Case study · Fintech
FX Financial Solutions generated tens of thousands of leads a month but allocated them by hand, one employee at a time. I led the design and rollout of a CRM that routed each lead to the rep most likely to convert it. Lead to customer conversion rose 45% and call volume per rep rose 30 to 40%.
30 minutes. No pitch, no deck.
Three outcomes the company tracked itself. Each tile states the metric, the reading the page publishes, and what was being measured over which period.
Lead to customer conversion
+45%
FX Financial Solutions, fintech sales organization. Leads converting to customers after automated performance-based routing replaced manual allocation.
Calls per sales rep
+30-40%
Call volume per representative once the system selected, assigned and dialed the next lead. Idle time between calls dropped to near zero.
Sales team adoption
~300
Sales representatives on the platform at full adoption, reached within eight months across multiple countries and languages.
Figures from the client's own analytics. Before readings are the trailing period prior to the engagement. Nothing is modeled, estimated or rounded.
Three facts, so you can decide in five seconds whether this is your company.
Product
An outdated CRM and a largely manual lead-management process, across multiple campaigns, products, countries, and languages.
Team
A product team of four professionals, supporting approximately 300 sales representatives.
The bottleneck
When a potential customer completed a form, a dedicated employee manually reviewed and assigned each lead to a sales representative.
01
Sales representatives manually chose which leads to contact and dialed each customer individually. This created idle time between calls and allowed reps to prioritize leads based on personal preference rather than conversion probability.
FX Financial Solutions generated tens of thousands of leads every month across multiple campaigns, products, countries, and languages. But the company relied on an outdated CRM and a largely manual lead-management process.
When a potential customer completed a form, a dedicated employee manually reviewed and assigned each lead to a sales representative. Lead distribution depended on one person, assignments could be delayed, and the process could not scale as volumes increased.
The company needed more than a replacement CRM. It needed a sales operating system that could automatically allocate leads, match each lead with the most suitable rep, reduce time to first contact, increase call volume, manage follow-ups and tasks, integrate with telephony, and become the organization's source of truth.
02
I led this project from beginning to end. I started as the product manager who identified the problem and defined the solution, and as the product organization expanded I became Head of Product.
Decisions I owned
I managed a team of four product professionals while continuing to oversee the CRM's development, rollout, and optimization.
03
The product strategy addressed four challenges: replacing manual allocation with intelligent routing, turning a CRM into a sales operating system, proving value before scaling, and winning trust from a skeptical sales team.
Move one
Built an allocation engine that evaluated campaign source, product interest, customer profile, language, and each salesperson's historical conversion rate with similar leads to maximize conversion probability.
Move two
One button: the system selected the best-matched lead, assigned it, and initiated the call through integrated telephony. Reps stopped searching, choosing, and dialing. Idle time between calls dropped to near zero.
Move three
Started smaller than an MVP: validated the core allocation logic with one salesperson over several weeks before expanding. Real conversion outcomes refined the routing rules before scale.
Move four
Managed sales-team resistance by building confidence through evidence. Reps who feared automated allocation saw their conversion rates improve and began requesting to join the new system.
04
Lead to customer conversion rose 45%, call volume per representative rose 30 to 40%, and idle time between calls dropped to near zero.
The platform grew from a limited proof of concept to the organization's central source of truth within eight months, supporting approximately 300 sales representatives across multiple countries and languages.
It processes tens of thousands of leads per month, and it became the organization's single source of truth for all sales activity and reporting.
The full figures are in the results card above and come from the client's own analytics.
Three principles from this engagement that hold outside fintech sales. They are the part worth stealing whether or not your operation looks anything like this one.
01
Starting with the highest-value problem, lead allocation, rather than building a complete CRM first.
02
Matching leads using historical salesperson performance creates a continuous loop where the system improves as it collects more data.
03
Integrating lead allocation directly with telephony removes all non-selling work between conversations.
A fractional CPO can design and deliver the system, not just the strategy.
30 minutes. No pitch, no deck.
Thirty minutes with Sivan Kadosh. Bring the number that is not moving and I will tell you what I would do about it, whether or not you hire me.
Book a Product Strategy SessionClient references are published at /references/, and further references are available on request.
