Where the team needed to go
Sales leadership wanted the team to manage more pipeline, respond faster and keep prospecting quality high as new lead sources came online.
That meant the work behind selling needed to get sharper. Prospecting, CRM updates, follow-up and pipeline reviews all had to support the customer work, not get in the way of it.
What was standing in the way
The team had good reps and useful tools, but the process was not always consistent.
Some opportunities looked promising early, then became harder to progress because the right context had not been captured. Follow-up relied too much on each rep’s own system. CRM records were useful, but only when they were kept clear enough for the next person to understand what had happened.
I had already been testing ways to make my own sales process sharper: cleaner prospecting lists, better CRM hygiene, clearer next steps, faster follow-up and AI-generated summaries from call transcripts that were already being recorded.
What we built and coached
Working with sales leadership and sales enablement, we turned the useful parts of that workflow into practical support for the team.
Reps learned better ways to manage pipeline, keep records useful, turn call transcripts into notes and next steps, draft follow-ups and use automation to remove repeated admin.
I also worked with select colleagues to look at where their time was going, which parts of the workflow could be sped up, and how they could build simple AI workflows to support their own process.
The work also became part of how reps learned the role. I worked with new starters to embed stronger prospecting and pipeline habits from the beginning, and worked directly with lower-performing reps to identify patterns in their workflows and coach areas for improvement.
What stayed with the team
The result was not just a few automations. It was a better way of working that could be taught, coached and reinforced.
The team had clearer examples of how to manage prospecting and pipeline, and more practical ways to use AI and automation in the work they were already doing. Reps spent less time piecing together context and more time preparing well, following up quickly and working with prospective customers.