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Lead Lifecycle

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Submitted By ssinghal2883
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Designing a Lead Lifecycle in Salesforce.com
A Best Practices White Paper for Response Management from Full Circle CRM

Full Circle CRM FullCircleCRM.com 650.641.2766 877.834.4001
Copyright© 2013, Full Circle CRM, Inc., All Rights Reserved.

Table of Contents
Introduction The Words We Use What is a Lead? Evolving the Lead Lifecycle The New Name The Existing Name Elements of Lifecycle Design Reports—Always at the Beginning When Does the New Name Get into Salesforce.com? Data Quality Scoring Response History—What Did the Person Do? Facilitating Engagement Nurturing—Some Considerations How Do We Know Whom to Nurture? Disquali cation Feedback Nurture Time-Outs Returning from Nurture Rep Visibility and Aging Creating Opportunities and Campaign Attribution The Big Picture About Full Circle CRM Addendum A—Lead Conversion in Salesforce.com 4 4 4 5 5 6 7 7 7 8 8 9 10 10 11 12 12 12 13 13 14 14 15

Copyright © 2012, Full Circle CRM, Inc., All Rights Reserved.

Full Circle CRM | FullCircleCRM.com | 650.641.2766 | 877.834.4001

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Introduction
Because a lead, either an Inquiry or a Target, can be represented in salesforce.com as either a Lead or Contact record, organizations should give careful thought to how to engage in a consistent and measurable manner with both types of salesforce.com objects.
Using salesforce.com’s CRM solution for marketing is a natural choice, particularly if your Sales organization is running operations with this popular cloud-based CRM application. However, using salesforce.com for marketing has some challenges. At Full Circle CRM, we’ve experienced these challenges rsthand and we’ve collected a set of best practices in this white paper around designing an e ective lead lifecycle to get the most out of your marketing and sales e orts. Just so we’re on the same page, we start with a series of de nitions, then discuss some challenges

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