The Impact Prioritization Technology Plays on Sales Lead Conversion

Featured case study by Velocify

Salespeople must often switch between ranking new leads, scheduling follow-up calls, filtering and sorting lead lists. Multitasking takes a toll on performance.

Velocify, a provider of cloud-based intelligent sales automation software, has released a new sales optimization study, “The Power of Prioritization – How Automating Relative Importance of Sales Activities Can Impact Sales Success.” The study of over 400 sales organizations reinforces how prioritization technology enabled salespeople to focus on the most important activities throughout the day, empowers sales teams to work more productively and improve sales results.

Velocify’s study reinforces a study by Jason M. Watson and David L. Strayer, which found 97.5 percent of individuals saw a large decrease in performance when required to multitask and handle multiple tasks simultaneously. The use of prioritization technology showed sales performance improvements on an average of 88 percent more talk time and 15 percent greater conversion rates than those salespeople that multitasked and didn’t use the prioritization technology.

Several companies rose above an “invisible ceiling” that limited the performance potential of organizations that rely on individuals to prioritize their work throughout the day on their own, without the help of technology. Companies that exhibited heavy usage of prioritization technology averaged 178 percent greater conversion rates than those not using prioritization.’

Prioritization technology increased the number of leads handled and the performance metrics of salespeople and companies. In addition, the study found that salespeople worked 12 percent more leads in the same amount of time as well as took a total of 37 percent more actions, made 49 percent more contact attempts and increased talk time by 88 percent.

Conversion rates were greatly impacted. Prioritization technology enabled salespeople to have 15 percent higher contact and conversion rates, and companies to have 97 percent higher conversion rates than those who were not using the feature. Companies with a heavy use of prioritization averaged. Companies with heavy use of prioritization averaged conversion rates that were 178 percent greater than those not using prioritization.

With the companies that didn’t use prioritization technologies, 83 percent performed below the average for companies that did, and the 17 percent that exceeded that average were only slightly above, indicating an invisible ceiling.

“Today, salespeople are burdened like never before with more data and tasks to deal with in a given day than the human mind could possibly organize or stay on top of,” said Nick Hedges, CEO, Velocify. “Even though the benefits of helping sales reps organize and prioritize their work are obvious, this study provides definitive evidence that prioritization technology improves sales productivity. The study showed us that a whole new level of sales performance potential is seemingly unlocked by prioritization technology.”

Velocify’s activity prioritization technology sorts beyond just a fixed lead score and considers multiple factors, such as lead status, scheduled actions and appointments, time since last contact, as well as the lead score. This keeps a constantly updated queue of contacts that shows the salesperson who to reach out to next. Prioritization technology frees salespeople to focus on their most important job: selling.

“The prioritized queue is incredible because the salesperson wakes up in the morning, they turn on their computer and they go down the list of their priority sales activities for the day,” said Kevin Walbrick, COO, GoMediGap. “Instead of worrying about which lead to follow up with next, the automatic queue does that for the salesperson. Velocify allows me, as an administrator, to strategically build the logic in the backend so it’s easy for salespeople to make the right calls at the right time.”