1. Lead Management
By Vinita Kapoor
Copyright © 2012 BSI. All rights reserved.

2. Home
What is a lead?
• ‘Lead’ can be defined as an indication of a potential opportunity, that existing clients or
new clients may be interested in BSI’s services.
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3. Lead generation and sources
Leads are generated by the following sources:
• Advertising
• Customer Survey
• E-shots
• Direct Marketing
• Events/seminars/webinars
• Outbound cold call
• Email/inbound call/letter
• Client Referral
• Website
• Business Development Managers/ S.Executives
• Client Managers
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4. Lead Management: the process
1. Leads received in SFDC
2. Lead Qualification (following USPLOSO)
3. Leads Assignment
4. Lead Nurturing
5. Shadow Calling
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5. 1) Leads received in SFDC
Leads are received by the following channels:
• Web to Lead Forms
• Email
• PG, Client Managers (whenever a salesperson gets in contact with a prospect, he fills the details
including contact name, email, number, product area etc. in SFDC)
• Inbound call/email/letter/
• Social Media
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6. Leads received in SFDC
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7. 2) Lead Qualification
• U: Unclassified
• S: Suspect
• P: Prospect
• L: Lead
• O: Opportunity
• S: Sale
• O: Order
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8. Lead Assignment
• Leads which have the following criteria are assigned to Training head (for Trainings) and
Sales head (for Assessment and certification):
• Name
• Product
• Location
• Number and email address (either or both)
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9. Lead which qualifies for assignment
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10. 4) Lead Nurturing
Export data of leads
which appear unclear
about their
requirement from BSI
If int but not clear Call or email to check Close-not-convert
Guide and suggest requirement if not
appropriate the lead
courses/services
If interested in BSI products/services
Assign the lead to
respective department
If not clear what to advise
head
Take help from
Director Marketing or
Product head
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11. 5) Shadow Calling
Export leads with the
status ‘Closed-not-
converted’ from
SFDC reports every
month
Check and inspect
‘reason for loss’
Cross check the
status in SFDC
Call up the lead
and find out if the
requirement has If reason found genuine
If yes been met If not
No
action
No
action
Re-assign the lead
to the lead owner
and send an
intimation mail to
the lead owner and
line-manager
Make the report
and share with
Dir Marketing
every month.
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