Accelerating Speed-to-Lead for Codelab

Codelab is a 250+ engineer software development company based in Szczecin and Wrocław, delivering software across 500+ commercial projects.

Despite this scale, pre-sales processes and inbound lead pipeline weren't fully optimized.

1) Non-optimized pre-sales process

Codelab's pre-sales approach was largely informal, which sometimes meant high-potential inbound leads weren't contacted as quickly as they could have been. 

2) Broken lead routing & ownership

Contact-us form leads often went missing, and owners weren’t assigned automatically. This slowed down response times and created gaps where good leads never reached a rep.

3) Pipeline cluttered with Apollo noise

Apollo pushed unresponsive contacts into HubSpot as “leads” the moment they were found, not when they replied. This filled the pipeline with cold, unqualified records and hid the real inbound demand.

4) Manual assignment consuming sales time

The sales leader spent hours manually assigning leads instead of managing the pipeline or focusing on revenue, turning operations into bottlenecks.

5) No lead attribution

The team lacked visibility into which sources or campaigns produced actual opportunities, making it hard to understand what was working and where to invest.

1) Lead creation & routing automation

We built workflows that segment every inbound lead by Focus Topic (the service prospect is interested in) and Target Market, route it to the right owner automatically, and notify reps immediately—so good leads get fast follow-up instead of sitting untouched.

(Simplified HubSpot workflow overview: Lead creation and rotation)

2) Marketing-controlled intake pipeline

We introduced a review pipeline where Marketing can validate every Contact Us submission before it becomes a lead. They can mark entries as qualified, junk, spam, tests, or unqualified—so only real leads enter the sales pipeline.

(Simplified HubSpot workflow overview: Ticket for new contacts form submission)

3) Reliable lead creation with required fields

We added mandatory fields to the intake pipeline to ensure every qualified submission has the context needed for automatic assignment and accurate reporting.

(Simplified HubSpot workflow overview: Lead creation from valid contact us forms)

4) Duplicate & timing protection

We set up checks that prevent duplicate leads and only create a new lead if no form submission occurred within the last 7 days—removing clutter and keeping the pipeline clean.

5) Optimized Apollo integration

We configured Apollo to create leads only when prospects reply to outreach, not when they’re merely found, reducing noise and keeping the pipeline focused on real intent.