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.