Challenge

Great Place to Work certifies and recognizes workplace cultures worldwide, serving companies across industries who want to benchmark and improve their employee experience. Their inbound lead motion depended on fast, accurate routing — prospects who reached out needed to reach the right person quickly, or the opportunity was lost. The reality was far from that. Lead routing was taking up to 12 hours, almost entirely because manual cleanup was required before any routing logic could run. Web forms across the site were not standardized, which meant the data that arrived from form submissions was inconsistent in format, completeness, and quality. Routing rules that depended on clean input data broke when the input was messy — which was often. Leads associated with lower-value products were falling through the cracks entirely, being dropped rather than routed to the appropriate path. International inquiries, which needed to reach affiliate partners rather than the internal sales team, had no automated routing logic at all. And while the Ops team was working through all of this manually, Sales was waiting. Response times after a lead was assigned averaged 5 hours — long enough for the prospect's intent to cool and the conversation to never happen.

Solution

Great Place to Work deployed Openprise to address the routing problem at its root: the data. Before any routing logic could work reliably, the inputs had to be clean and consistent. Openprise normalized web form input fields and standardized answer formats across all forms — so that regardless of how a prospect entered their information, it arrived at the routing layer in a format the system could act on. Automated lead cleanup and enrichment ran before routing, not after, which eliminated the manual pre-routing work that had been accounting for most of the 12-hour delay. With clean, enriched data flowing into the routing pipeline automatically, the team could build routing logic that actually held.

Once the data foundation was in place, routing logic for every lead type was configured in Openprise. Low-value product leads that had previously been dropped were given a routing path. International inquiries were automatically directed to the correct affiliate partners based on geography. The entire sequence — form submission, normalization, cleanup, enrichment, routing — went from a 12-hour manual process to a 20-minute automated one. Sales response time, which had averaged 5 hours after receiving a lead, dropped to under 1 hour. The Ops team went from spending their days cleaning leads to managing a pipeline that cleaned and routed itself.

We justified purchasing Openprise on one experiment. It was an amazing success.

— Pat Lechner, Business Operations and Analytics Director

Impact

Lead routing now takes 20 minutes. That is not a rounding improvement — it is a structural change in how the business operates. When a prospect submits a form, they reach a sales rep within a fraction of the time it used to take. Sales response time after a lead is received dropped from 5 hours to under 1 hour, which means conversations are happening while intent is still warm rather than hours after the prospect has moved on to a competitor or simply forgotten why they filled out the form.

The 79% reduction in unqualified leads is the result that changes how Sales thinks about inbound. When nearly 4 in 5 leads that previously wasted a rep's time are now filtered or correctly routed before they ever arrive, the remaining leads are substantively different in quality. Reps spend their time on prospects who match the right criteria, which is reflected directly in the win rate — a 38% increase — and the close rate, which improved by 10%. The Ops team did not change the product. They changed the pipeline that feeds it.

The international routing fix, while less headline-grabbing than the win rate number, represents a category of revenue that had been effectively invisible before Openprise. International inquiries that could not be routed to affiliates were either handled incorrectly or dropped. After implementation, those leads reached the right partner automatically — converting potential that the previous manual process had no mechanism to capture. Taken together, the routing improvements did not just make the Ops team more efficient. They made the entire inbound motion more effective.