Lead Scoring in Salesforce.com - Part 1

104/10/23 Manticore Technology, Inc. – Copyright 2009. All rights reserved.

Lead Scoring in Salesforce.comManticore Technology Webinar Series Part One

February 13, 2009

Manticore Technology, Inc. Confidential – Copyright 2009. All rights reserved.


Today’s Webinar

Session I - Lead Scoring in Salesforce.com Part I - Building a Lead Scoring Framework (20 minutes)

Christopher Doran – Vice President, Manticore Technology Part II – Configuring in Salesforce.com (20 minutes)

Cary Fulbright – President Saaspoint North America Part III – Q/A

Don’t Forget Next Weeks Session:2/24/09 – 11AM CST – Same Dial in

Session II – Advanced Lead Scoring Adding online behavior to your model Multi-model Lead Scoring Scoring Depreciation Case Study: Intellitactics

2


Christopher DoranVice President, Marketing, Manticore Technology

Member of Founding Manticore Team (2003) Responsible for company’s worldwide marketing

efforts including PR, demand generation and strategic partnerships (including salesforce.com)

Longtime thought leader in the area of demand generation and marketing automation


Why Score Leads?

Lead Generation in 2009 is a Faucet:Can increase or decrease flow with budget

Likely to buy today…

Assign to sales.

Lead Scoring

Separates

Likely buy later…

Nurtured by Marketing.


Without Lead Scoring…

Actual photo of Sales Reps before lead scoring

*Note: Not actual photo of Sales Rep


Manticore Technology

Leading provider of demand generation solutions Ideal combination of power and

ease-of-use Unmatched integration with

salesforce.com Industry leader - Founded in

2001


Scoring Components

Similarity of Lead to Target Market + Behavior lead has

exhibited to indicate likelihood of purchase

Build in Salesforce.com-OR-

Demand Generation Solution

Need Demand Generation Solution

to Accomplish

“Fit” “Interest”

This

Wee

kN

ext Week


STEP I – Build Profile

Identify profile of lead most likely to buy today Markets that are currently buying (80%) Markets you expect to be buying in near future (20%)

Typical Criteria: Region (North America, Europe, Asia, etc) Industry

More specifically, SIC codes if you like Department Infrastructure Requirements Size (either revenue or employees are good measurements)

KEY POINT: Sales and marketing MUST agree on Profile


STEP II – Build Draft Framework

Criteria Data Source Max Points

Industry Web Form 10

Size Web Form 10

Region Web Form 10

Title Web Form 10

Infrastructure Form/Sales 10

Budget Form/Sales 10

Timeline Form/Sales 10

Key “Fit” Criteria for your buyer

What will populate in CRM? Points Per

Attribute

KEY POINT: Point Values don’t matter! – no difference between 10 point max score to 1,000 max score for fit – what matters is their relativity to one another.


Step III – Expand Model

Consider weighted distribution for lead attribute Are certain attributes more important than another? Ex: Title vs Industry

Create “Buckets” of Quality for Attributes Example:

High Quality Moderate Quality Low Quality Negative Quality

What is Negative Quality? Assign negative points to deal killer attributes to ensure that they can’t

meet qualification through other attributes Example –

You don’t do business in Europe – no matter what You NEED infrastructure requirement


Build “Fit” Score

Criteria Data Source

Max Points High Qual Mod Qual Low Qual Negative

Qual

Industry Web Form 20

Automotive 20 Auto Parts 5

CPG 20

Size Web Form 10

75k-100k emp 10 40k-50k 5

50k-75k emp 10 30k-40k 5

Region Web Form 10 North America 10

Infrastruct.Web

Form/ Sales

20Salesforce.com 20 Siebel -20

Sugar -20

Example: Expanded Model


STEP IV – Match to Salesforce

Each criteria must be matched to a field in salesforce.com.

Salesforce.com field must be populated with each new lead generated. Link all webforms - must ask about the Fit criteria

Additional fields may be populated by telemarketing or sales Budget, Authority, Need, Timeline (BANT)

Use consistent data fields and values in webforms and data fields in salesforce.com to ensure consistency


STEP V – Test, Iterate, Test

No lead scoring model is perfect – accept that Re-visit model as necessary (at least quarterly) Many factors can impact need to modify model:

Macro Economic Climate Current Pipeline Marketing Mix Organizational Changes


Building in Salesforce.com

Cary FulbrightPresident, Saaspoint North America

First senior vice president of worldwide marketing at Salesforce.com Helped grow company's revenues from $7

million to $165 million in four years and played a key role in taking the company public.

Recently VP and General Manager of OnDemand for

Saba, Inc VP, Marketing & Products for Five9

Lead Scoring in Salesforce CRM

Cary Fulbright

February 17, 2009

Who is Saaspoint?

• Over 700 deployments in three years

• Very high levels of repeat business

• Presence in UK, USA, Ireland, Nordics

• 55 consultants worldwide

• Early AppExchange developer

• Highest salesforce.com partner level

• Founded and managed by salesforce.com and SaaS alumni

Benefits of Lead Scoring

• Prioritize best leads for immediate sales attention

• Segment leads for drip-marketing campaigns

• Allow for re-engaging with leads

• React to subsequent data enrichment

• Prove Marketing is delivering leads that Sales asked for

How to Score Leads in Salesforce

• Filtered reports

• Calculated fields and formulas

• Advanced lead scoring applications

Pros and Cons of Scoring in Salesforce

• Pros– Free!– Easy for simple scoring

• Cons– Not as easy to maintain and adapt– Can’t easily handle multiple scoring models– Can’t score on behavior


Q&A


Next Week…

Thursday 2/26 11AM CST Advanced Lead Scoring.

Adding Response Behavior to Lead Scoring Multi-Model Lead Scoring Depreciation

Case Study: Intellitactics


Contact Information

Christopher DoranVice President, Marketing, Manticore Technologychristopher.doran@manticoretechnology.comwww.manticoretechnology.com

Cary FulbrightPresident, Saaspoint , [email protected]

Lead Scoring in Salesforce.com - Part 1

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