AT A GLANCE
Customer: TaskRay
Industry: SaaS – Onboarding and Project Management (Salesforce AppExchange)
Team Size: 30
Engagement Type: On-Demand Sales & Marketing Operations Expertise
Challenge: No clear system for tracking lead status or first meetings
Solution: Lead status framework, meeting tracking workflows, and reporting dashboards
Impact: Increased sales visibility, better forecasting, and improved team efficiency
The Context
Inbound volume was growing, but visibility into lead progress wasn’t
TaskRay’s inbound pipeline was healthy—but leadership was unable to see what was happening at the top of the funnel. Leads came in, SDRs followed up, and opportunities were occasionally created, but there was no consistent way to track when a meaningful meeting had occurred or whether a lead was progressing toward conversion.
As the sales team grew, this lack of structure started creating inefficiencies. Sales leadership needed clearer answers to questions like: Have we followed up? Did we get a meeting? Are we tracking rep activity and outcomes in a consistent way?
Without defined lead statuses or a way to log meeting outcomes, the top of the funnel was becoming a black box.
The Challenge
Lead was inconsistent, and early-stage visibility was missing
Without clear lead statuses or meeting tracking workflows, the team was spending too much time digging through spreadsheets and inboxes to understand whether the right activities were happening at the top of the funnel.
Key issues
Unstructured lead handling: SDRs self-assigned leads and tracked activity manually
Missing data: No formal way to log when a first meeting was scheduled or completed
Forecasting gaps: Sales leaders had no insight into meetings per month, meeting outcomes, or rep capacity
Inflated conversion rates: Leads converted to opportunities without clear criteria, making conversion metrics unreliable
Lost re-engagement opportunities: Unqualified leads weren’t consistently categorized for future nurturing
No visibility into rep activity: Leadership couldn’t consistently track meetings booked or completed per rep
The Iceberg Approach
Build frameworks for lead status and meeting tracking to create early-stage visibility
TaskRay partnered with Iceberg to bring structure and reporting clarity to the top of the funnel. The goal: define a simple, scalable system for lead statuses and first meeting tracking—then surface that data through dashboards leadership could trust.
What we delivered:
Lead Status Framework
- Defined five lead status values to simplify follow-up and avoid over-customization
- Included clear “unqualified reasons” to improve future re-engagement strategies
- Created validation rules to ensure reps updated status accurately
Meeting Tracking System
- Built logic to distinguish scheduled, completed, no-show, and rescheduled meetings
- Added custom fields to track meeting outcome, type, and source
- Enabled consistent opportunity creation workflows tied to meeting outcomes
Sales Dashboards
- Surfaced number of meetings held per rep per month
- Highlighted pending meetings and follow-up needs
- Provided visibility into lead flow, meeting trends, and rep productivity
The Results
A clear view of pipeline health, from first touch to first meeting
By working with Iceberg to implement standardized lead tracking and meeting workflows, TaskRay gained visibility into one of the most critical (and often most overlooked) parts of the sales process: what happens before an opportunity is created. The new visibility also revealed which reps were most effective at converting MQLs to meetings, enabling more targeted coaching and support. Leadership and reps alike now have clearer data, better reporting, and a scalable system that supports growth.
KEY WINS
Simplified lead tracking through a clear status flow that improves rep follow-up and accountability
More accurate forecasting enabled by visibility into rep capacity and meeting volume
Pipeline trends surfaced in dashboards that highlight lead flow and meeting patterns
Reliable conversion metrics based on consistent MQL-to-opportunity tracking
Consistent follow-up with aligned, repeatable processes across the sales team
Scalable system that supports rep onboarding, new lead sources, and future growth without added complexity
