From Broken Handover to Repeatable SDR → Sales Process

White Label Coders is a European software development partner, best known for WordPress and WooCommerce builds, custom application development and IT staff augmentation.

With two decades in the market and hundreds of successful projects under their belt, they rely on tight collaboration between SDRs and closers to keep revenue flowing. 

Their sales team was generating leads through SDR outreach but there wasn’t a shared way to push a qualified lead over to sales closers. 

SDRs would mark qualified leads in different places — Slack here, email there, sometimes just a verbal note. There was no consistent structure.

That fragmented handover manifested in three big problems:

• Qualified leads sat untouched for days because no one clearly owned the next step

• Deals slowed down as closers had to rediscover context already gathered by SDRs

• Sales leadership had no reliable way to see which lead sources or outbound campaigns actually converted into opportunities and wins

We rebuilt the lead management and handover process end-to-end, focusing on speed, clarity, and accountability.

What we implemented:

• Standardized qualification & handover rules
  Clear criteria for when a lead is “sales-ready” and exactly what context must be passed from SDR to Sales.

• Structured handover inside the CRM
  Every qualified lead followed the same path, with full visibility for SDRs, closers, and managers.

• Automated lead routing and follow-up notification
  Inbound leads were automatically assigned, with reminders and alerts when leads stalled.

• Lead source attribution framework
  Every lead carried clean source data, enabling analysis across inbound channels, outbound campaigns, and events—from first touch to closed-won.