Andrew Jevon
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#Performance Marketing · GTM

Yobo Labs

Full-funnel performance marketing for the US market, plus the funnel, scoring and CRM lifecycle behind it. 200+ MQLs turned into contracts.

Meta Ads Manager · GA4 · CRM · Clay · Lemlist · Claude · Higgsfield · ElevenLabs · HeyGen

Deal lifecycle pipeline in the CRM: states from Lead to Paid Accounts with Closed Lost exits

#Problem

A new product entering the US market with no funnel, no shared lead definition, and creative coming from many hands.

#Approach

Own the whole funnel: campaigns, journeys, a /100 lead score, a CRM lifecycle from Lead to Paid, and a weekly cadence with QC on everything that ships.

StoryStructureJourneyDecisionsEvidenceLearned

Yobo Labs builds an AI marketing teammate for online sellers, with the US as the main market and Indonesia second.

Andrew owns both markets and leads the GTM team, reporting to the CEO.

Everything from campaign planning to tracking and reporting sits in one pair of hands.

The challenge

  • A new product in a crowded US market, with no funnel in place yet.
  • Leads arrived without a shared definition of what a good lead is.
  • Creative, landing pages, demos and onboarding were produced by several people and needed one quality bar.
  • The CRM had to carry a deal from first touch to paid account without losing track of why deals were lost.

What I did

  • Owned full-funnel US performance marketing: campaign planning, account setup, creative targeting, copywriting, daily ops, tracking setup with the tech team, A/B tests, analysis and reporting, plus SEO.
  • Built the lead-gen funnel architecture for online sellers and the user journey flows for the Indonesian and US markets.
  • Wrote the CRM lead-scoring framework v1.4, a /100 score across four qualification dimensions, so sales and marketing agree on what to chase.
  • Designed the CRM deal lifecycle: Lead, MQL, Early Access, Active (Free), Meeting Set, Proposal, Negotiation, Closed Won, Paid Accounts, with Closed Lost exits at every stage.
  • Reviewed the CRM integration PRD (Clay to CRM to Lemlist) and flagged gaps before build.
  • Ran the GTM team on a weekly delivery cadence and QC'd every creative output: social, product demo video, landing pages, blog, onboarding UI/UX. Documented the SPARC content framework and an AI creative workflow with Claude, Higgsfield, ElevenLabs and HeyGen.

The results

  • 200+ MQLs from the US market, converted into contracts.
  • One shared lead score and one deal lifecycle, so pipeline reviews talk about the same thing.
  • The engagement is ongoing. Weekly cadence, QC and the scoring framework now run as the team's standard.

Two markets, two journeys

The same product, but the journey is designed separately for each market.

  • US

    United States

    Main market. Full-funnel paid acquisition, English creative, product-led early access.

  • ID

    Indonesia

    Second market. Its own user journey flow and messaging, built on the same CRM lifecycle.

From lead to paid account

The deal lifecycle Andrew designed in the CRM. Every stage can exit to Closed Lost, so lost deals are counted where they fall.

  1. #Step 1

    Lead

    First touch from campaigns or the site

  2. #Step 2

    MQL

    Scored /100 on four qualification dimensions

  3. #Step 3

    Early Access · Active (Free)

    Product-led path for sellers who try it first

  4. #Step 4

    Meeting Set

    Sales conversation booked

  5. #Step 5

    Proposal · Negotiation

    Commercial terms

  6. #Step 6

    Closed Won · Paid

    200+ US MQLs reached this stage as contracts

Design decisions & the evidence

  1. #Decision 1

    Define the lead before buying more of them

    A /100 lead score across four dimensions decides what counts as an MQL, so spend goes to the leads sales can actually close.

    Evidence

    CRM lead-scoring framework v1.4 in use by the team.

  2. #Decision 2

    Count the losses where they happen

    Every lifecycle stage has a Closed Lost exit, so the pipeline shows where deals die, not just how many are won.

    Evidence

    Deal lifecycle shipped in the CRM. See the pipeline above.

  3. #Decision 3

    One quality bar for everything that ships

    Weekly cadence with blockers flagged early, and QC on social, demos, landing pages, blog and onboarding before release.

    Evidence

    GTM team delivery runs weekly; SPARC content framework documented as the team reference.

Screenshots & artefacts

Tap any image to open it full size.

Takeaways

“A funnel is only as good as the definition of a lead everyone agrees on.”

Score first, scale second

Agreeing on a /100 score made every later decision, from targeting to follow-up, easier to defend.

Design the exits too

Closed Lost at every stage turned the pipeline into a diagnostic tool, not just a scoreboard.

Next time

Attach revenue to each lifecycle stage so the score can be tuned against closed deals, not just meetings.

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