Customers: Direct-Indirect Lead Allocation

Challenge

• Large Canadian telco relies on partners to drive revenue
• More than 70% of SMB mobility revenue is indirect
• Millions of dollars invested in demand generation
• Hundreds of hours spent on manual lead matching and distribution
• No visibility into dealer sales activities
• No ability to determine which campaigns – or partners – were delivering results

Solution

• Developed lead allocation application
• Created business rules to dynamically match any combination of lead and partner attribute for “best fit” lead allocation (carrot)
• Created business rules, based on business hours, to automatically re-assign non-actioned leads (stick)
• Included logic to equitably round robin leads between direct reps and indirect dealer reps

Results

• Complete visibility into leads and partner activity
• Lead allocation application delivers time-sensitive leads in near real-time
• Getting the right leads to the right people increased dealer sales rep adoption by 90%
• Carrot/Stick business rules increased lead feedback and status updates by 15%
• Enhanced lead matching increased lead conversion by 10%