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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
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Best Practices for Lead Management
Tricia Reilly
Principal Consultant
Bluebird Marketing, LLC
All About Bluebird Marketing
• INDUSTRY: Salesforce.com and Marketing Consulting
• EMPLOYEES: 1
• GEOGRAPHY: North America
• # USERS: 1
• PRODUCT(S) USED: SFA, Salesforce for Google AdWords, many
AppExchange applications
www.bluebirdmarcom.com
Bluebirdblueprint.blogspot.com
What is Lead Management?
Lead management encompasses
• Lead acquisition and data capture
• Data cleansing and lead import
• Lead distribution
• Lead enrichment, scoring and prioritization
• Qualification and conversion or cultivation
The process touches:
• Marketing and/or Lead qualification
• Inside Sales or Telesales
• Field Sales
What is Lead Management?
It’s a business process which should
Map to your customers’ buying process
Be documented for everyone’s benefit
Be reviewed regularly to make sure it works
Best Practices in Lead Management – The Process
Before you do anything, talk to sales/marketing
• What do they consider a lead?
• Agree to what a “marketing qualified lead” is
• Find out at what stage sales will accept a lead
• Meet regularly to discuss the status of qualified leads
• Seek feedback from sales on the lead quality
Best practices in lead management – Data capture
Garbage in, garbage out Wherever possible leverage web to lead Standardize your drop downs on web forms for consistency Spend the time to clean up lists before importing
Don’t ask for too much data What do you need to be able to route a lead? The fewer questions you ask, the higher the completion rate.
Clean up your picklists to streamline reporting• Do you really need 25 lead sources?• Use the highest level groupings you can and use dependent
picklists to drill down
Best practices in lead management - Enrichment
Relevant data points create relevant sales calls
• Give your reps context – Who? What? How? Why?
• If it’s not relevant to sales, remove it!
With web to lead, use hidden fields to populate info
like lead source or lead action
Consider using a market intelligence tool to capture
more information about the lead to qualify them in
or out
Best Practices in Lead Management - Scoring
Score your leads
• Measure your program effectiveness
• Help sales to prioritize their time and efforts
• Keep stuff with marketing until it’s sales ready
Best Practices in Lead Management – Close the loop
Create some basic reports & dashboards to see
Where are your best/worst leads coming from
Where are your leads getting stuck
Best Practices for Lead Management
Scott Keane
Sr. Director, Marketing Operations
salesforce.com
Closed-Loop Sales and Marketing Process
Campaign
LeadCapture
LeadQualification
Analytics
OpportunityClosure
OpportunityCreation
Sales and Marketing Lifecycle
Salesforce.com Website
Corporate Sales
Enterprise Sales
Marketing & Sales
Lead Qualification
BusinessWeek Online
Search Engine Marketing
Lead Capture
Case Study: Unlimited Edition Program Setup
Campaigns Five segmented emails
11 Web Promotions (three EMEA)
One Internet Search – Google
One SFDC Application Promotion
Case Study: Campaign Creation
Lead Source Lead Type Parent
Campaign Region Status Start Date Campaign
Date Country Campaign
Record Type
Case Study: Follow-up Info for Sales
Links to Email
Templates
Qualifying
Questions by Job
Function
Product Interest
Case Study: Lead Capture Form
Prospects who click on
offer are directed to
landing page
Information Captured and
Lead Record Created
Case Study: Lead Capture (cont’d)
Lead Source = Email
Marketing
Lead Type = Contact
Me Form
Attaches Email
Campaign
Case Study: Lead Follow-up
Email Templates for Inside
Sales Follow-up
Customer Template
Prospect Template
Inside Sales reps contact
leads one to three times,
depending on type of lead
Lead Status Values
Open - This is a fresh Lead that has not yet been followed up on.
Working - This indicates that you have de-duped the lead and attempted contact
Archived – No Interest - Non-responsive or no interest.
Archived – Developing – Displays interest, but timeframe is to far out
Bad Data – Lead doesn’t have sufficient contact information for follow up
Contact – No Oppty – Could not qualify existing contact
Contact – Current Oppty – Current Oppty for Same Product
Contact – Recent Activity – AE activity on Contact within last 30 days
Qualified – Converted into Opportunity
Case Study: Opportunity Creation
Campaign
Source flows
through from
Lead to
Opportunity
Allows for
closed-loop
analytics
Closed-loop Analytics
Closed business tied back to leads
Leads tied back to marketing campaigns
Leads converted to opportunities
Campaigns generate leads
Integrated Sales & Marketing Dashboards
Marketing Metrics: Responses by Campaign
Leads Generated
Leads Converted
Pipeline Created
Pipeline/Spend Ratio
Sales Metrics: Opportunities Created
Opportunities Closed
Top Sales Reps
Top Account Executives
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
Best Practices for Lead Management
Tony Siconolfi
Vice President, MySpace.com Inside Sales
MySpace.com/Fox Interactive Media
All About MySpace.com
• INDUSTRY: Social Networking, On-line advertising
• EMPLOYEES: 1500+
• GEOGRAPHY: Internationally, focus on US
• # USERS: 150+
• PRODUCT(S) USED: SFA, Service & Support, 3 downloaded AppExchange applications
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
What is a lead and best practices for generating them…
Lead = Advertisers looking to spend on media campaigns throughout our site.
Ways Leads Are Generated
1. Web to Lead form on MySpace.com
2. Lead generation partners, i.e. industry related sales sites…..
3. General prospecting and referrals
**Outside sales teams work on set list of accounts and do not use lead functionality
Best practices for lead distribution…
Lead Funnel
Sales rep #1 Sales rep #2 Sales rep #3
Lead distribution/ Lead assignment rules
•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
• Example: AE#1 and AE#2 share Southern California territory
AE#1 gets leads sent in from 310 and 323 area codes & more
AE#2 gets leads sent in from 714 and 562 area codes & more
Best practices for tracking lead lifetime…
• Setting standard stages for leads
• Allows you, as a manager, to track activity and success for each rep
• without phone stats, can you use this to track activity
• 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
Best practices for using reporting to manage…
Reports and using them to track revenue and forecasting
• 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
• Conversion of leads – revenue generated is #1 goal
• Lead to qualified lead
• Qualified lead to conversion to opportunity or account
• Opportunity/account to closed revenue
• Average deal size, quality of leads, even distribution of leads to team, ect…
Salesforce support during the building phases and beyond…
Developing your Salesforce look and feel…
Scaling with you during the growth periods…
Working with their partners during integrations..
Trouble shooting, when outside influences are
affecting the flow…
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
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