LEAD SCORING & PRIORITIZATION IN SALESFORCE
Assigning leads manually
In a rudimentary lead assignment system, leads are often assigned by round-robin distribution, with each new lead being assigned to a sales rep in turn. This can work well in smaller teams, where workloads and priorities can be easily managed on a manual basis. But as teams grow and lead-volumes increase, a manual lead assignment system will have a significant and negative impact on both productivity and performance.
Not all leads are created equal
As volumes increase it becomes more an more important to assess the potential value of a lead before deciding where to route it. Not all leads are created equal and under normal circumstances you will want your best available sales reps dealing with the hottest leads.
It also makes sense to prioritize leads which are closer to the point of purchase. In high volume environments this can be problematic. At busy times, hot and high-value leads can be stuck in queues, waiting to be assigned to the next sales rep. This is potentially catastrophic because, as we all know, leads go cold. With each minute that goes by without a response, the chances of converting any given lead decreases dramatically.
Lead scoring systems
A lead scoring system enables us to (a) assess the value of each and every lead (b) rank them from highest priority to lowest and (c) assign them to the most appropriate sales rep. Marketing automation systems like Hubspot and Pardot will score leads automatically as they arrive in the business. Points are awarded for various lead attributes but popular ones include opening an email, submitting a form or visiting a specific web page. Higher value activities might include enquiring about a high-value product or viewing a pricing page. But if it’s possible to put an actual figure on the potential value of a given “deal” then that is all the more helpful in deciding whether or not to prioritize a lead.
Defining your Ideal Customer Profile
In an Enterprise-environment the other important factor to bear in mind is, what does your Ideal Customer Profile look like and does a given lead fit that profile? Pardot calls this lead grading and it basically boils down to a number of explicit facts about the customer in question. Popular lead-grading attributes include company name, company size, annual revenue, industry, sector and location. Both lead scoring and lead grading can be used to determine how to rank and prioritize inbound leads.
Once you have defined and implemented a lead-scoring system, an intelligent assignment app, like Q-assign, can decide how and when to assign each lead.
Hot leads can be prioritized, matched and assigned to the very best available sales reps to be serviced as quickly as possible. Less important leads can be de-prioritized and processed only when a sales rep who has some spare capacity becomes available.
By prioritizing and assigning hot leads automatically, team performance can be truly optimized, with conversion rates, revenues and profits all boosted significantly.
THE FULL SERIES
How To Build a High Performance Sales Team in Salesforce
8 Steps to Re-building a high performance Sales team on Salesforce (in 30 days)
Part 1 – Assign leads automatically in Salesforce
Shorten response times, increase productivity & performance, reduce manual tasks
Part 2 – Score, rank & prioritize hot leads
Assign most valuable leads to best available reps to maximize conversions
Part 3 – Automate load-balancing
Optimize team productivity and improve performance by balancing workloads automatically
Part 4 – Assign leads to logged-in reps only
Assign only to available agents to increase throughput and overall performance
Part 5 – Eliminate cherry-picking by sales reps
Pick up incremental revenue & boost team-performance, by stopping reps from cherry-picking
Part 6 – Re-assign untended leads waiting in queues
Leads go cold. Assign untended leads to available reps & shorten response times
Part 7 – Auto-match leads to reps by skill-set & experience
Increase conversion rates, throughput & performance by matching lead attributes to rep capabilities
Part 8 – Reduce & simplify lead assignment rules
Empower managers, break the dependency on IT, reduce Salesforce overheads
Ortoo develops workforce productivity apps for the Salesforce CRM platform. We are passionate about helping Salesforce organizations to achieve more with less. To that end, our apps are designed to help eliminate manual tasks, to empower managers, to enable teams and to reduce their depency on IT departments.
Most importantly, our apps enable Sales and Service teams to increase throughput, productivity and performance by intelligently creating & updating work-items (e.g. Leads and Cases) and assigning them to the very best available Salesforce user at a given moment in time.