Salesforce is a powerful tool for businesses of all sizes. In this blog post, we will discuss how to use a Salesforce App for lead routing in Salesforce as a way to distribute leads from your SDR or marketing team to your sales reps.
Some other common ways to distribute leads is via a round robin, territories or named account assignments. In this post we specifically look at OpnMkt a marketplace lead distribution method.
How OpnMkt Works
Source and Sell
SDRs source qualified prospects and list them for sale in the internal marketplace.
Buy and Build
AEs use market dollars to buy the prospects they connect with to build a dynamic, personalized pipeline.
Connect and Close
AEs establish relationships with their prospects, turning them into buyers. More deals close, increasing revenue.
A marketplace has many benefits over traditional lead assignment processes.
For one, it gives your sales reps more control over the leads they receive.
Sales reps can rate the leads they receive in the marketplace and only take the ones that are a good fit for their skillset and book of business.
Additionally, having a marketplace encourages competition among your sales reps which can lead to higher quality level of work being done by your sales team on the leads they pick.
Finally, a marketplace is a great way to nurture your sales reps by giving them the ability to learn from their mistakes. If a sales rep takes a lead that they are not able to close, they can see what happened and make adjustments for future leads.
“OpnMkt removed the feeling that leads happen to reps. It gives them autonomy over their pipeline, so leads go to the people that are hungriest to work them. Reps value leads they’ve won much more than leads they were assigned.”
If you are interested in using a marketplace to distribute your leads, there are a few things you should keep in mind.
First, you need to have enough volume to make it worth while. If you only have a handful of leads coming in each day, it might not be worth setting up a marketplace. You want to make sure each sales rep gets 1-2 leads per week at a minimum.
Second, you need to have a good understanding of the types of leads sales reps like to work. The marketplace will only be as good as the leads that are being put into it. And the only lead score that really maters is the one the rep gives it when they choose it. This is directly corlated to how excited they will be to work the leads they buy from the marketplace.
Finally, you need to be able to track conversions. The marketplace is a great way to see which leads are being worked and which ones are being ignored. But at the end of the day, you want to make sure your sales reps are closing business. OpnMkt comes with 4 prebuilt custom dashboards to track these conversions.
If you can keep these things in mind, using a marketplace to distribute your leads can be a great way to improve your sales process.