Lead Management 101: Qualifying, Scoring, and Routing Your Leads for Success


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Do you need to convert more leads to fill the sales funnel? Are you making the most of Salesforce's lead-management capabilities? Join us for a session covering lead management basics, including lead business processes, techniques for Web capture, lead routing, lead scoring, and conversion. Then hear how experts are using Salesforce to generate better leads. We can see that funnel filling up already!

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Lead Management 101: Qualifying, Scoring, and Routing Your Leads for Success

  1. 1. Lead Management 101: Qualifying, Scoring, and Routing Your Leads for Success<br />Conor Nolen<br />Senior Sales Engineer, salesforce.com<br />
  2. 2. Safe Harbor<br />Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.<br />The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year ended January 31, 2010. This documents and others are available on the SEC Filings section of the Investor Information section of our Web site. <br />Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.<br />
  3. 3. Our Agenda<br />Introductions<br />Best Practices Deep Dive<br />Customer Stories and Demos<br />Customer Panel/Q&A<br />Resources Review<br />
  4. 4. Lead Management 101: Best Practices<br />Understand the tools available to help you align and integrate your Marketing and Lead strategies<br />Utilize best practices to enable an effective and efficient Lead Management process within your organization<br />Capitalize on key configuration and process principles in order to track the Lead to Cash process<br />
  5. 5. MarketingEffectiveness<br />
  6. 6. Marketing Challenges Driving value from Marketing efforts and spend<br />1<br />2<br /> Insufficient Lead Generation<br />Poor Alignment with Sales<br /><ul><li> How do I generate more leads to drive growth?</li></ul>What’s happening to the leadsI’m passing to Sales?<br />3<br />Measuring Marketing ROI<br /><ul><li>What’s my return on the money I’m spending on marketing programs?</li></li></ul><li>Top Search Terms<br />Leads by Source<br />Campaign ROI<br />Lead Quality<br />2<br />Optimize Lead Flow<br />Create a closed-loop follow-up process so leads don’t slip though the cracks.<br />Establish a lead qualification process to make sure all sales reps use the same consistent methodology.<br />Converted Leads by Month<br />Lead by Status<br />Lead Conversion %<br />Top Sales Reps<br />3<br />Track and Trend your Performance<br />Track your performance relative to your various Marketing initiatives in order to measure campaign effectiveness.<br />Use data such as Campaign Influence, Primary Campaign Source, and Lead Source to measure your opportunities resulting from campaigns. <br />Closed Business by Campaign<br />Month-to-Date Trending<br />Top Campaigns<br />Top 10 Deals<br />Generate Leads and Integrate with Salesforce<br />1<br />Plan and execute marketing campaigns that generate demand for your product or service. <br />Capture those leads through a variety of channels including your Web site and track them in Salesforce. <br />Achieving Marketing Success<br />
  7. 7. Generate Leads and Integrate with Salesforce<br />1<br />
  8. 8. Getting StartedEnsure alignment in objectives and strategy <br />Sales & Marketing should collaborate to:<br />Establish a common definition of a Lead<br />Agree on the definition of a “Qualified” Lead<br />Determine appropriate Lead Statuses to track and monitor the lead process <br />Identify the various sources of Leads<br />Collaborate during lead qualification process to discuss Lead quality and performance<br />Consider establishing lead scoring or ratings based on your business rules and priorities <br />
  9. 9. Generating LeadsExamples of lead generation tools and activities <br />Website Integration<br />Integrate with your primary marketing vehicle – your website<br />Trade Shows/Conventions<br />Meet new customers and demo your products<br />Stronger Pipeline<br />Higher Productivity<br />Increased ROI<br />E-mail Campaigns<br />Search Engine Optimization<br />Execute & monitor e-mail campaigns from within Salesforce.com<br />Optimize your SEM spend<br />
  10. 10. Integrating Lead DataNative tools for bringing valuable lead data into your Salesforce org <br />Web-to-Lead<br />Data Loader<br />Capture lead information from your website and pass to Salesforce real-time<br />Import lead information from various file sources <br />Email Tracking<br />Google AdWords<br />Capture leads generated as a result of search engine optimization initiatives<br />Use email integrated response tracking to monitor recipient email activities<br />
  11. 11. Integrating Lead DataForce.com Appexchange app considerations list not all encompassing <br />TIP:You can utilize partner tools to execute various types of campaigns, generate new leads and integrate the data directly with Salesforce.com<br />
  12. 12. 2<br />Optimize Lead Flow<br />
  13. 13. Lead Management DefinedEffectively managing leads within your organization<br /><ul><li>Lead management is a business process which should:
  14. 14. Map to your customers’ buying process
  15. 15. Be documented to ensure alignment and understanding across cross functional teams
  16. 16. Be reviewed regularly to ensure the process is effective
  17. 17. Adjust as necessary</li></ul>Lead management encompasses:<br />Data cleansing<br />Lead assignment and distribution<br />Lead scoring, prioritization and qualification<br />Analyzing the value of your marketing efforts<br />
  18. 18. Lead Management – Data CleansingDe-duplicating incoming leads<br />Duplicate Leads in Salesforce can occur due to:<br />Customers or prospects responding to multiple campaigns<br />Customers or prospect activity on your website, i.e. downloading a white paper, completing a web form, etc.<br />Sales Representative overlap<br />Interfacing with customers or prospects at trade shows and events whereby their contact information is collected in various forms<br />3rd party purchased lists (i.e., Jigsaw)<br />TIP:Maintaining quality data should be of utmost concern and priority for your organization. Utilize a de-duping strategy to clean up bad data.<br />
  19. 19. Lead Management – Data CleansingSuggestions for managing duplicate Lead data<br />Utilize either Salesforce or partner solutions to maintain high quality Lead data<br />Find Duplicates Button<br />Consider Partner Solutions(list not all encompassing)<br />Ringlead Declone<br />Informatica<br />TIP:Create a report to identify duplicate Lead records and share the data with your Users to educate them on the importance of their role in maintaining high data quality. <br />Demand Tools<br />
  20. 20. Lead Management – Assignment & DistributionTools for appropriately assigning Leads<br /> Lead Assignment Rules – Automate the assignment of Leads to your users or queues. Create assignment rules based on pre-specified criteria, i.e. Industry, Number of Employees, State, Zip Code, etc.<br />TIP:The ability to quickly and effectively assign leads to the correct reps can greatly impact your Reps ability to close new business. Utilize a well defined process to assign Leads to the right reps the first time.<br /> Lead Import Wizard – Import and assign up to 50k Leads directly into Salesforce using a CSV file.<br />
  21. 21. Lead Management – Assignment & DistributionTools for appropriately assigning Leads<br /> Data Loader – Add a column to your import spreadsheet to assign the Lead to the correct Rep User ID <br /> Queues – Assign Leads to a queue and allow your Users to select the most relevant Leads to process <br /> Single or Mass Assignment – Manually assign a single or multiple Leads to reps <br />
  22. 22. Lead Management – Conversion Process the Lead and turn it into ca$h!<br />Opportunities generate more revenue for the business that can be attributed to marketing success<br />Closed business <br />ties back to leads<br />Leads tie to campaigns<br />TIP:Be sure and capture the Lead Source on every Lead entered/received in Salesforce so you can close the loop between your Marketing and Sales efforts.<br />
  23. 23. Lead Management – Conversion Leveraging Campaign Influence to know exactly where a deal came from!<br />BENEFIT: Sales is now more prepared to engage because they have the necessary background information; Allowing Marketing to do full ROI reporting because this source information tracks all the way through to closed deal.<br />
  24. 24. 3<br />Track and Trend Your Performance<br />
  25. 25. Lead Performance Management Analyzing the value of your Marketing efforts<br />Create some basic reports & dashboards to analyze key metrics such as:<br />Where are your best/worst leads coming from (Lead Source)<br />Where are your leads getting stuck (Lead Status)<br />How many Leads are converted to Opportunities (Lead Conversion)<br />TIP:Capitalize on the standard out of the box reports available and free Lead dashboards available on the AppExchange.<br />
  26. 26. Lead Performance Management<br />
  27. 27. <ul><li>Law practice dedicated to helping people receive their Social Security Disability benefits
  28. 28. 175 employees managing over 9,000 cases each year
  29. 29. Selected Salesforce to replace 10 year old legacy systems</li></ul>Alex Warren<br /><ul><li>CTO for Disability Group, Inc.
  30. 30. 14 years developing web-based applications
  31. 31. First time enterprise-wide deployment of Salesforce</li></li></ul><li>Lead Management Flow at DGI<br />
  32. 32. One month after deployment, DGI broke company records for most cases filed and close ratio!<br />Lead Management Process Details at DGI<br />Web to Lead<br />Deployed to 15 different web sites<br />Using hidden lead source field to track ROI by site<br />Email Services<br />Processing over 500 new leads a day<br />Custom APEX code to parse emails and map to fields on the Leads object<br />New email leads can be managed without the need to deploy new code<br />Lead Assignment<br />Leads can only be assigned to a user if the user is up to date on all of their outstanding tasks<br />Parsed leads are dynamically assigned based on lead’s time zone and quality, e.g., a senior sales associate working the morning shift will have first priority to a fresh prospect living in New York<br />
  33. 33. <ul><li>The most demanding IT organizations in the world rely on BMC Software across distributed, mainframe, virtual and cloud environments.
  34. 34. As the leader in Business Service Management, BMC offers a comprehensive approach and unified platform that helps IT organizations cut cost, reduce risk and drive business profit. </li></ul>Kyle Brantley<br /><ul><li>Director, Marketing Operations
  35. 35. BMC Software, Inc.</li></li></ul><li>Lead Lifecycle Management: The Challenge<br />Infrastructure did not allow for closed loop lead management and scalable sales campaign management<br />These gaps resulted in the following:<br />Allowed a higher number of less qualified leads into the front of the qualification process<br />Prevented leads from being nurtured to the appropriate level of qualification within the qualification process<br />Prevented sales from seeing comprehensive prospect/customer behavior prior to their engagement<br />Allowed for the inefficient use of sales resources in the creation and use of sales campaigns <br />
  36. 36. Lead Lifecycle Management: The Solution<br />The implementation of a Lead Management solution using Salesforcewith Eloqua which allows us to:<br />Know Our Customer<br />Capturing full history of a contact’s interactions<br />Using real-time alerts for key prospects<br />Build Better Pipeline<br />Deliver higher quality leads through scoring<br />Provide Sales standardized, Marketing-created emails<br />Spend less time on administrative work<br />Close More Deals<br />Analyze emails that get more responses and prioritize<br />Faster follow-up of best opportunities; hold back leads that are not ready<br />
  37. 37. End Goal: Tightly Coordinated, Synchronized Lead Management<br />
  38. 38. Tools and Resources<br />
  39. 39. Sales and Marketing: Tools and Terminology<br />Below you’ll find the tools and terminology used in the application and online training. For more information visit the Salesforce.com Community. You can search the site, browse around, and see what the community is interested in.<br />Accounts are your organization's customers, competitors, and partners. Each account stores information such as name, address, and phone numbers. For each account, you can store related information such as opportunities, activities, cases, partners, contracts, and notes.<br />A campaign is an outbound marketing project that you want to plan, manage, and track within Salesforce. It can be a direct mail program, seminar, print advertisement, email, or other type of marketing initiative.<br />Campaigns<br />Accounts<br />Contacts are all of the individuals associated with your business accounts that you need to track in Salesforce. You can store various information for a contact, such as phone numbers, addresses, titles, and roles in a deal.<br />Google AdWords™ is an online advertising service used to create advertisements that display on major search engines, including Google. Many Salesforce customers advertise online with Google AdWords as a mechanism to generate leads.<br />Google AdWords<br />Contacts<br />Opportunities are the sales and pending deals that you want to track. By adding opportunities, you are also building your “pipeline,” which will contribute to your forecast. You can also link opportunities to campaigns to help measure the ROI of your marketing programs.<br />With Web-to-Lead, you can gather information from your company’s website and automatically generate leads. Web-to-Lead form can be used for contact me requests, registration pages, or campaign landing pages. <br />Opportunities<br />Web-to-Lead Form<br />A lead is a prospect or potential opportunity - a person you met at a conference who expressed interest, or someone who filled out a form on your company’s website.<br />Products are the individual items that you sell on your opportunities. You can create a product and associate it with a price in a price book. Each product can exist in many different price books with many different prices. A product that is listed in a price book with an associated price is called a price book entry.<br />Leads<br />Products<br />
  40. 40. Sales and Marketing: Tools and Terminology<br />Below you’ll find the tools and terminology used in the application and online training. For more information visit the Salesforce.com Community. You can search the site, browse around, and see what the community is interested in.<br />A forecast is your best estimate of how much revenue you can generate in a quarter. This amount is divided between Commit Amount - the amount you can confidently close - and Best Case Amount - the total amount of revenue you might possibly generate. A manager’s forecast should include the amount of revenue the entire team can generate together.<br />Tasks are to-do items that need to be followed up on. They can be associated with accounts, contacts, leads, or other custom objects. You can follow up on the task yourself, or assign it to another user.<br />Task<br />Forecasts<br />Maintain a historical record of all activities related to an account, contact, or opportunity. Your activity history includes emails, call notes, and calendar events, so everyone is on the same page. <br />A contract is a written agreement between two or more parties. Many companies use contracts to define the terms for doing business with other companies. Track the contract through your organization’s approval process and use workflow alerts to notify yourself when to initiate contract renewals.<br />Activities<br />Contracts<br />Reports are lists, summaries, and analyses of your data, which you can display or print. To help you monitor your organization, Salesforce offers a wide range of standard reports, accessible in the Reports tab. You can also create new custom reports to access exactly the information you need. You can subtotal and limit your data to help you analyze trends and get a concise picture of what is happening in your organization. <br />A document library is a place to store files without attaching them to accounts, contacts, opportunities, or other records. Each document in the document library resides in a folder. The folder’s attributes determine the accessibility of the folder and the documents within it.<br />Reports<br />Documents<br />Dashboards give you a real-time snapshot of corporate metrics and key performance indicators. A dashboard is a group of different charts (or components) that graphically display your custom report data. You can select up to 20 different custom reports to display data graphically as charts in each dashboard.<br />Group calendaring will helps you better collaborate as a team, and arrange meetings with prospects and customers. <br />Calendar Events<br />Dashboards<br />
  41. 41. Sales and Marketing: Tools and Terminology<br />Below you’ll find the tools and terminology used in the application and online training. For more information visit the Salesforce.com Community. You can search the site, browse around, and see what the community is interested in.<br />Make searching data and interacting with the results of your searches simple, smooth, and highly effective. Inline paging and sorting features simplify the task of working with large sets of search results. Powerful filtering and scoping functions narrow searches and results. Customization options enable users to design search results layouts that are tailored for the way they work. <br />With Salesforce you can create email templates for common emails such as web-to-lead responses, sales prospecting, announcements, and internal workflow. You can even personalize parts of the email with information from the contact or account record. <br />Email Templates<br />Search<br />Plan and execute email campaigns targeted at prospects and customers. Enterprise Edition customers can send 500 emails per mass mailing, while Unlimited Edition customers can send 1,000 emails per mass mailing. Salesforce can also integrate with third-party marketing solutions and offers out-of-the-box integration with several top email marketing vendors. <br />Outlook users enjoy high levels of productivity with Apex Connect Outlook—formerly called Outlook Edition—which makes it easy to synchronize important customer data between two commonly used applications. With Connect Outlook 3.0 in Spring ’07, productivity for Outlook users gets another boost with several enhancements. Users can add emails with attachments, create contacts and leads directly in Outlook, and create relationships between calendar events and associated objects such as accounts and opportunities. <br />Mass Email<br />Connect Outlook<br /><br />Evaluate the success of email campaigns with integrated response tracking and easy monitoring of key campaign metrics, such as whether recipients open the messages, and more. <br />Email Tracking<br />You can set up a Web-to-Lead form to capture contact me requests from your company’s website. With a lead de-dupe solution you can automatically route those requests to the person who owns the account.<br />The ability to easily import data into Salesforce is one of the application's key benefits. Import excel worksheets or CSV (comma separated value) files. Map the information to leads, contacts, accounts, solutions, and custom objects. Search Import Tools on Successforce.com for more information.<br />Web-to-Lead Form<br />With computer-telephony integration (CTI) capabilities, you can directly integrate your telephone network into Salesforce and access it entirely through the familiar, browser-based Salesforce interface. With the combined power of CTI and the new Salesforce Console, salesforce.com delivers unlimited productivity to your call centers.<br />Import Wizard<br />CTI Integration<br />
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