OK a.m.b.a 

OK  a.m.b.a is a Danish cooperative company with more than 100 years of history. Over the years, the company has primarily been known for selling fuel to both private consumers and businesses. Today, OK works broadly with energy sales, offering a range of products and solutions for private customers, including electricity, EV charging packages, gas, heat pumps, and service agreements for energy technology.

Impact on the product development right from the beginning

When OK began using Adversus in 2018, the platform was still in its early stages, with limited functionality, primarily focused on the dialer.

“Adversus was a young company when we started working together. The advantage of being involved early on was that we had the opportunity to help develop the product. The close collaboration and responsiveness to our needs were some of the things that attracted us in the beginning. When we needed something, Adversus developed it to fit our needs — and at the same time it could benefit other customers,” says Kiki Nørgaard, who has for many years been responsible for B2C sales in OK.

The department consists of approximately 50 employees who primarily work with outbound activities targeting private consumers. The department has existed since 2012 and has grown from a small responsibility area into a unit that today manages all outbound sales across multiple product areas.

In addition to handling several core responsibilities, the department also regularly supports other parts of the organization. For example, sales consultants have on several occasions assisted other departments with tasks such as market research andappointment scheduling.

From manual to automated lead management

Lead management at OK was previously characterized by manual processes. In the beginning, every lead had to be created manually, which required daily repetitive data entry — a task that was neither efficient nor motivating for employees.

The switch to Adversus enabled automated lead import and a more structured lead management process. Over time, this process has been refined and optimized so that the majority of leads are now automatically imported into Adversus via webhooks. This has made OK far more flexible when working with new and changing lead providers and channels, and it has eliminated the need for manual processes.

“Today we have many lead channels, and they change constantly. That’s where working with webhooks is a big advantage, because it allows us to quickly connect to a lead provider. Our leads are automatically pushed into the system and assigned to the correct campaign, saving us a lot of time. Previously, we might have spent an hour each day manually moving leads around. Not only did it take time, but it was also a boring task that nobody enjoyed,” explains Kiki Nørgaard.

Today, all outbound activities are managed centrally, creating greater flexibility and a better operational overview.

“In the past, if someone was sick or absent, leads and callbacks had to be redistributed manually, which meant there was always a risk that some would fall through the cracks. We avoid that today because our processes are automated, so no leads are forgotten. Another advantage is that there are no delays in following up on leads, which means we can prioritize them more accurately.”

A structured campaign setup

As the number of lead channels increased, the need for a structured campaign setup also grew. With more than 40 lead channels running simultaneously — including lead traffic from the website, Facebook, affiliates, car dealerships, and other partners — each channel has its own campaign in Adversus.

This means that even if multiple leads have shown interest in the same product, they are placed in different campaigns depending on their origin.

“One of the advantages of this setup is that we can track how each channel converts. This makes it easier to continuously adjust our channels and efforts, and to prioritize or deprioritize campaigns based on performance. It also makes it easier to prioritize leads, since there can be a big difference in how quickly they should ideally be contacted,” explains Kiki Nørgaard.

Fair distribution of leads

Because conversion rates vary across campaigns and a portion of sales is commission-based, it is particularly important to distribute leads fairly to avoid internal competition over the “best leads.” OK solves this by using Strategies in Adversus.

The strategy setup is based on product areas. For example, all campaigns containing leads interested in EV charging packages are grouped into one strategy, while potential electricity customers are grouped into another. When agents begin calling, all campaigns connected to the strategy are mixed together and made available in the dialer.

Using strategies enables prioritizing campaigns when needed, but the primary purpose is to ensure that all employees have access to the best campaigns within a given product area without having to manually switch between them. At the same time, the system remains flexible enough to allow agents to sell more than one product to the same customer if there is interest.

“Previously, employees who arrived early could call on campaigns with higher conversion rates and therefore close more sales. That created internal frustration and competition for the best leads. Today we avoid that by using strategies, because the system automatically mixes campaigns and distributes both strong and weaker leads evenly among employees. We no longer have discussions about ‘good’ and ‘bad’ leads because everyone receives a balanced lead portfolio over time,” says Kiki Nørgaard.

For her, job satisfaction is the foundation of a well-functioning sales department, where the right tools create the best working environment.

“When you are responsible for so many employees, it’s about creating a department with a strong work culture where people enjoy coming to work. Of course, we focus on results, but it is also very much about people and making sure they thrive. For example, we have a board where sales consultants draw a line every time they make a sale. There is something satisfying about getting up and walking over to the board, and we maintain that tradition — even though every sale is registered in Adversus.”