From an inbox to a pipeline.
Built for technical inquiries.
When I began working across Dicronite after the acquisition, the marketing infrastructure existed but important parts of the inquiry process were unfinished. New requests required manual review to identify the right licensee, and response templates had not kept pace with the different needs of locations in Germany, the Netherlands, South Korea, India and elsewhere. I refined how inquiries enter the central HubSpot portal, how they are routed, and how the initial response and follow-up are handled. The goal is a more consistent experience for technical buyers and a clearer handoff to the business that will serve them.
Infrastructure in place. A handoff still to solve.
Dicronite serves technical buyers across aerospace, defense, medical devices and precision manufacturing. Its central marketing infrastructure had been established before my current work, but the journey from inquiry to the right licensee was still uneven. A request could arrive centrally, then require someone to identify its location, understand the application and forward it to the appropriate business. Templates were dated, while licensees had different information needs and ways of responding.
I worked on the intake and referral process so inquiries could be recorded, reviewed and directed more consistently. Responses are now more tailored to the request and the destination. Follow-up messages help keep the conversation active and invite feedback on the experience. The central CRM gives me visibility into intake and handoff; each independently operated licensee controls its own sales process after referral.
A visible handoff, with a clear reporting boundary.
The portal contains 5,121 contact records. Of these, 2,195 are currently marked Qualified Lead, Opportunity or Customer, and 2,088 are marked Opportunity or Customer. That represents about 95% of the records in the first group. In practice, most qualified inquiries are routed onward for a quote conversation or referral. Some referrals may be marked Opportunity rather than Referred because of how the current workflow is configured.
The percentage describes portal classifications and handoffs; it does not establish that 95% became sales-qualified opportunities or won jobs.
What the central pipeline can tell us.
The main pipeline has 43 deals marked Potential Jobs, 22 Quoted, 163 Job Completed and 36 Job Lost. Among the 199 deals marked won or lost, 82% are marked won. The median time to close for won deals is 12 days, compared with 43.5 days for lost deals. This difference describes the recorded deals; it does not show that follow-up speed caused the outcome. A separate licensing pipeline holds eight inquiries, seven at initial interest.
Website inquiries have tripled since 2020.
Records that came in through the website grew from 91 in 2020 to about 300 a year from 2023 onward. Total record counts tell a noisier story. In 2023, three bulk uploads of offline records created a spike the later years don’t repeat. Switch the chart between views, and hover or tap any year for the breakdown.
This is a record-creation history across the central portal, not a measure of my individual contribution.
All records, split by source
| Year | Website | Offline | Total |
|---|
Two additional records date to 2019, bringing the portal total to 5,121. Source counts: offline 3,531; direct 1,023; organic search 543; referrals 15; paid search 6; AI referrals 2; other campaigns 1.
The process behind the handoff.
- Maintained and refined lead capture forms so centrally received inquiries create records for review and referral.
- Reviewed incoming requests and directed them to the relevant Dicronite licensee or internal business, considering geography and application.
- Reworked response templates to account for different licensee needs and provide a more relevant first reply.
- Developed automated follow-up messages to check on the inquiry and invite feedback after the initial handoff.
- Used central reporting to monitor incoming activity; for Dicronite Southwest, supplemented the view with a shared spreadsheet where downstream CRM data is unavailable.
- Worked with reporting that includes a daily lead list and Looker Studio dashboards. Dashboard revisions are in progress.
Want a clearer path from inquiry to follow-up?
Tell me how inquiries reach your team, who handles them and where visibility ends. I’ll reply within two business days.