What's in this article?
We’ve put together a comprehensive review to show how AI impacts sales processes, focused on this essential phase of lead management: lead distribution.
Learn how AI is being used to boost sales and why production-ready AI tools are growing in popularity among sales teams to the point where they’ve actually become a necessity.
We also provide an explanation for how AI lead distribution can plug into your current system, how to measure its worth, and a starting point to explore the AI tools available.
Schedule a demo now to get started with AI lead distribution tools.
The use of AI for sales is growing
As you’ve heard about the growing applications of AI, you might’ve realized that it’s no longer a futuristic fantasy or an expensive luxury reserved for big business.
AI has actually become a necessity across a wide range of businesses and for good reason — it’s solving problems we’ve grappled with for years and making it easier to do more valuable work, more efficiently.
AI’s role in sales impacts how we use the thousands of lead and sales performance data points available to strategically run streamlined processes and make accurate decisions.
Its applications have grown from boosting how we manage customer relationships to being able to predict prospective customer behavior. For lead management it applies to various important phases of the process from lead distribution, to lead scoring, and lead nurturing.
Let’s dig into how it’s leveraged for lead distribution to boost sales and make data-driven decisions.
Learn more. Check out our Guide to Using Decision Support for Executives in Sales and Marketing.
What is AI lead distribution?
AI lead distribution involves running machine learning models that use large amounts of incoming and historical lead data and sales performance data to make accurate predictions about which leads are most qualified. Each qualified lead is then automatically assigned to the salesperson that is predicted to be most likely to close the sale with each lead.
This reduces human error, increasing accuracy, and allowing sales teams to automate assigning leads based on data, rather than stagnant rules, manual processes, or assumptions.
Read more: How Intelligent Lead Assignment Software Streamlines Your Sales Process Using AI
How to integrate AI lead distribution into your CRM
This powerful application of AI is more accessible than you might think.
Whether your current CRM system offers new AI tools for lead distribution or you need to add new software to your current toolkit to gain this capability, there are a range of ways to integrate AI lead distribution into your current lead management system.
Popular CRM systems like Salesforce and HubSpot have been building AI capabilities of their own. For robust software like Salesforce, you may need an expert to help you customize your current setup to apply Salesforce’s AI tools or you can integrate outside software.
One option is to use software developed specifically for AI-driven sales, like ProPair. Most CRM systems can integrate with outside software like this. And with a team like ProPair’s you have the support of data scientists combined with lead management expertise to ensure you maximize the value of AI tools.
An AI platform like ProPair will do the following:
- Work with you to clarify your lead and sales data
- Train and test machine learning models that are ready out of the box and can also be customized
- Provide ongoing maintenance and optimization of AI lead distribution, among other AI capabilities that boost sales
In either case, it’s crucial that AI lead distribution plugs seamlessly into your CRM system so that it is simple for your sales team to use and can provide accurate lead assignments based on all the necessary data.
Although the initial setup takes extra effort, it’s a worthy investment that will pay off as it boosts sales that grow revenue and improve ROI.
Learn more — Sales Directors’ Toolkit: Top 10 Lead Management Software and Tools to Drive Success
How to measure AI-driven sales strategies
How will you know if AI-driven sales strategies are worth the effort?
As you’ve likely done with lead management and lead distribution before, you’ll want to establish key performance indicators (KPIs) that give you a basis to measure success.
With AI lead distribution, measuring the following can show you a full picture of how the new AI tools are performing:
- Lead conversion rate
- Sales cycle length
- Customer acquisition cost
Those adopting AI tools often see higher conversion rates, shorter sales cycle lengths, and lower customer acquisition costs.
If you’ve measured these metrics in the past, compare your baseline performance to the new results using AI and see how data-driven predictions boost multiple areas of your sales operations.
As you continue to assess these metrics, make adjustments to how you use AI lead distribution, how your team works these leads, and even how you buy or generate leads to optimize sales.
Your AI software provider should also be able to help you navigate these metrics to maximize the value of the tool.
Read also: Top 10 Emerging Trends in Sales Lead Management Systems for 2023
What could enhanced lead distribution do for your business?
When it comes to AI lead distribution, the time to wait and see is over. Production-ready applications are more accessible than ever, and businesses that don’t adapt soon will fall behind competitors.
Before you get started with AI tools, we can show you where you’re missing winnable deals, and help you see where AI would make the biggest impact for your business.
Schedule a free demo with ProPair to explore your AI options.
We’ll help you take lead distribution to the next level — assign the best leads to the right salespeople, at the right time using leveraging AI enhanced lead distribution.