Presentation

Lead management is one of the functionalities of the CRM that allows:

  • To respond to customer and prospect requests 
  • To identify business opportunities within our web audience
  • To collect marketing and business data related to leads, prospects and customer that informs business decisions

Training Materials


Topics Covered

  1. Definitions and Objectives
  2. Helpful tool
  3. Assigning a lead (queue management)
  4. Treating a lead
  5. Closed statuses
  6. FAQ


Definitions and Objectives

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: >20k leads interact with our lead management process each year
  • Lead volume is increasing: 2021 shows a 30% increased compared to 2020
  • Customer experience: ~2% are existing customers and ~40% are new contacts from existing accounts
  • Revenue: effective lead management contributes to Solvay's revenue and ongoing improvements can help us to improve the ROI

Strategy & Objectives

  • Primary objective is for all leads to be closed within 5 days of creation.

To achieve this goal, we are:

    • Improving response rate to give leads best possible experience 
    • Improving process efficiency to reduce burden on commercial teams 
    • Monitoring lead process with key data sets, e.g. closing reasons, # of existing customers, time spent in open state, digital opportunities

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Helpful Tools


Status Path

The status path is how we record the progress of the Lead. By properly assigning the correct status, we can better prioritize our Leads and take appropriate action. 

The best practice is to close a Lead within 5 days of it's creation. 30 days is the maximum number of days a Lead should remain open. 


Path Guidance

By opening the Path Guidance you can access:

  • Description of the status
  • Links to training materials
  • Mandatory fields which are editable

Learn more about the path guidance

Related Contacts & Leads

The Related Contact and Related Leads all you to immediately see if a contact exists for the lead and recent leads which belong to this customer. 

Email Templates

Quick Reply templates are designed to help the Lead Management Process by automatically adding the Lead’s request information in the body of the email so you don’t have to. 

The Quick Reply template will automatically include the following information:

  1. In salutation 
    1. Lead’s full name
  2. In main message:
    1. Date request submitted
    2. Type of request submitted
    3. Related product associated with
      the request (if applicable)
    4. The question asked
  3. In signature
    1. Your name, job title and email


Learn how to use Quick Reply templates


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Assigning a Lead (queue management)









Treating a Lead


Evaluating the Lead

a. Determine if the Lead is an existing customer. Review previous Lead requests.

b. Check comments field for information. 

c. Review Lead’s personal information (company, country, etc.)

d. Review Lead request

Responding to the Lead

The best practice when responding to a lead is to email them directly from Salesforce. You will find Quick Reply email templates which automatically add the Lead’s request information in the body of the email so you don’t have to. 

Learn how to use Quick Reply templates

If you need more information from the Lead before you can help them: 

e. Email Lead using the Quick Reply Templates

f. Select “Waiting for more information”

g. Select “Mark as Current Status”

When you have answered their request, you are ready to close the lead.

Closing the Lead

You have four choices for closing statuses when you are closing a lead:

  1. Converted: The Lead has a clear project or business potential and you will work directly with them to qualify the sale
  2. Treated: The Lead does not have a clear project at this time but there is potential for future business from this relationship
  3. Passed to Distribution: The volume needed is too small to treat directly
  4. Abandoned: The lead has no business potential for Solvay

Learn more about selecting each status


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Closed Statuses


Converted


Treated


Passed to Distribution


Abandoned


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Frequently Asked Questions


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Legacy reference materials