Dynamic regulation of leads to sales by volume of leads

Question

Hey Gang,This is probably one of the more interesting conversations I've had recently and i haven't yet found a solid solution to it - so I'm calling in a phone a friend The request is as follows: SDRs have a limited capacity to follow up, while lead generation activities aren't nearly as consistent (some days there is a tradeshow, or a webinar, or an email blast that gets sent out, other days there are none). So a request was made by the head of the SDR team that rather than have rules that assign leads to sales based on individual processes (eg. lead score > 60), they instead have a dynamic model that makes sure that 100 leads per day are passed to each SDR. So on a slow day the requirement may only be 40 points while on a busy day it may be 70 points.Obviously there's no native functionality that makes Marketo work in this way, nor is there any basic functionality in SFDC that can do the same. My questions to you are:Has anyone ever doe something like this before?What tools were necessary to do so?Would you be willing to share the mechanism Looking forward to hearing your suggestions (​,  - I'm hoping you guys have a trick or 2 up your sleeves  )--Guy

Justin_Norris1 · Accepted Answer

@Guy Goldstein​I don't see any easy way to ensure that all reps get exactly 100 of the top quality leads each day. You don't know in the beginning of the day how many leads you will have in total, so how do you dynamically modulate the score threshold? You'd have to wait until the end of the day and then take the 100 top leads, but then you are always a day behind If I could re-state the requirement, it seems like the client really wants each SDR to make attempts on 100 leads per day, and have those be the 100 best leads available at that time. So here is one possible approach to that: As leads enter the system, pass them through some basic demographic gating, enough to ensure the lead is not total junk. Leads that qualify are flipped to a "to be contacted" status or something similar All leads go to SFDC -- leads with "to be contacted" status pass through lead assignment rules Leads to be contacted go into a list view, sorted by lead score from highest to lowest. Have the reps work from the top of the list. Their quota is to make attempts on 100 leads per day, and they always tackle the most valuable (highly scored) leads available at that time. You could put a lead expiry date on top of it, so if a lead is is not contacted (because the score is too low and so it stays near the bottom of the list) within x days, it flips back to nurture and disappears from the "to be contacted" view. This keeps that list fresh. One other tool that may be useful to throw into the mix is an SFDC app called Distribution Engine: Distribution Engine makes lead routing easy in Salesforce It's way more powerful than standard lead assignment rules and can manage things like dynamic load balancing, weighting and capping etc. You can also run leads through the rules multiple times. A client I have worked with is using this and it works really well.

Kristen_Malkov1 · Answer

What about utilizing round robin lead queues in SFDC? I've found that to be exceptionally effective especially with SDRs for regulating volume. @Jessica Cross​ is also a fan.

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