The problem
Reps called leads from their own business numbers. That made it almost impossible to track call volume, length or quality. When a rep left, every conversation they'd had with their leads left with them.
As the team grew, this lack of visibility made it hard to keep quality and productivity consistent.
What we set out to do
Put in a telephony system connected to the CRM that logs every call, tracks performance, and keeps the conversation history, so a lead never has to start over with a new rep.
What I did
I led the integration of a cloud telephony system with our CRM.
- Every call logged automatically: with duration, frequency and a recording.
- Dashboards: that showed managers how the team and each rep were doing, in real time.
- Full conversation history: on each lead, so a new rep could pick up where the last one stopped.
What changed
- Lead action rate up 20%.
- Lead-to-demo enrolments up 10%.
- Overall conversion from 0.8% to 1.3%.
- More consistent call quality across the team.