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Version Control

Version	Date	Description	Author
v.1	22.10.2018	Creation	Laura Theolier
v.2	14.12.2021	Update Iboost 2021 full process refactoring	Clémence Rovelon

Reference Documents

User Guide	P22. Lead Management
Iboost 2021 Playbook
Technical Documentation
GBU Queues Management
Web-to-lead Mapping

1. Functional Process

Process Overview

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)

Syensqo IS - Customer Support > FD - P22. Lead Management > Capture d’écran 2021-12-10 174051.jpg

Use cases

Lead Creation	The process of stimulating and capturing a potential interest of a company in a Solvay solution.
Lead Assignment	There are 2 cases (depending on the information selected/registered on the source, or depending on the information completed during manual creation) If the GBU is identified, it is assigned to the GBU queues If the GBU and/or Product are not identified, the Customer Information team will check the case and transmit the lead to the GBU contacts
Lead Qualification	Sales qualification : The process of evaluating, nurturing and scoring a lead in the preparation of a potential conversion
Lead Closure	A closed lead can be : Passed to distribution : Volumes are too small for direct sales Treated: reply sent to the customer but the lead is not converted, OR, lead has been assigned to the GBU Specialty Polymers and was sent to iCare Abandoned: poor interest of the lead, which is abandoned Converted: answer is sent to the customer, and lead is converted into an account, contact and/or Opportunity

2. Data Model & security

Main objects

Syensqo IS - Customer Support > FD - P22. Lead Management > Untitled Diagram.jpg

We are using the standard lead conversion process into Contact, Account and/or opportunity.
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

Who can create?	Solvay.com website automatically creates leads Internal user is allowed to manually create leads
Who can see?	Any user belonging to the QUE-Webform public group can see all leads
Who can update?	Any user belonging to the QUE-Webform public group can update any lead
Who can delete?	A Lead cannot be deleted. Only the System Administrator (SBS) can delete a Lead

3. Lead Management

Lead Sources

Leads on Core CRM are coming from two main sources :

Pardot (Specific documentation to come) : all Pardot leads will go to 'Unqualified' Status

Web-to-lead :

Domain	Business forms	Type in CRM
Solvay.com	Product inquiry filtered	Product Inquiry
Solvay.com	Request a quotation	Quotation request
Solvay.com	Solution inquiry	Generic question
Solvay.com	Sample request	Sample request
Solvay.com	Business units	Generic question
https://www.solvairsolutions.com/en/contact-us	contact us	Generic question
https://www.solvay-proban.com/en/contact-us	contact us	Generic question
https://www.bicarz.com/en/contact-us	contact us	Generic question

Layout Overview

Lead layout is divided in 7 sections :

Personal Information
Lead Request
Account Information
Sample request - Quotation request
Additional Marketing Information
GDPR Consents
Qualification (UTM)

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’

Syensqo IS - Customer Support > FD - P22. Lead Management > Capture d’écran 2021-12-12 111135.jpg

Related Leads and Related Contacts Component :
Custom components have been created to show if any contact or lead is matching the email address of the lead. This helps business to see if this lead is an existing customer and/or if it has made several requests.

Syensqo IS - Customer Support > FD - P22. Lead Management > Capture d’écran 2021-12-12 112030.jpg

Syensqo IS - Customer Support > FD - P22. Lead Management > Capture d’écran 2021-12-12 112030.jpg

Lead Engagement History :

This component related to Pardot is displaying the customer behavior on Solvay digital products :

Syensqo IS - Customer Support > FD - P22. Lead Management > Capture d’écran 2021-12-13 175513.jpg

Lead history tracking :
History tracking has been enabled on the following fields :

BU	Source
GBU	Source Detail
Lead Owner	Company
Lead Relationship to Solvay	Email
Lead Status	End Use
Name	Job Department
Partner Type	Product
Partner Sub Type	utm source
utm campaign	utm medium

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 :

Product Family	GBU to assigned
Amines	Novecare
Barium and Strontium derivatives	Special Chem
Calcium and Magnesium derivatives	Soda Ash & Derivatives
Composites	Composite Materials
Flavors and Fragrances	Aroma Performance
Fluorine derivatives	Special Chem
Lithium derivatives	Specialty Polymers
Mining Chemicals	Technology Solutions
Peroxygens	Peroxides
Polymers, Specialty	Specialty Polymers
Polymers, Hair Care and Personal Care	Novecare
Polymers, Nylon Fibers	Coatis
Polymers, Other	Novecare
Rare Earths and Metal compounds	Special Chem
Silicium derivatives	Silica
Sodium derivatives	Soda Ash
Specialty Chemicals	Special Chem
Specialty Polymers	Specialty Polymers
Stabilizers and Antioxidants	Technology Solutions
Surfactants	Novecare

Market Segmentation is auto-populated based on the Market Code received.

SPP leads and Composite Materials Leads: ‘Treated’ status + closing reason = materials GBU and send to ICare CRM via Salesforce to Salesforce connector.

Lead Stages

Open statuses = unqualified, qualified, assigned, waiting for more information
Closed statuses = passed to distribution, treated, abandoned, converted

Unqualified = Only Pardot Leads are assigned to this status.

Qualified = Web leads, manual creation. Path guidance contains mandatory fields at this stage. When a lead is created, it’s assigned based on lead assignment rules or, if no match with a rule, to the creator of the lead as owner.

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

An email notification is sent to the MBU depending on the country

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

Syensqo IS - Customer Support > FD - P22. Lead Management > Capture d’écran 2021-12-12 113630.jpg

Syensqo IS - Customer Support > FD - P22. Lead Management > Capture d’écran 2021-12-12 113630.jpg

Waiting for more information : There’s a time dependent flow at this stage. If a lead stays for 7 days at this status, an email notification is sent to the owner.
If the lead stays for 30 days at this stage, it’s automatically closed after this period with status = Abandoned + closing Reason = No Response from the customer.

Passed to distribution : Status to direct a lead to a distributor. There are no automations associated with this status. The function is to collect more data about Leads which are passed to distributors to help inform business decisions.

Abandoned/Treated : Those closure status are working this field dependencies with closing reason based on this matrix :

Treated	Abandoned	Passed to Distribution
Answered Question	Duplicate request	Small volume
Passed on to external agent	No Response from the customer	Is a customer of a distributor
Passed on to Solvay employee outside CRM	No future business potential	Is a distributor
Sample sent	Not a Solvay product	Wants to become a distributor
SDS/Regulatory info provided	Spam
Technical data provided	University
	Competitor
	Materials GBU
	Expired
	Generic Email
	Non-Commercial

Converted :
To be able to convert a lead, the user have to be the lead owner + have filled in all mandatory fields (be careful with address field which is in small parts)

The conversion process is the standard one, users can create a contact/account/opp or chose an existing one.
If they are choosing existing records, existing data will not be overwritten.

Syensqo IS - Customer Support > FD - P22. Lead Management > Capture d’écran 2021-12-13 183834.jpg

Syensqo IS - Customer Support > FD - P22. Lead Management > Capture d’écran 2021-12-13 183834.jpg

Sample or quote creation :
A sample can be opened from a contact that have been converted from a lead or an opportunity that have been created from a lead. If the lead was storing data useful (Volume, Unit of measure etc) it will be automatically filled on the sample or quote at creation.

Novecare Specific Case

Reporting :

SFDC Dashboard : https://solvay-crm.lightning.force.com/lightning/r/Dashboard/01Z08000000ktVOEAY/view?queryScope=userFolders
Qlik Dashboard :