What is a Lead?

• Each Lead is a person with a request for information from Solvay. They are a mix of existing customers, new contacts from existing accounts, distributors, universities, new prospects and people looking for something we don’t offer.

Why is lead management important? 

• Solvay reputation: ~23k leads have interacted with our lead management process in 2021
• Customer experience: ~2% are existing customers and ~40% are new contacts from existing accounts
• Lead volume is increasing: +30% compared to 2020
• Revenue: in iCare we have been able to link Leads to opportunities and have identified ~31M€ over next 5 years (average 6M€ per lead treated)
  
  
  
  

Leads that enter into iCARe (via Salesforce-to-Salesforce connector) are following the path below:

Use cases 

2. Data Model & security

Main objects

We are using the standard lead conversion process into Contact, Account and/or opportunity. The lead is not deleted from the system but is no longer searchable, unless your admin assigned you the View and Edit Converted Leads permission." The new account, contact, or opportunity record created from the converted lead is searchable.

To open a sample or quote, it could be done from Contact or Opportunity related leads. If the contact and/or the opportunity has been created from a lead, the quote or the sample creation will be helped with data repository from the source lead.

Interfaced third parties

Leads are interfaced with multiple Solvay Websites via web to lead on drupal forms. A customer accesses solvay.com website and navigates to the Product Finder. (this is the link for Solvay.com, the form are also available from countries sites) 

The customer selects a product to check product details, and contacts Solvay using webforms to :

• request a sample
• request a quotation
• ask for documentation
• ask a product inquiry
• Ask a generic inquiry

Pardot is generating leads via marketing campaigns and fields like opt ins are interfaced both ways between two systems.

Dataiku is interfaced since 2021 to match existing accounts based on email domains.

Lead Security Model 

3. Lead Management 

Lead Sources

Layout Overview

Custom Path Guidance :
The path guidance displayed is a custom component. It shows at every stage of the lead treatment a description of the stage, link to training materials and/or mandatory fields.
Mandatory fields appear at Qualified Status and Converted Status.
By default, the path guidance is ‘rolled’

For each Novecare lead record, there is a message about the Lead time to Qualify and Lead time until closure, depending on the Lead Status.

When the message is written red, it means that the KPI was exceeded and the lead needs action to be taken immediately. If the message is written in black, it means that is informative and the action that should be taken is still under the expected timeline. 

When the lead is in any other status rather than Qualified, Assigned or Waiting for more information, this information is not displayed. For any of the lead closed status, the component is hidden as well as for unqualified leads.

L

Fields specific automations

Product Family is mapped to GBU. As soon as the product family is filled (Web to lead is sending the information) it auto populates the GBU based on this Matrix : 

Lead Stages 

Assigned = 
Several emails are sent automatically :

• An acknowledgement email is automatically sent by SFDC using the lead email address
• An email notification is sent to the owner of the lead at creation : a specific user,  or the queue's generic email address and all its queue members

Email templates called ‘Quick Replies’ have been created to help users. They can access them from Lightning Email Templates folder : 

If they are choosing existing records, existing data will not be overwritten.

Novecare Specific Case 

As part of the lead process refactoring, a number of automations have been introduced into handling of leads assigned to the Novecare GBU.

All the Novecare automations require 2 criteria for an incoming lead to be processed by them:

• “GBU” picklist value must be “Novecare”;
• “Source” (LeadSource) picklist value must be “Web” (i.e. leads are created from a webform submission)
  
  

1. Classic Email Templates in “Novecare Templates” Folder

5 email templates in this folder are used for automated replies to auto-abandoned leads.

Templates are HTML-based but have a simplified look and layout through a custom template type.

Lead’s field “Auto-Response Email Sent” (SLV39_Novecare_Abandon_Email__c) gets set accordingly. The value of this field must be empty or set to “Standard Account” for a number of Lead Automation Rules to apply.

2. Email Address from a Free Email Provider (e.g. Gmail)

If a lead provides an email address belonging to one of the domains below and Lead’s Region field is set to NAM or EMEA, this lead’s Status will be set to “Abandoned” and the lead will receive NOVECARE AUTO ABANDON email.

These domains can be managed here:

Custom Code -> Custom Metadata Types -> “Lead Excluded Email Domains”:

3.“Lead Relationship to Solvay” 

“Lead Relationship to Solvay” determines the rest of Novecare automations and therefore plays a key role in the system. 

If the value of this field is one of “Works with distributor”, “Existing Distributor”, “Prospective Distributor” or “University Laboratory”, the lead’s status will be set to “Passed to distribution” (or “Auto-abandoned” in the last case) and the lead will receive one of the emails above.

4. Leads with Emails Equal to an Existing Contact’s Email

Leads, whose “Lead Relationship to Solvay” is one of “Existing Customer”, “Prospective Customer”, “Other” or blank, get evaluated on their email address being an exact match to an already existing contact.

If a match is found and that contact’s account’s GBU Customer Segmentation (SLV_Involved_GBU__c)  is one of “Strategic Key Account”, “Key Account”, “Critical Account” or “Standard Account”, leads gets assigned to a queue using Lead Assignment Rules.

5. Lead Scoring Through Dataiku

If a lead’s email is not precisely equal to an existing contact’s email but “Lead Relationship to Solvay” is as above, then the following happens:

• Lead gets assigned to CS - Lead - Dataiku queue;
• Its field “Run Daitaku” (SLV39_Run_Daitaku__c) gets set to True;
• Dataiku (https://www.dataiku.com/), through Daitaku Iboost Integration user, checks leads once per hour for the True value in the field above. Matching leads’ data (Email, Company name, Country) get ingested into Dataiku for analysis;
• Dataiku assigns a number of probability scores from 0 to 1 to ingested leads matching them to existing accounts (and their contacts), based on the similarity of their Company name, Email’s domain and Country;
• Note: Dataiku downloads accounts’ and contacts’ date once per day from Salesforce - this ensures that leads are always compared to a reasonably fresh set of data. This daily download is also done through Dataiku Iboost Integration user;
• Dataiku selects the highest probability score (or 0 if no accounts were matched) and the respective Account ID and writes those values to “Matched Account Score” (Matched_Account_Score__c) and “Matched Account” (Matched_Account__c) fields on the Lead respectively. Simultaneously Dataiku changes the value of the  “Run Daitaku” to False;
• Presence of Account ID and a non-empty score in the fields above triggers Salesforce to either (a) if the score is 0 (zero) or below 0.5, set the Lead Status to “Passed to Distribution” and send out NOVECARE AUTO ABANDON email to the lead, or (b) if the score is 0.5 or above, assign the lead to a queue using Lead Assignment Rules
  

6. Request for Documentation Leads assigned to CSR (today the system excludes Pardot leads)

User Story LSCRM-17: Assign Documentation Request Leads directly to CSR (link to US, below - please do not remove this note mention should the reference link become non-functional at some point!)

Why the new implementation: CSR users should be assigned to Documentation Request leads directly instead of going through BDM users first.

Goal: automatically assign the lead documentation requests to the appropriate CSR queue based on BU value (Market change) and Region value (Country change).

The changes aim to automate the assignment of documentation requests directly to the CSRs, bypassing the need for BDMs's intervention.

Feature Overview: feature introduces an automated process for assigning documentation request leads coming from the website directly to the relevant CSR based on predefined criteria; for any new request for documentation type of Lead open for a Novecare product, from the website forms, the CSR people (customer service representatives) will be the ones receiving the requests for documentation directly, manageable in already existing queues (see below table) to which CSR people have access as part of specific public groups (see below screenshot), instead of the BDM users. 

With the new process implemented, when a new request for documentation type of Lead is being created in the system,  the lead will be assigned to one of the newly created queues below  based on region and market change in value. Once submitted, the lead request for documentation will be created in the system, and the Lead owner will automatically become a CSR queue to which certain users in different public groups will have access.

 Addresses to: Implementation only applies to Novecare GBU when a new documentation request gets created

The CS-CSR-IPS-EMEA is the default queue for all “Request for documentation” leads without a BU assigned.

Prerequisites so that Request for Documentation Leads created from Website forms get assigned to the appropriate queues above:

1. When going to the website and to Documentation Request for a Novecare product:  example: http://sco.np2-solvaysf2.acsitefactory.com/en/form/documentation?product_code=90071212&product_label=Mirapol®, to create a new documentation request, the Product one chooses from the website for the new request for documentation has to be a Novecare Product from the list view "All Products Novecare" on the Product object.

2. Company and Email address (on the website form) need to match those of clients which exist in the system; if the system can't find the matching contact and account, a new lead will be created in the system but it will not be assigned to any of the queues related to this functionality. 

So that a matching Contact can be found the email needs to match the email domain of an already existing Contact in the system ( otherwise the lead will be assigned to the "CS - Lead - Dataiku" queue) and that contact’s account’s GBU Customer Segmentation (SLV_Involved_GBU__c)  be one of “Strategic Key Account”, “Key Account”, “Critical Account” or “Standard Account”. 

NOTE: *The system is looking for a Contact in SF with the same email address as our Lead (to relate/connect our new Lead to) + the Contact once found needs to be related (through direct relation, directly on the lookup field) to an Account with the same name as the one of the "Company" value/name on the Lead. Lead record → related Contacts → Account

3. Relationship to Syensqo (on the website form), which maps against “Lead Relationship to the Company" (SLV10_LEA_Customer_Type__c) needs to be “Existing Customer”, “Prospective Customer” or “Other” to get evaluated as being an exact match to an already existing customer, otherwise the lead will be assigned to "CS - Lead - Auto Abandon" queue instead.

4. Select a Market (on the website form) value determines the  value the "BU" field on the Lead in the system populates to whereas the Country & Region (on the website form) value determines the "Country" and "Region" value, both of which will determine the queue.

Market needs to be either one of the following values, in the Utilities "Market Segmentation -> BU Mapping" matrix for the BU to be filled in with the appropriate value for the Lead to be assigned to one of the queues:

Reference link to implementation requirement: Unable to locate Jira server for this macro. It may be due to Application Link configuration.

7. Leads assigned directly to the Account Managers

Rules for TS & Aroma

For Technology Solutions and Aroma, all the web-to-lead leads created (excluding Pardot leads), for any lead type, will become assigned to the corresponding account manager based on two matrices created in Utility:

• TS - Lead Domain Matrix
• Aroma - Lead Domain Matrix

These matrices shared with the public group PA-SHR-Utility Edit, to be maintained by the GBU Data Steward and they keep the information about the account managers and the domains they manage the leads. They are created in Utility using a new record type named "Lead Customer Domain Matrix" with the following fields:

The logic (Lead - After Save Actions flow) to assign Leads to the lead owners in the matrices is:

• when there is a contact in CORE CRM with the lead email that matches the email domain in the matrix OR the lead email matches the email domain in the matrix

• the Lead Region matches the region in the matrix, otherwise region equals to None can be used for all regions

• the GBU Lead matches the GBU matrix record and the record in the matrix is flagged as Active

The system picks the First Approver which is the Account Manager and assigns him as the Lead owner. Additionally, the Lead Status is updated by the system to Assigned and the SLV40_Existing_customer__c should become true.

• if the email domain does not exist in the matrix, then the system applies the existing lead assignment rules

Rules for Novecare

For Novecare, when the lead type is request for sample, request for quotation, generic question or product inquiry (except for documentation request) and after the lead being processed by the Dataiku, which means that Dataiku will try to find the Matched Account and will also run the lead assignment rules and assign a lead owner. After this, there is additional logic to check:

• if the Matched Account exists the system will (Lead - After Save Actions flow):

  • search in the account team, for the account team member (AccountTeamMember standard object ) that is active and the Role is equals to Account Manager (SAP) 

  • the account manager (user) Multi_GBU_Access__c should contain Novecare

  • if one account manager found, assign him as the lead owner
  • if more than one account manager in the account

    • select the one that matches the lead region (NAM, LAM, EMEA, APAC)

    • if no account manager matches the lead region, select one account manager randomly and assign him as the lead owner

  • update the lead status to Assigned
• if the Matched Account is empty, the lead owner (a queue) assigned by the assignment rules triggered by the Dataiku will not change and the lead status remain Qualified

For Novecare, when the lead type documentation request, the lead is assigned directly to the CSR (not yet in production)

8. Novecare Pardot Leads for Home and Personal Care without Pardot Questions automatically set to the Abandoned Status

When a lead is created with the Lead Source Pardot, the Lead Status Qualified, the Lead Owner CS-Lead-Campaign-HPC, Lead BU as Home & Personal Care and Pardot Question Asked is empty, then the system 

The system will automatically update the following fields in the lead (Lead - Novecare Auto Abandon flow):

• Lead Status to 'Abandoned'

• Closing_Reason__c to Non-Commercial

• Lead Owner to “CS - Lead - Auto Abandon”

9. Novecare Leads re-assigned when the Account Manager is Out Of Office

The out of office process is running once per day around 00:30 AM (GMT+2) (Out of Office - Reassign Records flow) and is checking all for the out of office entries with the start date starting on that day.

For all the out of offices starting on that day, the system will check if there is a Back Up defined:

• when there is a backup, the system will transfer all the leads to the user defined as the backup.
• when there is no backup, the system will run the assignment rules that will re-assign the lead to the BDM's queues

The system will transfer the leads that met the following criteria:

• the Lead status is assigned or qualified

• the lead owner is a person (not a queue) with the profiles End Users Lightning or Corporate Sales & Marketing Lightning

• the lead owner is still the account manager with the Out Of Office active (has started)

• lead owner is from Novecare (Multi-GBU Access contains Novecare)

For the new account managers that received new leads assigned to them, the system created a bell notification advising that there are pending leads assigned to him.

Click on the bell and see the following message:

Click on the message and get redirected to the report "My Leads to Review" saved on Novecare folder "Novecare reports for SFDC users > Novecare Leads".

Important to know

• The account manager is the one responsible to create his out of office in CORE (the one in Gmail/Outlook will not work).

• For a short period of time (short out of office period), the account manager will not create the Out Of Office and the lead will remain assigned to him or he can assign it manually to a colleague if needed.

• The backup will never be added or removed automatically by the system. The backup should be managed by the account manager.

• The assignment rules are not running when the lead is re-assigned to the backup person or back to the original account manager
• The system is not able to recognize if the backup of the account manager has an active out of office or will be out of office in the future. The account manager must select someone as a backup that will not be out of office at the same time as himself.

Actions to be performed by the account manager:

1 - the account manager defines his Back Up on the User page, in the Team and HR information section

2 - the account manager defines his Out Of Office time in CRM (How to setup Out of Office in CRM) before getting out of the office 

The out of office process will run every day to assign the leads to the corresponding backups or queues.

10. Novecare leads acknowledge the customer when the lead is assigned to the account manager for analysis

When the lead is created for Novecare, the customer is receiving an email notification informing that the Lead was created and was assigned to our internal teams.

(Email Template: Email to Cust Acknowledg Templ)

The text in blue is the one that will be sent when GBU is Novecare

When the Novecare lead is assigned to an account manager, the customer is receiving an email informing him that we are processing his lead

(Email Template: Email to Customer Lead under Treatment)

Important to know

The lead could be re-assigned to another account manager several times,  however the customer will not receive the email notification again (only on the first time when is re-assigned to the first account manager)

11. Novecare Lead Queues

20 queues have been created for business users based on their BU and geographic location:

Queues have respective groups as their members and all are set to send emails to individual members.

1. Additionally, 2 technical queues  have been created for the purposes of holding auto-abandoned and Dataiku-assigned leads:

12. Lead Assignment Rules for Novecare

A number of new Lead Assignment Rules have been created to accommodate lead assignment based on GBU Segmentation, region and BU.

Lead fields used in Novecare Lead Assignment Rules:

The latter 2 are a special case and are used to enable Lead Assignment Rules to run again, after the Dataiku score has been set, while preventing infinite loops in lead assignment.

NOVECARE AUTOMATIONS FLOWCHART





Reporting : 

Novecare Reports on Leads KPIs

Novecare lead time Calculation for leads

Novecare leads L1 LT

Novecare leads L2 LT

Novecare leads L3 per lead owner

Novecare leads Lead time for treatment

Dashboard Novecare leads Lead time for treatment

Novecare Lead KPIs

Novecare has the goal to close a lead in 10 days, 4 days from created to assigned and 6 days from assigned to closed.

Business is using naming L1 to represent the time in days the lead remains between Qualified and Assigned status, L2 to represent the time in days the lead remains between Assigned and one of the Closed status and L3, the sum up of L1 and L2.

For reporting purposes there were created 3 new formula fields on Leads to save the KPIs explained above:

1) L1 - Time Creation to Treatment w/o Waiting - is the time the lead stays between Qualified and Assigned status excluding the time in Waiting for more Information from the customer

2) L2 - Time Assignment to Treatment w/o Waiting - is the time the lead stays between Assigned and one of the Closed status excluding the time in Waiting for more Information from the customer

3) L3 - Lead Time Open w/o Waiting - is the time the lead is open in Qualified until it gets closed in one of the closed status (Passed to Distribution, Treated, Abandoned, Converted) excluding the time in Waiting for more Information from the customer

There are several fields on Leads to save and control the KPIs

Lead time calculation slide: NOVECARE LEAD MANAGEMENT PROCESS & TRAINING June 24

Diagram: https://app.diagrams.net/#G1ENQ0KTV8BssMDXrUaMOeC55-50pkv0gk#%7B%22pageId%22%3A%22RF_SfxDZwxAt96m-kJrV%22%7D

Campaign management 

1. Record Types for Campaigns

There are 3 available Record Types for creating campaigns: 

• Base Level - Channel, 
• Mid Level - Asset, 
• Top Level - Marketing 

(NPS Campaigns are out of scope here).

Each Base Level Campaign must have the parent Mid Level campaign. 

Correspondingly, each Mid Level Campaign must have a Top Level campaign as a parent.

1. Email alerts to Campaign Owners:

Workflow rules: 

When the owner of the Base Level campaign changes - the New Owner of the Campaign receives an email with notification about ownership assignment.

The campaign owner also receives an email notification 7 days before projected end date of campaign that date is approaching

1. Campaign Influence Model 

The Campaign Influence feature is enabled in Settings → Feature Settings →  Marketing → Campaign Influence 

The Auto-Association settings are set up to take into consideration only the Base Level - Channel record type campaigns and to exclude all campaigns with value “Operational” in the field type.

The only active model is Even Distribution Model 

All influenced Opportunities for a particular campaign are shown in related list “Influenced Opportunities“

Only Opportunities created AFTER the campaign member have joined the campaign will be taken in account. (Based on 'tech first associated date' field)

1. Campaign layouts

Each type of campaign has its own page layout and lightning record page with a certain defined composition of sections and fields. 

1. Types of campaigns and field dependencies

Each Type field of Campaign has certain picklist values available only for this particular type (note that “Operational” type here is the one that is excluded from Campaign Influence). 

1. Net New Lead

“Net New Lead” Definition:

A person (an email) that was added to CRM as the result of a specific campaign (e.g. a form submission). Therefore, if that person (that email) is already in the system, it’s not a net new lead.

Net New Lead is a boolean field on the Campaign Member object.

From this follows that Boolean must be set to TRUE when:

1. a Lead has been created today and if that email does not matches any other Lead or Contact already in our database;
2. a Contact has been created today

12. ROI Calculation

The ROI amount is displayed on each individual base-level campaign as well as the total ROI for all base-level campaigns within a mid-level campaign. That allows us to judge if a marketing campaign (or a group of campaigns) has been financially successful.

Given that a campaign has influenced open and closed won opportunities (as determined by Campaign Influence), when those opportunities have values in Expected Yearly Revenues, then the sum of those values, each multiplied by the opportunity probability percentage and influence percentage, is to be displayed in the custom field “Influence Weighted” on the base-level campaign, and the sum of base-level campaigns' “Influence Weighted” fields belonging to a parent campaign is to be displayed in the custom field “Influence Weighted in Hierarchy” on Mid-level and Top-level campaigns.

Calculation: 

We start with Probability Weighted Revenue field (SLV5_1_Probability_Weighted_Revenue__c) on each influenced opportunity (this is the value of SLV_Yearly_Revenues__c * Probability);

The we use Influence (%) (Influence) from the Campaign Influence object to get the proportion of Opportunity’s Probability Weighted Revenue belonging to the Campaign;

Create new formula field in Campaign Influence (Influence * Opportunity.SLV5_1_Probability_Weighted_Revenue__c);

Finally, we write the sum of all values in Probability Weighted Revenue fields for each Opportunity influenced to the new Influence Weighted field on the Campaign object.

13. The default currency for all campaigns is set to Euro

All campaigns in a hierarchy must have the same currency hence EUR will be the currency set by default.