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welcome this is alisha SF I'm the CEO of summa metrics and this is our second lesson in the sales optimization training series of summa metrics this lesson is about mapping your lead qualification process into your CRM to start I'd like to just review a little bit about our background soma metrics is a consulting practice we've helped over a hundred software and SAS companies to improve their sales and marketing processes our mantra is numbers matter because that's what we believe and we help companies who are willing to adopt proven sales best practices so in our last lesson lesson number one we talked about the four funnels math and we talked about how you need to have a robust demand demand generation engine of a different marketing mix of let's say social media email campaigns maybe surveys content syndication to generate leads for your sales organization so that you can get the revenue that you would like at the end of the funnel here so at the beginning you have to have a lot of impressions and we talked about that being a number of touches m 2 l's are the marketing qualified leads these are people who raised their hand after you send out the impressions and are interested in finding out more about your product or solution and then we have the sales qualified leads these are the leads that are actually qualified by typically a telemarketing organization and they lead to the sales funnel which of those clothes and become deals for your company so why customize your CRM so here's the challenge typically your telemarketing organization is the first team to actually touch your prospect from a human perspective this is the first human contact that your prospect will have with your company and as they gather information to qualify the leads you want to make sure that you're capturing that information is being gathered somewhere most companies and of 100 companies and we worked with i would say ninety percent of the company did not enable the easy capture of market intelligence what they typically did was they put they let their telemarketers put the information in the notes field and that's fine however you can't do any reporting in the notes field typically and not all notes are created equally not everyone is good at note-taking so at the end of the day what happens is a lot of market intelligence is lost in that notes field it's not gathered properly and you don't have the intelligence to actually help your marketing department improve the demand generation and campaign programs that they're doing to support the sales organization so at a minimum you need to map your lead qualification process into your sales CRM so what does the league qualification process look like that that includes key questions that you use to qualify your prospects every solution every product has a different series of qualifying questions that are important to gather to support your sales organization so you need to capture those in your CRM the disposition of each lead so while a telemarketer is working with leads they're typically not going to turn the lead over until they've touched that lead about three to five times and so during those touches you want to track things like key conversations or whether or not they're still being pursued and then never contacted so those are the dispositions that you want to put into your MQL status within your CRM you also want to track the number of times the lead is touched before at Ella prospector abandons it first of all you want to build some such rules which we talked about in our white paper on this subject and the touch will help you to establish a rigor so that your prospects are not feeling is if they're being soft by your telemarketing team you want to also understand what the next step is once you have a qualified ly what needs to happen next and you want to make sure there's a place to capture that information and finally you want to QA each and every lead before it is turned over to sales and you also want to give your sales organizational opportunity to approve or reject the leads on the fly so the lead qualification questions are here these are generic questions about need Authority decision-maker budget timeframe the decision process and whether or not the prospect really understands your solution so you want to build custom questions that map to these criteria here to ensure that you're capturing the intelligence that will support your sales team and finally you want to make sure that when you have a qualified lead that you built a build a work flow into the CRM that enables management to be triggered when a lead is ready to be turned over to the sales organization this ensures that the quality of the lead is checked before you pass it off to sales you don't want to give sales up a lot of junk they get really frustrated when they don't get really quality leads so you want to make sure that that you check each leave before it's turned over when a lead is is checked this way you can give your teleprompters instant feedback on whether or not you as a manager believes this lead is good or not so good they receive instant feedback then you can also track the effectiveness of your team and the marketing programs if your team is generating a lot of poor lead poor quality leads and there might be something with the team maybe they need some more training maybe you need to improve your league qualification process the criteria or maybe the leads from marketing aren't as good and you may need to improve those campaigns and then you also want to give your sales organization an opportunity to verify that the lead is quality that they will accept the lead and the lead is going to be in their funnel so finally at the end of the day you need to make sure that your crm has the lead qualification and the lead qualification criteria mapped within it so that you can effectively manage your lead qualification process we have additional information on our download section at wwwgame-meetcom I'm Alicia assefa CEO of soma metrics call me anytime if you have a question my number is 5 10 20 69 263 or email me at Alicia at summa metrics calm thank you