Clearent has three lead-driving teams, all using different tools and tactics, to drive leads to Salesforce
- Inside Sales Team: Driving sales from associations and partners, as well as converting our existing software partners merchant base to our payments suite. This team uses a program that does not natively support Salesforce campaigns, and are organized by an in-house “Partner Code”.
- Direct Sales Team: Local person-on-the-street teams, making cold calls, walking into shops, and shaking hands. Works in Salesforce.
- Marketing Team: Driving inbound leads from digital channels. Works in Pardot with a Salesforce Sync
Organize our attribution model to a multi-touch model, but weighs heavily on first-touch attribution for funding. Organize it all using Salesforce Campaigns.
- We ran with parent-child relationships for our campaigns, so that we could report up from channel to tactic
- Inside Sales: Parent – Association or Partner, Child – Calling campaign, Cadence, Ect.
- Direct Sales: Parent – Region
- Marketing Team: Parent – Channel, Child – Tactic
- Because Inside Sales did not use campaigns but partner codes, about 2/3 of our opportunities were not attributed to a campaign. Because direct and the marketing teams required campaigns, we were able to create a Salesforce flow stating that:
- If Campaign = null AND partner code =/= null, assign to campaign based on partner code.
- After reassigning around 6000 opportunities with this flow, we were able to create a partner funnel to view opportunities in progress based on campaign, where we were failing, and what was working. This led us to some key insights including:
- We needed to get better at audience selection, around 1/3 of our leads turned into unqualified candidates (No Credit / Not enough revenue)
- Associations worked for us, and we were not talking full advantage of these key areas
- Inbound worked when paired with a direct sales touch, mainly to keep them in an inbound sales cadence