15Responses

This chapter contains the following:

When prospects or contacts respond to an offer through a channel, such as inbound email, internet, or call center, the details are captured by the response management feature. You can review response details and convert qualified responses to sales leads. You can then determine which responses to pursue as leads or which ones you can convert to opportunities.

Campaign channels can be different from response channels. Recipients of an internet campaign can respond through a call center. Recipients of a direct mail offer may respond by clicking a Web offer URL link. Responses are generated because of sales and marketing activities. Responses gathered from external call centers and suppliers are imported to your sales application.

Websites can capture response details, while phone calls or direct mail responses must be recorded manually. When these responses are recorded, you can import them. Inbound email replies aren't automatically captured as responses. You must configure your email response product to support inbound email processing. Each response type has several parameters that store details about a given response. You can modify an automatically captured response if you have permission. Responses are tracked for an offer and for a campaign.

Response Management Summary

Responses are captured either through the file import feature, or they're automatically captured by recording the various clicks when opening emails associated with the sales campaign. You can review imported and autogenerated responses and convert qualified responses to leads and opportunities.

Response Management Features

You can create responses provided by prospects and contacts, and you can convert responses to leads and opportunities. You can record campaign responses to:

  • Calculate campaign response rates

  • Target promotional material to those prospects and contacts who are more receptive to offers

  • Build a profile of prospects and contacts who responded to run targeted campaigns

  • Extract and source key data from the responses to generate quality leads

Differences Between Response, Lead, and Opportunity

This table describes the main differences between a response, a lead, and an opportunity.

Response Lead Opportunity

A response is an interaction initiated by the customer in response to a marketing stimulus. Every outbound sales activity is a sales stimulus.

A lead is an inquiry, referral, or other information, obtained through a sales campaigns, or other means that identifies:

  • Potential contact or prospect

  • Specific purchase interest

You can create a lead if the specific purchase interest isn't known at the time. However, to qualify a lead you must record a primary purchase interest.

An opportunity is a pending sale of a product or service that can be forecasted and tracked using summary data such as:

  • Potential revenue

  • Sales stage

  • Win probability

  • Expected close date

Responses are created from interest recorded in response to sales activities. Responses include:

  • Providing answers to phone survey questions

  • Subscribing to a list

  • Replying to an email response form request

As interest for the product or service matures, responses are elevated as leads.

Leads are mostly created by automated lead capture or lead import processes which periodically create qualified responses as sales leads.

Leads are sometimes created from the response data of a contact or prospect who has expressed a need or interest in a product or service offered by the business.

Opportunities are created by sales administrators when they have identified a qualified lead with a potential revenue opportunity. Leads are converted to opportunities when significant sales investment is foreseen to close the deal.

A salesperson can create opportunities from scratch, without previously having a response or lead created.

Responses aren't included as part of the sales forecast.

Leads aren't included as part of the sales forecast.

Inclusion of opportunities in the sales forecast is at the discretion of the sales administrator. However, not all opportunities are included and the decision to include them may depend on your company's requirements.

A response signifies a recorded reaction of a prospect or contact to a sales or marketing activity. An interaction is a record of communication between your company and the prospect or contact or customer.

The following table outlines the key points about responses and interactions:

Responses Interactions

A response can be converted into a sales lead for further qualification or sales opportunity to be pursued and included in sales forecasting.

An interaction is recorded when a communication occurs with customer contacts by means of any communication channel such as e-mail, phone, direct mail, or web.

Responses received by phone, e-mail, or web are saved and positive responses can be converted to sales leads and opportunities.

An interaction is typically created for each outbound and inbound communication. An outbound communication is initiated by a company employee such as a salesperson by a phone call, or marketing manager by means of an e-mail campaign. An inbound communication is initiated by a prospect or contact by means of web activity or through a call center.

Responses are typically captured by automated processes or are imported in the application.

Interactions for a particular customer or contact can be viewed in Customer Center.

A response captures information specific to the sales or marketing activity such as source codes and specific destination URLs.

The channel details on a marketing treatment include the option to create interactions when a response is created.

What happens when I convert a response to a lead?

A lead is created and becomes available for follow up from the Leads work area. As the user who converted the response to the lead, you're listed as the lead owner.