Machinery Direct
Make sales, marketing, and operations run with less manual admin, and better visibility into what drives revenue.
- Increase the number of qualified leads coming into the business
- Qualify every lead consistently so no opportunity leaks through the cracks
- Stop missed and delayed follow-up, especially after hours and weekends
- Lift CRM data completeness to assist in closing sales and so valuable data can be used for future revenue opportunities
- Eliminate wasted marketing spend by tying every lead back to a clear, measurable source
- Create simple, trusted reporting for greater visibility to assist in decisions and priorities
An increased number of leads and sales conversions through reliable visibility on advertising effectiveness and greater utilisation of Zoho to provide reporting the business can trust.
Over six weeks, empoweredBI.AI completed a discovery sprint across sales, marketing, and operations workflows at Machinery Direct. The work surfaced repeatable bottlenecks in lead capture, follow-up, and source tracking, and translated them into a prioritised set of AI and automation opportunities.
From Sales and Ownership
The most telling pain points surfaced across conversations with Greg (Head of Sales) and Adam (Owner and Managing Director).
- After-hours enquiries decay before the next business day, and follow-up depends on individuals rather than a system.
- Lead and correspondence logging into Zoho is inconsistent, reducing visibility, continuity, and any reliable reporting.
- Limited trust in reporting and lead source tracking makes marketing decisions feel like guesswork.
- Data fragmentation across Zoho, SalesBinder, Shopify, and marketplaces creates duplicate entry and constant rework.
Key strategic insights
Zoho data quality is blocking campaigns and any reliable reporting. Leads and conversations are scattered across platforms, inboxes, and phones.
Speed-to-lead is inconsistent and heavily dependent on individuals. After-hours coverage is a clear leakage point for revenue.
Revenue leakage is being caused by Shopify not being optimised and effective, which has reduced the business from taking full advantage of additional revenue streams.
Marketing spend decisions are flying blind because lead sources are captured inconsistently. Introducing required fields and a standard set of source tags at capture will make channel ROI visible and defensible.
Systems are disconnected (Zoho, SalesBinder, Shopify, marketplaces). Manual export/import and duplicate entry is the default.