pipeline confidence.

Key KPI Achieved

$250K

High-Intent Opportunities

Time-to-connect cut to 2-3 days (from ~2 weeks)

Targeted surveys for pain/scope/authority, booking links with clear invites, 24-hour intro emails and briefs.

Appointment desk handling reschedules/no‑shows, so reps stopped chasing logistics and started having real conversations fast.

Leads are just leads if you don’t act

Trace3 was moving too slowly from signal to conversation. Leads looked promising on paper, but by the time a rep reached out—often a week or two later—the interest had cooled or the buyer had moved on.

Long time-to-connect cycles and inconsistent lead quality from other providers prolonged conversations.

The inefficient handoffs weren’t built for speed. Calendars weren’t aligned, invites weren’t clear, and reps were spending too much time re-qualifying and rescheduling instead of having real conversations. Lead quality from other providers was hit-or-miss, which made it hard to know where to focus. Result? Momentum leaked, context went stale, and confidence in the pipeline started to slide.

Their internal sales processes lacked the agility to capitalize on high-intent buyer signals quickly.

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Impact with TechnologyMatch was immediate

They came to us with two initial asks: shorten the time from handoff to first call, and raise the bar on buyer readiness. They wanted leads that arrived with context—pain points, scope, and who was actually in the decision loop—plus a scheduling process their reps could trust.

We introduced the MQL+ model, a hybrid between traditional MQLs and SQLs, designed to shorten the time to connection and improve lead readiness:

Short, targeted surveys to surface pain points, scope, timing, and who’s actually in the decision loop, before the first call.

Booking links tied to real availability, with clear invite protocols so no one guessed who was calling, why, or what success looked like.

Clear calendar invite protocols and best practice guidance to ensure better turn-ups and conversation clarity.

A white‑glove appointment desk to handle scheduling, rescheduling, and no‑shows without dragging reps into logistics.

Equipped reps with pre‑call intelligence: profile reviews, buyer context, and a clean intro email they could send within 24 hours.

Trace3 started seeing improvements in less than a week:

Time-to-connect dropped from about two weeks to 2–3 days.

Buyers came in with named pain points, clear scope, and a real seat at the table.

Profile reviews and intro emails gave reps a head start.

Our appointment desk handled reschedules and no‑shows, so reps stayed focused on the meetings, not the mechanics.

Reps became more confident with supporting documents and streamlined processes.

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The quick wins became the operating system

Trace3’s pipeline evolved to having leads with clear intentions and decision authority. Reps were able to skip the discovery part and move straight to problem-solving.

Buyer readiness improved first

Leads arrived with clear pain points, defined scope, and real decision-making authority. That let reps skip basic discovery and move straight to problem‑solving, which set the tone for trust.

Speed followed

Booking links, clean calendar protocols, and pre‑call intelligence reduced the time between lead delivery and first contact from weeks to a few days. Buyers stayed warm. Reps stayed focused.

The numbers didn’t lie either

Dozens of appointments booked weekly across campaigns. High-value opportunities with budgets ranging from $100K to $250K.

Then we tightened alignment

Campaigns centered on Trace3’s strengths—cloud security, AI infrastructure, data protection—so conversations felt relevant from the first minute. Interest deepened because the fit was obvious.

Made the context durable

Call notes, survey insights, and next steps were shared along with the lead, so follow‑ups didn’t restart from zero. If timing wasn’t right, Trace3 could nurture with purpose and re‑engage when the window opened.

And we kept the loop honest

If a lead missed the mark or went quiet, we replaced it fast and refined the criteria. That transparency protected trust with Trace3 and with buyers.

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We started as a lead source and became a partner

The first phase was about fixing speed and readiness. Once that was working, together we scoped and launched multiple concurrent campaigns—Cisco SMB/ENT, HPE Zerto, Trailblazers—so Trace3 could cover more ground while maintaining alignment with their go-to-market priorities.

We built a working rhythm. Weekly touchpoints. Fast replacements when something slipped. Targeting reviews and “focus bucket” recommendations to expand reach without diluting fit.

We also kept leveling up the model. MQL+ matured into cleaner step‑ups to SQL. We piloted BANT where it made sense. We standardized invites, pre‑call briefs, and intro emails so every rep showed up the same way: prepared and relevant.

Over time, the work shifted from “deliver leads” to “run the system.” Trace3 tried new initiatives with confidence because the engine was already in place. That’s the evolution: from a vendor relationship to a coordinated go‑to‑market motion we manage together.

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Before we began our partnership, Advizex had a familiar but corrosive problem: their team had stopped trusting the pipeline. Marketing and sales were caught in a cycle of "qualified" leads that rarely matched reality. Reps grew skeptical, leadership lost credibility, and pipeline meetings became exercises in managing disappointment—not driving growth.

As Chris Miller, CTO at Advizex, put it:

"You kind of felt like people were just trying to get a Starbucks card out of it. They wouldn't show up, or they'd be nothing like the lead sheet. Eventually, you stop trusting anything in the pipeline."

Chris Miller, CTO

This wasn't just a sales problem. It was a cultural challenge—one that undermined belief in the business itself.

Our Approach: Rebuilding Trust, Not Just Filling the Funnel

We knew Advizex didn't need more leads—they needed real opportunities, and a process their people could believe in again. So we delivered:

Buyer-Initiated Connections

We built a system where IT buyers approached Advizex on their own terms, when they were genuinely ready to engage. No more chasing, no more "defensive" calls—just aligned, high-intent conversations.

Depth Over Checkbox Qualification

Our qualification process goes beyond BANT. We dig deep into business drivers, pain points, decision criteria, and stakeholder dynamics. Every lead comes with context, so reps walk into calls prepared—no more surprises.

Operational Discipline

We integrated seamlessly with Advizex's Salesforce, enforced rapid lead assignment, and instituted shared calendar and briefing protocols. Leads are assigned within hours, not days. Every interaction is tracked, measured, and improved.

The Outcome

Yes, Advizex achieved a 50% lead-to-pipeline conversion rate with us—8x the industry average. But the real story is in the transformation beneath the numbers:

Sales meetings shifted from skepticism to strategy.
Reps prepared for calls with anticipation, not dread.
Forecast accuracy improved, restoring executive trust.
The team's confidence returned—along with their ambition.

"The quality of leads we're getting is hands down the best since I've been here. Our reps say the same thing. We're winning deals we never could before, because we know more going in than anyone else in the room."

Chris Miller, CTO

Our Learning Loop

About half of all leads don't convert immediately—and that's by design. We treat every non-conversion as data, not failure. Many are long-term nurture opportunities. We analyze every outcome, refine our filters, and use feedback from the Advizex team to sharpen every future campaign. As we scale, quality doesn't slip—because we never stop learning.

Buyer-first platform: We let prospects take the lead, ensuring every conversation is wanted and valuable.
Rich, actionable insights: Every lead is more than a name—it's a story, a need, a roadmap for value.
Relentless focus on trust: We don't just deliver metrics. We help rebuild organizational belief.

"We stopped chasing. We started attracting. And for the first time in years, we trusted our pipeline."

Advizex Sales Leader

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