SUCCESS STORIES | PAYMENTSHIELD 
━━━━━━━━━━━━━━━━━━━
Paymentshield Aligns Sales and Marketing with Lead Management
Paymentshield is a insurance platform provider, enabling financial advisors and lettings companies to offer quality insurance products to their customers.
The business had been using Salesforce Marketing Cloud Account Engagement (Pardot) for email campaigns, but their lead management process was outdated and no longer provided the engagement insights needed to pass high-quality opportunities to sales. With limited in-house resources, Digital Marketing Manager James Dyer turned to Clevertouch to design and implement a modernised lead management framework .
Discover how Paymentshield partnered with Clevertouch to redesign its lead management process in Salesforce and Pardot. The result: better-qualified leads, stronger sales alignment and clearer ROI tracking.
The challenge
Paymentshield faced several obstacles:
- Simplistic campaign data – emails weren’t providing reliable engagement or intent signals.
- Sales and marketing misalignment – marketing couldn’t easily demonstrate campaign impact on sales pipeline.
- Resource constraints – limited internal expertise meant external consultancy was needed to design and implement a new system.
Our approach
Clevertouch delivered a structured project that included:
- Lead management & scoring design – defining funnel stages, scoring criteria, SLA agreements and metrics to establish a common language across sales and marketing.
- Implementation – building and integrating the new scoring model and lead management process within Pardot and Salesforce CRM.
- Dashboards & reporting – developing new dashboards to visualise campaign performance, lead flow and attribution across the funnel.
"Clevertouch have resources and expertise in areas that we do not. They take our challenges and carry them forward to get an agreed outcome that supports our objectives."
James Dyer
Digital Marketing Manager
The results
The project created measurable benefits for Paymentshield:
- Sales & marketing alignment - shared definitions, consistent scoring, and visibility across the funnel.
- Improved lead quality - sales teams now receive better-qualified opportunities, reducing wasted effort.
- Clear ROI tracking - marketing can demonstrate the value and attribution of their activities.
- Foundation for future growth - the new system paves the way towards a 360-degree view of engagement and activity attribution.
Looking ahead:
With a stronger lead management process in place, Paymentshield’s marketing team can now provide better ROI insights and are progressing towards a comprehensive, 360-degree view of customer engagement and attribution.