SugarCRM’s Winning Outbound Formula with Lead Forensics
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About SugarCRM
SugarCRM is a global provider of customer relationship management (CRM) solutions, supporting thousands of businesses in more than 120 countries. Originally known for its open-source roots, the company has since evolved to offer software solutions designed to help B2B sales teams unlock their sales potential by operating with more speed, clarity, and confidence.
The Challenge
As SugarCRM sharpened its focus on mid-market manufacturers and distributors, it faced several core challenges. Buyer behavior had shifted dramatically - more prospects were self-educating online, browsing websites anonymously without ever filling out a form. Identifying intent early in this silent research phase became a critical need.
The outbound Business Development Representative (BDR) team was growing and tasked with targeting thousands of named accounts across global regions. The team therefore needed a scalable way to prioritize outreach toward high-intent accounts without relying on guesswork.
There was also a strategic push to drive more cross-sell and upsell within the existing customer base - but without a signal of who was showing interest, these efforts lacked focus.
SugarCRM needed a rapid, insight-led system to guide its BDRs toward the right accounts at the right time, using structured, repeatable processes that could scale globally.
Our Solution
To solve these challenges, SugarCRM embedded Lead Forensics into a tightly integrated tech stack that also includes SalesLoft, and its own CRM platform. The result is an outbound engine that connects anonymous web behavior to real-world revenue opportunities - all within minutes.
Lead Forensics identifies website visitors who match SugarCRM’s Ideal Customer Profile (ICP), with filters based on industry, company size, and page views. For example, if a mid-market manufacturer visits product or pricing pages, a trigger alert is generated. Named strategic accounts are also monitored, regardless of behavior, ensuring high-value prospects never slip through the cracks.
Once a trigger is fired, the clock starts. “Our target is five minutes. From trigger to first call, our BDRs are on it,” said Darren Burton, Global Director of Business Development. BDRs immediately assess the visitor’s journey using the Lead Forensics portal and company website. They locate the most relevant contacts - typically CROs, VPs of Sales, or other key decision-makers - and push them directly into SalesLoft cadences.
To solve these challenges, SugarCRM embedded Lead Forensics into a tightly integrated tech stack that also includes SalesLoft, and its own CRM platform. The result is an outbound engine that connects anonymous web behavior to real-world revenue opportunities - all within minutes.
Lead Forensics identifies website visitors who match SugarCRM’s Ideal Customer Profile (ICP), with filters based on industry, company size, and page views. For example, if a mid-market manufacturer visits product or pricing pages, a trigger alert is generated. Named strategic accounts are also monitored, regardless of behavior, ensuring high-value prospects never slip through the cracks.
Once a trigger is fired, the clock starts. “Our target is five minutes. From trigger to first call, our BDRs are on it,” said Darren Burton, Global Director of Business Development. BDRs immediately assess the visitor’s journey using the Lead Forensics portal and company website. They locate the most relevant contacts - typically CROs, VPs of Sales, or other key decision-makers - and push them directly into SalesLoft cadences.
The Result
With Lead Forensics embedded at the heart of its outbound process, SugarCRM has achieved impressive, measurable outcomes:
A 20x return on investment from Lead Forensics.
Speed-to-lead reduced to under 5 minutes, enabling reps to strike while interest is high.
Improved conversion rates from anonymous web traffic to qualified opportunities.
Scalable outreach across thousands of target accounts using customized cadences for different sub-sectors.
Enhanced ABM performance through strategic retargeting and visibility into real-time buying signals.
More effective upsell and retention strategies within the existing customer base.
Most importantly, SugarCRM’s BDRs are focusing every day on the right conversations, with the right people, at the right time. “Lead Forensics is a key piece of our tech stack puzzle,” says Darren Burton. “It’s how we make sure our BDRs are having the best 50 conversations they can, every day.”
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