Building A Marketing And Sales Powerhouse One Lead At A Time

Lead Management

Diana Harr, Bus. Marketing Manager

Paul Skakum, Bus. Retention Manager

Today’s Marketing Challenges

Past attempts resulted in “mixed results”

One time event vs. process Traditional methods have low ROI

and limited budget doesn’t allow for consistent traditional approach

Manual tracking - unreliable

Making Salesforce.com Our MOST VALUABLE ASSET

Today, Salesforce.com is used for theAEs’ sales funnel activity and reporting purposes

Going forward: Data repository

Feed new information Update existing information

Accuracy is key Marketing engine and driver for lead generation

Leverage it

What is Lead Management or Demand Generation?

Combined set of activities between sales and marketing that does two things: Puts high quality leads into the top of the sales

funnel Helps sales pull opportunities through the sales

funnel quicker and with higher close rates Create real-time digital relationships and then

with automation, find the area of interest and level of qualification.

Result? Sales gets qualified leads

The BIG Picture

Marketo (lead generation tool) Integrated with Salesforce.com Launch with Plexus direct mail/email campaign With Marketo, marketing can see:

Who opened the e-mail How many times If they filled out a form If they downloaded something If they went to multiple pages on website If they visited website multiple times in one week

This behavior is automatically tracked, scored and when the right set of behavior and the right kind of prospect “raises their hand”, marketing passes this lead over to sales!

What’s My Role & How Do We Get There?

Teamwork Discipline from field and BCC

Start from “ground zero” and work our way up: Integrate new processes with existing Use Salesforce.com to capture/update

demographic data and key information for all “sales leads” (replaces Clarify ticket)

Assign lead to appropriate division

“Sales Lead” Call Flow Using Salesforce.com

Direct Mail

Email Campaign

Website

Other Advertising

BCC CallGreet & Collect Caller Info.

Search Leads

-Assign Lead to AE-Set AE Task-Done

Try Warm Connect

to AE

Found Available

Search Serviceable Addresses

No Lead

-Assign Lead to BCC Queue-Confirmation Email-Done

Not Available

Available-Create New Lead-Assign Lead to AE-Set AE Task-Done

-Create New Lead-Assign Lead to BCC Queue-Confirmation Email-Done

Not Available

Try Warm Connect

to AE

Sales Lead

OperationsBilling

Service Issues

Follow Normal Clarify Process

Caller Information To Collect:

Basic information: •Contact Name•Business Name•Phone Number•Address•Email Address

Then ask “How did you hear about us?”-Lead Source drop down (ex. email, direct mail)-Campaign Source drop down (ex. Plexus campaign)

ExistingCustomer

Search Accounts by

Business Name

-Create Task-Assign to Sales Manager-Done

Non-Customer

- Typical BCC Screen - Receive Call From a Prospect

Click on Home Tab and perform an “Advanced Search”

- Choose “Advanced Search” and enter the name or business to search - Limit the search to “Leads”

- After Search is Complete apply filter for Division

- Select Edit to add and insert additional information collected

- Once Editing is complete, Assign to the Division’s BCC queue - Also select Send Email Notification to notify BSM & BSC in the Division

- If no Lead was found, Search the Serviceable Addresses - Assign Task to local Business Sales Manager (SM)

- If the Address is found, click on the Address Index

- Serviceable Address Screen - Location is Serviceable for all Services … Now scroll to bottom and Create a New lead

- Create a New Lead

- Once you Complete the Editing the Lead …. Save - Now you must Change the Lead Owner from your name to the Division BCC queue

- Once Editing is complete, Assign the Division’s BCC queue - Also select Send Email Notification to notify BSM & BSC in the Division

Wrap Up

Discuss Plexus Campaign Q&A