Case · Energy · Solar energy company for small businesses and farms
The lead that came in Friday at 7pm got read by someone Monday at 10am.
The inquiry comes in through the website, WhatsApp or Mercado Libre. The system qualifies it, checks it against the CRM and assigns it with the context already built. If there's no contact within two hours, it notifies the sales manager.
The context
Córdoba · 35 people · 8 salespeople by region · website, sales WhatsApp, Mercado Libre and HubSpot.
The capabilityLead qualification and routing to the right rep
01
What nobody knew
How many inquiries went unanswered, and how many came from companies already in the CRM with another salesperson.
What was looked at, and what wasn't
One person watched the contact inbox and the sales WhatsApp during office hours, and handed inquiries out “as it seemed right”. Mercado Libre, each salesperson checked on their own.
02
What showed up when we looked
We read the 1,240 inquiries from the previous 90 days. 22% never got a response. The median time to a salesperson's first contact was 2.3 days. 31% of inquiries came from companies that had already been quoted before, by another salesperson, and whoever received it didn't know.
03
What decision changed
The assignment rules got written down (region, installation type, power output, urgency), which until then lived in one person's head. Lukewarm inquiries, curiosity with no timeline, stopped going to a salesperson and moved into a content sequence. Unanswered inquiries: from 22% to 1%. 60-day close rate on qualified leads: from 6.1% to 9.4%, without adding salespeople.
04
What we built
The inquiry comes in through the website, WhatsApp or Mercado Libre. The system reads it as it arrives, qualifies it, checks it against the CRM (if the company already exists, it goes to the salesperson who knows them, with the previous quote in view) and assigns it with the context already built. If there's no contact within two hours, it notifies the sales manager. The salesperson calls.
How it works
Comes in
Goes out
Website, WhatsApp and Mercado Libre
The CRM: who's already been quoted
The system
Reads, qualifies, assigns
Reads
Qualifies
Assigns
With the assignment rules in writing.
The regional salesperson, with the context
Notice to the sales manager if nobody called within 2 hours
The salesperson calls. Lukewarm inquiries go to content, not a salesperson.
05
How it's measured from here on
Weekly median to first contact, % with no contact at 2 hours, 60-day close rate by salesperson. The sales manager looks at it on Fridays.
