This document describes a simple segmentation model for CRM implementations in professional services companies. It recommends keeping the segmentation plan simple with three account types (target, client, lapsed client), three contact types (existing client, inactive client, target), and tracking additional sub-segments of time and industry. The methodology defines the sales process as moving leads through an "up or out" process from target to active selling. It concludes with lessons learned around standardizing industry descriptions and contact/account/lead types during lead imports.

1. Asimple stupid segmentation modelfor
newCRMimplementations in professional
servicescompanies

2. Goal
• After dozens of CRM implementations for professional
services firms, this document describes a “simple, stupid”
method for getting CRM up and running quickly, with a
minimum of customization.
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3. Overview
• CRM is hard - it doesn’t have to be
• CRM systems are too flexible – which means it is easy to add
complexity that is not needed
• Recommend you keep it simple
─ https://help.salesforce.com/apex/HTViewSolution?id=000025297
• This methodology defines a simple segmentation plan that
can be implemented quickly
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4. Agenda
• Segmentation
─ Account
─ Contact
─ Leads
• Sub-Segments
─ Time
─ Industry
─ Activity
• Up or Out
─ Inside Sales – Roles, Responsibilities and Process for Leads
• Lessons Learned
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5. SEGMENTATIONOVERVIEW
• Lead Segmentation
─ There is one type of Lead:
• Target Lead (this is a person in a target company that you want to work for but you
have never worked with that person before)
• Account Segmentation
─ There are three types of Accounts:
• Target Account (you have initial interest from a Target lead and convert that lead to
an account and contact)
• Client Account (active clients)
• Lapsed Client Account (current definition = no activity in 12 months)
• Contact Segmentation
─ There are three types of Contacts:
• Existing Client Contact (you work with the person on current projects)
• Inactive Client Contact (you have worked with the person, they are a potential buyer
of services, but have not engaged with you in the past 12 months)
• Target Contact (this is a person in an existing account that you want to work for but
you have never worked with that person before)
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6. 6
SEGMENTATIONEXPLAINED
Account, Contact and Lead Segmentation
Active Accounts
Project Within P1Y
InActive/Lapsed
Accounts
No Project Within P1Y
Account
Segmentation
Target Lead
Lead
Segmentation
InActive/Lapsed
Client Contact
No Project Within P1Y
Active/Existing
Client Contact
Active Project Within P1Y
Contact
Segmentation
Target Contact
Target Accounts
Qualified with potential
opportunity

7. 7
Time BasedSegmentation
Target Accounts
Active Accounts
Project Within P1Y
InActive/Lapsed
Accounts
No Projects Within P1Y
Account
Segmentation
TARGET
New Client Lead
Target Contact
No relationship with
the firm but real
opportunity
Contact
Segmentation
Inactive/Lapsed
Client Contact
No Project w/in P1Y
Active/Existing
Client Contact
Active Project w/in
P1Y
TARGET
CONTACT
New Client Lead
Inactive/Lapsed
Client Contact
No Project Within
P1Y

8. 8
CONTACTSEGMENTS BYTIME AND INDUSTRY
… for example...
Show me all CPG companies… then...
Target Accounts
Account
Segmentation
Inactive Target
Contact
No Contact in last X
days
Contact
Segmentation

9. 9
EXAMPLE CAMPAIGNSEQUENCE
Intro email & landing page –
introduce ebook
to contacts with 01 lead score
Lead or Contact Registers on Web for eBook
KICK OFF GENERAL SEGMENT NURTURE
SEQUENCE
Move into
active selling
LinkedIn profile update
Social Media Posting
LinkedIn advertising
LinkedIn Pulse
CROSS POST TRIGGER ARTICLE
Outbrain PPC
Guest Post Press Release
Sales follow-Up
No Response
Response
No Response
Response

10. LESSONS LEARNED
• Standardize Industry Descriptions
─ For example
• CPG
• Retail
• Financial Services
• Health/Beauty
• Consumer Durables
• Technology
• Travel & Entertainment
─ Ensure consistency of industry descriptions when new leads
imported.
─ Make sure industry field is required for import
─ Run spot checks for all records with blank industry and
manually fill or upcert
• Lead status should reflect the inside sales process of up or
out
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11. LESSONS LEARNED
• LEAD IMPORT PROCESS
• To prevent uploading duplicate records, ensure duplicate control
enabled.
• When records are imported from a bulk list, first conduct a
comprehensive review to ensure normalization of key fields as well as
manual review of LEAD/CONTACT/ACCOUNT TYPE. For example…
• TARGET ACCOUNTS
• If new record is from a TARGET account, then that contact
becomes a TARGET CONTACT.
• EXISTING ACCOUNTS
• If a new record is from an EXISTING ACCOUNT, then that contact
becomes a TARGET CONTACT.
• LAPSED ACCOUNTS
• If a new record is from a LAPSED ACCOUNT, then that contact
becomes a TARGET CONTACT.
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12. Questions?
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Ben Bradley
630-430-7267
ben@maconraine.com