Case Studies
The Single Front Door: Ticket-First Specialist Routing for a Social Media Platform
Engagement: June–August 2025 | Industry: Social Media & Digital Advertising
Services: Growth analytics, GTM/RevOps redesign, segment coverage model, ticketing workflow & CRM redesign, prioritization algorithm, enablement & change management, automation & AI delegation roadmap
Written by
Matt Haller
A Social Media Platform had substantial reach and rich first-party data, but specialist support for revenue teams was inconsistent and capacity-constrained. Ticket volume was flat year over year, yet cycle times varied widely due to uneven intake hygiene and prioritization. Teams split their effort between stabilizing declining accounts and pursuing growth, diluting the impact on strategic opportunities. Tight headcount, uneven spans of control, and ambiguous workflows slowed decisions, reduced transparency, and limited readiness for AI.
Segment-led deployment. Defined a specialist coverage model across segments to align capacity with commercial priorities.
Ticket-first intake. Created a single, uniform “front door” so demand is measurable, triageable, and traceable; added lightweight discovery prompts to capture business context without burdening sellers.
Objective prioritization model. Built a manager-facing scoring approach with segment-tunable weights to direct effort to the highest-value work.
Manager dashboard & operating cadence. Introduced CRM views to pipeline work, monitor cycle time, and surface vendor/automation candidates; established day-in-the-life routines for managers.
Clear swim lanes. Re-defined roles across leaders, managers, and specialists to shift from player-coach behaviors to scalable, system-driven execution.
Workflow simplification. Shifted from fragmented multi-ticketing to reassignment-first; used parent/child tickets only when multiple teams truly collaborate—improving visibility and data quality.
Do more with less. Flagged low-complexity, quick-turn work for third-party vendors and future automation/AI; added value-realization follow-ups as “reminder” tickets to ensure outcomes land.
Enablement & change management. Delivered manager training, ticket hygiene standards, a communications plan, and a phased cutover blueprint to drive adoption across segments.
A ticket-first front door and algorithmic triage concentrated specialist time on the most material opportunities—reducing ad-hoc coordination and “traffic-cop” work.
Segment-specific weighting shifted effort toward strategic and high-growth accounts while maintaining coverage for key scenarios that prevent churn.
Consistent fields, cleaner data, and reassignment standards created the backbone for classification, next-best-action, and agent-assist in future phases.