Yes, there is a better way to assign leads in salesforce - PowerPoint PPT Presentation

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Yes, there is a better way to assign leads in salesforce


It is critical to respond quickly to web inquiries. Make sure you use Decisions on Demand’s business rules management software to increase the efficiency of your sales operations. – PowerPoint PPT presentation

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Title: Yes, there is a better way to assign leads in salesforce

Yes, There Is a Better Way to Assign Leads in

  • How quickly do your sales reps respond to new web
  • In 2007, the Lead Response Management Study by
    Dr. James Oldroyd reported that the recommended
    time for following up on a lead is five minutes.

  • Nine years later, published Best
    Practices for Lead Response Management based on
    Oldroyds study. The five-minute rule still holds
    true. However, the average sales rep takes much
    longer than the recommended time to respond to

  • Clearly, it is critical to respond quickly to
    web inquiries. According to a study from, 78 of sales go to the company
    that responds to an inquiry first. And yet, the
    average time a company takes to respond to a lead
    is 40 hours. This gap offers a chance to get
    ahead of the competition by ensuring your lead
    assignment process is automated, fast, and

  • There is no one right way to assign leads. The
    best approach depends on a companys product and
    customer types. To complicate the process, speed
    is not the only criterion for lead assignment.
    Its also important to consider factors like
    territory alignment, existing relationships with
    a customer account, skills and availability of
    the assigned rep, and fairness in lead

Sending Leads to the Right Rep in Salesforce
  • Salesforce includes built-in Lead Assignment
    rules that are useful for small sales teams to
    get started. But the rules have limitations. They
    are not enough to support your organization as it
    grows and the rules become more complex. This
    image shows an example of basic Salesforce lead
    assignment rules.

  • Mid- to large-sized companies need many more
    rules, and entering those rules becomes a
    time-consuming process. In fact, just managing a
    few dozen rules is painful.

  • For example, you might use criteria like these
    to funnel leads to your sales reps
  • Location
  • Industry
  • Company size or revenue
  • Product interest
  • Lead quality

  • Anne, an awesome rep, handles leads from
    companies in the healthcare industry that have
    revenues of 100 million or more and are located
    in the Los Angeles and San Francisco Bay areas.

  • Implementing that rule would involve entering
    multiple criteria, including a list of ZIP codes
    or county names. The image below shows an example
    of more complex lead assignment rules using
    revenue, industry, and location as the criteria.

  • Its quite typical for a mid-size company to
    create hundreds, sometimes thousands of rules.
    This is especially true with fine-grained
    territory assignments based on ZIP or area codes,
    or for companies doing business internationally.

  • Entering complex rules with point-and-click is
    cumbersome and prone to errors. To make matters
    worse, there is no easy way to test the rules to
    see if they work correctly before activating them.

  • The people who define the rules typically,
    someone in sales operations or the VP of sales
    may not have the tech skills and access to
    validate them. This results in miscommunication
    and more overhead.

  • If reps receive the wrong leads or leads remain
    unassigned, theres no way to figure out what
    happened. The system doesnt keep logs for
    assignments or an audit trail for rule changes.
    It would be valuable to have a monitoring and
    reporting tool to stay on top of whats
    happening, identify any stray leads, and take
    action so leads arent stranded.

Balancing the Load
  • Remember the five-minute rule? Anne may be the
    best rep for XYZ criteria, but it doesnt help
    the company if shes bombarded with too many
    leads and cant quickly follow up on them. Even
    if she has a balanced number of leads, what
    happens if she is at a meeting or out of the
    office when a lead comes in? The clock is
    ticking, and the lead is sitting in Annes queue.

  • Thats where Round Robin and Load Balancing can
    help. Instead of assigning leads to individual
    reps, they can be distributed to members of a
    group. Distribution strategies can vary from a
    basic Round Robin to Weighted Load Balancing.
    They can be combined with assignment caps, checks
    for absent users, or skills-matching.

Complexity Increases as the Number of Sales Reps
  • A company with dozens of reps has people coming
    and going often enough that the lead assignment
    rules will need frequent updates. On top of that,
    territories periodically change or get re-aligned.

  • Assigning the right person to a lead also
    depends on the current products and business
    lines that are offered. New ones get added, and
    old ones are removed. These changes occur on a
    regular basis in large companies. Acquisitions
    happen less often but when they do, they will
    affect the lead assignment process.

  • Another factor to consider is a team-selling
    setup in an internal sales organization. You may
    also have partners, such as resellers and
    solution providers, added to the mix. In this
    case, you may assign to both an internal rep and
    a partner, or you can choose just one of them.

How to Turn Complex Lead Assignment Rules into
an Easy-to-Manage Process
  • In summary, you want a lead assignment program
    that achieves the following goals
  • Qualify the lead to determine which sales rep
    or team is the right one.
  • Verify the sales rep is available.
  • Ensure that each rep has a fair number of

  • Confirm that someone follows up with the leads
  • Make changes to the rules easy, fast, and
  • Monitor lead assignments with reporting and

  • Confirm that someone follows up with the leads
  • Make changes to the rules easy, fast, and
  • Monitor lead assignments with reporting and

  • The assignment rules in Salesforce are not
    designed to manage this process, and Salesforce
    does not offer Round Robin or Load Balancing
    capabilities. Fortunately, the App Exchange has
    an app like Decisions on Demand to give you
    powerful tools to address these challenges.

  • After setting up the rules, you can test them
    with a built-in Test Console. The unique Excel
    import/export capability makes it easy to update
    large rule sets containing thousands of rules. It
    includes useful distribution options like Round
    Robin and Load Balancing with weights, caps, and

  • Decisions on Demand for Salesforce boosts close
    rates, cuts overhead, and reduces errors. With
    this App Exchange app, your team can turn lead
    assignment into a completely automated process.
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