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© 2008
SalesLogistix
What’s In A Name?
© 2008
SalesLogistix
SalesLogistix
© 2008
SalesLogistix
Lead Quality: Three Interlinked Problems
Data Dump No Refinery
Terminology / Criteria
© 2008
SalesLogistix
The Lead Life Cycle
LeadRegisters
Contact
NewsletterRemarketing
List
30 days 60 days
Qualifica
tion
Revisits website
© 2008
SalesLogistix
The Classic Pipeline
Source: Sirius Decisions and DOTnet Consulting
Demand Development
600
200
40
12
4-6
33%
20%
33%
30% - 50%
Qualified Leads
ID Requirements
AppointmentsValue
Demonstration
Scope&Proposal
New Customer
25,000
3000
12%Target Market
Responses
20%
Demand Discovery
Marketing
Sales
Telemarketing/Inside Sales
“Names”or “Attendees”or “Audience”
“Leads”
“Qualified Leads”
“Contacts”
“References”
Refinement
© 2008
SalesLogistix
What Goes Wrong: Terminology
• Sales is under pressure for quick closesSales says they want Leads, what they want is Opportunities
• Marketing knows how to produce lots of Names and Unqualified Leads
Marketing doesn’t really know how to qualify them
• Upper management sets the wrong metricsEasily gamed, not very meaningful
• Solution: a single model for the lead pipeline everyone agrees to
The starting point for SLAs
© 2008
SalesLogistix
Lead Generation Best Practices
• Target markets defined and prioritized in a relatively stable way
• Marketing and Sales jointly design/select outbound activities
• Every outbound activity handled as campaigns, w/separate landing pages
• “All” email blasts and campaigns done via SFDC & Plug-ins
• Google/Overture campaigns highly targeted, w/measured conversion ratios
• Web site path analysis tools used to optimize content, conversion
• Web and email sequences used to form targeted communities of interest
• Tactics “tuned” using data from previous campaigns
• Everyone uses the same metrics, terminology, and qualification criteria
• Marketing is managed, measured, and incented by cost of customer acquisition
© 2008
SalesLogistix
What Goes Wrong: Data Dump
• Sales handles some leadsPuts them in SFDC wrong, if at all
• Marketing loads leads latePre-processing to clean up, dedupe…
But still incomplete data, no scoring
• Upper management gets misleading reports
• Solution: Invest in lead management (packages & your own code)
© 2008
SalesLogistix
Lead Management Best Practices
• All leads and contact info stored and managed in SFDC
• SFDC directly linked to web registration w/de-duping
• All other leads in the system within 1 business day of receipt
• Everything is a campaign (“lead source” is ignored)
• All email addresses validated with “round trip” confirmation
• All leads scored (profile + behavioral + decay)
• Automatic routing and Queues
• Drip marketing starts immediately
• No records deleted, ever. Ever.
• Stale lead system ( newsletter queue)
• Lead maturation reports
• Deduping code/tools (<10% duplicate leads, contacts)
© 2008
SalesLogistix
Split Names from Leads
NamesLow-level LeadsInitial ScoringDemoted Leads
Lead QueueQualified LeadsContactsOngoing scoring(hidden stale leads/contacts that haven’tbeen demoted)
Web Site &other lead sources
Emailblaster
DripMarketingSystem
© 2008
SalesLogistix
Lead Enrichment and Scoring
InternetWeb2lead**
NameEmail*PhoneCompanyState
*Strongly recommend email address validation at web site
**Strongly recommend Ringlead or other deduping service
SFDC API
NameTitleDepartmentAddressSalaryEmailPhoneCompanyParent Corp# employeesRevenuesSIC / verticalProfile Score
Form
Outside Service
© 2008
SalesLogistix
What Goes Wrong: No Refinery
• Marketing “checks the box” with thousands of low-quality leads
• Sales is scramblingOverwhelmed with all the junk
Yet not busy enough on money-making activities
• Sales management under-funds “inside sales”*
• Solution: don’t hire that next rep, hire 3 inside sales folks
*AKA telesales, telemarketing, sales associates
© 2008
SalesLogistix
Lead Cultivation Best Practices
• ISRs use SF.com “for every call”
• All leads are scored
• Drip marketing
• Stale lead system ( newsletter queue)
• Lead maturity reports
• Qualification questions are in SFDC script prompts
• Track all inbound and outbound Partner leads
• Telemarketing/lead cultivation (openers) managed separately from
Sales (closers)
• Leads are converted by inside sales; outside reps see only
Opportunities and Contacts
© 2008
SalesLogistix
Scoring
DemotionWeek 9Week 5Week 1
100
80
60
40
20
0
Profile
Whitepaper
xWebinar
TestDrive
SE phone call
© 2008
SalesLogistix
All the “How To” Detail Available…
Slide deck onwww.SFDC-secrets.com/Hints/
What’s_in_a_Name.pdf
