df13 salesforce fundamentals: strategy for campaign and lead management
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Dreamforce 2013 Salesforce Fundamentals: Strategy for Campaign and Lead Management presentation slide deck Presented by Deepa Patel, Halak Consulting, LLC, Shell Black, Shell Black, LLC, Maria Beli, CASE Partners, Bryan Boroughf, Monday CallTRANSCRIPT
Salesforce Fundamentals: Strategy for Campaign and Lead Management Deepa Patel, Halak Consulting, LLC, President @halakconsulting Maria Belli, CASE Partners, Inc., Senior Salesforce Consultant @JustAGirlyGeek Shell Black, Shell Black, LLC, President @Shell_Black Bryan Boroughf, MondayCall, Senior Account Manager @BryanBoroughf
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Deepa Patel Halak Consulting, LLC
@halakconsulting
All about Halak Consulting, LLC
Halak Consulting LLC a Salesforce partner. We have been helping firms identify problem areas and propose solutions that meet the firm’s requirements for the last 10 years.
We work with clients to define their business goals, analyze current business infrastructure and identify nonexistent business processes.
We focus only on Salesforce.com software services
Silicon Valley User group co-leader, run Process & Strategy and Salesforce Certification Study Groups on Success Community
Visit Us – www.halakconsulting.com
www.linkedin.com/in/deepapatelhalakconsulting/
Target audience for this session: I'm not using this area of Salesforce today and want to learn more
I am using this area of Salesforce today, but want to pick up some tips or confirm "I'm doing it right”
Functional Roles: Marketing, Sales & System Administrators
Organized Lead and Campaign Management
Lead Management – What is a Lead?
A Lead is a person with a business card
Name
Telephone
Email address
Street Address
Lead Management – What is it?
A process that allows us to measure and monitor Lead Conversion
Quality of Leads • % of Leads accepted and working vs. % of Leads rejected
and disqualified
Conversion of Leads • What % of Leads were converted and what was the time
frame
Lead Management – Life Cycle
How do we do this? Lead Life Cycle
• A process to move a Lead through different check points between receipt and conversion to an Opportunity.
Lead Source (Standard field) • Where did this lead come from?
• Web, Trade Show, Word of Mouth, Advertising, Webinar
Lead Status (Standard field)
• Open, Contacted/Working, Closed/Converted, Nurture, Dead
• Is the Lead being worked on? Has contact been made? Is this Lead Dead?
Lead Management – Life Cycle
Lead Stage – Custom Field • Defines where the Lead is in the Lead Life Cycle
– Marketing Qualified – Did marketing consider this a lead good enough for sales to work on?
– Sales Rejected – Did Sales decide this lead was not a good lead to work on and send it back to Marketing for nurture or consider it dead
– Sales Accepted – Did Sales agree to work on this lead
– Sales Qualified – Sales has worked this lead and considers it qualified enough to develop an opportunity
How do we do this?
Lead Management – Life Cycle
Lead Score – Custom Field • Defines the priority a lead should be given
– Quality – How complete is the data in the lead record?
– Aging – Is the Lead more than 30 days?
– BANT – Is there a Budget, Need, Authority and a Time frame to Purchase?
How do we do this?
Lead Management
Reject
Accept
Back to Nurturing
Dead Lead
Status = Dead Status = Nurturing
MQL Status = Open Date and time
stamp
Marketing Qualified Lead
Reason for Rejection
Status = Rejected Date and time
stamp SRL
Sales Rejected Lead
Lead Management Sales - Follow up and track activities
in Salesforce Status = Contacted/Working
SAL Status = Open Date and time stamp
Accept
Sales Accepted Lead
Lead Management
Reason for Disqualification
Dead Lead
Status = Dead
Back to Nurturing
Status = Nurturing
Quality – Score 5 - 1
BANT Cumulative Score Budget = 5 – 1 Authority = 1 – yes 0 – No Need = 1 – yes 0 – No Time Frame = 4 – Less than 3 months 3 – 3 months – 6 months 2 – 6 months – 1 year 1 – More than 1 year
Lead Score High Medium Low
Aging – Score 5 - 1 SQL Status = Qualified Date and time stamp
Sales Qualified Lead
SDL Status = Disqualified Date and time stamp
Sales Disqualified Lead
Lead Management – Full Process
SQL
Sales Qualified Lead Status = Qualified
Converted to Opportunity
Status = Converted
SDL
Sales Disqualified Lead Status = Dead or Nurture
MQL
Marketing Qualified Lead Status = Open
SAL
Sales Accepted Lead Status = Open or
Contacted/Working
SRL
Sales Rejected Lead Status = Dead or Nurture
Lead Management – Benefits
What are the benefits of designing a process like this? Monitor Quality of Leads
Gauge Velocity of Leads
Identify Bottlenecks in the process
Have an opportunity to make improvements and increase Lead conversion
Maria Belli CASE Partners, Inc. @JustAGirlyGeek
All about CASE Partners, Inc.
CASE Partners, Inc. is a Salesforce partner celebrating 20 years as an IT consulting firm that specializes in maximizing the capabilities of Salesforce through innovative configuration, workflow, and integration solutions
Highly skilled staff of certified Salesforce administrators and developers
Specializing in advanced web and application integration services
Broad industry experience: Financial Services, Insurance, Manufacturing, Healthcare, Non-Profit, and more
Organizers and leaders of the Connecticut Salesforce Developers’ User Group
Visit us online at www.casepartners.com
Page Layouts
Page Layouts cont.
Reporting
Dashboards
Shell Black President, ShellBlack.com, LLC @Shell_Black
All about ShellBlack.com
ShellBlack.com, LLC is a Cloud Alliance Partner in Dallas TX helping companies maximize their CRM investment through elegant solutions leveraging Salesforce.com
Strictly Salesforce – our single focus results in deep domain expertise
Proven Process – fine tuned over a hundreds of projects
Community contribution – two Salesforce User Group leaders and a Salesforce MVP
Visit us online at www.ShellBlack.com
What is a Campaign? A Campaign is a marketing initiative that you track in Salesforce Email
Outdoor Advertising
Social Media
Direct Mail
Trade Shows
Telemarketing
Customer Events
Training (yes, training)
PPC, Organic Web Traffic
Public Relations / Press Releases
Client Entertainment
Promotions
Etc.
Campaigns - It's all about ROI! Campaigns allow you to see which initiatives (marketing spend) have the best return
For example:
Was attending the trade show in Chicago last year worth it, and if so, should we buy a bigger booth next year?
We entertained guests with our stadium box seats, did it close any business?
What advertising components of our product launch produced the best results?
With Campaigns, you can: Target and market to existing Leads and Contacts
Generate new Leads
Track response rates on a Campaign
Track Lead conversion rates on a Campaign
Attribute Opportunities to a Campaign
Calculate ROI
Mechanics of launching a Campaign Create the Campaign
Determine your Campaign Member Status
Target Leads and Contacts
Launch! (and communicate internally)
Measure
Create the Campaign – standard fields to know Parent Campaign – allows multiple individual Campaigns to be
associated to a larger initiative
Type – A dropdown (picklist) used to categorize your Campaigns • e.g. Print, Direct Mail, Outdoor, Email, Webinar, Social Media, PR, etc.
Status – A "lifecycle" pick list field • e.g. Idea, Planned, Budgeted, Deployed, In Progress, Complete, Abandoned
Active – This checkbox is what makes a Campaign visible to your users!
Actual Costs – (used in ROI calculation)
Campaign Member Status A dropdown (picklist) to know if a Lead or Contact has been targeted (sent) or responded to a Campaign Direct Mail Simple Example: “Sent” and “Responded”
Custom Event Complex Example: • Default: Mailed
• Responded: RSVP, Attended, No Show
Sometimes you only know who responded (not sent): • Outdoor advertising, PPC, Press Release, etc.
Methods to associate a person (Lead or Contact) to a Campaign
Manually – using the “Add to Campaign” button on Leads and Contacts
View – On Leads or Contacts Tab have a “Add to Campaign” Button
Report – Leads or Contact Reports have “Add to Campaign” Button
Manage Members – on the Campaign (add or update status, or use a file)
Data Loader – use when you have more than 50,0000 records
Launch! (and communicate internally) Check the “Active” checkbox on the Campaign
Educate and communicate to Sales to be sure they are giving credit to Opportunities for your Campaigns
Measure the Results On the Campaign you can see roll-ups of your Campaign Members, Responses, Lead Conversion and Opportunities
From the Campaign Tab, you can run the ROI report
ROI is expressed as a percentage. Anything over 100% is a “winner” Formula: (Total Value Won Opportunities - Actual Cost) / Actual Cost
Bryan Boroughf MondayCall @BryanBoroughf
All about MondayCall Solutions
At MondayCall, we help Salesforce customers, from SMB to mid-market to Fortune 500, make the most value from their investment .
Based in San Francisco and founded in 2009
Over 300 customers in a variety of industries across the country
Full range of services entirely focused on the Salesforce platform
Average: 9.5/10 customer sat rating
Deepa Patel
President @halakconsulting
Shell Black
President @Shell Black
Maria Belli Bryan Boroughf
Senior Salesforce Consultant, @JustAGirlyGeek
Senior Account Manager, @BryanBoroughf
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