Measurement and optimisation
Every enquiry reaches an owner, with a clock on it
Operloom defines and builds the path an enquiry takes from first contact to a named owner with a next action, and makes each step measurable.
OPERLOOM / The system in motion
Every enquiry reaches the right next owner.
Capture, qualification and regional routing become one traceable handoff.
Consent, source and required fields travel with the enquiry.
Explicit qualification rules select a territory and an owner.
A recorded next action and escalation path close the handoff.
01Business problems
Most leaks are between the steps
Capture usually works. What fails is what happens in the hours after: no owner, no clock, no escalation and no record of the source.
- Enquiries assigned by whoever notices first
- No agreed definition of a qualified lead
- Source and campaign lost at the form
- No escalation when nobody responds
- Conversion reported without a denominator
02The workflow
Seven steps, each with an owner
The process is defined end to end, and every step has an owner, an input, an output and a measurement.
- 01Capture, with source and consent recorded
- 02Enrichment against agreed sources
- 03Qualification against criteria sales signed off
- 04Routing by territory, segment and availability
- 05Ownership, with a response-time target
- 06Follow-up sequence with escalation
- 07Measurement against the agreed definitions
OPERLOOM / WORKFLOW
From signal to action, a traceable handoff.
- 01Website enquiryCapture cleanly✓
- 02Qualified recordQualify and route✓
- 03Regional account ownerConfirm follow-up✓
03Qualification
Criteria the sales team actually agreed
A scoring model only works if the people acting on it helped write it and can explain a score without opening the CRM.
- Fit and intent separated, not blended
- Thresholds agreed with the receiving team
- Negative scoring for disqualifying signals
- Decay so old activity stops counting
- Scheduled review against closed outcomes
04Service levels
A clock somebody is accountable for
Response-time targets are only real when a breach is visible to someone who can act on it.
- 01Response target per segment
- 02Automatic escalation on breach
- 03Visible queue and ageing report
- 04Named deputy for absence
- 05Weekly review of misses
OPERLOOM / STACK
The tools, connected by a process.
Capture cleanly↗Qualify and route↗Confirm follow-up↗Common questions
Question: Do we need lead scoring?
Not always. If volume is low enough that every enquiry gets worked, routing and a response-time target deliver more than a scoring model that nobody trusts.
Related capability
Where this connects
Next step
Build a systemyour team can actually run
Start with the process as it works today, the platforms already in play and the outcome the organisation needs. We will tell you what we would change and in what order.