How Frontify Boosted Lead-to-Intro Conversion to 85% and Churned LeanData for Good
From manual routing and SDR handoffs to instant booking, automated workflows, and happier reps.
85%
boost on Lead-to-Intro Conversion
From SDR to RevOps hero
Frontify, a leading brand management platform, serves customers worldwide. When Alexander joined the team in 2019, he started as an SDR focused on turning inbound leads into booked meetings.
Three years later, now part of the Revenue Operations team, he’s the architect behind a GTM engine that runs faster, fairer, and smarter, spending most of his time supporting the sales team.
“I would still bridge the very top of the funnel… interacting with our marketing team, chatbots, routing rules, and what happens if someone goes on vacation, who takes their spot.”
As the Sales, Customer Support, and Partnership teams kept growing, Alex’s team needed systems that could manage the complexity while still scaling smoothly.
And that’s exactly what they found in Chili Piper after walking away from LeanData.
A leaking funnel and messy routing
For years, Frontify did its routing through HubSpot flows. And it worked… until it didn’t. With HubSpot, Alex noticed that routing was limited to a strict round-robin with no room for customization or changes.
“[In HubSpot] If you need to give credit, that’s really hard to do. Pausing someone on holiday was important to us.”
When Frontify added Salesforce alongside the HubSpot setup, they started looking for something more powerful and more efficient to manage. They first tried LeanData, but it soon revealed its limitations.
“After the first year, we thought, could there be something that is easier to handle than what we currently have?”
The risk wasn’t just operational; it was cultural.
“It’s very bad for morale if someone thinks this colleague’s getting all of the large companies and I’m here getting all of the small ones.”
Switching to a simpler setup that could keep up
Frontify started small and tested Chili Piper’s Concierge on their demo form for instant bookings, while running it alongside LeanData for 6 months.
Right from the demo, it was clear to Alex that Chili Piper’s solution is a bit more elegant.
“It came down to math. Once we turned on Concierge, we saw an immediate increase of 10%, from 50% to 60% lead-to-intro booked.”
But the real differentiator wasn’t just performance. It was how easy it was to use.
“It takes me less than 5 minutes to set them [new team members] up completely. I add them in there, I add the teams they need to be in, and they are in every router they need to be. I don’t need to do anything else.”
Before the switch, even small routing changes required hours in LeanData’s complex node trees. With Chili Piper’s Distro, that overhead vanished. When the team started using Distro, Alex quickly understood how universally applicable the rules were.
“Instead of having to go through a very big tree, finding the specific nodes where something changes, in some cases, even having to go into 5 different nodes and update the same value 5 times. The speed with which you can apply changes was incredible to see”
Tasks that used to take hours, like updating territories, onboarding new reps, or changing segments, now only take a few minutes.
From 50% to 85% conversion rate with 0 compliance headaches
“In the first quarter, we saw an immediate increase of 10%. After one year, we’re now at 80% to 85% lead-to-intro,”
The best part? There was no drop in their Intro to Opportunity conversion rate. Higher volume, same quality, and no leaks in the funnel.
And the benefits didn’t stop there.
Frontify’s team records most of their calls and analyzes them with Gong, so GDPR compliance is a big deal. To stay compliant, Gong includes a consent page before every call, and Chili Piper fits into the flow without any extra work.
Now, every meeting booked through Chili Piper, across Sales, CS, and Partnerships, automatically includes consent capture.
“Not being compliant is always a risk, so to me, that’s a very easy success achieved through Chili Piper.”
One platform for every workflow
Today, Chili Power runs the workflows used across Frontify’s commercial organization.
- Sales & Partnerships: Concierge books demos directly from the website, eliminating the need for manual follow-ups, while Handoff makes AE transitions seamless.
“Because Chili Piper sends all of that metadata into Salesforce, we can use it in follow-up flows on our side.”
- Finance: Distro automatically assigns finance users to new opportunities “within seconds.”
- Data Hygiene: Leads are automatically matched to accounts and converted in real time.
And onboarding users? For Alex, that got easier, too.
“It takes me less than 5 minutes to set them up completely.”
The “aha!” moments
Alex can pinpoint the exact moment he knew they’d made the right choice.
"The first real aha-moment was when the first meetings were popping up straight from the website”
Alexander von Stegmann, Revenue Operations at Frontify
And that was just the first sign they were on the right track.
“The second big aha-moment was when we got access to Distro and understood how universally applicable the rules were. You only need to set up one rule… and if anything changes, you only need to update it once.”
No going back for Frontify
Right now, thanks to Chili Piper, none of the AEs are doing complex follow-ups for inbound leads. But what if Chili Piper disappeared tomorrow?
“If you take away that ease of booking, then you have a massive impact on your customer relationship.”
For Alexander, Chili Piper has turned into essential infrastructure, keeping Frontify’s tunnel tight, fair, and fast. It keeps the lead-to-intro conversion on track and stops the top of the funnel from leaking.
So, what makes Chili Piper so effective for Alex?
“Ease of use, increase in conversion rates, and very simple for the whole commercial team to share availability with prospects and customers.”
He sums it up simply:
“It’s a very non-headache tool for me to use in my tech stack.”
Trying to speed up your funnel and easily manage it?
Book a demo to see how Chili Piper can help your team route leads instantly, book more meetings, and keep every customer experience seamless.
Taylor Jennings is Head of Research at Chili Piper. She is passionate about asking questions (sometimes too many) and understanding user needs. Outside of work, you can find her exploring one of our beautiful National Parks, reading a book, or trying out a new brewery.
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