Dreamforce 2013 Salesforce Fundamentals: Strategy for Campaign and Lead Management presentation slide deck Presented by Deepa Patel, Halak Consulting, LLC, Shell Black, Shell Black, LLC, Maria Beli, CASE Partners, Bryan Boroughf, Monday Call
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DF13 Salesforce Fundamentals: Strategy for Campaign and Lead Management
1. Salesforce Fundamentals: Strategy for
Campaign and Lead Management
Deepa Patel, Halak Consulting, LLC, President
@halakconsulting
Maria Belli, CASE Partners, Inc., Senior Salesforce Consultant
@JustAGirlyGeek
Shell Black, Shell Black, LLC, President
@Shell_Black
Bryan Boroughf, MondayCall, Senior Account Manager
@BryanBoroughf
2. Safe harbor
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 product or service availability, 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.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new
functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our
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litigation, risks associated with completed and any 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
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Any unreleased services or features referenced in this or other presentations, 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.
4. All about Halak Consulting, LLC
Halak Consulting LLC a Salesforce partner. We have been
helping firms identify problem areas and propose solutions
that meet the firm’s requirements for the last 10 years.
We work with clients to define their business goals, analyze current
business infrastructure and identify nonexistent business processes.
We focus only on Salesforce.com software services
Silicon Valley User group co-leader, run Process & Strategy and
Salesforce Certification Study Groups on Success Community
Visit Us – www.halakconsulting.com
www.linkedin.com/in/deepapatelhalakconsulting/
5. Target audience for this session:
I'm not using this area of Salesforce today
and want to learn more
I am using this area of Salesforce today,
but want to pick up some tips or confirm
"I'm doing it right”
Functional Roles: Marketing, Sales &
System Administrators
7. Lead Management – What is a Lead?
A Lead is a person with a business card
Name
Telephone
Email address
Street Address
8. Lead Management – What is it?
A process that allows us to measure and monitor
Lead Conversion
Quality of Leads
• % of Leads accepted and working vs. % of Leads rejected
and disqualified
Conversion of Leads
• What % of Leads were converted and what was the time
frame
9. Lead Management – Life Cycle
How do we do this?
Lead Life Cycle
• A process to move a Lead through different check points
between receipt and conversion to an Opportunity.
Lead Status (Standard field)
• Is the Lead being worked on? Has contact been made? Is
this Lead Dead?
• Open, Contacted/Working, Closed/Converted, Nurture, Dead
Lead Source (Standard field)
• Where did this lead come from?
• Web, Trade Show, Word of Mouth, Advertising, Webinar
10. Lead Management – Life Cycle
How do we do this?
Lead Stage – Custom Field
• Defines where the Lead is in the Lead Life Cycle
– Marketing Qualified – Did marketing consider this a lead
good enough for sales to work on?
– Sales Rejected – Did Sales decide this lead was not a
good lead to work on and send it back to Marketing for
nurture or consider it dead
– Sales Accepted – Did Sales agree to work on this lead
– Sales Qualified – Sales has worked this lead and
considers it qualified enough to develop an opportunity
11. Lead Management – Life Cycle
How do we do this?
Lead Score – Custom Field
• Defines the priority a lead should be given
– Quality – How complete is the data in the lead record?
– Aging – Is the Lead more than 30 days?
– BANT – Is there a Budget, Need, Authority and a Time
frame to Purchase?
12. Lead Management
MQL
Status = Open
Date and time
stamp
Reject
SRL
Sales Rejected Lead
Marketing Qualified Lead
Dead Lead
Back to
Nurturing
Status = Dead
Status = Nurturing
Accept
Status = Rejected
Date and time
stamp
Reason for
Rejection
14. Lead Management
Quality – Score 5 - 1
Status = Qualified
Date and time stamp
SQL
Aging – Score 5 - 1
BANT Cumulative Score
Budget = 5 – 1
Authority = 1 – yes 0 – No
Need = 1 – yes 0 – No
Time Frame =
4 – Less than 3 months
3 – 3 months – 6 months
2 – 6 months – 1 year
1 – More than 1 year
Lead Score
Sales Qualified Lead
High
Medium
Low
Status = Disqualified
Date and time stamp
SDL
Reason for
Disqualification
Sales Disqualified Lead
Dead Lead
Back to
Nurturing
Status = Dead
Status = Nurturing
15. Lead Management – Full Process
MQL
SAL
Marketing Qualified Lead
Status = Open
Sales Accepted Lead
Status = Open or
Contacted/Working
SRL
SDL
Sales Rejected Lead
Status = Dead or Nurture
Sales Disqualified Lead
Status = Dead or Nurture
SQL
Sales Qualified Lead
Status = Qualified
Converted to Opportunity
Status = Converted
16. Lead Management – Benefits
What are the benefits of designing a process like
this?
Monitor Quality of Leads
Gauge Velocity of Leads
Identify Bottlenecks in the process
Have an opportunity to make improvements and
increase Lead conversion
18. All about CASE Partners, Inc.
CASE Partners, Inc. is a Salesforce partner celebrating 20 years as
an IT consulting firm that specializes in maximizing the capabilities of
Salesforce through innovative configuration, workflow, and
integration solutions
Highly skilled staff of certified Salesforce administrators and developers
Specializing in advanced web and application integration services
Broad industry experience: Financial Services, Insurance, Manufacturing,
Healthcare, Non-Profit, and more
Organizers and leaders of the Connecticut Salesforce Developers’ User Group
Visit us online at www.casepartners.com
24. All about ShellBlack.com
ShellBlack.com, LLC is a Cloud Alliance Partner in Dallas
TX helping companies maximize their CRM investment
through elegant solutions leveraging Salesforce.com
Strictly Salesforce – our single focus results in deep domain expertise
Proven Process – fine tuned over a hundreds of projects
Community contribution – two Salesforce User Group leaders and a
Salesforce MVP
Visit us online at www.ShellBlack.com
25. What is a Campaign?
A Campaign is a marketing initiative that you track in Salesforce
Email
Customer Events
Outdoor Advertising
Training (yes, training)
Print
PPC, Organic Web Traffic
Social Media
Public Relations / Press Releases
Direct Mail
Client Entertainment
Trade Shows
Promotions
Telemarketing
Etc.
26. Campaigns - It's all about ROI!
Campaigns allow you to see which initiatives (marketing spend) have the
best return
For example:
Was attending the trade show in Chicago last year worth it, and if so,
should we buy a bigger booth next year?
We entertained guests with our stadium box seats, did it close any
business?
What advertising components of our product launch produced the best
results?
27. With Campaigns, you can:
Target and market to existing Leads and Contacts
Generate new Leads
Track response rates on a Campaign
Track Lead conversion rates on a Campaign
Attribute Opportunities to a Campaign
Calculate ROI
28. Mechanics of launching a Campaign
Create the Campaign
Determine your Campaign Member Status
Target Leads and Contacts
Launch! (and communicate internally)
Measure
29. Create the Campaign – standard fields to know
Parent Campaign – allows multiple individual Campaigns to be
associated to a larger initiative
Type – A dropdown (picklist) used to categorize your Campaigns
• e.g. Print, Direct Mail, Outdoor, Email, Webinar, Social Media, PR, etc.
Status – A "lifecycle" pick list field
• e.g. Idea, Planned, Budgeted, Deployed, In Progress, Complete, Abandoned
Active – This checkbox is what makes a Campaign visible to your
users!
Actual Costs – (used in ROI calculation)
30. Campaign Member Status
A dropdown (picklist) to know if a Lead or Contact has been
targeted (sent) or responded to a Campaign
Direct Mail Simple Example: “Sent” and “Responded”
Custom Event Complex Example:
• Default: Mailed
• Responded: RSVP, Attended, No Show
Sometimes you only know who responded (not sent):
• Outdoor advertising, PPC, Press Release, etc.
31. Methods to associate a person (Lead or Contact) to a
Campaign
Manually – using the “Add to Campaign” button on Leads and Contacts
View – On Leads or Contacts Tab have a “Add to Campaign” Button
Report – Leads or Contact Reports have “Add to Campaign” Button
Manage Members – on the Campaign (add or update status, or use a file)
Data Loader – use when you have more than 50,0000 records
32. Launch! (and communicate internally)
Check the “Active” checkbox on the Campaign
Educate and communicate to Sales to be sure they are giving
credit to Opportunities for your Campaigns
33. Measure the Results
On the Campaign you can see roll-ups of your Campaign
Members, Responses, Lead Conversion and Opportunities
From the Campaign Tab, you can run the ROI report
ROI is expressed as a percentage. Anything over 100% is a “winner”
Formula: (Total Value Won Opportunities - Actual Cost) / Actual Cost
35. All about MondayCall Solutions
At MondayCall, we help Salesforce customers, from SMB to
mid-market to Fortune 500, make the most value from their
investment .
Based in San Francisco and founded in 2009
Over 300 customers in a variety of industries across the country
Full range of services entirely focused on the Salesforce platform
Average: 9.5/10 customer sat rating
36. Deepa Patel
Shell Black
Maria Belli
Bryan Boroughf
President
@halakconsulting
President
@Shell Black
Senior Salesforce Consultant,
@JustAGirlyGeek
Senior Account Manager,
@BryanBoroughf