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Data Mashups without Code? Yes! Introduction
Kavita Maharaj, Sr. Product Manager, Enterprise Applications [email protected]
Solution: Lead 360 (A Data Mashup)
q Aggregates Account & Contact data related to a Lead into a single 360 view on the Lead
q Creates an action-oriented framework by pushing data to the Lead Development Rep
q Provides on-click business insight and intelligence
q Adds relevance and context to data
q Reduces data mining to minimum or none
Features & Highlights
The Business Catalyst For Change? Account Based Marketing
We’ve all seen this… The Standard Sales Process Map
q Account Based Marketing (ABM) “is a strategic approach to Business Accounts in which an organisation considers and communicates with individual prospect or customer accounts as one”
q The Lead process for ABM is unique
q ABM reorients the way Marketing, Sales and Lead Development Reps work in salesforce.com
q ABM expands the footprint in existing Customer Base
Account Based Marketing (ABM) Is A Different Approach
The marketing journey starts at opposite ends of the Lead to Customer Lifecycle What’s different about the Lead Process for ABM?
Demand
Generation
Marketing starts here Marketing starts here
Lead Development Reps require a Lens into the entire Customer Lifecycle
Before ABM q Is the Lead new or a duplicate Lead?
q Does the Lead already exist as a Contact?
q Does the Company already exist as an Account?
After ABM q Is the Lead related to the a target account in the ABM portfolio?
q What marketing activities are occurring?
q What sales activities are occurring?
Different Qualifying Questions Need To Be Answered
Business Problems To Solve Enhancement of Lead Development Processes to Support Account Based Marketing
q High Lead Volumes
q Tight SLA’s for execution
q Investigate
q Qualify
q Action
q Disposition
q Need to engage quickly and work efficiently
q Make informed decisions on next steps and disposition
Lead Development Reps Have a Tall Task
q Leads do not automatically need to display associated Account and Contact data
q Extensive data mining required to get Contact and Account insight on a Lead
Find Duplicates
Reports
Exports and V-lookups
Global Search
q Available tools are time consuming
q Not enough Insight to act quickly and efficiently
The Biggest Pain Point
q Require accuracy, context and insight on all activities before connecting with the prospect
q Qualification and Disposition of an ABM Lead is dependent on Lead Insight
Adding to the Pain Point with ABM
Solution Approach Enhancement of Lead Development Processes to Support Account Based Marketing
Lead
Contact Account
q Configurable
To meet changing business requirements
q Flexible
Provides the ability to create relationships between data where it doesn’t inherently exist
q Has an actionable framework that allows you to take actions based on insight derived form the Lead 360 view
Ability to convert Lead to the displayed Account/Contact
Lead 360 Mashup of Leads , Account & Contacts To Deliver Insight On a Lead
Solution: Skuid on Salesforce Enhancement of Lead Development Processes to Support Account Based Marketing
Demo
Questions?