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SCIENCE OF SALES

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The SOS Refinery: The CRM Optimization Engine You Didn't Know You Needed

  • Writer: Ben Tschirgi
    Ben Tschirgi
  • Mar 4
  • 3 min read

Most sales teams treat their CRM like a glorified spreadsheet—cluttered, outdated, and full of dead contacts. Instead of helping reps close deals, it slows them down.


The problems with traditional CRMs?

  • Bad data leads to wasted time. Your reps chase decision-makers who no longer work at the company.

  • No prioritization means missed opportunities. Without intent signals, your team spends equal effort on cold leads and high-probability buyers.

  • CRMs become black holes. Data goes in, but no strategic insights come out.


Even if your data is fully up-to-date and clean, you’re still left guessing who to target—relying on outdated lead statuses or a vague close probability assigned by a sales rep who left three months ago.


The SOS Refinery:

Cleaning, Enriching, and Prioritizing Your CRM for Maximum Sales Impact


We’re building The SOS Refinery, a system designed to scrub, enrich, and optimize your CRM so your sales team always knows who to target and when to reach out.


The formula for a high-performing CRM?

Most companies operate under a broken CRM model, leading to inefficiency and lost revenue. Let’s compare a standard CRM workflow vs. The SOS Refinery’s optimized approach:


Standard CRM Approach (Outdated and Inefficient)

Erep​ = (U+O) T

Where:

  • Erep​ = Sales rep efficiency (higher is better)

  • T = Total contacts assigned

  • U = Unknown lead intent (rep has no idea who’s ready to buy)

  • O = Outdated or incorrect contacts (bad data reducing effectiveness)


Since U + O is large (most reps have no prioritization and outdated leads), efficiency is low.

Result: Rep wastes time on bad leads, leading to 5X lower effectiveness.



🚀 The SOS Refinery Formula (Clean, Prioritized, and Intent-Driven)

ESOS ​= (U+O) T​ × P

Where:

  • ESOS​ = Sales efficiency using the SOS model

  • T = Total contacts assigned

  • U = Unknown lead intent (no prioritization)

  • O = Outdated or incorrect contacts (bad data)

  • P = Precision factor (only engaging with verified, high-intent contacts)


Since SOS Refinery eliminates UUU (unknowns) and OOO (outdated leads), the denominator shrinks, making efficiency 5X higher than in the traditional approach.

Result: Rep spends time ONLY on leads that are ready to buy, closing more deals in less time.



A side-by-side comparison:

Model

Contacts

Knows Who to Target?

Outdated Contacts?

Sales Efficiency

Standard Sales Rep

1,000

       No

        Yes

1X

SOS Refinery-Powered Rep

 200

       Yes

          No

5X

Conclusion?

Targeting 200 high-intent, up-to-date leads is 5X more effective than blindly working 1,000 outdated ones.


How The SOS Refinery Works


1. CRM Data Cleansing & Decision-Maker Enrichment

We audit, verify, and enrich every contact in your CRM, ensuring:

  • The correct decision-makers are identified and updated.

  • Outdated and inaccurate contacts are removed or corrected.

  • Every lead has full, verified contact information to increase outreach success rates.


2. Intent-Based Prioritization

Not every lead is created equal. The SOS Refinery tracks real-time buying signals to surface the leads who are actively looking for solutions like yours.

  • Engagement with competitor websites

  • Consumption of high-value industry content

  • Changes in company hiring, funding, or strategy


3. Actionable Sales Insights

Your CRM shouldn’t just store data—it should tell your sales team who to contact next and why.

  • Priority Lead Lists: Your reps always know which leads are ready for outreach.

  • Dynamic Scoring: We rank opportunities so your team focuses on the highest-value prospects.

  • Continuous Optimization: The Refinery learns from every interaction, refining its prioritization in real time.


Why is the SOS Refinery a game-changer?

  • Eliminate wasted outreach – No more chasing outdated contacts.

  • Increase efficiency – Sales reps work smarter, not harder.

  • Focus on revenue-driving conversations – Only engage with the best opportunities.


The Future of CRM Optimization is Here


A CRM full of bad data is a liability, not an asset. The companies that clean, enrich, and prioritize their data will outperform their competition every time.


If your CRM feels like a graveyard of old leads, let’s fix that.


If you’re ready to turn bad data into revenue, let’s talk about how The SOS Refinery can transform your sales process for maximum efficiency and growth.

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