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Case Study — B2B Services
Replacing Volume With Quality
The problem
A B2B services business had been running outbound through a generic call centre that optimised for call volume. The result was plenty of activity but little pipeline worth working — the sales team had largely stopped trusting leads passed over from the previous provider.
The approach
SpringLead replaced volume-first calling with a smaller number of properly qualified conversations, reporting results weekly so the sales team could see exactly how each lead had been vetted before it landed in their pipeline — rebuilding trust between the outbound function and the people working the leads.
The result
96 opportunities were added to pipeline over the course of the engagement, with 33% converting through to a formal proposal — a conversion rate the sales team hadn’t seen from outbound before.
The reporting is what sold us on staying. We could see exactly what was working week to week, not just a call count at the end of the month.
— Head of Growth, Northfield Business SolutionsLessons learned
Fewer, better conversations outperformed a much larger volume of unqualified ones. Rebuilding the sales team’s trust in the pipeline — through visible, weekly reporting — turned out to be as important to the result as the qualification process itself.
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