OB-001 · Group 1 — Win More Customers
Index entryWebsite Lead Capture
Bring relevant website enquiries into a managed contact and follow-up process.
The Optimised Business · Index
The opportunity library
A plain-language reference to the specific improvements that come up again and again in established businesses — what each one is for, and where it is worth a closer look. Read it as guidance for a conversation, not a catalogue of installed features.
There are 172 entries here. 6 of them are written up in full, with the situations they suit, what to check first and an illustrative workflow. The rest are concise index entries — a title and a clear description of what the improvement does — and they will be expanded over time rather than padded out now.
Entries are grouped as they are in the source: six pillars, plus 12 cross-business strategic builds that can apply in more than one pillar. Nothing here asserts that a given approach is right for your business, or that any particular platform integration is in place.
OB-002 · Group 1 — Win More Customers
Index entryLanding Page Conversion Systems
Create focused pages around a specific audience, offer and next step.
OB-003 · Group 1 — Win More Customers
Index entryPaid Social Lead Capture
Connect supported paid social lead sources to qualification, ownership and follow-up.
OB-004 · Group 1 — Win More Customers
Index entryGoogle Ads Lead Capture
Review paid-search enquiry capture, call handling and conversion information.
OB-005 · Group 1 — Win More Customers
Index entryPhone Lead Capture
Record relevant inbound enquiries, outcomes, ownership and next actions.
OB-006 · Group 1 — Win More Customers
Index entryEmail Enquiry Capture
Turn appropriate email enquiries into structured contacts, opportunities and tasks.
OB-007 · Group 1 — Win More Customers
Index entrySocial Messaging Capture
Bring supported messaging channels into a managed response process.
OB-008 · Group 1 — Win More Customers
Index entryOffline and Referral Lead Capture
Capture introductions, events and offline enquiries with useful source information.
OB-010 · Group 1 — Win More Customers
Index entryMissed Call Text Back
Assess a suitable response for unanswered calls, respecting consent and channel preferences.
OB-011 · Group 1 — Win More Customers
Index entryAfter-Hours Lead Response
Provide useful information or next steps outside staffed hours where appropriate.
OB-012 · Group 1 — Win More Customers
Index entryMulti-Channel Follow-Up
Coordinate permitted channels so follow-up is relevant rather than repetitive.
OB-013 · Group 1 — Win More Customers
Index entryLead Owner Assignment
Allocate opportunities using agreed service, territory, availability or workload rules.
OB-014 · Group 1 — Win More Customers
Index entryUnactioned Lead Escalation
Identify enquiries missing timely action and assign an accountable response.
OB-015 · Group 1 — Win More Customers
Index entryAutomated Lead Qualification
Collect the information needed to assess fit, urgency and next steps.
OB-016 · Group 1 — Win More Customers
Index entryAI Lead Qualification
Assess conversational qualification with approved knowledge and human escalation.
OB-017 · Group 1 — Win More Customers
Index entryLead Scoring
Use transparent fit and engagement criteria to help prioritise review.
OB-018 · Group 1 — Win More Customers
Index entryIntent Scoring
Assess relevant behavioural signals without treating activity as proof of intent.
OB-019 · Group 1 — Win More Customers
Index entryGold Data Capture
Progressively collect useful qualification, timing, requirements and relationship information.
OB-020 · Group 1 — Win More Customers
Index entryIdeal Customer Prospecting
Define a target profile and assess suitable sources of business prospects.
OB-021 · Group 1 — Win More Customers
Index entryBusiness Data Enrichment
Add relevant, permitted company and contact context while checking accuracy.
OB-022 · Group 1 — Win More Customers
Index entryTrigger-Based Prospecting
Investigate business changes that may create a relevant reason to contact a prospect.
OB-023 · Group 1 — Win More Customers
Index entryPersonalised Email Outreach
Create relevant outreach grounded in accurate context and appropriate contact permissions.
OB-024 · Group 1 — Win More Customers
Index entryLinkedIn-Assisted Outreach
Coordinate research and follow-up using methods consistent with platform requirements.
OB-025 · Group 1 — Win More Customers
Index entryAI Prospect Research
Prepare source-backed company context for human review before outreach.
OB-026 · Group 1 — Win More Customers
Index entryWebsite Visitor Identification
Assess organisation-level identification only where technically reliable and appropriate.
OB-027 · Group 1 — Win More Customers
Index entryLead Nurture
Maintain useful contact with prospects who are interested but not ready.
OB-028 · Group 1 — Win More Customers
Index entryLong Sales-Cycle Nurture
Plan relevant communication around longer buying cycles and contact preferences.
OB-029 · Group 1 — Win More Customers
Index entryRenewal-Date Nurture
Use known review or renewal dates to time relevant follow-up.
OB-030 · Group 1 — Win More Customers
Index entryDatabase Reactivation
Assess a permitted campaign to reconnect with dormant, relevant contacts.
OB-031 · Group 1 — Win More Customers
Index entryGhost-to-Gold Campaigns
Review unresolved historical enquiries and test an appropriate re-engagement process.
OB-032 · Group 1 — Win More Customers
Index entryLost Opportunity Recycling
Revisit suitable lost opportunities when timing or circumstances have changed.
OB-034 · Group 2 — Deliver Better
Index entryPricing Calculators
Apply agreed pricing rules, options and checks consistently.
OB-035 · Group 2 — Deliver Better
Index entryProduct Configurators
Guide customers or staff through suitable combinations and product options.
OB-036 · Group 2 — Deliver Better
Index entryProposal Generation
Create consistent draft proposals from approved customer, scope and pricing information.
OB-037 · Group 2 — Deliver Better
Index entryScope-of-Work Generation
Turn structured requirements into reviewable scopes and delivery specifications.
OB-038 · Group 2 — Deliver Better
Index entryQuote Approval Workflows
Route discounts, margins and exceptional terms to the appropriate approver.
OB-039 · Group 2 — Deliver Better
Index entryQuote Follow-Up Automation
Track quote decisions and coordinate appropriate reminders and sales actions.
OB-040 · Group 2 — Deliver Better
Index entryAutomated Welcome Process
Coordinate the right customer communication and internal actions after acceptance.
OB-041 · Group 2 — Deliver Better
Index entryCustomer Information Collection
Gather required information through a clear, structured process.
OB-042 · Group 2 — Deliver Better
Index entryDocument Collection
Request and manage required customer documents with appropriate access controls.
OB-043 · Group 2 — Deliver Better
Index entryAgreements and E-Signature
Connect approved agreement templates, signing and status tracking.
OB-044 · Group 2 — Deliver Better
Index entryPayment and Deposit Collection
Link agreed payment requirements to suitable payment systems and workflow stages.
OB-045 · Group 2 — Deliver Better
Index entryInternal Handover Automation
Transfer relevant sales context reliably into delivery without unnecessary re-entry.
OB-046 · Group 2 — Deliver Better
Index entryJob Workflow Systems
Define stages, responsibilities, exceptions and progress for recurring work.
OB-047 · Group 2 — Deliver Better
Index entryProject Intake Systems
Standardise how work is requested, scoped and approved.
OB-048 · Group 2 — Deliver Better
Index entryWork Allocation Systems
Support allocation using skills, location, capacity and agreed priorities.
OB-049 · Group 2 — Deliver Better
Index entryApproval Applications
Replace scattered approval requests with accountable decisions and a record of authority.
OB-050 · Group 2 — Deliver Better
Index entryInspection and Checklist Apps
Support consistent field or operational checks with structured records.
OB-051 · Group 2 — Deliver Better
Index entryQuality Assurance Workflows
Ensure required checks and exceptions are addressed before completion.
OB-052 · Group 2 — Deliver Better
Index entryCustomer Status Tracking
Share authorised order, job or project status with customers.
OB-054 · Group 2 — Deliver Better
Index entryTrade and Dealer Portals
Support approved partner pricing, ordering, resources and lead processes.
OB-055 · Group 2 — Deliver Better
Index entryDocument Portals
Offer a controlled place to upload and retrieve relevant documents.
OB-056 · Group 2 — Deliver Better
Index entryRepeat Order Portals
Make repeat ordering easier while preserving pricing and fulfilment checks.
OB-057 · Group 2 — Deliver Better
Index entryOrder-to-Operations Handover
Transfer accepted orders into the appropriate fulfilment system.
OB-058 · Group 2 — Deliver Better
Index entryScheduling Automation
Coordinate appointments, jobs and resources using appropriate constraints.
OB-059 · Group 2 — Deliver Better
Index entryDispatch and Allocation Workflows
Route service or delivery work with clear ownership and exception handling.
OB-060 · Group 2 — Deliver Better
Index entryProactive Status Communication
Keep customers informed of relevant milestones and changes.
OB-061 · Group 3 — Delight Customers
Index entryAI Website Assistant
Assess a knowledge-grounded website assistant with clear limits and handover.
OB-062 · Group 3 — Delight Customers
Index entryAI SMS Conversations
Assess appropriate text conversations for information, qualification and next steps.
OB-063 · Group 3 — Delight Customers
Index entryAI Inbound Voice
Assess answering, routing and booking support with approved knowledge and fallback.
OB-064 · Group 3 — Delight Customers
Index entryAI Outbound Voice
Assess appropriate outbound use cases, permissions, disclosure and human escalation.
OB-065 · Group 3 — Delight Customers
Index entryIntelligent Call Routing
Route callers according to their needs, availability and agreed rules.
OB-066 · Group 3 — Delight Customers
Index entryHuman Escalation Rules
Define when automation stops and an accountable person takes over.
OB-067 · Group 3 — Delight Customers
Index entryCustomer Support Triage
Classify and assign service requests without losing important context.
OB-068 · Group 3 — Delight Customers
Index entryAI Customer Support
Assess routine assistance based on approved knowledge and verified outcomes.
OB-069 · Group 3 — Delight Customers
Index entryKnowledge Bases
Maintain accessible, reviewed information for customers, staff and approved AI use.
OB-070 · Group 3 — Delight Customers
Index entryService Request Automation
Track customer requests through ownership, response and resolution.
OB-071 · Group 3 — Delight Customers
Index entryComplaint and Escalation Workflows
Give significant customer concerns clear priority, ownership and follow-through.
OB-072 · Group 3 — Delight Customers
Index entryCustomer Communication Automation
Coordinate useful communications about changes, actions and service progress.
OB-073 · Group 3 — Delight Customers
Index entryRenewal Automation
Identify relevant renewals and coordinate appropriate review and follow-up.
OB-074 · Group 3 — Delight Customers
Index entryService Reminder Automation
Prompt customers about appropriate recurring servicing or reviews.
OB-075 · Group 3 — Delight Customers
Index entryRepeat Purchase Automation
Assess useful reorder prompts based on actual customer context.
OB-076 · Group 3 — Delight Customers
Index entryCustomer Health Monitoring
Investigate disengagement or service-risk signals with suitable evidence.
OB-077 · Group 3 — Delight Customers
Index entryWin-Back Automation
Assess relevant opportunities to reconnect with former customers.
OB-078 · Group 3 — Delight Customers
Index entryCross-Sell Automation
Identify additional services only where they fit a genuine customer need.
OB-079 · Group 3 — Delight Customers
Index entryUpsell Automation
Present suitable higher-value options with clear customer benefit.
OB-080 · Group 3 — Delight Customers
Index entryAutomated Review Requests
Invite eligible customers neutrally without filtering by expected rating.
OB-081 · Group 3 — Delight Customers
Index entryReview Reminder Sequences
Use proportionate, permitted reminders without pressure or incentives for ratings.
OB-082 · Group 3 — Delight Customers
Index entryNegative Feedback Escalation
Route dissatisfaction for service recovery without obstructing public feedback.
OB-083 · Group 3 — Delight Customers
Index entryReview Response Support
Prepare accurate, respectful responses while protecting customer information.
OB-084 · Group 3 — Delight Customers
Index entryTestimonial Collection
Collect genuine customer stories with clear permission and accurate attribution.
OB-085 · Group 3 — Delight Customers
Index entryReferral Generation
Create an appropriate process for customers to make introductions.
OB-086 · Group 3 — Delight Customers
Index entryReferral Tracking
Record referral sources and outcomes without duplicating revenue attribution.
OB-087 · Group 4 — Run Leaner
Index entryEmail Triage
Classify incoming messages and route work to appropriate owners.
OB-088 · Group 4 — Run Leaner
Index entryData Entry Automation
Reduce avoidable retyping between supported systems and documents.
OB-089 · Group 4 — Run Leaner
Index entryCRM Update Automation
Maintain accurate customer records through controlled, auditable updates.
OB-090 · Group 4 — Run Leaner
Index entryTask Creation and Allocation
Create clear tasks and owners when defined events require action.
OB-091 · Group 4 — Run Leaner
Index entryReminder and Chasing Automation
Coordinate routine reminders with clear stop, escalation and preference rules.
OB-092 · Group 4 — Run Leaner
Index entryException-Based Management
Surface exceptions while normal processes follow tested rules.
OB-094 · Group 4 — Run Leaner
Index entryDocument Classification
Identify document types and route them with appropriate confidence checks.
OB-095 · Group 4 — Run Leaner
Index entryDocument Generation
Produce reviewable documents from approved templates and reliable data.
OB-096 · Group 4 — Run Leaner
Index entryDocument Filing and Naming
Apply consistent filing and naming with suitable access and retention rules.
OB-097 · Group 4 — Run Leaner
Index entryMissing Information Detection
Identify incomplete records or applications before they cause avoidable delays.
OB-098 · Group 4 — Run Leaner
Index entryData Validation
Check information against agreed rules and handle failures visibly.
OB-099 · Group 4 — Run Leaner
Index entryCRM and Accounting Integration
Connect appropriate customer and transaction information without replacing accounting controls.
OB-100 · Group 4 — Run Leaner
Index entryCRM and Website Integration
Link supported enquiries and relevant customer interactions to CRM processes.
OB-101 · Group 4 — Run Leaner
Index entryEcommerce and CRM Integration
Connect suitable customer, order and communication information.
OB-102 · Group 4 — Run Leaner
Index entryCRM and ERP Integration
Coordinate customer-facing and operational records with clear system ownership.
OB-103 · Group 4 — Run Leaner
Index entryCRM and Project Management Integration
Connect accepted work and customer context to delivery processes.
OB-105 · Group 4 — Run Leaner
Index entryLegacy System Integration
Assess a reliable bridge before committing to system replacement.
OB-106 · Group 4 — Run Leaner
Index entryUnified Customer Record
Present relevant information from authorised systems with clear provenance.
OB-107 · Group 4 — Run Leaner
Index entryInternal Workflow Applications
Build a focused tool around a justified business-specific process.
OB-108 · Group 4 — Run Leaner
Index entryOperational Dashboards
Make work, exceptions and accountability visible without unnecessary reporting noise.
OB-109 · Group 4 — Run Leaner
Index entryStaff Request Systems
Provide a structured process for internal service, purchasing or resource requests.
OB-110 · Group 4 — Run Leaner
Index entryAsset and Register Systems
Manage important assets, records and recurring obligations with clear ownership.
OB-111 · Group 4 — Run Leaner
Index entryLightweight Inventory Tools
Assess simple stock workflows while retaining necessary inventory controls.
OB-112 · Group 4 — Run Leaner
Index entryField Service Applications
Support structured work away from the office with suitable reliability and access.
OB-113 · Group 5 — Make Better Decisions
Index entryFirst-Touch Attribution
Retain the earliest known relationship source and disclose tracking limitations.
OB-114 · Group 5 — Make Better Decisions
Index entryLatest-Touch Attribution
Record the latest relevant tracked interaction using a defined attribution method.
OB-115 · Group 5 — Make Better Decisions
Index entryCampaign and Ad Attribution
Carry available campaign context into qualified opportunity and outcome reporting.
OB-116 · Group 5 — Make Better Decisions
Index entryClick-ID Capture
Retain supported paid-channel identifiers where permitted and useful.
OB-117 · Group 5 — Make Better Decisions
Index entryOffline Conversion Feedback
Assess accurate, permitted return of qualified outcomes to advertising platforms.
OB-118 · Group 5 — Make Better Decisions
Index entryCost per Qualified Lead
Calculate lead quality economics using a consistent qualification definition.
OB-119 · Group 5 — Make Better Decisions
Index entryCustomer Acquisition Cost
Define and measure relevant acquisition costs against an appropriate customer cohort.
OB-120 · Group 5 — Make Better Decisions
Index entryRevenue by Source
Associate recorded revenue with a clear source model without claiming causation.
OB-121 · Group 5 — Make Better Decisions
Index entryPipeline Visibility
Show current opportunity value, stage and next actions with reliable definitions.
OB-122 · Group 5 — Make Better Decisions
Index entryPipeline Ageing
Identify stalled opportunities for investigation and action.
OB-123 · Group 5 — Make Better Decisions
Index entryConversion Rate Reporting
Measure comparable movement through defined sales stages and mature cohorts.
OB-124 · Group 5 — Make Better Decisions
Index entryLost Reason Analysis
Use recorded reasons and context to investigate failed conversions.
OB-125 · Group 5 — Make Better Decisions
Index entrySales Activity Intelligence
Assess whether useful follow-up occurs, not just the volume of activity.
OB-126 · Group 5 — Make Better Decisions
Index entryForecasting
Develop qualified forecasts with explicit assumptions and confidence limits.
OB-127 · Group 5 — Make Better Decisions
Index entryWorkflow Performance Dashboards
Measure cycle time, throughput and bottlenecks in a defined process.
OB-128 · Group 5 — Make Better Decisions
Index entrySLA and Response Monitoring
Monitor agreed service expectations and route exceptions to accountable owners.
OB-129 · Group 5 — Make Better Decisions
Index entryException Reporting
Highlight material exceptions with source, consequence and next action.
OB-130 · Group 5 — Make Better Decisions
Index entryCapacity Visibility
Review workload, availability and constraints using suitable operational data.
OB-131 · Group 5 — Make Better Decisions
Index entryCustomer Value Analysis
Assess customer and segment value using consistent revenue and cost definitions.
OB-132 · Group 5 — Make Better Decisions
Index entryAutomated Management Summaries
Summarise authorised business information with source and period references.
OB-133 · Group 5 — Make Better Decisions
Index entryAI Performance Analysis
Interpret calculated trends and limitations rather than inventing results.
OB-134 · Group 5 — Make Better Decisions
Index entryAI Recommended Actions
Suggest evidence-linked next steps for appropriate human review.
OB-135 · Group 5 — Make Better Decisions
Index entryManagement Alerting
Flag material changes with ownership, deduplication and response rules.
OB-136 · Group 5 — Make Better Decisions
Index entryROHE Measurement
Assess how human effort creates value, distinguishing released capacity from cash savings.
OB-137 · Group 6 — Empower Every Employee
Index entryInternal Knowledge Base
Maintain reviewed processes, products and policies with appropriate staff access.
OB-139 · Group 6 — Empower Every Employee
Index entrySOP Assistant
Guide staff to the right approved procedure and escalation route.
OB-140 · Group 6 — Empower Every Employee
Index entryTechnical Knowledge Assistant
Support technical questions within approved knowledge and capability limits.
OB-141 · Group 6 — Empower Every Employee
Index entryAI Sales Preparation
Prepare relevant, authorised account context before a sales conversation.
OB-142 · Group 6 — Empower Every Employee
Index entryNext-Best-Action Recommendations
Suggest useful next actions based on current evidence and agreed priorities.
OB-143 · Group 6 — Empower Every Employee
Index entrySales Response Assistance
Draft accurate, context-aware replies for appropriate review.
OB-144 · Group 6 — Empower Every Employee
Index entryObjection Handling Assistance
Surface relevant explanations and evidence without making unsupported claims.
OB-145 · Group 6 — Empower Every Employee
Index entryProposal Copilot
Support proposal preparation using approved scope and customer information.
OB-146 · Group 6 — Empower Every Employee
Index entryCustomer History Summaries
Present relevant authorised interactions, orders and issues with source access.
OB-147 · Group 6 — Empower Every Employee
Index entrySuggested Customer Responses
Prepare useful draft responses without pretending unverified work has occurred.
OB-148 · Group 6 — Empower Every Employee
Index entryService Resolution Guidance
Recommend approved procedures and next steps while preserving human accountability.
OB-149 · Group 6 — Empower Every Employee
Index entryMeeting Preparation Assistant
Assemble relevant context and decisions needed before a meeting.
OB-150 · Group 6 — Empower Every Employee
Index entryMeeting Summary and Action Capture
Capture authorised notes and proposed actions with confirmation and ownership.
OB-151 · Group 6 — Empower Every Employee
Index entryResearch Assistant
Support recurring research with traceable sources and review.
OB-152 · Group 6 — Empower Every Employee
Index entryDocument Review Assistant
Summarise documents for qualified review without replacing accountable decisions.
OB-153 · Group 6 — Empower Every Employee
Index entryOperations Copilot
Help employees investigate questions across authorised operational information.
OB-154 · Group 6 — Empower Every Employee
Index entryAI Lead Follow-Up Agent
Assess controlled follow-up within approved objectives, permissions and stop rules.
OB-155 · Group 6 — Empower Every Employee
Index entryAI CRM Hygiene Agent
Identify record issues and prepare or perform explicitly authorised corrections.
OB-156 · Group 6 — Empower Every Employee
Index entryAI Renewal Agent
Assess monitoring and follow-up around verified renewal information.
OB-157 · Group 6 — Empower Every Employee
Index entryAI Customer Service Agent
Assess routine service actions with approval boundaries and escalation.
OB-158 · Group 6 — Empower Every Employee
Index entryAI Research Agent
Gather and structure authorised information with source and quality checks.
OB-159 · Group 6 — Empower Every Employee
Index entryAI Reporting Agent
Prepare recurring analysis from defined metrics, sources and publication rules.
OB-160 · Group 6 — Empower Every Employee
Index entryAI Operations Agent
Monitor suitable workflows and take only explicitly authorised actions.
OB-161 · Cross-business strategic builds · maps to Win More Customers
Index entryOnline Assessment Tools
Turn structured questions into useful guidance without unsupported diagnostic certainty.
OB-162 · Cross-business strategic builds · maps to Win More Customers
Index entryROI Calculators
Explore a business case using transparent assumptions and clearly modelled outputs.
OB-163 · Cross-business strategic builds · maps to Win More Customers
Index entryCost and Savings Calculators
Estimate relevant costs or potential savings with visible input definitions.
OB-164 · Cross-business strategic builds · maps to Win More Customers
Index entryProduct Recommendation Tools
Guide selection using agreed suitability criteria and clear limitations.
OB-165 · Cross-business strategic builds · maps to Win More Customers
Index entryDiagnostic Tools
Make specialist expertise usable through structured questions and next steps.
OB-166 · Cross-business strategic builds · maps to Deliver Better
Index entryReferral Partner Portals
Support authorised lead submissions, progress and partner communication.
OB-167 · Cross-business strategic builds · maps to Deliver Better
Index entryDealer Management Portals
Provide controlled resources, ordering and customer processes for dealers.
OB-168 · Cross-business strategic builds · maps to Win More Customers
Index entryLead Distribution Systems
Allocate enquiries to authorised partners using agreed routing and accountability.
OB-169 · Cross-business strategic builds · maps to Run Leaner
Index entryCommission Tracking Systems
Calculate proposed partner commissions from agreed rules with review and audit.
OB-170 · Cross-business strategic builds · maps to Deliver Better
Index entryCustom Customer Applications
Create a focused customer experience around a justified business requirement.
OB-171 · Cross-business strategic builds · maps to Run Leaner
Index entryInternal Business Applications
Replace fragile workflows where a purpose-built tool is justified.
OB-172 · Cross-business strategic builds · maps to Run Leaner
Index entryIndustry-Specific Workflow Systems
Assess specialist processes and integrate or partner where domain expertise is required.
If the thing you are wrestling with is not described well here, it is worth a conversation rather than a guess. Start with the framework or run the review checklist.
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