9Creating and Using Leads

Creating and Using Leads

About Creating and Using Leads

A lead is a new prospect or existing customer who might become an opportunity. A marketing organization plans and executes marketing programs with the objective of capturing and generating leads. Once a lead is created or imported, a sales representative must qualify the lead so that the sales organization can concentrate on the most profitable leads. The sales organization can distribute the leads to the appropriate sales people, using rules that match the geography of the lead and the geography of the sales person. The sales person can accept or reject the lead based on its potential ROI, and convert an accepted lead to an opportunity.

Leads typically have limited information such as name, company information, product interest, and survey response information. For information on Web services that allow operations involving leads, see Siebel CRM Web Services Reference. For more information on importing leads, see About Importing External Data.

The life cycle of a lead, illustrated in the following figure, is as follows:

  1. A new lead passes from the Marketing application to Sales, where it is qualified and assigned to a sales representative.

  2. The sales representative can accept the lead and work on it (with the objective of converting it to an opportunity).

  3. The sales representative can retire the lead and archive it.

  4. The sales representative can reject the lead and reassign it to someone else.

The following figure illustrates the life cycle of a lead.

Lead Status Life Cycle

For information on importing leads, see About Importing External Data.

Process of Creating, Modifying, and Qualifying Leads

To create and modify leads, perform the following tasks:

  1. Creating and Modifying Leads

  2. Qualifying Leads

  3. Converting Leads

    Creating and Modifying Leads

    This task is a step in Process of Creating, Modifying, and Qualifying Leads.

    The following procedure shows how to create or modify a lead.

    To create or modify a lead

    1. Navigate to the Leads screen.

    2. In the All Leads list, create a record, or select a lead to change.

    3. Complete the fields.

      The Description field is required.

    4. To add detailed information to the lead, click the lead, then select the Lead Details view tab.

      Complete the fields using the following table as a guide.

      Field Comment

      Lead Referrer

      The partner who referred the lead.

      Lead Status

      The default program status is Unqualified. Options are Accepted, Qualified, To be reassigned, Existing opportunity, Nurture, Converted, Rejected, and Retired.

      Organization

      Click the Organization select button, and select the predefined organization to be responsible for the program. An organization that you assign to a program is inherited by campaigns in that program.

      Qualifying Leads

      A qualified lead is one that has been accepted, retired, or rejected. To accept a lead means that a sales person can continue to work with the lead, with the objective of converting it to an opportunity. To retire a lead is to designate it as not being a lead at all. A retired lead can be archived for future reference. To reject a lead means that it will be assigned to someone else. Changes in lead status are tracked in the Lead Status field and its associated date fields.

      This task is a step in Process of Creating, Modifying, and Qualifying Leads.

      The following procedure shows how to qualify a lead.

      To qualify a lead

      1. Navigate to the Leads screen, then the All Leads view, and select a lead.

      2. In the Lead Details form, select a value in the Lead Status field, for example, Accepted. Alternatively, click the Convert, Reject, or Retire buttons.

        Converting Leads

        Once a lead has been accepted by changing the value of the Lead Status field to Accepted in the Lead details form, it can be converted. Converting a lead results in the creation of a new opportunity, a new contact, or a new account. The following procedure describes how to convert a lead.

        This task is a step in Process of Creating, Modifying, and Qualifying Leads.

        To convert a lead

        1. Navigate to the Leads screen, then the All Leads view, and select a lead.

        2. In the Lead Details form, click the Convert button.

          If the lead is associated with a prospect, then you must promote the prospect to a contact before the lead can be converted.

        When the lead is converted, the Date Converted timestamp is updated. The following lead attributes are copied to the new record:

        • Contact name and other contact header record information

        • Address

        • Associated products

        • Associated public notes

        • Associated team members

        Converting a lead can have one of the following results:

        • If the conversion creates a new opportunity, then the associated team members are copied with the same primary team member. If the conversion links to an existing opportunity, then the team members are added to the opportunity, but the primary team member for the opportunity does not change.

        • If the conversion process creates a new contact, then the address becomes the contact personal (primary) address. If the convert process links to an existing contact, then the address becomes another personal address but not the primary address.

        • If the convert process creates a new account, then the address becomes the account’s primary address. If the conversion process links to an existing account, then the address becomes a secondary account address (but not the primary).

        Contact Additional Attributes (categories) are one-to-many child records for fields that do not exist in the contact or account schema. For example, the incoming data might have a Favorite Hobby field for the contact, but no field is available. You can populate an Additional Attribute to create a child record under the contact. Similar functionality exists for accounts.

        Note: You can convert groups of responders to leads in the Program Flow designer. For additional information, see Applying Lead Creation to a Program.

          About Creating Leads from Social Media Data

          You can integrate Siebel Marketing with Oracle Social Relationship Management (Oracle SRM) cloud services to capture leads from information provided by individuals on social platforms, such as Facebook, and to make Siebel Marketing campaign data available to Oracle SRM cloud services. This topic provides an overview of the Siebel Web services that enable this integration.

          The following Web services can be used to integrate Siebel Marketing with Oracle SRM cloud services:

          • CreateLeads Web service

            The CreateLeads Web service is used to create leads in Siebel Marketing from information about an individual gathered by Oracle SRM cloud services from social posts, social forms, and other social interactions. When creating a lead using data about an individual derived from social networking sites, the CreateLeads Web service performs the following steps:

            1. Checks if a Siebel contact record exists for the individual in Siebel Marketing and, if it does not, creates a new contact record.

              • Creates a social media profile for the Siebel contact, if a social media profile does not already exist.

                Social media profile information can be viewed by navigating to the Contacts tab, selecting the new contact from the Contacts list, then selecting the Social Profile tab.

              • Creates a lead for the Siebel contact, if a lead for the contact does not already exist.
            2. If social post information is passed from the Oracle SRM cloud service for the new lead, then this data is stored in Siebel Marketing. This information can be viewed by navigating to the Leads tab, selecting the new lead, then selecting the Social Media tab.
          • GetCampaigns Web service

            The GetCampaigns Web service is used to retrieve information about specific campaigns defined in Siebel Marketing and to make this information available to Oracle SRM cloud services. You can then associate the campaign with online surveys or forms created in the Oracle SRM service, which allows leads created from the survey or form data to be associated with the Siebel Marketing campaign.

          For detailed information on the GetCampaigns Web service and the CreateLeads Web service, see Siebel CRM Web Services Reference and Siebel CRM Social Media Guide.