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Hidden Chemistry: New Study Reveals Power of Matchmaking in Sales

June 8, 2011 - LOS ANGELES, CA

Leads360, the industry leader in sales lead management software, today announced the findings of new research into the impact of "sales chemistry" on consumer purchase behavior. This new study, entitled "Skill-Based Routing: Creating Powerful Sales Chemistry," outlines how companies can boost revenue significantly by carefully matching specific consumers with individual sales representatives based on in-depth statistical analysis of past performance. The study showed a stunning 111 percent improvement in sales effectiveness for sales representatives that were individually matched with consumers. Overall, the entire sales team saw a 53 percent improvement in sales effectiveness, with no incremental costs, changes in marketing, or personnel.

Sophisticated analytics-driven organizations are mining terabytes of data to identify patterns that indicate which customers are most likely to buy when matched with specific salespersons. Using this data, they can adjust which representatives speak with specific consumers, based on the history of those representatives' success with similar consumers. This practice, termed "Skill-Based Routing," has been developed by Leads360 to empower clients to maximize the results of their sales and marketing efforts by using the data that is at their fingertips.

Surprisingly, the characteristics that one might expect to influence buying behavior may not in fact be the strongest drivers of success. "The beauty of Leads360's Skill-Based Routing methodology and technology is that we don't need to explain why a particular sales rep is successful with a particular consumer profile; the data itself reveals the consumer characteristics that best match a salesperson with a prospective buyer. We trusted the data and we trusted the system," said Trip Jendron, Director of Marketing at Wyndham Capital Mortgage, a client of Leads360. "It may seem like magic but it's really the combination of leveraging data with the right system to make the most informed decisions."

"Skill-Based Routing is the next frontier for organizations seeking to improve sales and marketing productivity. The results of this study far surpassed our expectations and the expectations of our clients," said Nick Hedges, CEO of Leads360. "Skill-Based Routing enables organizations to build stronger, more personal relationships between their representatives and their customers which results in more sales and more satisfied customers."

The new report on Skill-Based Routing is available for download at To learn more about Leads360, please visit

About Leads360
Founded in 2004 and headquartered in Los Angeles, Calif., Leads360 develops software as a service (SaaS) solutions for managing sales leads. Distinguished by its focus on solutions that address the unique needs of businesses who sell to consumers, Leads360 is recognized as a market and technology leader, managing more than 40 million leads for over 5,000 clients. With a suite of solutions scaled for small to enterprise organizations, the company offers the industry's most comprehensive and configurable lead management platform.

Leads360 enables companies to distribute, track, analyze, and convert sales leads using a customizable lead management workflow and integrated on-demand telephony software. Professional services, including training and process consulting, are also offered to deliver a highly effective solution for converting sales leads. Businesses look to Leads360 for solutions that allow them to maximize their investment in leads generated online and from traditional sources, and ultimately increase sales closure rates for greater revenue. For more information, visit

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Media Contact:
Avi Fischer
Marketing Director


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