How Dell Rebuilt Lead Management Processes with Salesforce
3 likes•811 views
The document discusses Dell's efforts to rebuild its lead management processes using Salesforce. It outlines the challenges with Dell's previous lead management approach, which included different views of data across multiple tools, complex routing procedures, and poor user interfaces. Dell transitioned to Salesforce for a centralized, data-driven approach that routes leads to the appropriate team based on predictive modeling. The new system provides a consolidated view of all customer information and activities. Key lessons from the project included focusing on industry standards, building enforcement of service level agreements into processes, and leveraging the Salesforce community for support during implementation.
How Dell Rebuilt Lead Management Processes with Salesforce
- 1. How Dell Rebuilt Lead Management Processes with Salesforce Bryan Shaw Sr. Marketing Manager --- Global CRM and Lead Management [email protected] @shaw_bryan
- 2. Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements. Safe Harbor
- 3. Mission: Rebuild Lead Management at Dell Enhance Sales Productivity Higher quality Leads routed to the right rep to help sales meet their quotaPut The Customer First Data driven interactions with our customers for a more personalized experience Deliver Marketing Qualification Flexible CRM infrastructure to support the needs of marketing Automate Operations Out-of-the box technology and industry standards simplify processes and increase automation
- 4. Lead Management Before Different views in different tools Complex routing and follow-up procedures impacted program performance and rep productivity Poor UI Design Partners unable to receive complete Lead and Campaign information Thousands of Leads and potential Accounts were thrown away each quarter Relationship Lead Account Play Lattice Play
- 5. Transition to Using Data to Drive Automated Decisions Dell Data Dell purchase history Campaign Response Last interaction with Dell marketing campaign Sales Up to five places to work their “Leads” Intuition Nurture Email
- 6. Transition to Using Data to Drive Automated Decisions Dell Data Dell purchase history, Accounts, Contacts, Opportunities, Eloqua, etc… Campaign Response Last interaction with Dell marketing campaign Third Party Data Firmographic, Social Presence, Company info, Web history, etc… Lead Qualification Rep BANT tele-qualification with pre-sales team Nurture Identify nurture path or “next best” Campaign Sales One consolidated view for a rep to work Leads Predictive Machine Learning routes to the right receiving function, not intuition* *Full disclosure --- we haven’t transitioned off of intuition
- 7. Lead Management 2.0 at Dell All Leads Scored and Prioritized for Reps Displays Activities for a Customer Centric view Clean User Interface to work and update Lead
- 8. • Patiently listen to everyone’s input and advice, but stick with industry standards and Salesforce best practices. • Writing an SLA is easy. Enforcing it is hard. Solve that problem by building the SLA into your Salesforce Lead Management processes. • Use the Salesforce Success Community. It is an invaluable resource that helps align the business and IT. • Be selective during early stakeholder identification and inclusion --- Marketing Ops and Sales • Changing Lead Management is disruptive. Mitigate the risk with a strong training and engagement plan. • Going out-of-the-box simplifies everything: integrations with 3rd party apps; marketing automation; predictive lead scoring. Lessons Learned
- 9. Q&A
- 10. Share Your Feedback, Win a GoPro! 3 Earn a GoPro prize entry for each completed survey Tap the bell to take a survey2Enroll in a session1
- 11. Thank you