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hello thank you for joining this accelerator on demand for how to sales cloud manage leads in this video i'll show you how to get started using the lead object and give you guidance to understand lead management best practices so you can get the most out of your sales force investment if you're a premier success plan customer you will have the option to opt into a one-to-one follow-up session with one of our success guides at the end of this video you will be presented with a link to log a case and someone will be in touch with you in the meantime i hope you enjoy this video our forward-looking statement is a reminder not to make any purchasing decisions based on products or features which have not yet been released we are going to start off by going through an introduction to lead management and salesforce terminology our sales cloud standard objects and salesforce include leads accounts contacts and opportunities as well as activities let's discuss each in more detail leads are people who are interested in your products and services but have not yet purchased from you they are typically unqualified leads and generally come in from websites events and purchase lists often leads are the handoff mechanism between marketing and sales our focus in this video will be on leads accounts are companies that you have a relationship with including prospects customers partners and competitors contacts are going to be people associated with an account that matter to your business examples include sponsors and decision makers influencers assistants and partners opportunities are potential revenue generating deals that you wish to track through a sales process until the deal closes they are used to view pipeline and determine actions needed activities are going to be call logs follow-up tasks calendar events and emails associated with managing your leads contacts accounts and opportunities now let's break down opportunities versus leads in more detail as this is a common question we often get asked again leads are people who are potentially interested in your products or services but have not yet purchased from you you can think of leads similar to business cards depending on your business you determine the point at which sales reps convert leads this is an example of the stages your leads will go through salesforce comes configured with a standard set of statuses as shown here working nurture unqualified these can and should be modified to reflect your process and terminology since capturing the right process helps significantly with adoption here you'll see that if you determine the lead is unqualified then it won't go any further through your sales process however if you want to continue to nurture the lead then that is the point at which you would convert the lead which would then create three other records an account record a contact record as well as the option to create an opportunity so how do you generate leads within salesforce there are going to be various ways for you to enter a lead first you have manual entry that's where your users can go in and manually create a lead record some examples of manual entry might include a phone or email inquiry a cold call or referral on top of that you can import any current leads you have such as a list from a trade show or a purchase list you can do so using our import tools such as the import wizard or data loader additionally you can automatically create leads from web forms these could be forms you've developed in-house forms from any of our integrations such as pardot mailchimp or marketo additionally salesforce also has standard functionality called web to lead that you can enable let's talk about forms and web to lead in more detail attracting visitors to your website is a critical part of digital marketing once they're on your site don't just let them visit once and leave you can make the most of your web traffic by turning visitors into new leads for your marketing and sales teams to work that's where forms come into play directing visitors to a form on your website where they can enter information about themselves and their interest in your offerings is an easy and powerful way to turn them into leads a well-designed form can capture key information about visitors including demographics and specifics about their interest in your products and services this marketing and sales technique is called web to lead another salesforce feature you need to plan for is what fields to track when it comes to lead management your standard fields such as name address phone and email will always be relevant not just for leads but also when you convert these leads into accounts contacts and opportunities some other fields that we recommend you include are going to be the lead source field as well as the lead status field the lead source field will be helpful for sales and marketing teams to know where that lead came from you can even build out reports to show lead source and show which source has been the most successful using the la lead status field is helpful to know where you are during the lead process such as if you are working on the lead or if it's an unqualified lead or if the lead is in the nurturing stage another best practice is to set up duplicate management on your lead object here is an overview of how the duplicate management process works a user goes in and creates a lead record in salesforce salesforce will then look for possible duplicates based on the criteria in a matching rule that the admin set up earlier salesforce then provides a list of possible duplicates the duplicate rule determines the user options the duplicate rule can block the user from creating the record or it can let the user create a new record but just show an alert if the user does create the record the rule can even add the potential duplicate to a report for her manager to see duplicate management is not only important for data quality but also so your sales reps are not stepping on each other's toes let's take a look to see web to lead and duplicate management in action so here i am on my demo company website i have entered in my prospect's contact information i am now going to go ahead and hit submit from here i am going to go into my salesforce org and i am going to go into my lead object within my lead object i have different list views based on how i want to view my different lead records and one of the list views i have created is new leads so i'm going to click on my new leads list view and here you can see tom jones the prospect that just filled out his contact information on my demo company website the feature that i used to automatically create a lead record for tom jones from my company website is called web to lead to set this up you would go into setup in the quick find box you can start typing in web to lead and the feature is under feature settings and marketing the first thing you need to do is make sure web to leave is enabled there are some other settings as well to consider as well as documentation that you should review before you get started from here you click on generate web to lead form and you select which field you want your prospect to fill out from your company website again these fields are going to be selected based on the fields that you have already created on the lead object you can optionally add a return url such as taking your lead to a separate thank you page after they hit submit as well as include recaptcha to help with security and spam from here i'm going to hit generate and it's going to create html from here you would copy the html and send it to your web developer to add into your company website it's that simple next let's highlight duplicate management so i'm going to go in and manually create a new lead so to do that i'm going again back to my lead object and i'm going to click new i'm going to select the lead record type and start typing in my prospects information before i hit save you'll notice i get a notification at the top letting me know that the record i'm about to create looks like a duplicate open an existing record instead so here i get an alert in my duplica rule letting me know that i have a potential duplicate i can click and view my duplicates and not only is it looking at other lead records but my duplicate rule has been set up to look at contacts as well so it does work cross object and again you would have to set it up on your lead object as well as your contact and even account objects so now that we have a better understanding of duplicate management as well as web to lead let's review the different ways you can automate the assignment of leads so the lead goes to the right lead owner at the right time the first option that you have when it comes to automating the assignment of leads is by using a feature called lead assignment rules if salesforce hasn't been given rules for assigning leads you will own all the leads you create leads created from a web form or from an other automated process are going to be owned by the admin who set up that lead process you can manually change ownership of leads to another salesforce user or to a queue however it's much more efficient to set up salesforce to assign leads to the right owners based on criteria such as where the lead is located which industry they're involved in or the types of products or services that they're interested in for example suppose you have a sales rep named dan who handles all sales for companies in the entertainment industry to have leads assigned to dan as soon as they're entered create a lead assignment rule called entertainment leads with the criteria that all lead records with entertainment in the field industry are assigned to dan before setting up lead assignment rules for your company you should carefully review your existing business process to determine how leads should be assigned after leads have been assigned ing to your process be sure to include a catch-all assignment rule to catch any leads who don't somehow qualify for any rules keep in mind when assignment rule can't find a match it will get assigned to whoever created the record or to the admin another lead distribution option you have is called omnichannel a robust routing system and it needs to know what to route and how to route it the way i like to look at omnichannel as comparing it to a male delivery truck where there's a network of parts that work together to ensure everything runs smoothly and in this case the incoming items would be leads goes to the right sales rep based on the sales reps availability and capacity to take on a new lead let's go back into my demo account so i can give you a visual of these two options so let's first go through reviewing lead assignment rules so to set up lead assignment rules we're going to go back into setup and in the quick find box we're going to start typing in lead assignment again it's also under feature settings as well as marketing i'm going to click on lead assignment rules when you click on lead assignment rules please keep in mind that you can only have one rule active at a time but within that one rule you can have multiple rule entries how the rule entries work is that salesforce will evaluate each entry in order and tries to match the criteria of that entry as soon as a match is found salesforce processes the item and stops evaluating the rule entries for that item if no match is found then the lead is going to be reassigned to either the default web to lead owner or to the admin doing the lead import to create a new rule entry you just click on new and you complete each step so the first step is to select which order you want this rule to be processed you then can select the criteria for this rule entry either when the criteria are met or by creating a formula and again the criteria is going to be based on fields that you have already created and that your prospects complete for your lead record the third step is to assign either a user or queue with who this lead should get assigned to and then if you want that user or members of the queue to get an email notification letting them know that a new lead has been assigned to them then you also can add an email template the email template has to be pre-configured ahead of time so if we go back to my previous screen you'll see within my lead assignment rules a new lead comes in and using my lead assignment rules if the new lead that comes in and the state province equals california it should get assigned to bill west so let's go back to my new lead record that we created tom jones so let's go back to my new leads and i'm going to open tom jones's lead record and if you remember tom jones was located in san diego california so based on my lead assignment rules this lead record should get assigned to build west and as you can see here the lead owner is bill west again this is all based using lead assignment rules to automate that process if i were to manually come in and create a lead again leads click new and start entering again my prospect's information you'll notice that lead owner is automatically assigned to myself again this is out of the box standard functionality with salesforce records you own all of the records that you create again you can manually change this but setting up lead assignments would automate the process let's say i wanted to manually create a lead record but i still wanted this lead record to process against my lead assignment rules in order to do so you would just check the box at the bottom that says assign using active assignment rules once i fill out my lead information and hit save this lead record will then process against those active assignment rules this feature is an option that you can set up on the leads page layout under properties and you could have it checked on default or you could set it so your users determine whether or not they want the lead record to run against the assignment rules by having them manually check the box and then hit save so now let's walk through a quick visual of omnichannel so for omnichannel you actually have to be using the console app navigation style so to access the sales console app i'm just going to go to my app launcher and click on my lightning sales console the app is just a different layout of your objects and how your records open within salesforce the sales console was initially created for the service industry and for cases or for service agents to work cases but over the years we've made it user friendly for our sales teams to use as well so here i have my leads object i have my other objects i have my records across the top but for omnichannel the sales rep has to tell salesforce that they're available to take on a new lead so to do that there's an omni channel widget at the bottom left on the sales console productivity bar so i'm going to click on my widget and i'm going to make myself available so i'm going to log into omnichannel so i'm telling salesforce and i'm available to take new leads so i'm logging in now that i'm logged in you can see that omnichannel has pushed a new lead record into my queue and i then have the option to either decline the lead and if i decline the lead you can select reasons for declining and again this is all customizable but if you went and accepted the lead then you would become the lead owner so i'll go ahead and accept the lead the lead record will open and if i click on the details tab i am now the lead owner and i start working this lead so those are the two options when it comes to how to automate the assignment whether you use lead assignment rules or through a feature called omnichannel so now that we have a better understanding of how to source leads as well as automate the assignment let's review the lead conversion process when you work a lead and navigate the process for your company's vision you can convert the lead record into a connected opportunity record which you will then work your opportunity through the stages similar to status for leads that are defined by your team until you close the deal either by closed one or closed lost resolution now the process of qualifying a lead indicates that you strongly believe that the lead has demonstrated a use for an interest in your products and services and that closing a lead is a definite possibility now some businesses choose to qualify leads more quickly than others and that's okay the exact criteria for that qualifying action to trigger the conversion of a lead is all part of your company's unique and industry specific business process certain factors are really good at predicting how likely a lead is to close when you give salesforce these factors it tells you which leads are your best the ones your sales reps want to contact as soon as possible and which you can re weed out right away so which factors are going to be the best predictors you can use salesforce einstein to answer that question for you or you can use pardot which provides a default scoring system for online activities such as clicks visits form submissions and so on however if you prefer to stick with features you already have included in your sales cloud license you could put in some elbow grease run some reports and see what's made a difference in the past in your in your organization usually key factors fall into two categories your prospects stats such as industry company size such as employees or revenue as well as title of their contact in other words do they have buying power as well as your prospects actions once you've identified the factors you're going to score you can set up salesforce to keep track of them both by the category and the final total let's say you're tracking budget decision maker need and timing and then you track them in salesforce then you give points for each of these things for example someone who requested a demo of your product can get more points versus someone who just visited your website someone whose title shows they probably have buying power can get more points than someone who doesn't ideally having both a high grade for the firmware firm or graphic data meaning the prospect is a good fit and a high score for the actions meaning the prospect is engaged signals that the lead is ready to be passed to sales simply put more points equal better leads equal past the sales let's now see lead conversion in action so let's go back to my lead record for my prospect tom so again let's go back to new leads let's click on tom jones and on my lead record in the detail section you'll notice i have a section called lead scoring here i have created custom fields based on what i am tracking when i am working a lead what are those features or what are the fields that make sense as i'm working a lead that i need to capture in salesforce so here i've created custom fields for decision maker project defined has budget and decision time frame then depending on how tom jones answers these lead scoring fields will provide me a total score you'll also notice across the top of my lead record i have what we call my path a path is just a visual representation of the sales process and sales force it's interactive and can be used to easily change a stage of a lead you can navigate from status to status and view key fields that are relevant for each status so to view the key field i'm going to click on this arrow and it's going to show me key fields for each status you could have up to five key fields for each status so i am now going to move from new to working so i'm going to mark new as complete and i am now going to move to the working status you'll notice that the key fields for working are going to be those same fields that i have on the details section for lead scoring so instead of having to scroll all the way down i can just under my working status easily go in and fill out these fields so tom is a decision maker his project has been defined he has a budget and his decision time frame is immediate i'm going to go and hit save from here i can now go and mark that stage is complete and my next stage is qualified and you'll see that he has a total score of 20. again based on how he has filled out my lead scoring field i have created a custom formula field to be able to calculate a total score based on how these other fields have been completed so based on my organization's business process you convert leads once the total score equals 20. so tom jones is now ready to be converted the other thing i want to highlight in addition to the key fields that you have for each lead status you can also add what we call guidance for success guidance for success consists of recommended actions tips and tricks images links to other documents or really anything that's going to help your sales reps as they go through the completion of each stage and you would fill out guidance for success for each status as you do the key fields and most likely they will be different for each status so now i am ready to convert tom jones so to convert tom jones i can either click on convert the convert button at the top of my lead record or i can select converted and select converted status as seen here so i'm going to go ahead and regardless of whether you select converted status or hit the convert button you will now see the convert lead window and here are the options you have as you convert a lead so you first determine whether you want to create a new account or choose from an existing account same with contact you can either create a new contact or choose from an existing contact as well as create a new opportunity or choose from an existing opportunity with opportunities you also have the option to not create an opportunity upon conversion by clicking on this checkbox here if i don't create an opportunity upon conversion it will just create a new account and contact record with no opportunity record however i want to create an opportunity for this example so i'm going to uncheck this box and it is now going to create a new opportunity record as well a few things that i want to note about converting leads once you convert a lead you can't reverse lead conversion also the new account contact and opportunity record created from the converted lead is searchable and the lightning ui both the converted lead record and the new record based on the converted lead are also searchable however you can't view or edit the converted lead record from the search results unless you have been assigned the view and edit converted leads permission also when you convert a lead all the files and related records attached to the lead are going to attach to the resulting contact account and opportunity records so no work or details are lost in the conversion lastly it's also important to map your leads fields prior to conversion and i will go ahead and show you what i mean by that once i go ahead and convert this lead so to convert the lead i'm just going to click convert and now it's going to take my lead record and create three additional records the account record which is going to retain the information on the company the contact which is going to retain the information on the individual and then the opportunity is going to be the record that i will go and work to continue my sales process to continue to sell tom jones and tom jones and co and hopefully close the deal so now i have three new records so as previously mentioned another best practice prior to conversion is making sure you map your lead fields so when sales reps convert qualified leads the information from the standard lead fields are going to appear in the standard fields for your accounts contact and opportunity records however if you've set up custom fields so for example if i pull up another lead record and remember my lead scoring fields are all custom so a decision maker project defined has budget decision time frame these fields are all custom fields so in order to be able to be able to view these fields on my new contact account or opportunity record i have to create the same field on either the account contact or opportunity record and then manually map them so for example decision maker most likely would be created on the contact record project defined has budget decision time frame most likely would be created on the opportunity record so once i create those fields on those respective objects i then go in to my object manager for my lead object so i'm just going to edit my lead object and from here i'm going to go into my fields and relationships and all i need to do is click map lead fields this is where you manually go in and map your custom fields that you've created all right so let's now go back to the deck and wrap up with some best practices in recapping seven key considerations for managing leads so first off you're going to want to make sure you work with your sales teams and document the key sources for lead generation from there make sure you establish your lead management process always the best practice to keep your data clean by setting up duplicate management as well as validation rules you're going to want to define your lead qualification and scoring use reports and dashboards to track your progress and then as always review your process over time remember if you're a premier success plan customer and if you would like a one-to-one session with one of our experts click the link on screen now we hope you enjoyed this accelerator on demand thank you for watching