CASE STUDY
How Montgomery Homes Improved Sales Team Performance with Velocity Analytics
AT A GLANCE
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Client: Montgomery Homes
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Industry: Construction & Real Estate
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Location: NSW, Australia
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Solution: Sales Responsiveness & Cycle Time Optimization
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Key Impact: 25% faster response times, $180K+ revenue uplift
Background
Montgomery Homes operates with a distributed sales team handling high volumes of enquiries across NSW. Sales executives manage leads from multiple sources including web forms, display home visits, and referral partners. The company recognized that sales velocity and response times directly correlated with conversion rates but lacked the tools to measure and optimize these metrics.
Despite having HubSpot as their CRM platform, managers had limited visibility into individual and team performance metrics that could drive coaching and process improvements.
The Challenge
Sales managers were operating without critical performance insights needed to optimize their team's effectiveness. While executives handled large volumes of enquiries, leadership lacked visibility into response times and bottlenecks throughout the sales cycle. The company couldn't determine which executives responded fastest, whether faster response times drove higher conversion rates, or where delays occurred in the journey from tender to deposit.
Manual activity tracking consumed over 8 hours weekly yet provided minimal actionable intelligence. Sales executives self-reported their activities, creating inconsistent and unreliable data. Without automated tracking, managers couldn't identify whether certain regions consistently carried longer sales cycles or which team members needed additional coaching.
The absence of velocity metrics meant Montgomery couldn't establish or enforce service level agreements for lead response times. High-value enquiries might sit unattended while sales executives focused on less promising opportunities. This lack of prioritization and accountability directly impacted conversion rates and revenue realization.
The Solution
GrowthBI built a centralized SQL data model powered by Fivetran, connecting HubSpot to SQL Server with automated synchronization every 15-60 minutes. The solution delivered interactive Power BI dashboards providing a 360-degree view of sales and marketing performance.
The system calculated median response times and cycle velocities across multiple dimensions including sales executive, region, and lead source. Advanced analytics revealed the correlation between response speed and conversion rates, enabling data-driven coaching and territory optimization.
Key capabilities included:
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Velocity KPIs: Automated tracking of median days from enquiry to first response, tender presentation, and deposit completion
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Performance Leaderboards: 30-day responsiveness rankings by sales executive with goal line visualization
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Cycle Analysis: Detailed breakdowns showing where delays occurred—before tender, after tender, or during final documentation
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Allocation Heatmaps: Monthly view of enquiry distribution across executives to identify workload imbalances
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Activity Intelligence: Six-month engagement history to spot pipeline inactivity before deals stalled
Results
The sales velocity dashboard transformed team performance through transparency and accountability. Response times improved by 25% within the first quarter of implementation, directly correlating with higher enquiry-to-deposit conversion rates.
The automated tracking eliminated 8+ hours of manual activity logging weekly while providing far superior insights. Managers could now coach based on objective performance data rather than subjective assessments.
Key performance outcomes included:
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25% faster average response times to new enquiries
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$180K+ annual revenue uplift from improved conversion rates
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8+ hours weekly saved on manual activity tracking
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100% visibility into individual and team performance metrics
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Reduced variance in sales cycles across regions and executives
The leaderboard system created healthy competition while identifying best practices that could be shared across the team. Top performers' approaches to rapid response and follow-up were documented and incorporated into team training.
Looking Forward
Montgomery Homes has now implemented formal SLAs for lead response times based on insights from the velocity dashboard. The company uses the system for weekly performance reviews, monthly coaching sessions, and quarterly territory planning.
The success of this implementation has led to expansion plans including predictive lead scoring and automated lead routing based on executive performance metrics.
Want to see the technical details behind this implementation? Read our technical deep-dive to learn how we built velocity analytics using HubSpot timestamps and Power BI.