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Best Practices for Lead Management Tricia Reilly, Bluebird Marketing Scott Keane, Salesforce.com Tony Siconolfi, MySpace.c...
Safe Harbor Statement <ul><li>“ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This pr...
Best Practices for Lead Management Tricia Reilly Principal Consultant Bluebird Marketing, LLC [email_address]
All About Bluebird Marketing <ul><ul><li>INDUSTRY : Salesforce.com and Marketing Consulting </li></ul></ul><ul><ul><li>EMP...
What is Lead Management? <ul><li>Lead management encompasses </li></ul><ul><ul><li>Lead acquisition and data capture </li>...
What is Lead Management? <ul><li>It’s a business process which should </li></ul><ul><ul><li>Map to your customers’ buying ...
Best Practices in Lead Management – The Process <ul><li>Before you do anything, talk to sales/marketing </li></ul><ul><ul>...
Best practices in lead management – Data capture <ul><li>Garbage in, garbage out </li></ul><ul><ul><li>Wherever possible l...
Best practices in lead management - Enrichment <ul><li>Relevant data points create relevant sales calls </li></ul><ul><ul>...
Best Practices in Lead Management - Scoring <ul><li>Score your leads </li></ul><ul><ul><li>Measure your program effectiven...
Best Practices in Lead Management – Close the loop <ul><li>Create some basic reports & dashboards to see </li></ul><ul><ul...
Best Practices for Lead Management Scott Keane Sr. Director, Marketing Operations salesforce.com [email_address]
Closed-Loop Sales and Marketing Process Campaign Lead Capture Lead Qualification Analytics Opportunity Closure Opportunity...
Sales and Marketing Lifecycle <ul><li>Lead Capture </li></ul>Salesforce.com Website Marketing & Sales Corporate Sales Ente...
Case Study: Unlimited Edition Program Setup <ul><li>Campaigns  </li></ul><ul><li>Five segmented emails </li></ul><ul><li>1...
Case Study: Campaign Creation <ul><li>Lead Source </li></ul><ul><li>Lead Type </li></ul><ul><li>Parent Campaign </li></ul>...
Case Study: Follow-up Info for Sales <ul><li>Links to Email Templates </li></ul><ul><li>Qualifying Questions by Job Functi...
Case Study: Lead Capture Form <ul><li>Prospects who click on offer are directed to landing page </li></ul><ul><li>Informat...
Case Study: Lead Capture (cont’d) <ul><li>Lead Source = Email Marketing </li></ul><ul><li>Lead Type = Contact Me Form </li...
Case Study: Lead Follow-up <ul><li>Email Templates for Inside Sales Follow-up </li></ul><ul><ul><li>Customer Template </li...
Lead Status Values <ul><li>Open  -  This is a fresh Lead that has not yet been followed up on.  </li></ul><ul><li>Working ...
Case Study: Opportunity Creation <ul><li>Campaign Source flows through from Lead to Opportunity   </li></ul><ul><li>Allows...
Closed-loop Analytics Closed business tied back to leads Leads tied back to marketing campaigns Leads converted  to opport...
Integrated Sales & Marketing Dashboards <ul><li>Marketing Metrics: </li></ul><ul><ul><li>Responses by Campaign </li></ul><...
SR Dashboards Important to Ensure Effective Lead Follow-up Qualification # of Leads Untouched Leads untouched in 48 hrs Le...
Best Practices for Lead Management Tony Siconolfi Vice President, MySpace.com Inside Sales   MySpace.com/Fox Interactive M...
All About MySpace.com <ul><ul><li>INDUSTRY : Social Networking, On-line advertising </li></ul></ul><ul><ul><li>EMPLOYEES :...
What is a lead and best practices for generating them… <ul><li>Lead  = Advertisers looking to spend on media campaigns thr...
Best practices for lead distribution… <ul><li>Lead distribution/ Lead assignment rules </li></ul><ul><ul><li>Combining str...
Best practices for tracking lead lifetime… <ul><li>Setting standard stages for leads </li></ul><ul><li>Allows you, as a ma...
Best practices for using reporting to manage… <ul><li>Reports and using them to track revenue and forecasting </li></ul><u...
Salesforce support during the building phases and beyond… <ul><li>Developing your Salesforce look and feel… </li></ul><ul>...
Best Practices for Lead Management Tricia Reilly, Bluebird Marketing Scott Keane, Salesforce.com Tony Siconolfi, MySpace.c...
Session Feedback Let us know how we’re doing! <ul><li>Please score the session from 5 to 1 (5=excellent,1=needs improvemen...
<ul><ul><li>Thank you! </li></ul></ul>
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M B F002 Reilly 091707

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  • Transcript of "M B F002 Reilly 091707"

    1. 1. Best Practices for Lead Management Tricia Reilly, Bluebird Marketing Scott Keane, Salesforce.com Tony Siconolfi, MySpace.com/Fox Interactive Media Nancy Kamerer, Salesforce.com Marketing I
    2. 2. Safe Harbor Statement <ul><li>“ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements including but not limited to statements concerning the potential market for our existing service offerings and future offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make. </li></ul><ul><li>The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance of the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our effective tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange rates and interest rates. </li></ul><ul><li>Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com /investor . Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law. </li></ul>
    3. 3. Best Practices for Lead Management Tricia Reilly Principal Consultant Bluebird Marketing, LLC [email_address]
    4. 4. All About Bluebird Marketing <ul><ul><li>INDUSTRY : Salesforce.com and Marketing Consulting </li></ul></ul><ul><ul><li>EMPLOYEES : 1 </li></ul></ul><ul><ul><li>GEOGRAPHY : North America </li></ul></ul><ul><ul><li># USERS : 1 </li></ul></ul><ul><ul><li>PRODUCT(S) USED : SFA, Salesforce for Google AdWords, many AppExchange applications </li></ul></ul>www.bluebirdmarcom.com Bluebirdblueprint.blogspot.com
    5. 5. What is Lead Management? <ul><li>Lead management encompasses </li></ul><ul><ul><li>Lead acquisition and data capture </li></ul></ul><ul><ul><li>Data cleansing and lead import </li></ul></ul><ul><ul><li>Lead distribution </li></ul></ul><ul><ul><li>Lead enrichment, scoring and prioritization </li></ul></ul><ul><ul><li>Qualification and conversion or cultivation </li></ul></ul><ul><li>The process touches: </li></ul><ul><ul><li>Marketing and/or Lead qualification </li></ul></ul><ul><ul><li>Inside Sales or Telesales </li></ul></ul><ul><ul><li>Field Sales </li></ul></ul>
    6. 6. What is Lead Management? <ul><li>It’s a business process which should </li></ul><ul><ul><li>Map to your customers’ buying process </li></ul></ul><ul><ul><li>Be documented for everyone’s benefit </li></ul></ul><ul><ul><li>Be reviewed regularly to make sure it works </li></ul></ul>
    7. 7. Best Practices in Lead Management – The Process <ul><li>Before you do anything, talk to sales/marketing </li></ul><ul><ul><li>What do they consider a lead? </li></ul></ul><ul><ul><li>Agree to what a “marketing qualified lead” is </li></ul></ul><ul><ul><li>Find out at what stage sales will accept a lead </li></ul></ul><ul><ul><li>Meet regularly to discuss the status of qualified leads </li></ul></ul><ul><ul><li>Seek feedback from sales on the lead quality </li></ul></ul>
    8. 8. Best practices in lead management – Data capture <ul><li>Garbage in, garbage out </li></ul><ul><ul><li>Wherever possible leverage web to lead </li></ul></ul><ul><ul><li>Standardize your drop downs on web forms for consistency </li></ul></ul><ul><ul><li>Spend the time to clean up lists before importing </li></ul></ul><ul><li>Don’t ask for too much data </li></ul><ul><ul><li>What do you need to be able to route a lead? </li></ul></ul><ul><ul><li>The fewer questions you ask, the higher the completion rate. </li></ul></ul><ul><li>Clean up your picklists to streamline reporting </li></ul><ul><ul><li>Do you really need 25 lead sources? </li></ul></ul><ul><ul><li>Use the highest level groupings you can and use dependent picklists to drill down </li></ul></ul>
    9. 9. Best practices in lead management - Enrichment <ul><li>Relevant data points create relevant sales calls </li></ul><ul><ul><li>Give your reps context – Who? What? How? Why? </li></ul></ul><ul><ul><li>If it’s not relevant to sales, remove it! </li></ul></ul><ul><li>With web to lead, use hidden fields to populate info like lead source or lead action </li></ul><ul><li>Consider using a market intelligence tool to capture more information about the lead to qualify them in or out </li></ul>
    10. 10. Best Practices in Lead Management - Scoring <ul><li>Score your leads </li></ul><ul><ul><li>Measure your program effectiveness </li></ul></ul><ul><ul><li>Help sales to prioritize their time and efforts </li></ul></ul><ul><ul><li>Keep stuff with marketing until it’s sales ready </li></ul></ul>
    11. 11. Best Practices in Lead Management – Close the loop <ul><li>Create some basic reports & dashboards to see </li></ul><ul><ul><li>Where are your best/worst leads coming from </li></ul></ul><ul><ul><li>Where are your leads getting stuck </li></ul></ul>
    12. 12. Best Practices for Lead Management Scott Keane Sr. Director, Marketing Operations salesforce.com [email_address]
    13. 13. Closed-Loop Sales and Marketing Process Campaign Lead Capture Lead Qualification Analytics Opportunity Closure Opportunity Creation
    14. 14. Sales and Marketing Lifecycle <ul><li>Lead Capture </li></ul>Salesforce.com Website Marketing & Sales Corporate Sales Enterprise Sales Lead Qualification BusinessWeek Online Search Engine Marketing
    15. 15. Case Study: Unlimited Edition Program Setup <ul><li>Campaigns </li></ul><ul><li>Five segmented emails </li></ul><ul><li>11 Web Promotions (three EMEA) </li></ul><ul><li>One Internet Search – Google </li></ul><ul><li>One SFDC Application Promotion </li></ul>
    16. 16. Case Study: Campaign Creation <ul><li>Lead Source </li></ul><ul><li>Lead Type </li></ul><ul><li>Parent Campaign </li></ul><ul><li>Region </li></ul><ul><li>Status </li></ul><ul><li>Start Date </li></ul><ul><li>Campaign Date </li></ul><ul><li>Country </li></ul><ul><li>Campaign Record Type </li></ul>
    17. 17. Case Study: Follow-up Info for Sales <ul><li>Links to Email Templates </li></ul><ul><li>Qualifying Questions by Job Function </li></ul><ul><li>Product Interest </li></ul>
    18. 18. Case Study: Lead Capture Form <ul><li>Prospects who click on offer are directed to landing page </li></ul><ul><li>Information Captured and Lead Record Created </li></ul>
    19. 19. Case Study: Lead Capture (cont’d) <ul><li>Lead Source = Email Marketing </li></ul><ul><li>Lead Type = Contact Me Form </li></ul><ul><li>Attaches Email Campaign </li></ul>
    20. 20. Case Study: Lead Follow-up <ul><li>Email Templates for Inside Sales Follow-up </li></ul><ul><ul><li>Customer Template </li></ul></ul><ul><ul><li>Prospect Template </li></ul></ul><ul><li>Inside Sales reps contact leads one to three times, depending on type of lead </li></ul>
    21. 21. Lead Status Values <ul><li>Open - This is a fresh Lead that has not yet been followed up on. </li></ul><ul><li>Working - This indicates that you have de-duped the lead and attempted contact </li></ul><ul><li>Archived – No Interest - Non-responsive or no interest. </li></ul><ul><li>Archived – Developing – Displays interest, but timeframe is to far out </li></ul><ul><li>Bad Data – Lead doesn’t have sufficient contact information for follow up </li></ul><ul><li>Contact – No Oppty – Could not qualify existing contact </li></ul><ul><li>Contact – Current Oppty – Current Oppty for Same Product </li></ul><ul><li>Contact – Recent Activity – AE activity on Contact within last 30 days </li></ul><ul><li>Qualified – Converted into Opportunity </li></ul>
    22. 22. Case Study: Opportunity Creation <ul><li>Campaign Source flows through from Lead to Opportunity </li></ul><ul><li>Allows for closed-loop analytics </li></ul>
    23. 23. Closed-loop Analytics Closed business tied back to leads Leads tied back to marketing campaigns Leads converted to opportunities Campaigns generate leads
    24. 24. Integrated Sales & Marketing Dashboards <ul><li>Marketing Metrics: </li></ul><ul><ul><li>Responses by Campaign </li></ul></ul><ul><ul><li>Leads Generated </li></ul></ul><ul><ul><li>Leads Converted </li></ul></ul><ul><ul><li>Pipeline Created </li></ul></ul><ul><ul><li>Pipeline/Spend Ratio </li></ul></ul><ul><li>Sales Metrics: </li></ul><ul><ul><li>Opportunities Created </li></ul></ul><ul><ul><li>Opportunities Closed </li></ul></ul><ul><ul><li>Top Sales Reps </li></ul></ul><ul><ul><li>Top Account Executives </li></ul></ul>
    25. 25. SR Dashboards Important to Ensure Effective Lead Follow-up Qualification # of Leads Untouched Leads untouched in 48 hrs Leads Being Worked by SR Public Shaming for SRs who Break the Rules
    26. 26. Best Practices for Lead Management Tony Siconolfi Vice President, MySpace.com Inside Sales MySpace.com/Fox Interactive Media [email_address]
    27. 27. All About MySpace.com <ul><ul><li>INDUSTRY : Social Networking, On-line advertising </li></ul></ul><ul><ul><li>EMPLOYEES : 1500+ </li></ul></ul><ul><ul><li>GEOGRAPHY : Internationally, focus on US </li></ul></ul><ul><ul><li># USERS : 150+ </li></ul></ul><ul><ul><li>PRODUCT(S) USED : SFA, Service & Support, 3 downloaded AppExchange applications </li></ul></ul>The most viewed site on the Internet -69.9 million unique monthly users -38.7% reach of the US online population -46.4 billion page views per month -14+ billion total minutes per month -23.9 minutes per usage day per user ****7+ billion ads served a day
    28. 28. What is a lead and best practices for generating them… <ul><li>Lead = Advertisers looking to spend on media campaigns throughout our site. </li></ul><ul><li>Ways Leads Are Generated </li></ul><ul><li>Web to Lead form on MySpace.com </li></ul><ul><li>Lead generation partners, i.e. industry related sales sites….. </li></ul><ul><li>General prospecting and referrals </li></ul><ul><li>**Outside sales teams work on set list of accounts and do not use lead functionality </li></ul>
    29. 29. Best practices for lead distribution… <ul><li>Lead distribution/ Lead assignment rules </li></ul><ul><ul><li>Combining strict rules for team territory, with as detailed as can be assignment rules, distributes the leads real time and allows for more time to follow lead life and conversions </li></ul></ul><ul><ul><ul><li>Example: AE#1 and AE#2 share Southern California territory </li></ul></ul></ul><ul><ul><ul><ul><li>AE#1 gets leads sent in from 310 and 323 area codes & more </li></ul></ul></ul></ul><ul><ul><ul><ul><li>AE#2 gets leads sent in from 714 and 562 area codes & more </li></ul></ul></ul></ul>Lead Funnel Sales rep #1 Sales rep #2 Sales rep #3
    30. 30. Best practices for tracking lead lifetime… <ul><li>Setting standard stages for leads </li></ul><ul><li>Allows you, as a manager, to track activity and success for each rep </li></ul><ul><ul><li>without phone stats, can you use this to track activity </li></ul></ul><ul><li>Along with reporting, this allows you to make sure that conversion rates are up to par and even that reps are getting their fair share of leads coming in </li></ul>
    31. 31. Best practices for using reporting to manage… <ul><li>Reports and using them to track revenue and forecasting </li></ul><ul><li>Lead History/Lifetime/Status – allows you to follow individual reps and the leads they are receiving, so when you use a few reports together, it creates a focused view of leads </li></ul><ul><li>Conversion of leads – revenue generated is #1 goal </li></ul><ul><ul><li>Lead to qualified lead </li></ul></ul><ul><ul><li>Qualified lead to conversion to opportunity or account </li></ul></ul><ul><ul><li>Opportunity/account to closed revenue </li></ul></ul><ul><ul><ul><li>Average deal size, quality of leads, even distribution of leads to team, ect… </li></ul></ul></ul>
    32. 32. Salesforce support during the building phases and beyond… <ul><li>Developing your Salesforce look and feel… </li></ul><ul><li>Scaling with you during the growth periods… </li></ul><ul><li>Working with their partners during integrations.. </li></ul><ul><li>Trouble shooting, when outside influences are affecting the flow… </li></ul>
    33. 33. Best Practices for Lead Management Tricia Reilly, Bluebird Marketing Scott Keane, Salesforce.com Tony Siconolfi, MySpace.com/Fox Interactive Media Nancy Kamerer, Salesforce.com Marketing I
    34. 34. Session Feedback Let us know how we’re doing! <ul><li>Please score the session from 5 to 1 (5=excellent,1=needs improvement) in the following categories: </li></ul><ul><ul><li>Overall rating of the session </li></ul></ul><ul><ul><li>Quality of content </li></ul></ul><ul><ul><li>Strength of presentation delivery </li></ul></ul><ul><ul><li>Relevance of the session to your organization </li></ul></ul>We strive to improve, t hank you for filling out our survey. <ul><li>Additionally, please score each individual speaker on: </li></ul><ul><ul><li>Overall delivery of session </li></ul></ul>
    35. 35. <ul><ul><li>Thank you! </li></ul></ul>
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