WIXLIB

Leads Best Practice:Lead Generation, Management &Performance

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

Business Driver Leads are important to any business. They signifyopportunities for new business or to cross-sell and upsell products to existing or former customers. Given theimportance of Leads to generating new or incrementalbusiness to an organization, it is important tounderstand Lead Management best practices usingSalesforce.

Best Practice Overview Understand the tools available to help you align andintegrate your Marketing and Lead strategies Utilize best practices to enable an effective and efficientLead Management process within your organization Capitalize on key configuration and process principlesin order to track the Lead to Cash process

Marketing Effectiveness

Marketing ChallengesDriving value from Marketing efforts and spend12Insufficient Lead GenerationPoor Alignment with Sales How do I generate moreleads to drive growth?What’s happening to the leads I’mpassing to Sales?3Measuring Marketing ROI What’s my return on the money I’mspending on marketing programs?

Achieving Marketing SuccessPrincipals to overcoming obstacles1Generate Leads and Integrate with SalesforcePlan 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 ROI2Top Search TermsLeads by SourceLead QualityOptimize Lead FlowCreate 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 StatusLead Conversion %Converted Leads by MonthTop Sales Reps3 Track and Trend your PerformanceTrack 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 DealsMonth-to-Date TrendingClosed Business by CampaignTop Campaigns

1Generate Leads and Integrate with SalesforcePlan 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 ROITop Search TermsLeads by SourceLead QualityLead Generation & Integration

Getting StartedEnsure 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 thelead process– Identify the various sources of Leads– Collaborate during ongoing meetings to discuss Lead qualityand performance– Consider configuring lead scoring or rating based on yourbusiness rules and priorities

Generating LeadsExamples of lead generation tools and activitiesWebsite IntegrationTrade Shows/ConventionsIntegrate with your primary marketingvehicle – your websiteMeet new customers and demoyour productsStronger PipelineHigher ProductivityIncreased ROIE-mail CampaignsSearch Engine OptimizationExecute & monitor e-mail campaignsfrom within Salesforce.comMatt Troy, DirectorOptimize your SEM spendSalesforce has given us incredible insight into our marketing and salesoperations. We're now able to see which of our lead generation programsare most successful and know where to focus our efforts for the best return.

Integrating Lead DataNative tools for bringing valuable lead data into your Salesforce orgWeb-to-LeadCapture lead informationfrom your website and passto Salesforce real-timeGoogle AdWordsData LoaderImport lead information fromvarious file sourcesEmail Tracking Capture leads generated asa result of search engineoptimization initiativesUse email integratedresponse tracking to monitorrecipient email activities

2Optimize Lead FlowCreate 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 StatusLead Conversion %Converted Leads by MonthTop Sales RepsLead Management

Lead Management DefinedEffectively 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 acrosscross 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

Lead Management – Data CleansingDe-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 andevents whereby their contact information is collected in variousforms– 3rd party purchased listsTIP: Maintaining quality data shouldbe of utmost concern and priority foryour organization. Utilize a de-dupingstrategy to clean up bad data.

Lead Management – Data CleansingSuggestions for managing duplicate Lead dataUtilize either Salesforce or partner solutions to maintain highquality Lead dataFind Duplicates ButtonConsider Partner Solutions(list not all encompassing)Ringlead DecloneTIP: Create a report to identify duplicate Lead records and share thedata with your Users to educate them on the importance of their role inmaintaining high data quality.Demand ToolsInformatica

Lead Management – Data CleansingCustomer/ProspectSample Lead de-duplication process flowInitiatescontact thrulead genchannelCustomer/ProspectcontactedSFDC UserNOReceivesLead data inSFDCChecks forduplicate Leador Contact inSFDCDuplicateLead?YESActiveLead?NOManages Leadthru definedLead processYESReassignsLead toappropriateOwnerSTOP

Lead Management – Assignment & DistributionTools for appropriately assigning LeadsLead Assignment Rules – Automate theassignment of Leads to your users orqueues. Create assignment rules based onpre-specified criteria, i.e. Industry, Number ofEmployees, State, Zip Code, etc.TIP: The ability to quickly andLead Import Wizard – Import and assign upto 50k Leads directly into Salesforce using aCSV file.effectively assign leads to the correctreps can greatly impact your Repsability to close new business. Utilize awell defined process to assign Leadsto the right reps the first time.

Lead Management – Assignment & DistributionTools for appropriately assigning LeadsData Loader – Add a column to yourimport spreadsheet to assign the Leadto the correct Rep User IDQueues – Assign Leads to a queueand allow your Users to select the mostrelevant Leads to processSingle or Mass Assignment – Manuallyassign a single or multiple Leads to reps

Lead Management – ConversionProcess the Lead and turn it into ca h!Opportunities generate morerevenue for the business thatcan be attributed to marketingsuccessClosed businessties back to leadsLeads tieto marketingcampaignsTIP: Be sure and capture the LeadSource on every Leadentered/received in Salesforce so youcan close the loop between yourMarketing and Sales efforts.

3 Track and Trend your PerformanceTrack 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 DealsMonth-to-Date TrendingClosed Business by CampaignTop CampaignsLead Performance Management

Lead Performance ManagementAnalyzing 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 thestandard out of the boxreports available and freeLead dashboards available onthe Appexchange.

Tools & Resources

Tools & ResourcesWhat else is out there that I can use? Partner applications on the Appexchange– E-mail Marketing Vendors– Marketing Automation Vendors– Sales Intelligence Vendorshttp://www.salesforce.com/appexchange– Data Quality Vendors Marketing Professionals on Community– Salesforce.com Marketing Blog– ce.com/marketingSales and Marketing process maps and additional best practiceinformation in the Salesforce.com and-methodology/sales-mktg-process-map.jsp

Tools & ResourcesWhat else is out there that I can use? Lead eration/lead-management/detail99.jsp Round Robin & Lead 03/custom formula .html Lead Management lead-management/2008-mktg-exec-lead-mgmt101.jsp Best Practices Lead ration/lead-management/detail91.jsp

Sales and Marketing: Tools and TerminologyBelow 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 thesite, browse around, and see what the community is interested in.A campaign is an outbound marketing project that you wantto plan, manage, and track within Salesforce. It can be adirect mail program, seminar, print advertisement, email, orother type of marketing initiative.CampaignsGoogle AdWordsAccounts are your organization's customers, competitors,and partners. Each account stores information such asname, address, and phone numbers. For each account,you can store related information such as opportunities,activities, cases, partners, contracts, and notes.AccountsGoogle AdWords is an online advertising service used tocreate advertisements that display on major searchengines, including Google. Many Salesforce customersadvertise online with Google AdWords as a mechanism togenerate leads.Contacts are all of the individuals associated with yourbusiness accounts that you need to track in Salesforce.You can store various information for a contact, such asphone numbers, addresses, titles, and roles in a deal.ContactsWith Web-to-Lead, you can gather information from yourcompany’s website and automatically generate leads. Webto-Lead form can be used for contact me requests,registration pages, or campaign landing pages.OpportunitiesOpportunities are the sales and pending deals that youwant to track. By adding opportunities, you are also buildingyour “pipeline,” which will contribute to your forecast. Youcan also link opportunities to campaigns to help measurethe ROI of your marketing programs.Web-to-Lead FormA lead is a prospect or potential opportunity - a person youmet at a conference who expressed interest, or someonewho filled out a form on your company’s website.LeadsProductsProducts are the individual items that you sell on youropportunities. You can create a product and associate itwith a price in a price book. Each product can exist in manydifferent price books with many different prices. A productthat is listed in a price book with an associated price iscalled a price book entry.