A global software developer was generating leads for their field salesforce. Leads of varying quality were being passed to the field with incomplete information. Developing a structured call guide allowed agents to develop leads in a conversational manner, capturing all key data points in the context of the conversation. The call guide offered many different ways to ask key questions, allowing agents the flexibility to match the approach to the situation and their personality. These call guides were rolled out globally across all call centers and eventually to field sales as well.