ObjectiveMonitor and track field sales staff by performance and location to optimise resource allocation, inform training, and improve productivity and transparency.
The challengeThe company couldn’t gauge where on-field sales staff were, or whether their time was spent efficiently on meetings. The BI team built a tracking mechanism from available data.
Approach & analysis- Combined CRM meeting data with hourly tower-based location data from the network provider (daily refresh).
- Built a rule-based model scoring attendance, meeting efficiency and tracking status.
- Classified staff as movers/couchers and flagged ‘dummy visits’ vs ‘dummy entries’ against a 20% tolerance.
Key insights- Staff persistently at an unknown location for 3+ hours during work were flagged; repeat patterns became red flags.
- Investigation found some staff running parallel jobs (including ride-hailing) during work hours.
- A group exerting real effort but not closing deals was identified for targeted mentoring.
Solution- Deployed an interactive scoring tool comparing efficiency, attendance and tracking against defined rules.
- Reviewed flagged cases alongside performance and revenue-to-cost before action.
- Shared findings in formal stakeholder reports.
Results↑Retail sales revenue contribution
↑ vs prior yearSales staff productivity
Fair & transparentAppraisals from better visibility
