ADVANCED LEAD ROUTING IN SALESFORCE
Every rep is different
Each sales rep has different capabilities. Different skills, different experience, different attributes. Likewise, every lead is different and will require different skills and experience to be dealt with effectively. In Salesforce, the key to any Sales team’s success is routing the right lead to the best-qualified rep, at that moment in time.
Many sales management teams fall into the trap of implementing a simple round robin lead routing system in Salesforce, where each new lead is routed to the next rep in line. But this is sub-optimal. It means that, often, the wrong lead is in the hands of the wrong rep – and this can badly hamper conversion rates.
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BEST PRACTICE: LEAD ASSIGNMENT SYSTEMS IN HIGH-VOLUME SALESFORCE ORGANIZATIONS
When a lead falls into a sales rep’s area of expertise/experience, it can be processed and converted much quicker than if it’s simply routed to the next rep in line. Consider a rep at a computer dealer who knows anything and everything about laptops. His mate, who sits next to him, is a server guy. He’s been building and configuring servers all his working life. If your Salesforce assignment rules are routing server leads to the laptop guy, and vice versa, you’re going to get pretty poor results. Or rather, they are not going to be as good as they could have been.
The compound effect
Routing and matching leads to the right sales rep in Salesforce increases both lead throughput and lead conversion rates, so there’s a compound effect which can dramatically increase overall performance – i.e. sales revenues. In our example the server guy will process the server leads quicker than the laptop guy could. So lead throughput will increase. Maybe he can process 20% more leads every day just by focusing on server leads. He will also, inevitably, convert more server leads than the laptop guy could. His deeper knowledge of servers will mean that he can answer the prospect’s questions quicker and explain the benefits of the proposed solution better. Maybe his conversion rate will be 20% higher if he focuses just on servers. So, if he’s processing 20% more leads and then converting 20% more on top, that’s a compound effect equivalent to a 44% improvement. Imagine that, a 44% increase in sales just by routing the right lead to the right rep!
Dynamic assignment rules
This example just looked at product knowledge as a potential criteria to consider in a routing system. But a truly advanced Salesforce lead routing system will look at multiple criteria, including experience, qualifications, location, timezones, workloads and availability, to name but a few.
In a large Salesforce team, where each sales rep and each inbound lead has different attributes, it makes sense to implement a system which uses dynamic assignment rules to assess the attributes of each lead as it arrives in the business, and then match it to the best available rep – taking all those attributes into consideration.
Dynamic Lead & Case assignment for high-volume Sales & Service teams
Route Leads, Cases or any Salesforce object (including custom objects) to the right agent at the right time - with dynamic assignment rules
- Weighted round robin
- Lead scoring
- Case escalation
- Auto prioritizaton
- Live agent availability
- Auto reassignment
- Territory & timezone
Intelligent Email Integration for Any Salesforce Object
Email to Lead, Email to Case (on steroids!) or Email to any Salesforce Object (including custom objects). Also view full email history against any object & send mass emails
- Email to Lead
- Email to Opportunity
- Email to Case XL
- Custom objects
- View full email history
- Share drafts then send
- Send mass emails
- Overcome SFDC limits
If you are using a dynamic lead routing system to match the right lead to the right sales rep at the right time in Salesforce, then you are well on your way to establishing a truly high-performance sales team that knows no bounds. Kerrrrching!
Ortoo’s 5-star-rated app, Q-assign, is a dynamic lead routing engine which is 100% native to Salesforce. You can learn more here or take a look at it on the AppExchange, where it’s available to download on a 30-day trial.
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MORE USE CASES
- Automate Leads
- Automate Opportunities
- Dynamic lead assignment
- Round robin leads
- Load-balancing across reps
- Prioritize hot leads
- Reassign neglected leads
- Eliminate cherry-picking