The problem
Kestrel was closing plenty of deals — but too many were small. They suspected their qualification bar was too low but had no data to prove it. Their SDR qualified by feel, which meant the criteria shifted person-to-person.
The change
Alchemize gave them a consistent score for every lead, with a public breakdown. Within six weeks they had enough data to show which signals correlated with deal size. They raised the booking threshold by 15 points.
“The score breakdown showed us we were talking to too many people who weren't ready. Now we don't — and deals are bigger.”
James Whitfield
CEO, Kestrel
The result
Average deal size grew 71%. Fewer leads booked, better leads closed. The sales cycle shortened by 38% because reps stopped managing low-intent conversations that dragged on.
[ what they use ]
- → 6 chatbots
- → 18 routing rules
- → HubSpot + Calendly
- → Growth plan
Kestrel is a 14-person B2B demand generation agency in Edinburgh. They run multi-channel programmes for SaaS and professional-services clients across the UK and Ireland.