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 Call

1. 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

2. Safe harbor
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forward-looking statements.

3. Deepa Patel
Halak Consulting, LLC
@halakconsulting

4. 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/

5. 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

6. Organized Lead and Campaign Management

7. Lead Management – What is a Lead?
A Lead is a person with a business card
 Name
 Telephone
 Email address
 Street Address

8. 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

9. 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 Status (Standard field)
• Is the Lead being worked on? Has contact been made? Is
this Lead Dead?
• Open, Contacted/Working, Closed/Converted, Nurture, Dead
 Lead Source (Standard field)
• Where did this lead come from?
• Web, Trade Show, Word of Mouth, Advertising, Webinar

10. Lead Management – Life Cycle
How do we do this?
 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

11. Lead Management – Life Cycle
How do we do this?
 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?

12. Lead Management
MQL
Status = Open
Date and time
stamp
Reject
SRL
Sales Rejected Lead
Marketing Qualified Lead
Dead Lead
Back to
Nurturing
Status = Dead
Status = Nurturing
Accept
Status = Rejected
Date and time
stamp
Reason for
Rejection

13. Lead Management
Accept
SAL
Sales Accepted Lead
Status = Open
Date and time stamp
Sales - Follow up and track activities
in Salesforce
Status = Contacted/Working

14. Lead Management
Quality – Score 5 - 1
Status = Qualified
Date and time stamp
SQL
Aging – 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
Sales Qualified Lead
High
Medium
Low
Status = Disqualified
Date and time stamp
SDL
Reason for
Disqualification
Sales Disqualified Lead
Dead Lead
Back to
Nurturing
Status = Dead
Status = Nurturing

15. Lead Management – Full Process
MQL
SAL
Marketing Qualified Lead
Status = Open
Sales Accepted Lead
Status = Open or
Contacted/Working
SRL
SDL
Sales Rejected Lead
Status = Dead or Nurture
Sales Disqualified Lead
Status = Dead or Nurture
SQL
Sales Qualified Lead
Status = Qualified
Converted to Opportunity
Status = Converted

16. 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

17. Maria Belli
CASE Partners, Inc.
@JustAGirlyGeek

18. 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

19. Page Layouts

20. Page Layouts cont.

21. Reporting

22. Dashboards

23. Shell Black
President, ShellBlack.com, LLC
@Shell_Black

24. 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

25. What is a Campaign?
A Campaign is a marketing initiative that you track in Salesforce
 Email
 Customer Events
 Outdoor Advertising
 Training (yes, training)
 Print
 PPC, Organic Web Traffic
 Social Media
 Public Relations / Press Releases
 Direct Mail
 Client Entertainment
 Trade Shows
 Promotions
 Telemarketing
 Etc.

26. 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?

27. 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

28. Mechanics of launching a Campaign
Create the Campaign
Determine your Campaign Member Status
Target Leads and Contacts
Launch! (and communicate internally)
Measure

29. 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)

30. 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.

31. 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

32. 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

33. 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

34. Bryan Boroughf
MondayCall
@BryanBoroughf

35. 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

36. Deepa Patel
Shell Black
Maria Belli
Bryan Boroughf
President
@halakconsulting
President
@Shell Black
Senior Salesforce Consultant,
@JustAGirlyGeek
Senior Account Manager,
@BryanBoroughf

37. Do Not Forget!
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