Org to Org Sharing Connected CRM

1
Building A Best Practice Closed Loop Lead
Distribution Program
Elay Cohen Sr. Director Product Management
2
Agenda

• Background on leads in the channel
• Best practices in lead distribution programs
• Lessons learned
• Questions

3
Lead programs are a challenge for vendors and
partners
No way to track performance
Poor reporting
No forecast integration
Bad data
Usability
Quality of leads
No ROI
4
Baptie and CMP learned that all parties are
dissatisfied
Channel Is Not Impressed With Sales
Opportunities or Leads
5
Lead Management best practice methodologies
1
Start with a pilot scope
2
Establish program office
3
Get your process right
4
Qualify your leads first
Find your channel manager evangelists
5
6
Balance the carrot and stick
Communicate and set expectations
7
8
Define reporting requirements
6
1. Start with a pilot before launching the full
program

• Think about your go to market strategy

Which regions? How many partners? What type of
partners? Which process? Whose business
rules? Timeline? Objectives?
7
1. Here are some examples of ideas for pilot
programs
Top tier partners

• Campaigns

Product lines
Emerging markets
Existing programs
8
2. Build a global program office
Execs

• Tips to increase success
• Executive support
• Regular meetings
• Geo empowerment

Sales Ops
IT
Global Program Office
Channel Ops
Sales
Lead Ops
Geo
9
3. Get the process right from the beginning. Here
is an example of a high tech companys lead
process.
10
4. Qualify leads for your partners

• Criteria should drive a score
• Decision maker
• Budget
• Timeline
• Activity type
• Propensity to buy

Make qualification part of your program DNA
11
4. Source qualified leads
Map key words to the sales process and make
advertisements relevant
12

• And dont forget to tell your partners that you
  have changed your ways!
• Use qualified leads and new leads sources as a
  program
• differentiator!

13
5. Channel managers are the front line and they
need to be motivated

• Q How do you win over your channel managers?
• A Find your evangelists
• Then, give the channel managers the tools they
  need
• Custom reports
• Alignment with sales
• Training
• Reference guides

14
6. Balance your carrots and sticks to optimize
results

• Whats in it for the partner?
• Qualified leads
• Campaign history
• Enriched data
• Incentives
• Support

• Whats in it for the vendor?
• Timely feedback
• Updated activity
• 48 hour claw-back
• Performance tracking
• Activity tracking

15
6. Give partners what they need when they need it
Just in time
RFP templates
Sales tools
Sales process support
Pricing
Field update reminders
Customer email template
16
7. Make your program easy to work with

• Usability
• Branding
• Help tools
• One click
• Ease of use

• Communication
• Clear
• Frequent
• Performance metrics
• Localized

17
7. The anatomy of a successful partner facing
portal
Brand
Help and Search
My Stats
My top lead lists
Lead In Box
Accept Leads
18
7. The anatomycontinued
Clear communication
Clear help
Leads are qualified
19
7. Hold back customer information until partners
accept

• Subset of lead fields
• Dont give it all away
• Partners will take the information and not
  provide feedback

20
8. Dont underestimate the time needed to build
the right reports
21
8. Track revenue contribution by partner
22
8. Measure and track productivity by partner
23
8. Know which partners are participating
24
8. Know how youre marketing spend is doing
25
Lead management improvements drive ROI

• What you need to know to create and justify ROI
• of leads
• Conversion rates
• Close rates
• of partners
• Average deal size

Sample Calculator
10,000 leads/month 5 conversion rate 10 close
rate (norm) 1,000 / deal Payback 50,000/month
Close rate varies from 5 to 15
26
Lead Management best practice methodologies
1
Start with a pilot scope
2
Establish program office
3
Get your process right
4
Qualify your leads first
Find your channel manager evangelists
5
6
Balance the carrot and stick
Communicate and set expectations
7
8
Define reporting requirements
27
Comprehensive on-demand business services
28
Optimize your channel partner relationships

• Channel growth
• Account management
• Partner analytics

• Partner success
• Partner self-service
• Deal collaboration

• Time to value
• Portals in minutes
• Easy administration

Product of the Year Award Salesforce PRM
29
Customers are signing up and quickly realizing ROI
30
Questions
Elay Cohen 415 518 6732 ecohen_at_salesforce.com
31
Next Steps
New to salesforce.com?
Sign up for a Free 30 Day Trial of Salesforce at
http//www.salesforce.com
Existing salesforce.com customer?
Introductory Pricing, Product Demos, Case
Studies, Eventshttp//www.salesforcePRMevents.com
For more information about Salesforce PRM Please
contact Elay Cohen, 415.518.6732,
ecohen_at_salesforce.com