1 Leads Best Practice: Lead Generation, Management & Performance
2 Best Practice: Leads Business Driver Best Practice Overview Best Practice: Leads Marketing Effectiveness Lead Generation and Integration Lead Management Lead Performance Management Tools & Resources/Additional Information
3 Business Driver Leads are important to any business. They signify opportunities for new business or to cross-sell and upsell products to existing or former customers. Given the importance of Leads to generating new or incremental business to an organization, it is important to understand Lead Management best practices using Salesforce.
4 Best Practice Overview Understand the tools available to help you align and integrate your Marketing and Lead strategies Utilize best practices to enable an effective and efficient Lead Management process within your organization Capitalize on key configuration and process principles in order to track the Lead to Cash process
5 Marketing Effectiveness
6 Marketing Challenges Driving value from Marketing efforts and spend 1 Insufficient Lead Generation How do I generate more leads to drive growth? 2 Poor Alignment with Sales What s happening to the leads I m passing to Sales? 3 Measuring Marketing ROI What s my return on the money I m spending on marketing programs?
7 Achieving Marketing Success Principals to overcoming obstacles 1 Generate Leads and Integrate with Salesforce Plan and execute marketing campaigns that generate demand for your product or service. Capture those leads through a variety of channels including your Web site and track them in Salesforce. Campaign ROI Top Search Terms Leads by Source Lead Quality 2 Optimize Lead Flow Create a closed-loop follow-up process so leads don t slip though the cracks. Establish a lead qualification process to make sure all sales reps use the same consistent methodology. Lead by Status Lead Conversion % Converted Leads by Month Top Sales Reps 3 Track and Trend your Performance Track your performance relative to your various Marketing initiatives in order to measure campaign effectiveness. Use data such as Campaign Influence, Primary Campaign Source, and Lead Source to measure your opportunities resulting from campaigns. Top 10 Deals Month-to-Date Trending Closed Business by Campaign Top Campaigns
8 1 Generate Leads and Integrate with Salesforce Plan and execute marketing campaigns that generate demand for your product or service. Capture those leads through a variety of channels including your Web site and track them in Salesforce. Campaign ROI Top Search Terms Leads by Source Lead Quality Lead Generation & Integration
9 Getting Started Ensure alignment in objectives and strategy Sales & Marketing should collaborate to: Establish a common definition of a Lead Agree on the definition or event that defines a Qualified Lead Determine the appropriate Lead Status to track and monitor the lead process Identify the various sources of Leads Collaborate during ongoing meetings to discuss Lead quality and performance Consider configuring lead scoring or rating based on your business rules and priorities
10 Generating Leads Examples of lead generation tools and activities Website Integration Integrate with your primary marketing vehicle your website Trade Shows/Conventions Meet new customers and demo your products Stronger Pipeline Higher Productivity Increased ROI Campaigns Execute & monitor campaigns from within Salesforce.com Search Engine Optimization Optimize your SEM spend Matt Troy, Director Salesforce has given us incredible insight into our marketing and sales operations. We're now able to see which of our lead generation programs are most successful and know where to focus our efforts for the best return.
11 Integrating Lead Data Native tools for bringing valuable lead data into your Salesforce org Web-to-Lead Data Loader Capture lead information from your website and pass to Salesforce real-time Import lead information from various file sources Google AdWords Tracking Capture leads generated as a result of search engine optimization initiatives Use integrated response tracking to monitor recipient activities
12 2 Optimize Lead Flow Create a closed-loop follow-up process so leads don t slip though the cracks. Establish a lead qualification process to make sure all sales reps use the same consistent methodology. Lead by Status Lead Conversion % Converted Leads by Month Top Sales Reps Lead Management
13 Lead Management Defined Effectively managing leads within your organization Lead management is a business process which should: Map to your customers buying process Be documented to ensure alignment and understanding across cross functional teams Be reviewed regularly to ensure the process is effective Adjust as necessary Lead management encompasses: Data cleansing Lead assignment and distribution Lead scoring, prioritization and qualification Analyzing the value of your marketing efforts
14 Lead Management Data Cleansing De-duplicating incoming leads Duplicate Leads in Salesforce can occur due to: Customers or prospects responding to multiple campaigns Customers or prospect activity on your website, i.e. downloading a white paper, completing a web form, etc. Sales Representative overlap Interfacing with customers or prospects at trade shows and events whereby their contact information is collected in various forms 3 rd party purchased lists TIP: Maintaining quality data should be of utmost concern and priority for your organization. Utilize a de-duping strategy to clean up bad data.
15 Lead Management Data Cleansing Suggestions for managing duplicate Lead data Utilize either Salesforce or partner solutions to maintain high quality Lead data Find Duplicates Button Consider Partner Solutions (list not all encompassing) Ringlead Declone Informatica TIP: Create a report to identify duplicate Lead records and share the data with your Users to educate them on the importance of their role in maintaining high data quality. Demand Tools
16 Lead Management Data Cleansing Sample Lead de-duplication process flow Customer/ Prospect SFDC User Initiates contact thru lead gen channel Customer/ Prospect contacted NO Receives Lead data in SFDC Checks for duplicate Lead or Contact in SFDC Duplicate Lead? YES Active Lead? NO Manages Lead thru defined Lead process YES Reassigns Lead to appropriate Owner STOP
17 Lead Management Assignment & Distribution Tools for appropriately assigning Leads Lead Assignment Rules Automate the assignment of Leads to your users or queues. Create assignment rules based on pre-specified criteria, i.e. Industry, Number of Employees, State, Zip Code, etc. Lead Import Wizard Import and assign up to 50k Leads directly into Salesforce using a CSV file. TIP: The ability to quickly and effectively assign leads to the correct reps can greatly impact your Reps ability to close new business. Utilize a well defined process to assign Leads to the right reps the first time.
18 Lead Management Assignment & Distribution Tools for appropriately assigning Leads Data Loader Add a column to your import spreadsheet to assign the Lead to the correct Rep User ID Queues Assign Leads to a queue and allow your Users to select the most relevant Leads to process Single or Mass Assignment Manually assign a single or multiple Leads to reps
19 Lead Management Conversion Process the Lead and turn it into ca$h! Opportunities generate more revenue for the business that can be attributed to marketing success Leads tie to marketing campaigns Closed business ties back to leads TIP: Be sure and capture the Lead Source on every Lead entered/received in Salesforce so you can close the loop between your Marketing and Sales efforts.
20 3 Track and Trend your Performance Track your performance relative to your various Marketing initiatives in order to measure campaign effectiveness. Use data such as Campaign Influence, Primary Campaign Source, and Lead Source to measure your opportunities resulting from campaigns. Top 10 Deals Month-to-Date Trending Closed Business by Campaign Top Campaigns Lead Performance Management
21 Lead Performance Management Analyzing the value of your Marketing efforts Create some basic reports & dashboards to analyze key metrics such as: Where are your best/worst leads coming from (Lead Source) Where are your leads getting stuck (Lead Status) How many Leads are converted to Opportunities (Lead Conversion) TIP: Capitalize on the standard out of the box reports available and free Lead dashboards available on the Appexchange.
22 Tools & Resources
23 Tools & Resources What else is out there that I can use? Partner applications on the Appexchange Marketing Vendors Marketing Automation Vendors Sales Intelligence Vendors Data Quality Vendors Marketing Professionals on Community Salesforce.com Marketing Blog Sales and Marketing process maps and additional best practice information in the Salesforce.com Community
24 Tools & Resources What else is out there that I can use? Lead Cultivation: Round Robin & Lead Scoring: Lead Management 101: professionals/demand-generation/lead-management/2008-mktg-exec-lead-mgmt- 101.jsp Best Practices Lead Management:
25 Sales and Marketing: Tools and Terminology Below you ll find the tools and terminology used in the application and online training. For more information visit the Salesforce.com Community. You can search the site, browse around, and see what the community is interested in. Campaigns A campaign is an outbound marketing project that you want to plan, manage, and track within Salesforce. It can be a direct mail program, seminar, print advertisement, , or other type of marketing initiative. Accounts Accounts are your organization's customers, competitors, and partners. Each account stores information such as name, address, and phone numbers. For each account, you can store related information such as opportunities, activities, cases, partners, contracts, and notes. Google AdWords Google AdWords is an online advertising service used to create advertisements that display on major search engines, including Google. Many Salesforce customers advertise online with Google AdWords as a mechanism to generate leads. Contacts Contacts are all of the individuals associated with your business accounts that you need to track in Salesforce. You can store various information for a contact, such as phone numbers, addresses, titles, and roles in a deal. Web-to-Lead Form With Web-to-Lead, you can gather information from your company s website and automatically generate leads. Webto-Lead form can be used for contact me requests, registration pages, or campaign landing pages. Opportunities Opportunities are the sales and pending deals that you want to track. By adding opportunities, you are also building your pipeline, which will contribute to your forecast. You can also link opportunities to campaigns to help measure the ROI of your marketing programs. Leads A lead is a prospect or potential opportunity - a person you met at a conference who expressed interest, or someone who filled out a form on your company s website. Products Products are the individual items that you sell on your opportunities. You can create a product and associate it with a price in a price book. Each product can exist in many different price books with many different prices. A product that is listed in a price book with an associated price is called a price book entry.
26 Sales and Marketing: Tools and Terminology Below you ll find the tools and terminology used in the application and online training. For more information visit the Salesforce.com Community. You can search the site, browse around, and see what the community is interested in. Forecasts A forecast is your best estimate of how much revenue you can generate in a quarter. This amount is divided between Commit Amount - the amount you can confidently close - and Best Case Amount - the total amount of revenue you might possibly generate. A manager s forecast should include the amount of revenue the entire team can generate together. Task Tasks are to-do items that need to be followed up on. They can be associated with accounts, contacts, leads, or other custom objects. You can follow up on the task yourself, or assign it to another user. Contracts Documents A contract is a written agreement between two or more parties. Many companies use contracts to define the terms for doing business with other companies. Track the contract through your organization s approval process and use workflow alerts to notify yourself when to initiate contract renewals. A document library is a place to store files without attaching them to accounts, contacts, opportunities, or other records. Each document in the document library resides in a folder. The folder s attributes determine the accessibility of the folder and the documents within it. Activities Reports Maintain a historical record of all activities related to an account, contact, or opportunity. Your activity history includes s, call notes, and calendar events, so everyone is on the same page. Reports are lists, summaries, and analyses of your data, which you can display or print. To help you monitor your organization, Salesforce offers a wide range of standard reports, accessible in the Reports tab. You can also create new custom reports to access exactly the information you need. You can subtotal and limit your data to help you analyze trends and get a concise picture of what is happening in your organization. Calendar Events Group calendaring will helps you better collaborate as a team, and arrange meetings with prospects and customers. Dashboards Dashboards give you a real-time snapshot of corporate metrics and key performance indicators. A dashboard is a group of different charts (or components) that graphically display your custom report data. You can select up to 20 different custom reports to display data graphically as charts in each dashboard.
27 Sales and Marketing: Tools and Terminology Below you ll find the tools and terminology used in the application and online training. For more information visit the Salesforce.com Community. You can search the site, browse around, and see what the community is interested in. Search Connect Outlook Make searching data and interacting with the results of your searches simple, smooth, and highly effective. Inline paging and sorting features simplify the task of working with large sets of search results. Powerful filtering and scoping functions narrow searches and results. Customization options enable users to design search results layouts that are tailored for the way they work. Outlook users enjoy high levels of productivity with Apex Connect Outlook formerly called Outlook Edition which makes it easy to synchronize important customer data between two commonly used applications. With Connect Outlook 3.0 in Spring 07, productivity for Outlook users gets another boost with several enhancements. Users can add s with attachments, create contacts and leads directly in Outlook, and create relationships between calendar events and associated objects such as accounts and opportunities. Templates Mass Tracking With Salesforce you can create templates for common s such as web-to-lead responses, sales prospecting, announcements, and internal workflow. You can even personalize parts of the with information from the contact or account record. Plan and execute campaigns targeted at prospects and customers. Enterprise Edition customers can send 500 s per mass mailing, while Unlimited Edition customers can send 1,000 s per mass mailing. Salesforce can also integrate with third-party marketing solutions and offers out-of-the-box integration with several top marketing vendors. Evaluate the success of campaigns with integrated response tracking and easy monitoring of key campaign metrics, such as whether recipients open the messages, and more. Web-to-Lead Form CTI Integration You can set up a Web-to-Lead form to capture contact me requests from your company s website. With a lead dedupe solution you can automatically route those requests to the person who owns the account. With computer-telephony integration (CTI) capabilities, you can directly integrate your telephone network into Salesforce and access it entirely through the familiar, browser-based Salesforce interface. With the combined power of CTI and the new Salesforce Console, salesforce.com delivers unlimited productivity to your call centers. Import Wizard The ability to easily import data into Salesforce is one of the application's key benefits. Import excel worksheets or CSV (comma separated value) files. Map the information to leads, contacts, accounts, solutions, and custom objects. Search Import Tools on Successforce.com for more information.
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