How are leads qualified
Leads qualify for the sales process
Generate leadsScopevisio has in his Enterprise Line via a campaign tool in which the user can define criteria to qualify and generate leads. There is a large selection of criteria: In addition to basic information for company or personal contacts, such as B. location, industry or gender, criteria can also be selected that z. B. in the case of companies the sector segmentation or in the case of people the lifestyle, attitudes, level of education and the motivations of contacts. You can also create your own user-defined criteria. As soon as the target group based on the information stored in the CRM was filtered out of the contacts, it can be post-processed. Marketing manually adds individual contacts and removes others (e.g. because they have already become interested parties). The members of the contact list cleaned in this way can be marked en bloc as leads with a single click. In this way, the management of larger amounts of data can be massively accelerated.
Lead qualification in marketingLeads are assigned to the responsible marketing officer. These process the leads and further qualify them afterwards BANT system. The BANT system is a proven methodology for Evaluation of sales opportunities. It assesses the chances of success of a lead by awarding points in four disciplines: B.budget, A.uthority (decision-making authority), Need (requirement), Time (decision time). The Lead classification as an A, B or C lead is based on the number of points in the BANT evaluation. A prospects are automatically marked with an opportunity. It is automatically suggested based on the number of points achieved, A leads to prospects to convert and to pass them on to sales, to further process B-leads in marketing, or to downgrade C-leads, for whom the BANT number is very low, to simple contact. This not only saves working time and costs, but also increases motivation, as employees no longer waste time and energy on "hopeless cases", but instead more A sense of achievement to have.
Further processing in salesBusiness processes are reflected in the transfer of responsibility from one processor to the next in the chain. The Responsibilities are clearly regulated in Scopevisio:
- A Contact is qualified as a lead based on a campaign or opportunity. The marketing officer is responsible.
- A Lead is qualified as a prospect based on a specified offer. The sales representative is responsible.
- A Interested party is qualified as a customer by accepting an offer. Customer service is responsible.
- A customer becomes a customer through the settlement of the order. The accounting department is responsible.
Lead processing in SalesforceSalesforce is a major competitor to Scopevisio in the marketing and sales support space. Here, too, contacts can be selected according to criteria and qualified as leads. When you add them to a campaign, they become campaign members with a certain membership status. If you assign an opportunity to a lead (in Scopevisio this would be a sales opportunity), the lead is automatically converted into an account. In Salesforce, the sales funnel is structured in two stages, with the roles of lead and account, while in Scopevisio it is three-stage, with the roles of lead, prospect and customer. Once converted, a lead can no longer be viewed and edited as a lead in Salesforce. This differs from Scopevisio, where a contact can be a customer in one project and a lead again in another, new project - at the level of the dynamic customer-project file.
Dorothea Heymann-Reder writes blog posts, advice articles and white papers. Her specialist articles deal with commercial and business issues as well as the entire spectrum of digitization.
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