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)
  
  
  
  

Use cases 

2. Data Model & security

Main objects

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 

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’

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
  
  

1. 6. Novecare Lead Queues

1. 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:

7. 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 : 

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

7. 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.

8. 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.