Salesforce.com Lead Management – Re-Marketing to Leads

Written by ShamrockCRM on July 27, 2009 – 8:36 pm -

Part 3 of Salesforce.com’s Best Practice Series on Lead Management relates to the re-marketing to lost, old, unqualified, archived Leads to possibly stir up new business from previously unqualified “potential customers.”

Salesforce.com recommends two fields to track the status of Leads: Status, which represents the current status at this moment (Open, Contacted, Unqualified, Archived, Qualified, etc) and Disqualified/Archived Reason (No Budget, Competitor, No Decision, No Power, Lack of Vision). I think “Lack of Vision” is just a politically correct way of something you could never record in a system :) With the combination of these 2 fields, it allows you to separate the good leads from the bad, the old leads from the new and also report on why you are not closing these Leads.

It is suggested that every so often (once a month, once a quarter, etc), you should recontact the archived Leads with new product offerings, inquiries as to if they now have budget, etc. This is a responsibility of the marketing department, but is a valid way of generating additional revenue. Things change and this could spawn new deals.

Salesforce also recommends setting up workflow rules that say “if the Lead was archived because of no budget, recontact them automatically by workflow alert in 6 months.” This can automate the marketing emails without any user time and effort.

Salesforce.com Re-marketing to Leads

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Related posts:

  1. Lead Management – Sales Lead Definitions
  2. Salesforce.com Lead Activity History Report
  3. Sales Leads – Automating Your Leads
  4. Sales and Marketing Process Maps
  5. Default values and tracking on Web to Lead forms


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