When leads don’t convert, it’s easy to assume something has gone wrong in the showroom. But sometimes, the issue isn’t with the follow-up - it’s with the leads themselves.
That’s what one automotive brand discovered after asking TrackBack to analyse just 150 calls to find out why leads weren't converting. A campaign had delivered a high volume of enquiries, but conversion rates were poor, and the early assumption was that follow-up might be falling short.
The reality was very different.
The result? They reallocated £250,000 in marketing spend that would have otherwise been wasted - and confirmed that dealers were doing exactly what they should.
The Problem: Good Dealers, Low Conversions
The campaign had done its job in terms of numbers. Enquiries were flowing through to the network, and leads were being followed up. On paper, things looked fine.
But conversions told another story. Few of the leads progressed, and it wasn’t clear why. Dealers were logging calls and hitting response times - but the outcomes weren’t there.
To find out what was happening, the brand turned to Scan - one of TrackBack’s Lead Experience services for reviewing real interactions with leads.
The Insight: It Wasn’t a Sales Process Problem
From CRM activity alone, it might have looked like the issue was with follow-up. But Scan painted a different picture.
Scan works by reviewing actual customer communications - calls and emails - against a set of agreed criteria. Trained analysts assess each interaction for technical knowledge, interpersonal skills, and outcome. This gives brands a true view of how leads are handled - not just how quickly, but how well.
In this case, the evidence was clear:
Dealers were doing their job properly.
The issue wasn’t with the effort or quality of dealer follow-up.
It was the fit between the leads and the type of follow-up they were routed into.
A Clear Signal: Don’t Blame the Network
This insight mattered - a lot.
Without it, the low conversion rate could easily have been pinned on dealers. But the objective analysis showed that wasn’t fair. The follow-up was happening. But these leads needed a different kind of handling.
As a result, the brand was able to:
- Protect its dealers from unfair assumptions about performance
- Reassess how specific lead types should be followed up
- Decide with confidence where marketing spend should (and shouldn’t) go
The Outcome: £250,000 Reallocated – and a Smarter Strategy
Based on the Scan findings, the brand made a key decision to stop investing in the campaign activity that had generated those mismatched leads.
They reallocated over £250,000 in planned spend - shifting it to higher-performing, better-targeted channels.
But this wasn’t just about budget. It was about clarity. The data helped the brand refine its lead management strategy - and it helped the network avoid being penalised for something outside their control.
Why This Matters
This case highlights a common blind spot in automotive lead management:
Not every lead belongs in the same follow-up flow.
When leads are routed the wrong way - even if intentions are good - time gets wasted, performance suffers, and dealers are left chasing outcomes they can’t influence.
Scan helps fix that.
It gives brands the evidence to:
- Understand what’s happening beyond the CRM
- Match leads with the right type of follow-up
- Avoid putting pressure on dealers for things they can’t control
- Refine lead routing to get more from every campaign
A Win for Everyone
This wasn’t a huge audit. Just 150 calls.
But it delivered clarity that changed how a major brand viewed its campaign, protected its network from misplaced criticism, and redirected significant spend into channels that made more sense.
That’s the value of listening properly.
Why Aren't Leads Converting?: Final Thoughts
If you’re unsure why a campaign isn’t performing - or if you’re relying on self-reported data alone - there could be a gap you can’t see.
Scan gives you the full picture.
Because sometimes, the problem isn’t the follow-up. It’s the fit.
Want to review the real conversations behind your latest campaign?
We’ll help you uncover what’s working, what’s not, and what to do next.