Overview
DepoDirect, Inc. is a nationwide litigation-support company, providing remote deposition scheduling, court reporting, and trial technology to law firms across the country. Based in West Hollywood, California and governed by a board, DepoDirect engaged Winston Francois to build a repeatable revenue growth engine and a steady flow of qualified law-firm leads. The contract was structured to auto-renew only if Winston Francois delivered 30 qualified leads per month, so the mandate was clear from day one.
The mandate:
- Stand up a single source of truth for pipeline and revenue inside HubSpot
- Generate a consistent flow of qualified law-firm leads to hit the 30-per-month renewal bar
- Give a lean sales team the automation, reporting, and collateral to convert demand
The challenge
- No unified RevOps foundation: pipeline, lead data, and reporting were scattered across spreadsheets, Slack, and Notion, and product data was not flowing into the CRM.
- A niche, expensive-to-reach buyer. Litigators and legal-operations leaders are a small, high-value audience where paid demand runs at a premium.
- A performance-gated contract that renewed only on 30 qualified leads per month.
- A small internal sales function that needed lead scoring, sequences, and enablement to work inbound demand efficiently.
The approach
1. A Revenue Growth Operating System in HubSpot
- Architected five revenue pipelines: PAYG primary, PAYG secondary, PAYG self-serve, Contract, and a dedicated CSM lifecycle pipeline.
- Built a fit-plus-behavior lead-scoring model and an automated MQL workflow that flags high-scoring contacts, assigns them to sales, and enrolls them in nurture.
- Delivered 30-plus custom reports and week-over-week and month-over-month KPI dashboards as a single source of truth.
- Enriched and activated roughly 4,000 target contacts into nurture, then unlocked about 3,500 more by refining the revenue qualifier.
2. Multi-channel demand generation
- Ran a LinkedIn lead-generation campaign that produced 216K-plus impressions, 1.5K clicks, and 33 qualified leads.
- Stood up Google Brand and Performance Max search plus a LinkedIn top-of-funnel awareness layer.
- Deployed an AI voice agent to catch and qualify inbound phone demand around the clock.
- Produced an athenahealth conference booth and exhibitor presence to reach buyers in person.
3. Lifecycle, content, and sales enablement
- Built lifecycle email programs for more bookings, win-backs, and MQL nurture.
- Delivered a two-month content calendar, LinkedIn carousels, blog posts, and five case-study videos.
- Rebuilt the sales intro and proposal decks and delivered a HubSpot sales playbook plus training.
The results
| Metric | Change | Impact |
|---|---|---|
| Qualified leads, LinkedIn campaign | 33 | Cleared the contractual 30-qualified-leads-per-month renewal threshold |
| LinkedIn reach | 216K+ impr., 1.5K clicks | A repeatable paid pipeline into a niche legal audience, at roughly $678 per qualified lead |
| Nurture activation | ~4,000 + ~3,500 | Turned a static contact list into an active demand base |
| RevOps foundation | 5 pipelines, 30+ dashboards | Lead scoring and MQL automation gave one source of truth for pipeline and revenue |
| First marketing-sourced sales intro | Held in October | Proved the new engine could convert cold demand into sales conversations |
In a single quarter, Winston Francois built DepoDirect's lead engine from scattered spreadsheets into a scored, automated, multi-channel system, and the LinkedIn campaign alone cleared the qualified-lead bar the contract was written around.
The engagement paused in November 2025 when DepoDirect's board mandated a company-wide expenditure freeze, a budget decision rather than a performance one, and both teams left the door open to resume.
What we learned
- In niche B2B, a small volume of genuinely qualified leads can clear a renewal bar that a flood of cheap clicks never would.
- A clean RevOps foundation of pipelines, scoring, and dashboards is the prerequisite for demand generation to be measurable and defensible.
- Getting client product and app data into the CRM early is the difference between reporting on activity and reporting on revenue.
- Warm relationships outlast paused budgets. An amicable, well-documented wind-down keeps re-engagement on the table.