Lead Management Detailed View

Transcription

1 Lead Management Detailed View SAP Enhancement Package 1 for SAP CRM 7.0 SAP CRM Marketing

2 Content 1. Lead Management Overview and General Functions 2. Lead Creation and Generation 3. Lead Distribution Methods 4. Lead Deduplication 5. Lead Follow-Up 6. Lead Analysis 7. Lead SOA Services SAP 2009 / Page 2

3 Marketing Capabilities in SAP CRM Building Blocks Customer Direct mail Call center Web and Field sales Partners Branches or stores POS and ATMs Wireless Marketing capabilities in SAP CRM Mkt. resource management Segment and list management Campaign management Lead management Loyalty management Strategy and planning External list import Multichannel execution Lead generation Program management Budget and costs Segments and list mgmt. E-marketing Lead qualification Reward rule management Couponing Marketing attributes Dialog marketing Lead distribution Membership handling Marketing analytics Predictive analytics Measurement and reporting Customer analytics Forecasting and planning Optimization and refinement Product analytics SAP 2009 / Page 3

4 Sales Cycle and Closed-Loop SAP CRM Customer retention Lead processing Telephony Customer service Interaction center Mobile Sales cycle Billing E-selling Face to face Logistics execution Agreement SAP 2009 / Page 4

5 Lead Processing in SAP CRM Lead Creation and Generation Lead Distribution Lead Follow-Up Lead Creation Campaign Response Lead Generation Rule-Based Distribution Direct Partner Assignment Contact Sales Prospect Enhance Lead Information Qualify Lead Lead to Opportunity Lead to... Lead Qualification and Follow-Up SAP 2009 / Page 5

6 Lead Processing Features Streamlined process from marketing to sales Lead creation across all interaction channels Campaign-related lead generation Automatic qualification with (multiple) context-sensitive survey support Rule-based distribution to the best matching partners Integration in channel management and collaborative lead processing with channel partners SAP 2009 / Page 6

7 Lead Processing Roles Various roles use lead processing... Sales Professional Marketing Professional IC Agent Channel Manager Partner Manager SAP 2009 / Page 7

8 Lead Processing Benefits For Your Customers Improve response rates to customer requests Better understanding of customer needs For Your Company High-quality leads increase revenue generation Accelerate the process from first interest to closed deal Improve close rate by sales organization Reduce sales time and cost Capture, qualify, and distribute leads Track the progress of each lead with the system s closed-loop monitoring SAP 2009 / Page 8

9 Lead Information (1) General information Sales cycle Sales cycle Customer and prospect; contact person Sales employee responsible and additional sales employees Internal and external partners Start and estimated end date Status of the lead and reason for the status Qualification Classification Manually-defined lead qualification Automatic qualification based upon results of individual evaluations Lead group Origin and priority of the lead SAP 2009 / Page 9

10 Lead Information (2) Attachments Create, change or display attachments (documents and graphics, for example) Sales organizational data Sales organization Distribution channel Sales office and group Responsible organizational unit Products Product information (product category and name, quantity, and unit of measure, for example) SAP 2009 / Page 10

11 Leads in CRM WebClient UI SAP 2009 / Page 11

12 Lead Qualification Overview Different Channels Status Business Partner Lead SAP 2009 / Page 12 Qualified Lead Opportunity Customer Cold Warm Hot D C B A Analyze, learn, and grow customer Process Lead Creation and Targeting Lead Qualification Qualified Lead Sales Pipeline Selling Contracting

13 Lead Qualification Iterative and interactive process by which leads are repeatedly processed with the aim of establishing and improving the level of interest of a business partner Qualification level can be set by Certain Indices Lead qualifier collects all kinds of information Last orders, activities, service orders, products purchased, and so on Interaction with business partner Decision based upon experience Use of a Survey tool Predefined questionnaire Single or multiple choice answers Free text Based upon the answers, a score is calculated Qualification level is set automatically based upon the score Interaction with business partner SAP 2009 / Page 13

14 Lead Qualification With a Survey Automatic lead qualification based upon survey answers Survey Q: How many units do you want to buy? A: < 10 units Q: When do you plan to buy these products? A: > 6 months Survey Q: How many units do you want to buy? A: > 100 units Q: When do you plan to buy these products? A: < 3 months Qualification Level COLD Qualification Level HOT Define qualification Helps the user find the correct qualification level SAP 2009 / Page 14

15 Integration of the Survey Tool Add multiple surveys to the lead Structure the surveys by topics: Service, product quality, customer shopping behavior, and so on Define determination rules to preselect the appropriate surveys Transaction type Date period System status Classification (priority, origin, and group) Organization data Multiple assignment Lead SAP 2009 / Page 15

16 Questionnaire Easy to use and user-friendly Flexible tool for creating and maintaining surveys/questionnaires in a single interface Automatically qualifies the lead based upon the questionnaire answers No programming necessary for standard configuration Can be adapted to suit customers requirements SAP 2009 / Page 16

17 Leads in Channel Management Efficient collaboration with channel partners Distribute the leads to the most appropriate external sales partners (channel partner) Monitor partner activities and lead status Increase efficiency of partner lead processing Improve response times and lead usage More information Overview presentation on channel management Detailed presentation on channel marketing Channel Manager Partner Customer Customer SAP 2009 / Page 17

19 Lead Creation and Generation: Different Channels Lead Creation CRM Online IC Web Client E-Selling and Web Shop Channel Portal Survey Campaign Response Lead Generation Campaign Execution Campaign Automation Segments Response Import Response and Survey SAP 2009 / Page 19

20 Lead Creation and Qualification With Interaction Center WebClient Process-optimized lead application Fully-integrated lead application in the IC WebClient framework Optimized for lead processing by IC agents Create leads directly from interactive scripting With survey: Integrate the lead surveys directly into the script Leads created in the background Streamlined and easy-to-use user interface Integrate one or more surveys Create different leads, depending upon the script context No specific manual agent actions are required to create the lead SAP 2009 / Page 20

21 Leads With Response Import (I) Create leads based upon external data Import of campaign responses from external data sources (marketing agencies) Create leads (or activities) as response documents including survey content Fully integrated with external list management Creates and updates business partners and marketing attributes Support of external campaign identifiers (campaign ID, coupon code, and personalized response code) Use the response documents to trigger follow-up steps in campaign automation SAP 2009 / Page 21

22 Response Import: Integration of Agencies and Service Providers SAP CRM Campaign Target group Export channel Business partners External marketing agency BP data Leads Survey Activities Survey Use in campaign automation Create Update Create Create External list management Responses SAP 2009 / Page 22

23 Lead Creation With Response Recording Response recording Specialized, easy-to-use and single-screen application for fast entry and creation of Corporate and Individual Accounts Contact persons Responses (leads or interaction logs) Fast entry based upon personalized response code, campaign ID, and coupon code Related campaign, account and contact person are determined automatically Update and change account attributes directly (without leaving the response recording application) Enter only the required information from the response documents and the assigned questionnaire The response documents created here can be used to trigger follow-up steps in campaign automation SAP 2009 / Page 23

24 Response Recording Screenshots Create and/or maintain Accounts Contacts Leads or Interaction Logs in one application. SAP 2009 / Page 24

25 Lead Creation With Campaign Response campaigns: Create leads based upon questionnaires Send out personalized s for each business partner in your target group The includes a questionnaire-link The receiver or business partner answers the questionnaire questions The system creates a lead and assigns the completed questionnaire to the lead The lead is already qualified based upon the questionnaire answers Integrated in campaign automation: The next follow-up step can be triggered, based on the answers and content SAP 2009 / Page 25

26 Lead Creation With a Questionnaire Overview Create leads with a questionnaire and independently of a campaign (possible as a project-based solution) Integrate lead creation with a survey on your own Web page The lead created here is already qualified based upon the questionnaire answers A function module template is available to Create a new lead Update an existing lead Assign the survey to the lead More information Refer to survey suite documentation Lead 4710 Business Printer XDP3 Sales Prospect: Smith Status: Open SAP 2009 / Page 26

27 Lead Creation With Web Shop Lead creation scenarios Explicit creation A customer showing explicit interest in products triggers lead generation by clicking a more information button, for example Implicit creation Based upon user s behavior in the Web shop, the interest in a product can be deduced based upon Survey analysis Product information download Dropped basket items SAP 2009 / Page 27

28 Campaign-Related Lead Generation Generate mass leads for follow-up Based upon a predefined target group of business partners external agencies, for example Create an individual lead object for each business partner Use a lead template to provide predefined information for the lead receiver Integrated with Campaign Execution Leads are generated during campaign execution Each lead is related to the campaign for success measurement Use the entered lead data during qualification to trigger follow-up steps with campaign automation Lead Generation with Segment Builder Generate leads directly without relationship to a campaign Campaign XDP 3 Launch Target Group SAP 2009 / Page 28

30 Lead Distribution Overview Distribute the lead to the best matching partner Created and generated leads must be followed up accordingly The best matching partner (internal employee, sales representative, external channel, and sales partner) must be assigned to the lead Lead distribution and partner assignment variants Based upon the standard partner determination framework Manual distribution Rule-based distribution based upon predefined rules Distribution methods Workflow-independent Workflow-supported (channel management scenario) SAP 2009 / Page 30

31 Lead Management Process (Channel Management View) Lead is created and enriched with qualification information 1 Lead is distributed to the appropriate partner 2 Partner accepts lead 3 Channel manager optimizes lead routing 8 Partner contacts customer and further qualifies the lead 4 Channel manager analyzes partner lead metrics 7 Partner converts lead to sales order 6 Partner updates lead status 5 SAP 2009 / Page 31

32 Lead Distribution Workflow to External Channel Partners Leads for channel partners are distributed by workflow The lead is distributed by workflow to the external channel partner The channel partner receives the lead in his or her workflow inbox She or he can preview the lead and accept or decline it After accepting the lead, it is assigned to the channel partner for follow-up The channel manager Has full visibility into information about the current status of the lead Will be informed if the lead is rejected or if there is no response to a distributed lead Lead is distributed to the appropriate partner Channel Manager Distributed LEAD Partner Manager or Employee Partner accepts or declines lead SAP 2009 / Page 32

33 Lead Distribution Methods Manual distribution The business user can distribute the documents individually to An external channel partner An internal employee Semi-automatic (rule-based) distribution The business user can interact with the system and review the proposed distribution results in the lead application Automatic (rule-based) distribution Without any user intervention (batch job), the system automatically Selects the documents to be distributed Determines the receivers Updates the documents Notifies the external partners (by workflow) SAP 2009 / Page 33

34 Rule-Based Document Distribution: Overview Rule-based document distribution Automates the distribution process to reduce the amount of manual intervention wherever possible Provides system support in determining the best (channel) partner Supports and automates exception handling Business users can define business rules to distribute documents based upon Common sales prospect data and attributes (type, geographical location, marketing attributes, and so on) (Channel) partner data (partner type, program, and so on) Existing relationships between sales prospect and channel partner Document data such as products, lead qualification level, or opportunity phase SAP 2009 / Page 34

35 Rule-Based Document Distribution: Details Enables business users to define conditions for processing documents and the appropriate follow-up actions Create rules with the rule modeler Multiple business contexts user must select lead distribution or opportunity distribution Rule components: Conditions and actions Conditions are used to identify the type of documents to be selected for processing Actions are used to determine the appropriate receiver of the document, define the appropriate status update (for example, distributed to partner), and update the appropriate partner function Sample rule: If the document is a channel lead and the lead qualification level is hot, then distribute it to a gold partner in the region of the sales prospect Partner responsibilities and qualifications can be used to route the document to a specific partner employee Nested rules Staging environment SAP 2009 / Page 35

36 Rule Modeler Conditions and Actions Easily select attributes to create conditions... SAP 2009 / Page and define appropriate actions for processed documents.

37 Lead Processing by Partners Enable partners to manage leads centrally and provide updates throughout the sales cycle Channel Partner receives new leads in workflow inbox Preview lead and accept or decline it Provide updates on distributed leads Create new leads Specific partner transaction that facilitates ease in reporting Access to product information and qualification tools Defaulted partner determination SAP 2009 / Page 37

38 Lead Distribution Via Adobe Interactive Forms in Partner Channel Management Distribute Leads in PDF format to Channel Partners Lightweight Lead Management in Partner Channel Management, where partners only work on leads via they do not log into a partner portal Provide partners with quicker and easier access to leads by enabling them to Receive, Accept and Update leads via and directly in PDF document Configurable interactive forms enable brand owners to control what lead data can be viewed and what action can be performed SAP 2009 / Page 38

40 Lead Deduplication Lead Deduplication enables the determination and merge of leads, based on individual criteria Check and execution are performed automatically just in time after each save for newly-created leads, as well as for changed ones On UI level, the system informs the current user and gives him or her the choice to decide how to proceed In background processes, the merge is executed directly Manual merge processing enables the merge of leads that are not identified as duplicates by the system The flexible deduplication framework offers an individual implementation for lead determination as well as for merging. Lead duplicate check is independent of all channels SAP 2009 / Page 40

41 Lead Deduplication Benefits Reduce your lead duplicates, based on standardized determination and merge criteria Improve lead processing and follow-up handling by preventing double maintenance Avoid contradictory leads with different contents, qualification-, and maintenance levels Prevent conflicting customer contacts resulting from following up two leads for the same business case Avoid lead duplicates being distributed to external sales partners/dealers Increase reporting quality: Get a clear picture of the current leads to follow up Ensure a consistent lead database; it is not possible to force storing of two leads identified as duplicates Consequently, reduce costs and efforts for internal- and external lead processing SAP 2009 / Page 41

43 Follow-Up Processing: Automatic Lead-to-Opportunity Workflow Call center agent HOT LEAD Workflow Key account manager Standard SAP Business Workflow Lead to opportunity workflow preconfigured System routes hot lead to responsible sales employee Sales employee decides if opportunity should be created Automatic creation of opportunity possible based upon lead attributes SAP 2009 / Page 43

44 Lead Transfer Based Upon Workflow Lead routing based upon qualification level (example requires setting up a workflow) Hot routes to sales Warm routes to call center Cold routes to channel partners Transfer can be done automatically Using standard SAP Business Workflow model in SAP CRM Delivered sample workflow can be adapted to individual needs SAP 2009 / Page 44

45 Manual Follow-Up Creation Create follow-up documentation Create various follow-up documents: sales orders, quotations, and so on Based upon customizing Channel partner portal: Lead to order-on-behalf Channel management process in partner portal Channel partner can create an order directly from the lead on behalf of a customer Document flow tracks the reference document Data is copied directly to the order in the Web shop SAP 2009 / Page 45

47 Marketing Analytics Marketing analytics help marketing professionals understand how well their programs and campaigns are performing. Marketing professionals also get the information they need to understand customer preferences and demographic information for proper segmentation. 1 Marketing Budget Campaign Planning Planning 2 External List Analysis 7 3 Target Group Optimization 6 Lead Analysis 5 Campaign Monitoring and Success Analysis 4 Marketing Plan Analysis SAP 2009 / Page 47

48 Lead Analysis: Business Questions Can you tell me the efficiency of the work in lead qualifying? How successful are different channels in a campaign from the point of view of leads? Which of my leads were lost? Is there a primary reason for losing leads? Do I need a new strategy? Marketing Professional Can you give me an overview of the leads compared to the different time intervals? How difficult is it to transform a lead into an opportunity using the initial qualification level of a lead? SAP 2009 / Page 48

49 Lead Analysis: Content Overview Key Figures in Lead Analysis Number of leads with the status of Open In process Won Lost Duration of leads until won or lost Changes in the qualification level Number of leads won (transformed into opportunity or contract) Expected order quantity per lead Number of activities per lead SAP 2009 / Page 49

50 Lead Analysis Overview Won Lost Analysis General Related to product categories Related to the assigned campaigns Related to the lead origin Transformation rate Lead Duration Duration in days until lead is won or lost SAP 2009 / Page 50

51 Lead Processing Optimization Proposals Quality of the leads and chance to turn them into real business (based upon the qualification level) Rework the rules setting of the qualification level Optimize lead qualification support with a questionnaire Analyze why the qualification level differs from the final status of the lead Number of leads in current processing Smaller number of leads = fewer business chances = less real business Check marketing and market contact strategies: Did you reach the expected target group of sales prospects? SAP 2009 / Page 51

52 Lead Won-Lost Analysis General Overview Get an overview of The current lead situation how many leads in which status and qualification Number and overview of known chances to make business A first impression of the current, all-around lead quality This analysis provides a comparison of the Status (open, in process, won, or lost) Qualification level (cold, warm, or hot) Related to the time of creation SAP 2009 / Page 52

53 Lead Won-Lost Analysis Product Categories Get an impression of your customers needs What product categories are they interested in? Qualification level related to the product category: Which lead and product categories have the best chances to turn into business? This analysis provides a comparison of the Status (open, in process, won, or lost) Qualification level (cold, warm, or hot) Product categories Related to the time of creation SAP 2009 / Page 53

54 Lead Won-Lost Analysis Campaigns Get an overview of The number of leads compared to each campaign and campaign element The qualification level: Did we reach the right target group? The quality: How many leads could we turn into business (won)? This analysis provides a comparison of the Status (open, in process, won, or lost) Qualification level (cold, warm, or hot) Campaign element Related to the time of creation SAP 2009 / Page 54

55 Lead Won-Lost Analysis Origin Lead origin analysis get an impression of your channels Evaluate the origin of the lead compared with the status and qualification level Visualize the rate of the maintained origins Shows the success and status rate of each origin Offers drilldown to qualification-level spreading for each origin, related to the lead status The lead origin is independent of optionally assigned campaigns The origin is only lead-related A campaign can also be assigned to the lead Optimize your lead origin channels based upon these results Campaign and contact strategies Quality of inbound channels: Interaction Center, Web store, and so on External lead sources SAP 2009 / Page 55

56 Lead Won-Lost Analysis Transformation Rate Won leads rate = success rate Get a general overview of the transformation rate of won leads Easy success analysis reduced to the lead qualification level This analyses provides a comparison of the Qualification level (cold, warm, or hot) Transformation rate (percentage) of won leads Related to the period of creation SAP 2009 / Page 56

57 Lead Duration Get an overview of lead duration Until won or lost Compared to the qualification level Related to the time of creation Lot of leads but do they become business in time? Market feedback: How long does it take after the first contact until customers decide to buy? Market indicator: The need, the positioning, and the right target group? Market behavior: First forecasting not monetary, but timeline-related Optimize your lead follow-up strategies SAP 2009 / Page 57

59 Lead SOA Services Overview Leads are SOA-enabled Business Object: Lead Process Component: Lead Processing Services: Create Lead Change Lead Update Lead Cancel Lead Confirm Lead Read Lead Find Lead Basic Data by Elements SAP 2009 / Page 59

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