You’ve got a team of hungry sellers grinding every day. They’re making calls, sending emails, and hitting LinkedIn like it’s their full-time job (because it is). But somehow, pipeline isn’t growing like it should. Deals are stalling before they even get a chance to move forward.
Spoiler alert: It’s not because your reps are lazy. It’s because they’re starting from behind before they even hit “send.”
The problem? Inefficient account routing—a silent killer of productivity. When accounts aren’t dynamically assigned based on potential and rep availability, you get reps wasting time on the wrong accounts, burning through good ones too fast, or getting stuck in a cycle of dead-end outreach. And here’s the kicker: Coaching is suffering too. As a manager you don’t have the right visibility into account quality, which means reps are flying blind. Without a structured way to guide sellers to better targets, even the best coaching in the world can’t fix the fundamental problem.
So yeah, you’re losing deals before outreach even starts. But here’s how you fix it.
The fix: Dynamic routing + smarter coaching
1. Stop assigning accounts like it's 2015
Traditional account routing works fine—until it doesn’t. Maybe you’re working off static territory lists, or reps get a fresh batch of leads at the start of the quarter and just… go. The problem is, business moves faster than that now.
You need dynamic routing—a system that ensures your team is always working the highest-potential accounts, in real time. No more dead-end accounts lingering for weeks. No more unfair workloads where one rep gets all the good stuff while another rep gets leftovers.
Instead, accounts get refreshed based on engagement signals, available capacity, and market scoring. Your team focuses their energy where it matters right now, instead of wasting time on the wrong accounts.
2. Make coaching actually useful
Coaching shouldn’t just be about reviewing past calls and emails—it should be about setting your team up for success before they even start outreach.
When you pair dynamic routing with account clustering, as a manager you can coach based on actual market segments, not just one-off accounts. Instead of saying, “Hey, try a different approach next time,” you can say, “Here’s what works best for this type of account—now go replicate that across an entire segment.”
It’s the difference between hoping reps figure it out and giving them a roadmap to win.
3. Prioritize based on revenue potential, not just activity
Activity is great, but not all accounts are created equal. If reps are hammering the wrong accounts, all that effort isn’t going to translate into meetings.
That’s why you need account scoring—a way to prioritize accounts based on their likelihood to convert, not just their availability. When your team focuses on accounts with real revenue potential, every touchpoint is more strategic. They’re not just filling call quotas—they’re starting real conversations with real buyers.
The proof: How Company X transformed their sales motion
Let’s talk about a real Gradient Works customer that fixed this problem.
Company X (a customer success software company with ~80 employees) was running into the same challenges you’re probably facing. Reps were either burning through accounts too fast or getting stuck in low-potential conversations. Managers didn’t have the right insights to coach effectively. It was a mess.
With 2025 around the corner, they knew they needed a smarter system. So, they implemented dynamic routing and market scoring. Here’s what changed:
✅ Reps always had fresh, high-potential accounts—no more wasted effort on low-fit prospects.
✅ “Not now” prospects resurfaced at the right time, so reps could work smarter, not harder.
✅ Managers could coach more effectively, using account clustering to guide sellers on patterns, not just individual deals.
✅ Meetings skyrocketed. One of their best weeks ever—more booked meetings, better engagement, and sharper, data-driven outreach.
The result? A scalable, high-performing sales engine built to crush 2025 pipeline goals.
The takeaway
If your team isn’t hitting its numbers, don’t just look at their activity—look at their starting point.
- If you’re routing accounts inefficiently, you’re losing deals before outreach even begins.
- If you’re not prioritizing accounts based on revenue potential, your reps are wasting effort.
- If you’re not using account clustering for coaching, you’re making it harder for reps to win.
Fix the system, and the results will follow. Dynamic routing, better coaching, and smarter prioritization will make your team unstoppable.
