How OpenPhone cut speed-to-lead by 67% with Default

Challenge

After raising their Series B, OpenPhone experienced a surge in demand across all customer segments. Both individual users and large enterprises went through the same inbound process, leading to slow response times and major inefficiencies for the sales team.

The team routed all leads—whether seeking to create an account or talk to sales—directly into Salesforce. Soon their CRM became cluttered with a mix of qualified prospects and junk leads.

To address this inbound routing and scheduling challenge, Mak Reed, OpenPhone's Senior RevOps Manager, implemented Chili Piper. While it initially helped convert "talk-to-sales" leads into meetings, the solution proved too inflexible for OpenPhone's go-to-market strategy.

The implementation left them with a fragmented workflow split between Chili Piper, Salesforce, Zapier, and extensive custom code—yet the core problem remained. OpenPhone's RevOps team needed engineering support for even basic routing changes. That's when Default stepped in.

{{testimonial-1}}

Solution

Use case #1: Automating inbound scheduling of high intent leads

OpenPhone's first major win came from consolidating their inbound scheduling and routing logic into a single workflow canvas. Default's team rebuilt OpenPhone's workflow while providing RevOps support and regular Slack updates.

With real-time enrichment, OpenPhone eliminated both custom code and unnecessary Salesforce admin work. The built-in enrichment also improved their CRM data quality.

Now, OpenPhone's inbound workflow looks like this:

• Upon form submission, a lead is enriched, qualified, and routed to the right queue
• Default checks against leads, contacts, and accounts in Salesforce
• Default updates found records or creates new ones using enrichment and the round-robin to determine the record owner
• In just a few seconds after a form submission, Default displays the right rep’s calendar
• After the meeting is booked, Default creates an event in Salesforce and notifies a rep on Slack
• If the meeting is not booked, Default triggers an Outreach follow-up sequence

‍

{{testimonial-2}}

‍

Use case #2: Routing self-serve signups to product specialists

With both sales-led and product-led approaches, OpenPhone needed precise lead qualification. Default enabled the team to convert free-plan signups into qualified opportunities by properly qualifying and routing them to product specialists, significantly increasing product-led pipeline generation.

Here is how OpenPhone leveraged Default to route signups?

• After a new form submission, check if the lead qualifies for a demo or if it should be sent to a product self-serve flow
• If the lead was prompted to sign up, Default checks against all CRM records looking for a match
• If a lead, contact, or account was found, an owner was immediately notified on Slack
• If this was a new signup, a new lead object would be created and round-robined across product specialists working in the lead's region

‍

{{testimonial-3}}

‍

Conclusion

By integrating Default into their revenue and marketing processes, OpenPhone significantly improved the efficiency and effectiveness of their inbound operations. Default helped regain control over displaced tooling while contributing to decreased speed-to-lead and improved inbound conversion rates.

Speed-to-lead went down from 2.5 days to less than a couple of hours, proving a 67% performance improvement. Default scheduler allowed OpenPhone to increase inbound conversion rates by 17% while spending 5x less time on fixing queues and misrouted leads in Salesforce.