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Case study · Logistics

From 26 hours to 12 minutes response time

Automated lead enrichment, a scoring model and instant routing to the sales rep for each territory for a logistics operator with a national network and five regional branches.

ClientLogistics operator (confidential)
ServicesGTM Engineering · Automation · CRM
Duration4 months
MarketSpain
12 minAverage response timePreviously 26 h
96%Leads with complete dataPreviously 35%
+37%Opportunities generatedPer month
9 hManual work savedPer sales rep per week
Starting point

Leads left waiting a whole day

Quote requests arrived in a shared inbox. Every morning, one person reviewed them, looked up information on each company and forwarded them by email to the relevant branch. The average time to first contact was 26 hours.

Sales reps spent several hours a week filling in CRM data and researching companies before calling, and there were no criteria for prioritising the requests with the most potential.

Goals
  • Respond to leads within minutes
  • Eliminate manual research
  • Prioritise the requests with the most potential
  • Measure conversion by branch
Approach

What we did

  • 01Waterfall enrichment

    Company identification plus sector, size, estimated shipping volume and location data from several providers.

  • 02Scoring

    A model based on fit and the service requested, calibrated against two years of historical opportunities.

  • 03Routing and alerts

    Rules by territory and segment, and an instant alert to the sales rep with the account context.

  • 04CRM and measurement

    Deduplication, company data normalisation and a dashboard of response times and conversion by branch.

Results

Results after four months

Average time to first contact26 h → 12 min
Before
After
Leads with complete data35% → 96%
Before
After
Opportunities generated per month54 → 74
Before
After
Process

Project phases

  1. Weeks 1–3

    Diagnosis

    Analysis of the process, the CRM and historical opportunities.

  2. Weeks 3–7

    Enrichment and scoring

    Data workflows, scoring model and validation with sales.

  3. Weeks 7–11

    Routing and CRM

    Routing rules, alerts and data cleansing.

  4. Weeks 11–16

    Measurement and refinement

    Dashboards and model calibration against results.

The scoring and routing system has changed the way the sales team works. Leads arrive already enriched and are followed up within minutes.

RMRaúl MorenoSales Director · logistics operator
Services applied

Disciplines in this project

GTM Engineering Email automation Paid Ads
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