SQL · Case 01

Filters and
Qualification

How a SQL filter structure turned ~5,000 monthly leads into a prioritized list of decision-makers ready for commercial outreach.

5K Leads / month
−40% Prospecting time
+22% Meeting conversion
Context

This case focuses on the fundamental step of Marketing Operations: cleaning and qualifying raw data to identify leads ready for commercial outreach (SQLs).

About the case

In a high-volume marketing operation, the sales team wasted time contacting leads without decision-making profiles or low engagement. With ~5,000 monthly new contacts, I developed a SQL filter structure that isolates only ICP profiles, focusing on leadership roles with intent score above 85: about 450 SQLs per month ready for commercial outreach. The implementation reduced manual prospecting time by 40% and increased meeting conversion by 22%.

SQL query
SQL
-- Identify SQLs: decision-making role, high score, New status

SELECT
    nome,
    email,
    cargo,
    score
FROM
    leads_gerais
WHERE
    (cargo LIKE '%Diretor%'
     OR cargo LIKE '%Coordenador%'
     OR cargo LIKE '%Gerente%')
    AND score >= 85
    AND status_contato = 'Novo'
    AND pais = 'Brasil';
Process visualization
Business explanation

The real value of Marketing Operations is optimizing the most expensive resource in a company: people's time. By applying precision filters, Marketing stops delivering "volume" and starts delivering "opportunity", optimizing CAC by eliminating wasted energy on disqualified leads.