Presented by Satyajeet Darak
Agenda
• Lead Management
– Process Flow
– SIPOC
– Reports
– Strategy and Proposed Solution
• Collateral Management
– Process Flow
– SIPOC – Brochure & Web page
– Strategy and Proposed Solution
Lead Management
Process Flow
Marketing
Campaign
Work Lead
and Adjust
Lead
status
Sales Cycle
Qualify Leads
Lead
Conversion
SIPOC – Lead Management
Supplier
Input
Process
Output
Customer
Campaign
Manager
Crude
customer data
from different
sources(e-mail
, direct mail,
auto expo)
Get customer
information
Customer data
Marketing
manager
Marketing
Manager
Customer data
Instruction to
system admin.
(Lead capture)
-
-
System Admin
Online
registration
form, email,
direct mail,
manual entry
Extraction of
information
from input
sources
Extracted
information
-
System Admin
Extracted
information
Uploading of
extracted
information in
single DB
Customer
information
Report
Sales Manager
Cont…
Supplier
Input
Process
Output
Customer
Sales Manager
Customer
Information
Report
Get sorted
information as
per territory
Sorted
information
-
Sales Manager
Customer
Information
Report
Get pick off
queues clients.
Pick off queue
customer list
-
Sales Manager
Pick off queue
customer list
Assignment of
pick off
customers to
sales
executives
-
Sales executive
Sales Manager
Sorted
information
and Pick off
queue list
Consolidated
Acknowledgem Territory Heads
information
ent by territory
(Territory info
heads
Report)
forwarded to
Territory Heads
Cont…
Supplier
Input
Process
Output
Customer
Territory Heads Sorted
information
Assignment of
leads to sales
executive
-
Sales Executive
Sales Executive
Customer
information
(Sales
executive data)
Information
verification by
cold calling ,
network etc.
Information
Verification
Report
-
Sales Executive
Customer
information
(Sales
executive data)
Check the
Customer
information
with previous
customer DB
List of existing
& new
customer
contact
-
Sales Executive
Information
Consolidation
Verification
of both.
Report and List of
existing & new
customer contact
Prospective
customer
Report
Territory Head
Cont…
Supplier
Input
Process
Output
Customer
Sales Executive
Prospective
customer
Report
Contact
Prospects via
mail, Phone
etc.
Customer
Response
gathered
-
Sales Executive
Customer
Response
gathered
Segregation in
Hot ,warm and
cold prospects
Segregated
prospects
-
Sales Executive
Segregated Hot Contact within
Prospects
48 hrs. & invite
information
for Test drive
Record status
-
Sales Executive
Segregated
warm
Prospects
information
ContactRecord status
As per prospect
schedule or
within 3 days
-
Cont…
Supplier
Input
Process
Output
Customer
Sales Executive
Segregated
cold Prospects
information
Contact within
30 days
Record status
-
Sales Executive
Customer
information
with lead
status
Classification of Qualification
prospects
Report
(budget, EMI
etc.)
-
Sales Executive
Qualification
Report
Send report to
tier-2 sales
team
Tier-2 Sales
Team
-
Reports
Process
Report
Content
Department
Lead Capture
Customer Info
Report
Crude customer
data provided
from Campaign
Manager
Marketing
Department
Lead Assignment
Territory
information
Report
Customer data as
per territory
Territory Head
office
Check for
duplicates
Information
List of verified
verification Report customer data
Territory Head
office , Sales dept.
Work Lead
Prospective
customer Report
List of Hot, warm,
cold customers
Territory Head
office , Sales dept.
Qualification
Leads
Qualification
Report
Classification of
Tier -2 Sales Team,
prospects (budget, Sales dept.
EMI , Time etc.)
Lead Management Strategy
• Various mediums used for Lead generation.
• Pick off Queue assignment by Sales Manager (High
value).
• Assign accountability for tracking leads
• Territory based assignment of leads.
• Cold prospects are archived as future prospects.
• Prioritization of customer according to segmentation
(hot, warm, cold)
• Close communication and integration between Sales
and Marketing.
Proposed Solution-Lead Management
•Use campaigns to build
relationships
•Measure and adjust.
•Collaborate with dealers
•Establish a common
language
•Set the investment bar
•Be consistent
•Customer Feedback
•Customer Analysis
•Establish long term goal
•Insist on real-time
integration
•Help dealers to make the
right technology decisions
•Benchmark Current
Performance
•Monitor web traffic
•Integrate and
coordinate third party
leads
•Focus on the customer & not
on source
•Prioritize organization’s effort
•Follow standard approach
•Publicize Performance
•Offer dealer facing mgmt.
programs such as training.
•Get the field involve
•Win as a team
•Be tactful
•Tailor approach
•Maintain data quality
•Maintain privacy of
Customer data
•Follow the rules
•Break down Barriers
•Develop and hire the
right talent
•Staff key positions with
best
Types of collateral
Brochures – It contains information about
product and highlights its features and benefits
Web Pages – Our web site showcasing the
product features and details
Catalogs - Typically showcase products through
photographs or illustrations and provide
product descriptions and prices.
Process Flow
Get
Budget
Details
Define
collateral
format
Meeting
with Prod
& Mkrt
dept.
Collateral
design
Final
approval
from Prod
& Mrkt
dept.
Collateral
Finalize
SIPOC - Brochure
Supplier
Input
Finance
Manager
Process
Output
Customer
Brochure Budget Get Budget
details
Budget
Information
Marketing
Manager
Marketing
Manager
Budget
Information
Quantity with
respect to
budget
-
Marketing
manager
Budget, Quantity Instructs the
Collateral Head
about Budget,
Quantity ,Time &
feedback
Collateral Head
Production
Manager
Product
features &
specification
Get product
details
-
Collateral Head
Collateral Head
Consolidated
Information
from Mrkt. &
Discussion with
Design team
(size , Layout,
-
Design Team
Discussion of
quantity with
Sales manager
& Campaign
manager
Cont…
Supplier
Input
Design Team
Information
Designing
about brochure sample
brochures
Collateral Head Sample
brochures
Process
Output
Customer
Sample
brochures
Collateral Head
Approval from Approved
Marketing Mgr. brochures
& Prod.
/Suggestions
Manager
-
Collateral Head Suggestions
Make changes
about brochure in brochure
according to
suggestions
Approved
brochures
-
Collateral Head Approved
brochures
Printed
Boucher
Marketing
Dept.
Printing of
brochure
Collateral Management Strategy
 Collateral can be customized according to region ,purpose and
client type.
 Central Repository can be maintained that is available
anytime, anywhere and is always up to date.
 Search and attachment functionality can be incorporated
 Custom folder and access permissions can also be
incorporated to make control more streamlined.
 Comparison Sheet can also be incorporated (But it should be
done by third party)
 Focus will be on FAB.
 Easy to understand.
Proposed Solution-Collateral Management
Step 1
• Collateral template files are created
• Can be done by designing department or by an outside agency.
Step 2
• Rule and constraints are setup
• Parameters can be
• User group access level
• Lay out options etc
Step 3
• User log on to the system
• System serves up copy and template options
• User selects the appropriate layout , copy and art elements.
Step 4
• System automatically builds a collateral based on customer info about master
template and content choice.
• System can output in any standard form like pdf etc