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The leader in sales training optimizes their speed to lead by over 55%

Industry

Manufacturing

Challenge

Retail Salesforce Engagement

Solution

Automated Lead Routing & Pursuit

Results

Pipeline Transparency & Retailer Insights

The Company

One of the world’s leading manufacturers of fine flooring, Mannington Mills supplies product to over 3,500 retail stores located throughout North America. Using a professional retailer network strategy, Mannington Mills drives their digital lead-to-revenue funnel with technical support and impact.

Where Lead Assign Came In

Lead Assign helps to provide much needed visibility of its retailer network that would otherwise be a black box. In doing so, Mannington Mills provides high quality leads while also eliminating lead workflow and management gaps.

Lead Assign’s patented intelligent routing engine is highly customizable, learns over time, and scalable enough to meet the demands of global enterprises. It’s the most intelligent lead routing engine on the planet.

Enhancements

Mannington eliminates laborious lead distribution.

Mannington customizes the full Lead Assign technical functionality to provide professional retailer relationship management that drives lead to revenue. With multiple lead channels, it can be easy to overwhelm the workflow created by lead generation campaigns.

Lead hints, battlecards, and geo-locator are only a few of the many enhancements Mannington utilizes to ensure their retailers get the best leads possible. With 100% complete lead visibility, Mannington enhances its advantageous lead sources and streamlines its lead assignment to retailers – from small shops to large retailers with multiple locations.

Routing Methodology

Mannington intelligently routes every inbound qualified lead.

Mannington distributes leads across North America but having many different geographical regions doesn’t impact its lead routing. No matter the location, leads are matched with the most appropriate sales representative or retailer partner to the shopper and in real-time, which ultimately drives lead velocity.

Through the elimination of spreadsheets, Mannington routes over hundreds of leads instantly across the United States. If a lead is not accepted by a retailer, it is routed and offered to the next closest – and so on until acceptance. If there isn’t a retailer within proximity to the shopper, the lead is matched with a Mannington sales representative.

Integration

Mannington gets 100% lead pipeline visibility.

Existing marketing automation tools, such as HubSpot, are enhanced with Lead Assign. Mannington experienced a smooth HubSpot integration that increased its campaign capabilities and lead velocity. No application adoption needed. No friction.

The Goals

  • Improve lead quality and reduce the number of spam leads
  • Identify the best agent to handle the lead quickly, regardless of the agent location, without the use of spreadsheets or extra man power.

The Approach

  • Use Lead Assigns dashboard, filtering and statistics to accurately identify the most lucrative lead sources, and marketing strategies
  • Implement an intuitive tagging structure to fit Mannington’s specific needs. 

The Result

  • Separating Mannington’s effective marketing strategies and their inefficient lead sources, they were able to lower overhead and improve their lead to close rate.
  • Quickly identifying the best agent and improving lead quality has helped Mannington increase their lead acceptance to 96.7%!

We wanted a platform that was easy to use and highly scalable for our over 3000 partners.  We choose Lead Assign as the clear market leader and our partners have never been happier.

Lori Keith – Director Marketing, Mannington Mills