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Lead Management



By Vinita Kapoor




Copyright © 2012 BSI. All rights reserved.
Home
   What is a lead?



   • ‘Lead’ can be defined as an indication of a potential opportunity, that existing clients or
     new clients may be interested in BSI’s services.




                   Copyright © 2012 BSI. All rights reserved.                                      2
Lead generation and sources

Leads are generated by the following sources:
• Advertising
• Customer Survey
• E-shots
• Direct Marketing
• Events/seminars/webinars
• Outbound cold call
• Email/inbound call/letter
• Client Referral
• Website
• Business Development Managers/ S.Executives
• Client Managers




              Copyright © 2012 BSI. All rights reserved.   3
Lead Management: the process



1.   Leads received in SFDC
2.   Lead Qualification (following USPLOSO)
3.   Leads Assignment
4.   Lead Nurturing
5.   Shadow Calling




                 Copyright © 2012 BSI. All rights reserved.   4
1) Leads received in SFDC



Leads are received by the following channels:
• Web to Lead Forms
• Email
• PG, Client Managers (whenever a salesperson gets in contact with a prospect, he fills the details
  including contact name, email, number, product area etc. in SFDC)
• Inbound call/email/letter/
• Social Media




                 Copyright © 2012 BSI. All rights reserved.                                           5
Leads received in SFDC




           Copyright © 2012 BSI. All rights reserved.   6
2) Lead Qualification



•   U: Unclassified
•   S: Suspect
•   P: Prospect
•   L: Lead
•   O: Opportunity
•   S: Sale
•   O: Order




                 Copyright © 2012 BSI. All rights reserved.   7
Lead Assignment



• Leads which have the following criteria are assigned to Training head (for Trainings) and
  Sales head (for Assessment and certification):
• Name
• Product
• Location
• Number and email address (either or both)




               Copyright © 2012 BSI. All rights reserved.                                     8
Lead which qualifies for assignment




          Copyright © 2012 BSI. All rights reserved.   9
4) Lead Nurturing


                                                                        Export data of leads
                                                                        which appear unclear
                                                                        about their
                                                                        requirement from BSI




                                If int but not clear Call or email to check                              Close-not-convert
       Guide and suggest                                                requirement             if not
       appropriate                                                                                       the lead
       courses/services


                                                         If interested in BSI products/services
                                                                        Assign the lead to
                                                                        respective department
If not clear what to advise
                                                                        head


       Take help from
       Director Marketing or
       Product head




                           Copyright © 2012 BSI. All rights reserved.                                                        10
5) Shadow Calling
                                                          Export leads with the
                                                          status ‘Closed-not-
                                                          converted’ from
                                                          SFDC reports every
                                                          month




                                                          Check and inspect
                                                          ‘reason for loss’




                                                                                  Cross check the
                                                                                  status in SFDC
                                                          Call up the lead
                                                          and find out if the
                                                          requirement has                     If reason found genuine
                                                 If yes   been met                If not
                       No
                       action
                                                                                           No
                                                                                           action
                                                          Re-assign the lead
                                                          to the lead owner
                                                          and send an
                                                          intimation mail to
                                                          the lead owner and
                                                          line-manager




                                                           Make the report
                                                           and share with
                                                           Dir Marketing
                                                           every month.
           Copyright © 2012 BSI. All rights reserved.                                                                   11
Sfdc

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Sfdc

  • 1. Lead Management By Vinita Kapoor Copyright © 2012 BSI. All rights reserved.
  • 2. Home What is a lead? • ‘Lead’ can be defined as an indication of a potential opportunity, that existing clients or new clients may be interested in BSI’s services. Copyright © 2012 BSI. All rights reserved. 2
  • 3. Lead generation and sources Leads are generated by the following sources: • Advertising • Customer Survey • E-shots • Direct Marketing • Events/seminars/webinars • Outbound cold call • Email/inbound call/letter • Client Referral • Website • Business Development Managers/ S.Executives • Client Managers Copyright © 2012 BSI. All rights reserved. 3
  • 4. Lead Management: the process 1. Leads received in SFDC 2. Lead Qualification (following USPLOSO) 3. Leads Assignment 4. Lead Nurturing 5. Shadow Calling Copyright © 2012 BSI. All rights reserved. 4
  • 5. 1) Leads received in SFDC Leads are received by the following channels: • Web to Lead Forms • Email • PG, Client Managers (whenever a salesperson gets in contact with a prospect, he fills the details including contact name, email, number, product area etc. in SFDC) • Inbound call/email/letter/ • Social Media Copyright © 2012 BSI. All rights reserved. 5
  • 6. Leads received in SFDC Copyright © 2012 BSI. All rights reserved. 6
  • 7. 2) Lead Qualification • U: Unclassified • S: Suspect • P: Prospect • L: Lead • O: Opportunity • S: Sale • O: Order Copyright © 2012 BSI. All rights reserved. 7
  • 8. Lead Assignment • Leads which have the following criteria are assigned to Training head (for Trainings) and Sales head (for Assessment and certification): • Name • Product • Location • Number and email address (either or both) Copyright © 2012 BSI. All rights reserved. 8
  • 9. Lead which qualifies for assignment Copyright © 2012 BSI. All rights reserved. 9
  • 10. 4) Lead Nurturing Export data of leads which appear unclear about their requirement from BSI If int but not clear Call or email to check Close-not-convert Guide and suggest requirement if not appropriate the lead courses/services If interested in BSI products/services Assign the lead to respective department If not clear what to advise head Take help from Director Marketing or Product head Copyright © 2012 BSI. All rights reserved. 10
  • 11. 5) Shadow Calling Export leads with the status ‘Closed-not- converted’ from SFDC reports every month Check and inspect ‘reason for loss’ Cross check the status in SFDC Call up the lead and find out if the requirement has If reason found genuine If yes been met If not No action No action Re-assign the lead to the lead owner and send an intimation mail to the lead owner and line-manager Make the report and share with Dir Marketing every month. Copyright © 2012 BSI. All rights reserved. 11