When BHN Rewards was acquired and their sales team tripled in size almost overnight, their lead process broke. Prospects who submitted demo requests weren't booking — they'd fill out the form and go silent.
The Gap: Leads Without a Path
Benjamin Evans, Demand Generation Manager, had a new sales org and no scalable way to get qualified leads to the right rep at the right time. The gaps were everywhere: form submissions going unrouted, discovery calls without clean handoffs, and distribution happening manually.
Full-Funnel Coverage with Chili Piper
BHN Rewards built a complete motion using three Chili Piper products working in sequence:
- Form Concierge — qualified inbound leads and surfaced booking immediately, so prospects scheduled at peak intent rather than dropping off
- Handoff — moved qualified leads from junior SDR discovery calls to senior AEs with context preserved and next meeting booked in-session
- Distro — automated lead routing notifications so the right rep received each lead with the right context
The result: a repeatable, automated funnel that could scale with their headcount — without scaling manual effort.
Benjamin Evans had a classic Demand Gen problem:
The sales team tripled in size. His company was acquired by a larger business.
And, as a result, increasing inbound leads became a huge priority.
And guess who was responsible for generating pipeline?
You got it — the demand generation team.
So what do you do if you’re Benjamin Evans, Demand Generation Manager at BHN Rewards?
Start with the easy stuff.
AKA improving conversions.
How to get more leads to sales
If you’re in marketing, you know there are two ways to get more leads to sales:
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Increase overall lead volume
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Improve conversion rates
In option #1, you are doing more to get more leads — add an outbound motion, add a PLG motion, increase paid spend, publish more organic content, etc.
In option #2, you’re doing more with what you already have.
And option #2 is what our friend Ben was going after.
You see, leads were coming in — but there was drop off.
Leads weren’t scheduling time after they submitted a demo request. SDRs weren’t able to easy route and schedule to the right AE. Leads would get completely lost in the depths of their CRM.
But Ben is a smart dude and knew there was an easy fix to this. Which is why he reached out to Chili Piper.
The Solution: Fixing the leaky funnel
Ben reached out to Chili Piper, because he knew we were able to qualify, route, and schedule meetings from a webform — which is the original problem he wanted to solve.
But as he learned more, he realized Chili Piper can solve all his lead routing problems at the same time.
Here’s how their entire inbound flow works with Chili Piper:
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Inbound lead fills out a form.
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They’re qualified, routed, and scheduled to a lower-tier sales team member.
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The rep conducts a discovery call to qualify the prospect.
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If the prospect is qualified, the rep hands off to a more senior sales rep using Handoff (which automatically qualifies and routes the lead, and shows the right rep’s calendar)
And everytime someone’s assigned lead takes action, Distro sends the assignee a notification — which means the reps always know exactly where they need to be and what they need to say.
The Results? Better Conversions Across the Funnel
Chili Piper's products enabled full-funnel marketing and sales operations for BHN — from the initial demo request to lead handoff and distribution.
They optimized their lead management process, ensuring that leads are routed to the right rep based on custom rules set by BHN — significantly improving conversions and the customer experience.
They’ve maximized their sales team’s potential by automating the handoff process — eliminating admin time spent and allowing them to focus on getting Closed Won.
Their marketing team now has immediate insights into their lead generation efforts — and see the types of leads who are no-showing vs getting through to Closed Won.
Want to take your conversions full-funnel? See Chili Piper in action.
