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Breadcrumbs screenshot

What is Breadcrumbs?

Breadcrumbs is a revenue acceleration platform built around a co-dynamic lead scoring and routing engine that sits between marketing and sales. It analyses signals across a company's go-to-market stack to identify which leads and accounts are most likely to convert, then routes them to the right teams. In December 2024 Breadcrumbs was acquired by MadKudu, and its product pages (pricing, integrations) now redirect to MadKudu as customers are transitioned to that platform.

Key Features

Copilot

AI assistant that helps build a lead scoring model in around three clicks

Reveal

machine learning that surfaces the attributes most predictive of conversion

Compare

multi-variate testing to evaluate competing scoring hypotheses side by side

Explore

a unified dashboard that consolidates data from across the go-to-market stack

No-code integrations

connectors for HubSpot, Salesforce, Marketo and other GTM tools

Transparent scoring

customisable models with detailed, explainable score breakdowns for sales

Unlimited workspaces and models

build acquisition, expansion and retention models for A/B testing

Pros & Cons

Advantages

  • Lead scoring models can be assembled quickly using the Copilot assistant without writing code.
  • Scores are transparent and broken down by attribute, so sales teams can see why a lead ranks highly.
  • Connects to common CRM and marketing tools such as HubSpot, Salesforce and Marketo without engineering work.
  • Supports separate models for acquisition, expansion and retention rather than a single generic score.
  • Backed by MadKudu following the acquisition, giving the technology a continued development path.

Limitations

  • Breadcrumbs was acquired by MadKudu in December 2024, and customers are being transitioned to the MadKudu platform, so it is no longer a fully independent product.
  • Several site pages, including pricing and integrations, now redirect to MadKudu rather than showing Breadcrumbs-specific content.
  • There is no public pricing; you must book a demo or contact sales to get a quote.
  • The platform is aimed at B2B revenue teams and offers little value for individuals or non-sales use cases.

Use Cases

Marketing teams scoring inbound leads to prioritise follow-up and pass only sales-ready prospects to reps.

Sales operations teams routing high-intent accounts to the right reps based on scoring signals.

Revenue teams running product-led growth motions who need to identify which free users are likely to convert.

Customer success teams building expansion and retention models to spot upsell and churn risk.

GTM leaders consolidating data from across their stack to align marketing and sales on lead quality.