Lead-to-Account Matching Is Only the First Step

April 27, 2016 James Crane

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Chances are you’ve been hearing a lot lately about “lead-to-account matching.” It seems like there are more and more companies bragging about how they can bridge that gap. On one hand, all of the that talk is music to my ears. That’s because lead-to-account matching really is a core function that helps your sales and marketing teams focus on the accounts that matter the most. But at the same time, you have to dig a little deeper into some of the extravagant claims being made by some companies.

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James Crane

Here’s the simple reality: lead-to-account matching has become commoditized. It was inevitable. My company, LeanData, was the leader in solving the challenge of how there is no native connection between leads and accounts in Salesforce. At the same time, Evan Liang, LeanData’s chief executive officer, has been predicting for a couple of years now that more vendors eventually would jump into the lead-management marketplace.

And that never bothered Liang for one reason. Lead-to-account matching is only the first step of the process.

For instance at LeanData, we long ago figured out that matching on fields like email domain, website, company name, location, and phone number were incredibly valuable for salespeople and marketers. But we didn’t stop there. It was merely the starting-off point. Our technology goes beyond that and solves much more complex pain points felt by sales and marketing teams.

Ask yourself this question: “What are the problems I am really trying to solve with lead-to-account matching?” I bet you don’t have a simple answer. And I guarantee that your answer will be different than people from other companies. Lead management is complex. And everyone’s process is different.

That’s why you want to work with a vendor that has put considerable thought and flexibility into a product that meets every conceivable challenge. You want a company that lives and breathes lead processing. That’s why I want to tell you a little bit about what makes LeanData a superior solution to the new competition.

Tie-Breaker Criteria: There’s no doubt that lead-to-account matching is helpful. But how do you know leads are being attached to the correct accounts that truly matter the most to your company?

LeanData’s algorithm has a built-in system for customized tie-breaking that matches leads with appropriate accounts by looking at fields such as geography, opportunities, contacts, activity and even customized fields on the account. So, leads always get to the right place.

Customization: We have customized all of the core sales processes. Your lead flow is structured exactly the way that works best for your business. Your sales and marketing teams are aligned around your Ideal Customer Profile (ICP). This gives your organization the confidence that the correct messaging is reaching the right person, at the right company, at the right time.

This provides the ability to look at fields on the lead and the account. It ensures that you can automate business decisions by answering some basic questions. “Do I want to route this lead? Do I want to assign it to an opportunity owner? Do I want to wait until it hits a certain score threshold?” LeanData helps our customers orchestrate the business process that works for their company.

You’re probably hearing a lot about lead-to-account matching. But there’s much more to business-process management.

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Customization translates into simplification. Reps no longer waste time. They aren’t spending their energy wondering where a lead belongs. Your reps can focus on the tasks that matter — and not busy work.

Segmenting: At LeanData, we also are helping marketers segment leads by account-level information. This allows them to more reliably utilize standard and custom Salesforce fields. This gives marketing teams the ability to enact campaigns that are best at bringing in customers. The result is greater insights into which campaigns work best to drive opportunities closer toward the finish line. This enables marketers to prove the positive impact they’re having on the company’s bottom line.

Here’s the best part about all of this: LeanData lives inside Salesforce. We are on the Salesforce App Exchange. Your vital business information never leaves Salesforce. Everything we do is configurable inside that ecosystem. This ensures robust security features and eliminates wasted time waiting on systems to sync or batches to complete. The result is that salespeople and marketers always know where leads belong. Using a third-party vendor or marketing automation can result in confusion, still require manual activities and result in a messy CRM.

So, yes, you’re probably hearing a lot about lead-to-account matching. But there’s so much more to business-process management. It’s important to make sure you’re asking all the right questions. And if you’re not getting the right answers, maybe you should be talking to LeanData.

James Crane is an Account Executive at LeanData.

Main image courtesy of Till Krech

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