- ProblemLeads were distributed using a single criterion and everyone dialled manually, while sales results varied widely.
- ApproachImprove lead scoring and distribution, make better use of calling time and experiment based on the biggest opportunities in the data.
- ResultThe top closers reached almost twice as many people by phone per day, with the most promising leads routed to them more consistently.
The best sales opportunities did not automatically reach the best closers.
With large lead volumes, distribution makes a big difference. Which salesperson gets which lead? How quickly are they called? And how much time is lost between conversations?
When we joined, leads were distributed using a single criterion. Everyone dialled manually.
Meanwhile, sales results varied widely. The top closers had a close rate five to ten times the average. This meant revenue depended heavily on who received a lead and how many people that closer actually spoke to.
There were two major opportunities: distribute leads better and make better use of the available calling time.
Better leads, more conversations and continuous experimentation.
- 01
Incoming leads
Every enquiry enters the sales process.
- 02
Scoring on 80+ factors
Identify the most promising leads.
- 03
Targeted distribution
The most promising leads go to the best closers.
- 04
Make better use of calling time
Bring appointments forward, double-book slots and call again.
Analyse data Experiment Measure Improve
Built with AI agents
We used AI agents to build and develop lead scoring, distribution and automations. This made it possible to turn insights from the data into changes to the sales process more quickly.
The most promising leads go to the best closers
Simple distribution gave way to lead scoring based on more than 80 factors. This helped the team better predict which leads were promising and consistently route them to the best closers.
Lead distribution became a deliberate commercial decision.
Less waiting between calls
The calling process was also improved. Appointments were brought forward, time slots were double-booked and leads who could not be reached were called again.
The goal: prevent valuable selling time from being lost to empty slots and unanswered calls.
We also led the migration of 500 employees from manual calling to a dialer.
Experiment where the biggest opportunities are
Alongside these changes, we helped run hundreds of experiments. The data determined where the team started: where were leads not being reached, people not showing up or potential customers dropping out?
Three steps to improve
- 01
Reachability
Actually reach more leads by phone.
- 02
Attendance
Make more scheduled conversations happen.
- 03
Conversion
Turn more conversations into customers.
The team kept measuring, testing and improving, even after the new systems were in place.
Almost twice as many conversations for the top closers.
The top closers reached almost twice as many people by phone per day. At the same time, the most promising leads reached them more consistently.
Because these closers had a much higher close rate than average, this was commercially valuable: more of their time went to conversations where they could make a difference.
Get more from the leads already coming in.
By distributing them better, following up better and continuously improving the sales process.