Best Practices in Channel Lead Distribution

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Best Practices in Channel Lead Distribution
Track Channel Executives

• Lennie Kwan, Telus
• Ida Barrie, SurePayroll
• William Moxley, salesforce.com

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Agenda

• Lead management challenges
• Lennie Kwan, TELUS Communications
• Ida Barrie, SurePayroll Inc.
• Lead management best practices recap

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Lead programs are a challenge
No way to track performance
Poor reporting
No forecast integration
Usability
Bad data
Quality of leads
No ROI
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All parties are dissatisfied
Channel Is Not Impressed With Sales
Opportunities or Leads
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There is a solution
People
Technology
Process
People Process Technology Lead
Management Success
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Lead Management Best Practice Methodologies
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Define the Rules of Engagement
2
Identify Success Criteria
3
Get the Process Right
4
Source Qualified Leads
5
Rate and Route Leads
6
Balance Carrots and Sticks
7
Make it Easy
8
Provide Visibility to All
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Lennie Kwan Small Business Marketing
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A national telecommunications company in Canada,
offering a range of wireline and wireless
communications products and services including
data, voice and entertainment.

• INDUSTRY Telecommunications
• EMPLOYEES 19,500
• REVENUE 9 Billion
• GEOGRAPHY Canada
• SFDC USERS 438 PRM USERS 55
• PRODUCT(S) USED SFA, PRM, Service Support
• AREAS USING SFDC TELUS Business Solutions -
  Mobility

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Our SMB mobility sales are sold through two
channels
These two channels are often competing for the
same business
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Our primary goal was to have closed loop
marketing with all channels

• Spent millions on marketing effort but couldnt
  measure results
• No visibility into dealer leads
• Used email and spreadsheet to send leads to
  dealers
• Never got lead or opportunity status back
• Hundreds of hours spent on manual lead
  distribution and administration

Only 20 of B2B companies are calculating and
tracking their ROI on campaigns
Demand Generation Survey Cross the Chasm.
ResearchCorp, Q3, 2008.
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A snapshot of our process
Dealers work leads
Leads enter SFDC via Import or W2L
Run custom APEX assignment rules
Dealers works Opportunity
Campaign dealer performance measured
Leads converted by centralized team
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Implemented a custom lead routing process and a
lead reassignment solution
Waiting gt 20 hours to follow-up on a lead can
hurt your chances of qualifying that lead.

• Built using APEX code and custom objects
• Lead routing using postal code assignments
• Leads assigned proportionally to each channel
• 20 of Alberta leads go to direct sales, 80 to
  Dealers
• Sales reps get 24 business hours to read leads
• Weekends, holidays, and non-business hours
  excluded
• Sales rep reminded after 12 business hours
• Unread leads are reassigned to their managers

Study by David Elkington of InsideSales.com and
Prof. James Oldroyd of MIT
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Postal Code Assignment Object
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Channel Manager Dashboard
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Immediate success realized

• Closed loop marketing system
• Marketing analytics that provide measurable
  program tracking for greater marketing
  accountability
• Reduce customer churn
• Track the contract renewal with original dealer
• Send at risk customers to special retention
  team
• Increased lead conversion by 10
• Increased sales actioning leads by 15

Simple, easy to use, easy to track stay on top
of leads and determine legitimacy of the
opportunity - Aaron Howell, Kelcom, TELUS
authorized dealer
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Key learning and recommendations

• Keep your launch simple
• Introduced Leads, Contact, Opportunities
  Documents
• 90 adoption by dealer sales reps
• Launch in conjunction with a marketing lead
  generation program
• Huge emphasis on training dealer users to
  increase user adoption
• Web-based interactive training
• In person training
• Repeat, repeat, repeat

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Ida Barrie CRM Manager
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All about SurePayroll

• SurePayroll provides the friendliest, simplest
  online payroll experience on earth at a price
  small businesses can afford. Our solution allows
  customers to go online or onto their iPhone
  and process payroll in fewer than two minutes.
• We do the calculations, pay employees through
  direct deposit, and handle all of the messy
  payroll tax management details.

• INDUSTRY SaaS, Professional Services
• EMPLOYEES 130
• GEOGRAPHY National
• USERS 49
• PRODUCT(S) USED SFA, S2S, 3 downloaded
  AppExchange applications

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Awards Recognition

• PC Magazine Editors Choice for best payroll
  service
• 2008 American Business Awards Finalist
• Best Customer Care
• Best New Product
• Selected as a Top 100 Product for Accountants by
  Accounting Today
• Nominated as one of the Top 75 most innovative
  companies of 2008 by the Chicago Innovation
  Awards
• Ranked on Inc. 500s list of fasted growing
  companies 2 consecutive years

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SurePayroll refers 401K business to ePlan Services
Partnership Overview

• Provides payroll services, as well as retirement
  plans, health insurance plans, and workers
  compensation solutions
• Refer leads for Sure401k
• Reps compensated for closed business

• Provides SurePayroll branded 401k solution
• Closes referred leads

Developed partnership to provide more value to
customers
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Partner lead management process was manual and
time consuming for both parties
SurePayroll finds oppty
Lead emailed to ePlan
Lead entered in SFDC _at_ ePlan
Lead emailed to SurePayroll PM
Am I going to get paid?
Sales Rep asks for status
Product Manager calls ePlan
ePlan emails report
Reps frustrated b/c they cant get updates
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Leveraged Salesforce to Salesforce to manage our
partner leads
Raised security concerns
Considered having ePlan log into our SFDC
Found out about S2S on SuccessForce
Used the online videos and documentation to
implement
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The business process includes sharing both leads
and the subsequent opportunities
Create Lead
Forward Lead to Partner
Accept Lead
Work Lead
Convert to Opportunity
Forward Oppty to SurePayroll
Accept Opportunity
Track Sales
Everyone has visibility in real-time
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Making it easy to work with a partner
Added button on Lead and Opportunity to clone
record and send to partner
Created dashboard so reps and managers can track
leads sent opportunities received
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What we learned in the process

• First gather requirements from internal
  stakeholders
• Identify fields required by all groups
• Set aside time to agree on the fields to share
  and the process
• Check your validation rules
• Incorporate S2S Connection criteria into
  validation rules

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Salesforce to Salesforce has made the partnership
more effective
Salesforce to Salesforce has opened up a new
avenue of communication, which has made this
partnership more accessible. Its a beautiful
thing -- Nancy Silver, SurePayrolls 401k Advisor
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Lead Management Best Practice Methodologies
1
Define the Rules of Engagement
2
Identify Success Criteria
3
Get the Process Right
4
Source Qualified Leads
5
Rate and Route Leads
6
Balance Carrots and Sticks
7
Make it Easy
8
Provide Visibility to All
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Define Rules of Engagement

• Think about your go to market strategy

Which regions? How many partners? What type of
partners? What type of leads? Whose business
rules? Timeline? Objectives?
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Get the Process Right
Indirect vs. Direct Sales
Sales by Partner
Partner Scorecard
Deal Status
Partner Closes the Deal
Partner Is Notified
Partner Accepts the Lead
Partner Works the Lead
Partner Works the Deal
Requalifies the lead Confirms interest
Trigger an email notification Log in to see
new leads
Confirm they want the lead
Sales cycle Negotiation
Submit proof of performance Receive
additional margin credit
Time Frame Expires
If time expires, the channel manager can provide
an extension or re-distribute the lead to another
partner .
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Source Qualified Leads
Map key words to the sales process and make
advertisements relevant
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Make it Easy
Give your partners a choice!
Transactions
Communities
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Provide Visibility To All
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QUESTION ANSWER SESSION
Lennie Kwan
Small Business Marketing
Ida Barrie
CRM Manager
William Moxley
Sr. Director, Product Management