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“Now that we’ve moved from Google Sheets to a proper CRM, my team can easily track all conversations with leads, set follow-up reminders, and take targeted actions on leads at various stages of the funnel.”
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Leads Captured
Increase in Sales Teams Efficiency
Sales Operations
MargBooks, a product of Marg ERP Ltd., is an innovative cloud-based billing and accounting solution. The software enables business owners to manage their operations from anywhere, anytime, and on any device.
The platform handles accounting, transactions, finances, and inventory, offering secure billing and invoice management, GST return filing, and connected banking. Marg ERP Ltd. emphasizes on a customer-centric approach, providing positive experiences to foster loyalty and repeat business.
MargBooks ERP started as a small startup with limited resources and an idea, like many others. They identified a market need to simplify the complex daily operations of small and medium –sized businesses and stepped in by developing cloud-based accounting solutions suitable for businesses of all sizes, from FMCG retail to pharmaceutical companies.
In the beginning, lead volume was low, and everything sales-related was managed in eExcel sheets, with each rep keeping their own database. Transferring leads to reps was easy back then.
However, as the product gained traction and lead volume increased, MargBooks faced growing complexities. The sales team struggled to accurately track lead sources and identify the most effective channels. Additionally, sales representatives found it challenging to manage and keep up with the influx of incoming leads.
Here’s a quick look at the challenges MargBooks faced as they started to scale.
Previously, leads were captured manually from different platforms and compiled onto a single excel sheet. This data was then manually segregated and assigned to various reps, a time-consuming process that required significant human effort and was prone to errors.
Additionally, lead distribution depended on the team lead; if the lead was absent, the process was delayed, resulting in missed opportunities.
Margbooks identified these issues can become a threat to them if not addressed, so they looked for a solution that provided automated lead capture and distribution to sales reps, ensuring faster and more accurate processing, minimizing human involvement, and reducing the risk of missed opportunities.
MargBooks initially managed its sales process using Google Sheets, where a master sheet was linked to all other sheets that the reps were assigned, and the master used to get updated based on changes made in individual sheets.
As the team grew, the reps were split up into two groups inside sales and field sales teams. Google Sheets became inadequate. It lacked the ability to capture online lead details automatically and didn’t have the criteria to differentiate hot leads from the cold ones.
Offline leads were captured through another Google Form and leads obtained from the forms have to be manually cleaned and later transferred to sales reps. Additionally, Google Sheets couldn’t support automation or comprehensive sales flows, such as follow-up activities, reminders for sales reps, and daily activity tracking.
As MargBooks scaled their operations and business increased, the sales teams had to manage more inbound and outbound calls across different levels of the pipeline. This required tracking every conversation for each lead at every stage of the pipeline.
However, Google Sheets lacked the capability to handle such comprehensive tracking. Salespeople couldn’t set reminders to follow-up calls or track the timeline of activities for each lead.
Without the ability to monitor the history and progress of multiple accounts and leads, valuable business was lost.
MargBooks chose LeadSquared because they understood the customers’ requirements and delivered a customized solution that effectively addressed them.
LeadSquared was able to completely understand MargBooks’ use case, including how the sales department functions, how their funnel works, and what activities need to be completed at each stage of the funnel. They automated all the manual tasks related to the funnel.
Leads are now automatically qualified based on multiple criteria (The source, Unique Identifier such as the phone number and pin location) and assigned to the sales teams of respective areas.
Initially, there were three layers of human involvement just to assign leads to the sales reps, which significantly increased the response time for the team. After automating the lead management process, leads are now automatically distributed to the reps, who are instantly notified.
With their assigned leads in hand, reps can schedule follow-ups, track conversation history, and manage them through the funnel. Plus, team leaders can easily monitor the status of each lead, see where they are in the funnel, and identify which rep is responsible for it.
This setup also allows hot leads to be assigned to reps with higher closure rates. Now, there’s a clear structure in place to efficiently manage the growing volume of leads.
As a result of these reductions in manual processes throughout the funnel, MargBooks achieved a 50% increase in the efficiency of their sales teams.
No more waiting for leads to be passed down by the team lead to their respective agents or experiencing delays when the team lead is not present.
Previously, the lead allocation was quite lengthy. All leads would first go to the head of sales, who would then sort them by location into separate lists. These lists were passed on to team leaders, who would distribute the leads to their reps based on the areas. If anyone in this chain in unavailable, then the transfer time would increase further.
With autonomous lead allocation, LeadSquared has automated the process in the background. Now, as soon as a lead is captured, it’s instantly assigned to the sales reps, eliminating the need for team lead involvement.
Previously, if a team lead was unavailable, it could take 24 to 48 hours for leads to reach the sales reps. Thanks to LeadSquared’s automation, leads are now routed to the reps within just 5 minutes, greatly reducing the response time.
With the help of the LeadSquared system, both the inside and field sales teams can now track the timeline of every lead, set up follow-ups for multiple leads, and monitor progress. Reps can see the status of each lead or account in the funnel, manage their daily tasks, and track the pipeline generated from each account or lead.
The management can now monitor each sales rep’s performance in detail, from the number of calls made to the week-on-week pipeline additions by team members.
They can track the number of product demonstrations conducted, follow-ups on accounts, and any pending or overdue tasks.
For deals that haven’t closed, the system provides insights into the reasons for the delays. Essentially, the top management has a clear view of every deal in the system, the estimated timeline for closure, the amount of business generated, and the contributions of individuals within the teams.
The transition from manual processes to automated systems with LeadSquared has significantly impacted MargBooks sales operations. By addressing key challenges such as manual lead management, inefficient lead allocation, difficulty in tracking leads and follow-ups, and the lack of real-time updates, LeadSquared provided a comprehensive solution tailored to MargBooks’ needs.
Lead capture and distribution automation has drastically reduced human involvement and error, leading to a 50 % increase in sales team efficiency.
Real-time tracking and enhanced visibility into sales activities have empowered both sales reps and management, enabling better performance monitoring, targeted support, and quicker response times.
Ultimately, LeadSquared has equipped MargBooks with the tools necessary to scale their business efficiently, ensuring sustained growth and improved sales performance.
