How AdVelocity Eliminated Lead Leakage, Enhanced Salesforce and Created Complete Sales Visibility

The Client

UK’s Leading Forklift Supplier

One of the UK’s leading forklift truck and material handling equipment businesses, operating across sales, service and breakdown operations nationally. With an experienced sales team, strong market demand and multiple revenue streams spanning new equipment sales, service contracts and parts, the business had the fundamentals in place to grow.

What it lacked was visibility.

The Challenge

Fragmented reporting and missed calls posed a real threat

The business had invested heavily in Salesforce. It had the people, the pipeline and the demand. But critical gaps existed throughout the customer journey, gaps that were silently costing the business opportunities it did not even know it was losing.

High-value enquiries were arriving by telephone, and some calls were being missed. Some were not being recorded consistently. Customer conversations were not always making it into the CRM.

The instinctive response in many organisations at this point is to blame the CRM. The system is not working. We need something new. We need to start again.

The reality, as AdVelocity identified quickly, was very different. Salesforce was not the problem. The quality of data entering Salesforce and the accessibility of intelligence coming out of it were the real challenges. Replacing the platform would have solved nothing. Fixing the data would solve everything.

AdVelocity implemented Telephone AI, CRM enrichment, custom revenue intelligence dashboards and OneTruth Attribution to create a complete sales visibility ecosystem across the business.

Problem 1

Lead Leakage

In industrial and engineering sectors, the highest-value opportunities almost always arrive by telephone. A business with a fleet of twenty forklifts that needs urgent replacement is not going to fill in a contact form. They call.

Every missed call in this environment is not a minor inconvenience. It is a significant commercial opportunity that has almost certainly gone straight to a competitor.

For this business, lead leakage was happening at multiple points. Calls were being missed outside of office hours. Calls that were answered were not always being logged in Salesforce. Conversations that contained valuable commercial intelligence were happening verbally and then disappearing.

The AdVelocity solution

Telephone AI

AdVelocity implemented Telephone AI across the organisation. Every inbound call was now captured, transcribed, summarised and injected directly into Salesforce automatically.

The system did not require sales staff to update the CRM after a call. It did not rely on consistent manual behaviour from a busy team. It captured the information at source, structured it intelligently and delivered it into the right place in Salesforce without any additional action required from the team.

Lead leakage was eliminated. Every enquiry became part of the commercial intelligence ecosystem. Management gained the confidence that opportunities were no longer disappearing between the cracks because the system was no longer dependent on manual consistency to capture them.

Problem 2

Multiple Call Types Creating Operational Friction

A forklift truck business handles a genuinely diverse range of inbound calls. It handles a prospective customer enquiring about a new fleet purchase, an existing customer reporting a breakdown during a critical warehouse shift, a parts enquiry, a service scheduling request or a general operational question.

Each of these requires a different response, a different level of urgency and a different team. Before AdVelocity, calls were not always reaching the right people quickly enough. Service teams were fielding sales enquiries, and sales staff were taking breakdown calls that should have been escalated immediately. Routine enquiries were consuming time that should have been spent on higher-value conversations.

The AdVelocity solution

Intelligent call classification

Telephone AI was configured to understand the different categories of inbound enquiries and route each call type appropriately. Sales opportunities were prioritised and directed to the right sales resource. Service requests were routed to the service team with full context already captured. Breakdown calls were escalated immediately with the caller’s details and situation already logged. Routine enquiries were handled efficiently without consuming the time of senior staff.

The result was a more structured, more responsive and more scalable call handling operation. Customers reached the right people faster, and teams focused their attention on the right calls.

Problem 3

Limited Visibility Within Salesforce

Salesforce held a wealth of valuable commercial data, but it wasn’t presented in a way that supported fast, informed decision-making. Sales directors lacked clear visibility of team performance, pipeline health and forecasts, while salespeople struggled to prioritise opportunities and follow-ups. Senior stakeholders had limited access to real-time insights on lead volumes, revenue forecasts and operational performance.

The data existed, but without effective reporting, it was difficult to access, time-consuming to analyse and rarely used to drive day-to-day decisions.

The AdVelocity solution

Revenue Intelligence Dashboards

AdVelocity enhanced Salesforce with tailored dashboards for three key user groups.

• Senior stakeholders gained instant visibility of lead volumes, pipeline value, revenue forecasts, sales activity and operational performance.
• Sales directors could monitor team performance, track opportunity progression, assess pipeline health and improve accountability.
• Salespeople received clear daily priorities, opportunity updates, follow-up reminders and personal performance metrics.

By transforming Salesforce from a data repository into a real-time revenue intelligence platform, AdVelocity made critical business data visible, accessible and actionable across the organisation.

Problem 4

Attribution Was Incomplete

The customer journey in industrial equipment sales is rarely short or simple. A prospective buyer might visit the website multiple times, make several telephone enquiries, speak to multiple members of the team, request a demonstration and receive a quotation before making a decision, often weeks or months after first contact.

Traditional analytics platforms lose visibility the moment that the journey moves offline. Once the customer picks up the phone or visits a showroom, the digital trail goes cold. Marketing teams are left attempting to attribute revenue to campaigns based on incomplete data, and decisions about where to invest are made without a complete picture of what actually generated the sale.

The AdVelocity solution

OneTruth Attribution

OneTruth Attribution was implemented to connect every stage of the customer journey into a single, coherent view.

For the first time, the business could see which marketing activities were genuinely generating revenue, which campaigns were driving high-value telephone enquiries and which keywords and channels were contributing to closed deals.

Marketing decisions became grounded in commercial reality. Investment could follow genuine performance rather than the partial picture that standard analytics had previously provided.