May Blog Series: A Recipe for…
Insights from: Wendell Simmons (Product Management at Fullscope) and Ashley Kleeman (Fullscope Microsoft CRM Business Analyst)
Microsoft Dynamics CRM lives at the heart of most sales pipeline processes, the place where suspects turn into possibilities, and hopefully real customers. Leads are the sales process fuel and lead-qualification is the catalyst that drives the engine. Many organizations struggle with the simplistic Lead to Opportunity model in CRM because the "Marketing Lead" to "Sales Lead" concept is missing, often creating chaos as Marketing and Sales teams collide in the lead bucket.
The solution is to add some "smarts" to the lead assignment process. I called up Ashley to get a few ideas.
Ashley, out of the box, Dynamics CRM leads all land in one big bucket and in many organizations the marketing and sales folks are just picking through the list looking for the "good leads". Have you seen this process before?
It's surprising how often organizations fail to think through their lead management process. Without a proper staging and assignment process, the sales teams become very disillusioned and sometimes just ignore the lead pool all together as a waste of time.
Well that means that the marketing team's hard work just goes down the drain. I'm sure there are golden opportunities that grow cold and die. What are some easy steps the team can take to improve the process?
Yes there are several steps you take right away;
- First, Define business rules around lead ownership based on specific attributes such as geography and create a workflow to auto-assign those to the appropriate person or Team. This segmentation helps individuals focus on their areas of responsibility.
- Next, If your Marketing team also has a "stake" in the leads, create a simple field to separate "marketing leads" from "sales leads" and set up the views to reflect this… that way sales people aren't wasting time looking at leads that aren't "ready for their eyes"
- And lastly, Think about your lead business process flow and how it aligns with you opportunity workflow and configure CRM to make the transition seamless.
There you have it folks, three simple ways to streamline lead assignments and improve the hand-off to sales.