Territory and segment routing are fine. But matching on interests can push win rates higher. We tried this at Attention. It worked.
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Why territory isn't enough
Sales comes down to personal connection.
"What I learned is people buy from people they like - like that's where you kind of start."
That tracks with Cialdini's liking principle: people are easier to persuade when they share interests or background with the person selling.
That's Jacob Fleisher, head of sales at Attention. Not a technical guy. But he knows how deals get done.
Routing by territory is easy, and most teams still key routing on territory, segment, or round robin. But Jacob saw something else. When a rep and a buyer had something in common, the call changed. Arsenal fans. Philly kids. Same school. Suddenly, people talk like old friends.
Building a better match
We got curious. Could we automate this? Yes. We joined data from Salesforce, Attention, and Deepline. Built a database of rep interests, sports, cities, schools, vertical fluency. When a new lead came in, we checked for overlap.
Here's an example:
"One of our reps we were able to understand and for us as like a scaling startup i'm trying to stay away from segmentation as far as long as possible to create like too much hierarchy and structure. So we were able to understand like SMB and enterprise behaviors."
Sometimes, it's even smaller. Jacob noticed their only UK dual citizen rep was closing more international deals. Not a fluke. Just a better fit.
What changed for us
We re-enriched our CRM with Deepline. Dug into transcripts with the Attention API, which lets you search calls and pull out champions, competitors, and personas. Built new account scoring models in Claude Code. Result: more reps talking to people they actually get.
"It's made selling more fun for our reps because they're talking to people that are more aligned with them and it's put us in the position to win more which is obviously great."
It's not about slicing too thin. If a rep can't connect, maybe they shouldn't sell to that persona. It's a filter.
How to try this
If you're a GTM engineer or RevOps, and round robin is boring you, try matching by interests. Enrich your data. Look for patterns. Test it.
No tricks. Just better matching.
Part of the GTM + AI NYC Lightning Talks - see all six talks. Hosted by Deepline at Ramp HQ.
Jacob Fleisher on LinkedIn · Attention
More from the event: Jai (Deepline) · Keyan (Ramp) · Bryant (OpenAI) · Julia (Notion) · Chris (Modal)