How Copado achieved 4x faster speed-to-lead with Traction Complete

Highlights

• Automated lead-to-account matching and routing, eliminating 60% of manual work for ops and BDR managers
• Increased post-event pipeline by 160% by cutting lead upload and assignment from several days to overnight
• Reduced inbound lead SLAs from 3–6 hours to just 90 minutes, boosting speed-to-lead

Overview

Copado is the leading native DevOps platform for Salesforce and the market leader for low-code and AI-driven test automation for enterprise clouds. The company powers digital transformation for enterprises like Coca-Cola, eBay, Medtronic, and Volkswagen.

The Challenge

Rapid growth made lead management untenable

Copado experienced impressive growth, but the surge in leads quickly outpaced their existing processes. The sales and operations teams found themselves handling volumes of data that had become unmanageable. What had once been a manageable workload turned into a bottleneck, slowing down how quickly Copado could process and distribute leads.

Manual matching drained operations resources

Before leveraging Traction Complete, Copado’s team handled 60% of lead-to-account matching and routing by hand.

Operations staff and BDR managers regularly spent two to three hours each week reviewing records, checking ownership, and making sure leads landed with the right BDRs and AEs. This repetitive work consumed valuable time and attention.

The team knew their energy could be better spent on strategic initiatives, but the manual nature of the process left them stuck in administrative tasks.

[Our old process] was taking a lot of manual effort and high-value  time away from what we should be focusing on, which was strategic initiatives. 

Max Messina, Team Lead of Go-to-market Operations at Copado

Slow follow-up stalled pipeline opportunities

Manual processes also weakened pipeline performance.

Importing, validating, and assigning records after large events like Dreamforce took days to complete.

During that lag, valuable leads sat idle in Salesforce while buyer interest faded. Instead of engaging prospects when intent was highest, reps had to reach out days later, putting Copado at risk of losing momentum and missing revenue opportunities.

Solution

Gave ops teams control and agility

Copado needed to escape the cycle of manual work and gain flexibility in how they managed lead routing. Traction Complete put control directly into the hands of the business operations team. With a no-code, drag-and-drop UI, the team could build and adjust lead-to-account matching and account-based routing flows themselves.

Instead of waiting on admins or developers, operations staff could make changes as soon as business needs shifted.

With Traction Complete, Copado’s ops team could set up routing triggers based on campaign member status changes, which meant that when a prospect took an action signaling intent, the right BDR or AE received an immediate notification. This also made it easier to redesign territories at the start of the year or roll out new go-to-market motions without delay.

We needed to be agile on a monthly and weekly basis in updating routing rules.

What Traction Complete did was allow us to make changes on the fly, and give control and freedom back to the business team that was dealing with these changes.

Max Messina, Team Lead of Go-to-market Operations at Copado

Accelerated speed-to-lead and boosted pipeline

By automating lead routing and assignment with Complete Leads, Copado dramatically improved how quickly reps could follow up with prospects.

Large event uploads that once took several days to process now took just one night. Leads that had previously sat untouched were available for outreach immediately, giving reps the chance to engage buyers while interest was highest.

And the results were immediate in Copado’s pipeline.

Post-event follow-up time shrank, and Copado saw a 160% increase in pipeline generated from industry events.

For inbound leads, response SLAs improved as well, dropping from three to six hours down to only 90 minutes. Faster action translated into more conversations, stronger engagement, and more opportunities moving through the funnel.

If we look at just the pipeline that Traction Complete has influenced and the cost of our operators that were doing the manual work before Traction came in, we could confidently say that we’re seeing about an 11x return on investment.

Max Messina, Team Lead of Go-to-market Operations at Copado

Backed by best-in-class customer success

Beyond the technology, Copado valued the hands-on support they received. Traction Complete’s customer success team partnered closely with them, providing expertise, troubleshooting quickly, and ensuring they could get the most out of the platform.

My experience working with Traction Complete has been nothing but fantastic.

They’re always bringing the right expertise, they’re willing to jump on a call and troubleshoot. We have a great relationship. They are one of my favorite customer success teams I’ve ever worked with.

Max Messina, Team Lead of Go-to-market Operations at Copado

The Final Word

Traction Complete helped Copado eliminate the need for manual matching and routing. Not only did they gain more pipeline and a faster speed-to-lead, but managers and the operations team could focus their time on more important strategic initiatives.