Overview of Response Management

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 marketing 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