Anonymous case study
Incoming sales enquiries were delayed across separate channels.
63% of qualified enquiries received a response within the first 10 minutes, with CRM records created in a consistent format.
- Sector
- Professional services
- Company size
- Mid-sized corporate team
Sales and CRMMeasured outcomes
Qualified sales enquiries answered within 10 minutes
Measured over 12 weeks, compared with a previous rate of 21%.Results belong to one specific anonymous project and are not a guarantee for another implementation.
Core challenge
Incoming sales enquiries were delayed across separate channels.
Starting point
Enquiries were checked during business hours and CRM records were created separately by hand.
The approach we built
A single intake, first-stage qualification, and human-approved CRM handoff was designed.
Implementation and control
The workflow was introduced in stages over 12 weeks. Required fields, duplicate controls, and exception rules were refined with the sales team.
Observed outcome
63% of qualified enquiries received a response within the first 10 minutes, with CRM records created in a consistent format.
What we learned
Defining exceptions and human accountability before implementation was essential.
Workflow boundaries
The goal was not to remove the sales team from decision-making. It was to turn repetitive intake and data handoff steps into one traceable workflow.
- Capture every enquiry in a consistent format, regardless of its source channel
- Perform first-stage classification using only the minimum necessary data
- Route exceptions to the accountable team member
- Transfer approved information to the CRM in a structured form
Where human oversight remained
Pricing, commercial terms, and non-standard customer requests were not left to an automated decision. Those cases went to a sales representative, and the CRM workflow continued only after approval.
Your process
Repeat the discipline, not somebody else’s number.
We do not promise to repeat the same result. We assess the process, its starting point, and the measurement method before defining the right first step.
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