How to Use Marketing Automation Lead Assignments to Drive Leads to the Sales Team
In automated marketing, lead assignment rules allow you to pass sales-ready leads to sales in real time. You should be thinking about when to pass on a lead, and how to do so. Here are the most common scenarios and how to accomplish them:
One person owns the relationship and sells multiple products. When your sales team is relationship-based with a large book of products, you don’t need to do much work on lead assignment. Your leads are already assigned to your rep, and your rep gets updates on when his or her leads are engaging with the campaign.
Lead-notification tools can show your reps in real time who is engaging with the campaign. Because you don’t need to reassign the lead, you need only to set up an automation to let your sales reps know when a certain level of sales readiness has been reached. Your CRM tool can accomplish this for you if you choose to have it do so.
CRM tools have the capability to create custom list views. So if you have your lead score synced with your CRM tool, your sales team can have a list of leads with a score over X. This allows the team to just check this list for any new leads.
Sales reps sell one product line. When you have a sales team on which each sales rep sells only a single product, and you have multiple products, driving leads to the correct salesperson on the team can be tricky.
A lot of your lead assignment will depend on your CRM setup at this point. Whether you use duplicate lead records or a single lead record will also determine the complexity of your lead assignment at this point. Consult your vendor to get further information on how to accomplish this scenario because your tool will determine how it can be done.
If your emails are being sent from a salesperson automatically, email replies will go back to that salesperson as well. Keep this fact in mind, because if you have an automated campaign sending emails out on a sales rep’s behalf and a person replies, the sales rep needs to know where that email reply came from. This situation should be covered in your training.
Never give your salespeople access to execute marketing campaigns on their own. Many salespeople want to send email blasts to their leads. Again, don’t let them do this — it’s a bad idea for many reasons, with the biggest one being that you’re now moving into one-to-one marketing methods with your marketing automation tool. Mass email blasting damages the relationships you’re building and can greatly damage your company’s reputation as well.
Your marketing automation tool is very powerful, and you run the risk of wasting all your efforts if you give control to sales. If salespeople do need to run campaigns, give them a place to submit the campaign they want, and you can run it for them.