The Sage Intacct team was having issues driving a consistent volume of marketing-qualified leads into the top of their demand generation funnel on a month-to-month/quarter-to-quarter basis. Some months, they experienced volatile swings in conversion rate from raw leads to MQLs, which threw off pacing. Also, because their paid lead channel was the highest volume driver, these swings would have drastic effects on other marketing activities like lead nurturing, webinar promotion, and ultimately opportunities.