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SMB Design Software Company

Prioritize and Optimally Route Leads for Sales Follow Up

A well known small / mid-sized business (SMB) focused design software company faced the problem of limited call center capacity for telequalification and a list of prospective customers and leads that numbered in the tens of thousands each week. While the company had an intuitive "rule of thumb" based approach for prioritizing its leads and channeling them to resellers, their sales partners were complaining about the poor lead quality.

The data showed that the average lead passed to sales partners was barely better than one drawn at random from the unqualified corporate lead list. The call center and telequalification process were taking fire for this but in reality it was the intuition based lead scoring and routing system they had in place which was the true culprit.

MDS was employed to use our Lead Stream Optimization^TM methodology to address the problems and limitations of the existing lead prioritization and routing system. The impact of Lead Stream Optimization™ was felt significantly on all major metrics from call center productivity measures to average conversion rates and deal sizes.

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