How Point-Of-Sale Leader, SumUp Increased Sales Activity by 300% with Leadbeam

About SumUp

Valued at $8 billion, SumUp specializes in innovative payment solutions and loyalty programs for SMBs worldwide. In 2024, SumUp raised $1.6 billion to expand its field sales operations. However, as their sales team grew and entered new markets, they encountered familiar challenges:

• Unreliable data capture in the field
• Excessive manual tasks slowing down sales
• Limited visibility into real-time sales activity, impacting data-driven decision-making

SumUp’s Sales Process

SumUp operates a high-velocity retail sales model, targeting SMBs across industries like QSR (quick-service restaurants), convenience stores, cafés, and retail.

Reps were tasked with 30-40 daily drop-ins to drive pipeline and conduct in-person or virtual demos based on retailer preference.

Their goal: to help local businesses drive more sales with their POS and loyalty programs.

Why SumUp Chose Leadbeam

Capturing sales activity was a major pain point.

Reps recorded voice notes, jotted down reminders, or relied on memory—often delaying Salesforce updates until the end of the day or week.

As a result, key details were lost, and follow-ups were inconsistent. This data leak meant that less than 30% of activities were logged in Salesforce, skewing forecasts and making it difficult for managers to provide coaching and feedback.

Additionally, fast-growing sales teams needed consistent documentation to transfer territories seamlessly and onboard new reps without losing pipeline.

The Data & Admin Challenges

1. Missing & Inaccurate Data- Even though reps were required to hit 30-40 businesses daily, only 7 activities on average were logged into Salesforce. Many reps only updated Salesforce when an opportunity was created, meaning valuable top-of-funnel interactions were lost.
2. Hours Wasted on Data Entry- Reps juggled multiple apps—Google Maps, Salesforce, spreadsheets, and note-taking apps—spending up to 2 hours daily on manual data entry. This affected morale and took time away from selling.
3. Revenue at Risk- Without real-time updates, sales managers lacked visibility into high-value potential deals. This led to missed revenue opportunities and forecasting inaccuracies.

The Leadbeam Solution

To address these challenges, SumUp implemented Leadbeam’s AI-powered solution to streamline their field sales process.

1. Voice AI- After each door swing, reps used Leadbeam’s Voice AI to dictate short voice notes, which were instantly structured into CRM data. This eliminated manual data entry while enriching the CRM with more context for more personalized follow-ups.
2. Photo AI- Reps simply snapped pictures of business cards, storefronts, or handwritten notes. Leadbeam’s Photo AI extracted key details and automatically updated Salesforce, ensuring accurate, real-time data capture.
3. Location Intelligence- Instead of manually searching for businesses on Google Maps, reps could type a business name into Leadbeam, which auto-fetched real-time location data and logged every visit. This streamlined documentation while surfacing nearby prospects.
4. Real-Time Sales Intelligence- With updated prospect data, reps could access live insights on-the-go, prioritizing high-value leads in real-time. They could view custom Salesforce lists, map nearby customers, and navigate efficiently, saving time while staying informed before drop-ins.
5. 1-Day Onboarding & Ongoing Support- Leadbeam integrated seamlessly into SumUp’s Salesforce system, with custom configurations tailored to their workflow. Every rep and manager had direct access to Leadbeam’s support team, with a median response time of under 1 minute.

The Impact: Transformative Results

4x More Sales Activities Logged

Before Leadbeam, SumUp’s reps logged an average of 7 activities per day in Salesforce. With Leadbeam’s automatic data capture, reps now log 28 activities per day, a 4x increase in sales activity captured.

Results:

• More pipeline generated
• Better data accuracy
• No lost opportunities

Leadbeam’s trustworthy real-time data also provided SumUp with actionable insights, including:

• Top-performing industries for sales success
• Best prospecting days and times for higher conversions
• Rep productivity trends to optimize team performance

Key insight: Reps who logged notes immediately after drop-ins booked more demos and closed more deals.

1+ Hours Saved Per Rep, Per Day

SumUp’s field reps previously spent up to 2 hours per day on manual data entry, juggling Salesforce, spreadsheets, and notes apps. With Leadbeam’s automated data capture, reps now save 1+ hours daily—giving them more time to prospect, build relationships, and close deals.

Improved Follow-Ups & Deal Velocity

With Leadbeam’s automated task creation and next-step reminders, follow-ups remained timely and effective.

• With 6× more Salesforce data captured, reps delivered more detailed and personalized follow-ups, increasing conversion rates.
• When transferring territory assignments and pipeline, opportunities did not fall through the cracks.
• Faster Follow-Ups accelerated deal velocity, helping reps close deals quicker.
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What’s Next? AI-Powered LeadMaps

With Leadbeam’s AI-driven data model fully implemented, SumUp is now part of Leadbeam’s LeadMaps beta program—an AI-powered mapping solution designed to:

• Identify the best prospects based on a rep’s location and past sales history
• Optimize daily routes to maximize efficiency and minimize travel time
• Enrich prospect profiles with real-time insights, helping reps prepare for every meeting and drop-in.

By leveraging LeadMaps, SumUp aims to reduce drive time, increase both quantity and quality of drop-ins, and improve customer density in key territories. More updates on this soon!

Conclusion

By adopting Leadbeam, SumUp transformed its field sales operations—eliminating manual data entry, improving real-time insights, and increasing rep productivity.
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With 4x more activities logged, 100s of hours saved per week, and improved sales intelligence, SumUp is scaling faster and smarter, leveraging data to guide high-impact strategic decisions.
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Leadbeam has proven to be one of the most valuable software solutions SumUp has ever implemented—and continues to play a pivotal role in their sales strategy.