What is Lead Allocation?
Lead allocation or lead routing is the process of assigning and managing leads to sales reps through a CRM. The system assigns leads based on key variables determined by a business or sales leader.
Lead allocation ensures that the right salespersons are assigned to the appropriate leads. This improves the rate of lead actioning and conversion, ultimately impacting sales productivity and top-line profitability.
The process of lead assignment can follow a manual (Pull method) or automated (Push Method) approach. It can further be enhanced by considering key variables such as skillset, proximity, availability, priority, etc, depending on specific business needs.
What are the Different Lead Allocation Methods?
1. Manual Lead Allocation
The manual lead distribution method works on a pull principle. Leads, collected through a CRM, are all grouped in a pool that is accessible to all the sales reps present on the field. The sales reps can then pick and choose which leads to follow. This is often influenced by their convenience, availability, or even skillset.
While it offers flexibility and autonomy the process can lead to delays and missed opportunities.
2. Automated Lead Allocation
Automated lead distribution or lead routing is a method of lead assignment that works based on certain predefined criteria including industry, lead location, territory, and agent skillset.
This ensures rapid distribution by directly placing lead details into the appropriate sales rep’s queue.
The lead distribution (auto allocation) process speeds up lead response times by optimizing distribution and reducing manual data entry. This results in an improved customer experience.
Benefits of Auto Allocation
The primary purpose of intelligent lead allocation is to ensure the right leads are routed to the best-suited sales representatives, maximizing conversion potential. With auto allocation, you can maximize your sales coverage area and boost sales volume.
According to a report by Gartner, companies that automate lead management see a 10% or greater increase in revenue within 6-9 months. The stats are telling, and the time for adoption is now. Here are the top benefits of intelligent lead allocation.
1. Faster Response Times
Allocating leads based on predefined parameters improves the accuracy of responses and reduces the time to action. It also improves the chances of lead conversion, thereby enhancing sales productivity.
2. Improve Sales Productivity
According to a report by Salesforce, sales reps spend approximately 71% of their time on non-selling tasks such as admin work or manual data entry. Automated lead allocation dramatically reduces this and ensures sales reps get more customer face time.
3. Automated Engagement
Automation ensures timely follow-ups through emails, messages, or calls, minimizing missed opportunities. The AI-driven algorithm prioritizes high-intent leads, streamlining engagement and accelerating the sales cycle.
4. Optimal Resource Utilization
Leads are auto allocated based on scientific methods, helping reps to take faster action and touch more customers in a day. This helps in minimizing sales rep downtime and boosts resource optimization.
How Does Dista Sales Optimize Lead Allocation?
Dista Sales, a comprehensive field sales management software, leverages location intelligence to improve sales productivity and expand sales coverage through intelligent lead allocation. The platform does this by employing the Skill-Proximity-Availability-Capacity-Experience— S.P.A.C.E Framework. Doing so accounts for key variables and ensures that the best sales rep is assigned to follow up on a particular lead.
Organizations employing the framework with Dista Sales have seen a 48% improvement in lead assignment efficiency.
Effective lead distribution is crucial for a strong sales strategy and is the backbone of lead management. By implementing the S.P.A.C.E. framework, businesses can accelerate response times, streamline operations, enhance customer experience, and improve lead closures.
Final Thoughts
Lead allocation is the backbone of an efficient sales strategy, ensuring the right leads reach the right sales reps at the right time. By leveraging Dista’s framework, businesses can streamline lead distribution, enhance productivity, and drive higher conversions.
Want to improve your rate of lead action and closure? Get in touch with us to explore Dista Sales.
