Farmington Hills business goes to Infinity and beyond

Tom Leidigh Infinity CEO
Tom Leidigh, Infinity CEO (contributed photo)

After a year-long transformation, Infinity Contact has emerged as the rebranded Infinity, a sales agency focused on engaging business-to-business relationships for Fortune 500 clients in the automotive, financial, software, and digital industries.

“The rebranding was more than a new logo,” said Infinity President and CEO Tom Leidigh.

With offices in Farmington Hills, Michigan, and Cedar Rapids, Iowa, Infinity had previously operated as business-to-business sales contact centers. The rebranding, rolled out during Infinity’s 20th year of operation, acknowledges a shift in client needs from volume-based calling to strategic, professional inside sales.

“We are revolutionizing the art and science of sales,” says Leidigh. “This is how we differentiate from the commoditized contact center industry.”

As part of the rebranding, Infinity adopted a 10X philosophy, a metaphor for exponential innovation and growth, and the company integrated best-in-class principles for sales strategy and execution into its proprietary revenue system, Buyerlytics®.

“When we started this process, we said our goal was to improve by 10X of what we were before,” says Leidigh. “Last year, we laid the foundation, and today, we’re kicking off that growth.”

This summer, Infinity announced they plan to double their professional sales force in Cedar Rapids, Iowa, by end of 2016.

A first step was aligning partnerships with clients. Historically, the company operated as a typical contact center, billing clients and compensating employees on hours worked. Only a small percentage of billings was based on sales performance.

As the newly rebranded Infinity, the company operates with a revenue share structure and now focuses on exceeding the clients’ revenue goal—and gets paid on every dollar sold. This allows Infinity to increase compensation and offer unlimited commission potential to sales people, what Infinity terms accounts executives, and sales managers. Everyone is aligned on the single purpose of driving revenue.

“Our clients prefer revenue share, because we share the risk and reward of our performance. We only succeed if they do,” says Leidigh. “Our account executives started developing a business owner mentality. They see their effort reflected in their paychecks.”