How Marshall Machinery Unified Lead Management to Improve Sales Visibility and Marketing Performance
Executive Summary
About Marshall Machinery
Founded in 1959, Marshall Machinery has grown into a multi-location agricultural and construction equipment dealership serving customers across the northeastern United States. The company emphasizes a customer-first philosophy supported by modern technology, data-driven decision-making, and strong relationships with its buyers.
Marshall Machinery’s leadership believes that combining data insights with strong customer service helps the dealership support the full equipment lifecycle, from new equipment sales to rental fleets and used equipment transactions.
By integrating lead capture, CRM workflows, and marketing analytics into a single platform, Marshall Machinery has built a more connected sales operation that enables the team to respond faster, understand customer demand more clearly, and make smarter decisions about where to invest in growth.
Vision
Marshall Machinery set out to modernize how it captures and manages customer demand across its dealership network. The team wanted to connect marketing and sales through a unified system that could track incoming leads, measure campaign performance, and ensure every customer inquiry reached the right sales representative quickly.
Situation and Challenges
Marshall Machinery, an equipment dealership with seven locations across Pennsylvania, New York, and New Jersey, serves a diverse customer base including contractors, landscapers, municipalities, and large property owners. As the dealership expanded, the number of incoming inquiries across digital and in-person channels continued to grow.
However, the company lacked a centralized lead management system capable of capturing and tracking these interactions consistently. Website inquiries generated notifications, but those leads were not always connected directly to the dealership’s CRM workflows. Phone calls, walk-ins, and marketing-generated leads also entered the organization through different channels.
This created two major challenges:
1. Limited visibility for marketing teams.
Without a centralized system, it was difficult to determine which campaigns or channels were generating the most valuable leads, making it harder to allocate marketing budgets effectively.
2. A fragmented experience for sales teams.
Leads arriving through different sources were not always assigned or tracked consistently, which made it harder to monitor follow-ups and understand how opportunities progressed through the pipeline.
Marshall Machinery needed a solution that could unify lead capture, streamline lead routing, and provide both sales and marketing teams with clear visibility into the customer journey.
The Solution: How Fusable Helped
Marshall Machinery partnered with Fusable to design a customized workflow, integrating lead capture from multiple sources directly into the dealership’s CRM system.
Working alongside Marshall Machinery and its website provider, TracTru, Fusable helped build a system that could ingest lead emails from the website and other providers using LeadsBridge, transforming those inquiries into structured lead records.
Once captured, leads were automatically routed to the appropriate dealership location so sales managers could quickly assign them to the correct sales representative. Dashboards, saved searches, and reporting widgets were created to help both sales and marketing teams track performance and monitor activity across the dealership.
Business Impact
This workflow enabled Marshall Machinery to:
- Automatically capture website leads and integrate them into the CRM
- Route leads to the correct dealership location and sales manager
- Track lead sources across all marketing channels
- Monitor opportunities created from inbound inquiries
- Measure performance metrics such as close rates and gross profit by lead source
- By centralizing this information, Marshall Machinery created a unified system that connects marketing activity directly to sales performance.
“For the first time, we can clearly connect marketing efforts directly to actual sales outcomes. That level of visibility helps us invest smarter and double down on what’s truly driving revenue”
The Results
With lead capture and tracking fully integrated, Marshall Machinery now has a clearer view of how customers engage with the dealership and which channels drive the most opportunities.
The top three channels drove nearly all demand. Web, walk-in, and phone together accounted for 98.9% of all leads. Web leads alone were the dominant source at almost half of total volume, suggesting the dealership’s digital presence is its strongest acquisition channel. Walk-ins and phone inquiries were fairly close to each other, together making up just over half of leads at 52.3%.
| Lead Source | Percentage |
|---|---|
| Web Leads | 46.6% |
| Walk-in Inquiries | 27% |
| Phone Inquiries | 25.3% |
| Other | 1.1% |
Looking deeper into the sales pipeline, Fusable also enabled the team to track 11,358 opportunities by source:
| Opportunity Sources | Percentage |
|---|---|
| Phone-Generated | 49.7% |
| Walk-In | 38.9% |
| Web-Generated | 10.4% |
| Other | 1% |
These insights allow Marshall Machinery to evaluate how marketing channels contribute to pipeline growth while also understanding how customer interactions evolve across different touchpoints.
In addition to improving marketing visibility, the dealership is also using Fusable reporting to track lead response times, giving leadership new insight into how quickly sales teams respond to incoming inquiries. This helps identify potential bottlenecks and ensures customers receive timely follow-up.
Why Marshall Machinery Chose Fusable
Marshall Machinery has relied on Fusable technologies, including EDA market data, for more than two decades. Over time, the dealership has continued to evolve how it uses data and CRM systems to support a more informed sales process.
The partnership with Fusable allowed the team to turn an idea of centralizing and tracking lead sources into a fully operational workflow that connects marketing insights directly to sales execution.
“Fusable has helped us centralize and streamline our lead process by giving us clear visibility into both lead sources and response times. That insight allows us to better understand what marketing efforts are driving results, make more informed decisions, and improve follow-up consistency across the dealership.”
Looking Ahead
Marshall Machinery sees the next phase of their work with Fusable as expanding beyond lead management into deeper prospecting and territory planning. As long-time valued Fusable customers, Marshall Machinery has been working with Fusable solutioning on innovative new ways to help sales reps build and refine prospect lists more easily, spot meaningful customer patterns, and prioritize outreach based on timing, geography, and equipment ownership trends. The ability to organize prospects by county, customer type, and buying behavior is already helping the team focus its efforts more intentionally. They are excited about ongoing insights around purchase cycles, route planning, and recommended nearby prospects, which will make that process even more efficient for field sales teams.
“The biggest difference is turning information into action. We’re not just collecting data; we’re using it to improve response times, refine our approach, and ultimately create a better experience for the customer.”
Do you need to increase your sales leads and opportunities? Book a demo to see Fusable in action.