Challenge
Star Autism lacked a structured lead management process, clear sales workflows, and visibility into pipeline execution. This led to inconsistent follow-up, lost opportunities, and limited forecasting accuracy.
Star Austism’s Lead Management and Pipeline Visibility Transformation
Star Autism provides curriculum and professional development for educators working with students on the autism spectrum, delivering scalable, evidence-based solutions to schools and districts nationwide.
The Problem
A broken inbound engine doesn’t just cost leads, it stands in the way of revenue growth.
Star Autism had a respected product and a growing customer base. But they lacked the operational infrastructure to convert interest into revenue. Without clear definitions for lead stages, consistent routing, or reliable follow-up, it was impossible to measure performance or scale effectively. Marketing was driving demand, but leads were difficult to track. Reps worked independently. Leadership lacked the visibility needed to plan with confidence.
The result? Untouched leads, inconsistent pipeline reporting, and no reliable way to forecast or improve performance. The company was ready to grow, but their systems weren’t.
Key Takeaways
Solution
Union Square Consulting redesigned the full sales journey, implementing lead routing, standardized opportunity types, qualification criteria, and reporting infrastructure directly in Salesforce, supported by team training and manager coaching.
Outcome
Star Autism gained end-to-end visibility across lead flow and pipeline, a consistent sales process across all revenue motions, and the operational foundation to scale with confidence.
Without visibility into lead volume, follow-up, or sales execution, leadership couldn’t measure what was working or make informed decisions. As a result, there was untapped potential in their pipeline.
The Challenge
Star Autism’s rapid growth had outpaced its existing sales processes, creating a need for scalable systems.
Their inbound motion wasn’t reaching its full potential. There wasn’t yet a reliable system to track lead volume, routing, or follow-up. Outbound motion had not yet been built out.
Sales reps lacked a consistent framework for qualifying and prioritizing leads. Follow-up was inconsistent. There was no standard process across lead generation, pipeline management, or forecasting.
And without visibility into lead volume, follow-up, or sales execution, leadership couldn’t measure what was working or make informed decisions. As a result, there was untapped potential in their pipeline.
For the first time, the team could see what was coming in, what was converting, and where gaps existed. These dashboards also enabled gap-to-plan analysis and funnel coverage reporting, providing a foundation for pipeline planning and forecasting.
The Solution
Union Square Consulting partnered with Star Autism to rebuild their revenue engine from the ground up. This included a comprehensive overhaul of their lead and sales processes, CRM infrastructure, and sales team enablement.
Defined and Operationalized Lead Management
We started by defining the full lead management process, mapping every step from capture to qualification to handoff. This included clear MQL and SQO criteria and step-by-step follow-up instructions to ensure consistency across the team. We operationalized this in Salesforce, enabling automated routing, task creation, and alerting so that no leads slipped through the cracks.
Standardized Sales Process Across All Revenue Motions
We helped redesign and standardize sales processes across new business, expansion, and renewals, each with its own defined opportunity stages and success criteria. These were implemented as distinct opportunity types in Salesforce, allowing the team to manage each motion with tailored workflows and reporting. We reinforced qualification by applying MEDDIC and BANT, helping the team prioritize and advance deals with greater rigor and predictability. Sales criteria fields were added directly into opportunity records, giving reps clear guidance at every stage and helping them overcome objections more effectively.
Built Reporting and Visibility Infrastructure
We built dashboards that gave leadership real-time visibility into lead volume, source, follow-up activity, and conversion rates. For the first time, the team could see what was coming in, what was converting, and where gaps existed. These dashboards also enabled gap-to-plan analysis and funnel coverage reporting, providing a foundation for pipeline planning and forecasting.
Enabled and Trained the Sales Team
We equipped the sales team with a structured enablement deck and playbook that detailed each stage of the lead and sales journey. Training covered everything from how to qualify and work leads to how to manage opportunities and execute against each stage of the process. We provided frameworks for objection handling, opportunity conversion, and CRM best practices to ensure that the team could adopt the new systems with confidence.
Coached Sales Leadership and Implemented Quota Tracking
We worked closely with the sales manager to establish a cadence for pipeline reviews and coach the team on execution. We implemented a new quota tracking system in Salesforce, enabling managers to monitor rep attainment, forecast accurately, and identify gaps in real time. Leadership was now equipped to drive accountability and scale the team’s performance with clarity and control.
Star Autism can now measure performance across every stage of the revenue lifecycle—from initial lead to closed-won opportunity—across all sales motions.
The Outcome
Within weeks, Star Autism had a functioning lead management engine.
They were able to:
- Monitor follow-up activity in real time
- Accurately track inbound lead volume
- Identify gaps and opportunities for optimization
- Measure conversion from lead to qualified opportunity
More importantly, they now have the infrastructure to scale their GTM motion—with clear processes, team alignment, and the visibility needed to improve over time.
With these standardized processes in place, Star Autism can now measure performance across every stage of the revenue lifecycle—from initial lead to closed-won opportunity—across all sales motions.
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