Lead Management

Lead Management is designed to optimize the initial pre-sales process, freeing up your sales department to focus on the most valuable prospects and opportunities. For a given marketing campaign, you may wish to generate leads for certain business partners within a target group. You use leads to qualify the level of interest presented by these business partners, with a view to transforming them into opportunities. Both customers and prospects can be considered as leads. For example, an existing customer may be a lead for a new project you are working on.

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Business Benefits

Increased customer loyalty with target communications

Increased customer satisfaction by knowing who your customers are

Increased share of wallet with targeted offers

Decrease risk of competition with quick responses

Increase customer retention by ensuring needs are being met

Prospect

Vendor

Contact vendor or service provider

Define needs and level of interest

Run marketing campaign

Confirm prospect's business partner data

Create and maintain lead

Dispatch lead

Process hot lead workflow

Process opportunity

Qualify lead and update status

Analyze lead metrics

Business Benefits

Increase response rates with optimized campaign automation

Consistent view of the customer across all channels

Optimize lead flow from capture to close

Improve response time of inquiries with Hot Lead alerts

Improve sales cycle with better handoffs between marketing and sales

Optimize the lead management process with full visibility into the process


Lead Management This scenario addresses the following business challenges: Leads are wasted if they are not delivered to the right person at the right time. Organizations struggle with the ability to get leads to the right person in a timely manner Good leads are often overlooked, while time is wasted following up on poor leads. There is no ability to incorporate a corporate standard in the qualification process to ensure quality and timeliness of follow-up There is no standardization of surveys, or capabilities to easily create centralized surveys Having quality leads is imperative to ensuring success with the leads. Duplication of leads, causes wasted time and money Organizations have not visibility into the lead process, and have no ability to make adjustments to ensure success No visibility into the Lead Management process, no idea how many leads, number qualified, conversion rates, where each lead is in the process, etc. The lead process is directly tied to ROI, most companies have no understanding of the impact of leads and lead conversions to ROI The next section describes the scenario in more detail: You start the process with running a marketing campaign. A campaign is run targeting a specific target group. The business partners are contacted via various channels, e.g. e-mail, letter, phone. Your prospect contacts you and show interest in a purchase via web, CIC, mail, face-to-face, etc. You confirm the prospect's business partner data or create a new business partner. With this, a lead is created and maintained for the business partners, including details of origin, priority, products and a survey. The prospect will describe his or her exact requirements. So you can define the prospect's needs and level of interest. You then qualify the lead and update its status. Based on the prospect/customer requirements, the lead processor further enhances and qualifies the lead (manually or based on the survey). Additionally the lead processor can set the status of the lead (e.g. won, lost). The lead can be dispatched to other employees or to external partners (see Lead Management in Channel Management). Hot and very important leads trigger a workflow that creates an opportunity. The responsible Sales Representative receives a notification in his or her inbox. You can take the chance of a process opportunity. Create an opportunity based on a lead (via workflow or manually as a follow-up transaction). The Lead Manager analyzes the partner lead metrics (e.g. lost leads, efficiency reporting). (*This scenario is written from the perspective of you as a Vendor) This business scenario is supported as of SAP CRM Release 3.0.