Movistar increases sales per hour by +94% and profitability compliance by +26.0% through analytics and consultative selling
With analytics, a commercial redesign, and digitalization of the renewal process, Movistar strengthened the real effectiveness of its sales, improved conversion, protected profitability, and consolidated a more stable, sustainable, and customer‑aligned commercial model.
Movistar’s renewals operation faced a complex environment: sales that did not always convert into real revenue, high dependency on inventory and logistics, constant changes in commercial rules, and a context of brand uncertainty. Additionally, Pentafon was already operating inside the client’s technological ecosystem, with less room for maneuver and greater pressure on results.
Objectives
• Increase Pentafon’s strategic value for Telefónica and remain the number‑one renewals provider.
• Improve effective conversion and closing quality.
• Protect billing, profitability, and operational stability.
• Reduce attrition and increase the percentage of agents receiving bonuses.
A commercial strategy to sell better, not just sell more
Pentafon redesigned the renewals strategy based on a key principle: in this business, selling more does not always mean generating more value; what matters is selling the right thing. To achieve this, the team prioritized the customer base with the highest viability for effective closure, stopped working on the least profitable segment, redefined the commercial approach based on analytics, and strengthened the team’s consultative selling skills.
The strategy also integrated digitalization of the renewal process to eliminate, in most cases, the need for an in‑store visit and enable home delivery. This was complemented by dynamic budget management to adjust the operation without overproducing sales when the client’s budget was depleted—protecting the commercial relationship, profitability, and job stability at the same time.
Results
• +94.9% Acid VPH (sales per hour)
• +17.5% Quota compliance
• +17.5% High‑conversion rate
• +26.0% Profitability compliance
• +6.3% Quality
• +18.0% Agents with bonuses
• +3.0% Billing compliance
• -59.1% Attrition
This case demonstrates that an award‑winning commercial strategy is not defined only by sales volume, but by its ability to convert sales into real revenue in a profitable and sustainable way. Pentafon integrated analytics, inventory, budget, customer experience, and commercial training into a single decision model, maintaining first place against five competitors and consolidating its role as Telefónica’s strategic partner. Due to its impact and innovation, this case won the Best Sales Strategy category at the IMT 2026 National CX&EX Awards, during the Global CX Forum 2026.
Do you want to transform your commercial operation with a strategy that combines analytics, operational discipline, and a focus on profitability? At Pentafon, we develop models that turn sales into real business value.