Accenture Advanced Enterprise Solutions BP315 Business Sub-Process Design Document Lead Management ( !
M Mar"eting#
BP315 Business Sub-Process Design Document
Lead Management (CRM Marketing)
<Project Name> Month YYYY
CONFIDEN I!L op$rig%t & '(1( Accenture) All !ig%ts !eserved) *eit%er t%is document not an$ part t%ereo+ ma$ be copied or reproduced in an$ +orm or b$ an$ means, or translated into anot%er language -it%out t%e prior consent o+ Accenture) .%e in+ormation contained in t%is document is sub/ect to c%ange and supplement -it%out prior notice) All rig%ts reserved
Accenture Advanced Enterprise Solutions BP315 Business Sub-Process Design Document Lead Management ( !M Mar"eting#
!"LE OF CON EN #
$Doc%ment &i'tor( ))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))) * 1.1 Change History ........................................................................................................................... 3 1.2 RASCI ....................................................................................................................................... 3 1.3 Approval Detail............................................................................................................................ 3 1.4 Other Related Docu ents........................................................................................................... 3 +"%'ine'' Proce'' O,er,ie-))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))) . 2.1 High level re!uire ents............................................................................................................... 4 2.2 "ey #alue Drivers $or the %usiness &rocess...............................................................................4 2.3 'eading &ractice Inputs.............................................................................................................. 4 *"%'ine'' #%/0Proce'' De'cri1tion))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))) 2 3.1 %usiness Su()&rocess diagra .................................................................................................. * .#%/ Proce'' !cti,itie')))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))) 3 4.1 Activity 'ist............................................................................................................................... + 4.2 In(ound Co unication........................................................................................................... 1, 4.3 Out(ound Co unication......................................................................................................... 1, 4.4 -est Conditions........................................................................................................................ 1, 2#%/0Proce'' 4ariation))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))) $5 ..1 %usiness /nit 'ed..................................................................................................................... 1, ..2 0eography1'egal 2ntity 'ed...................................................................................................... 1, 6Ro7e De8inition 9 Organi'ationa7 Im1act)))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))$$ 3.1 Role1S4ill Class Inventory.......................................................................................................... 11 3.2 Role Su ary........................................................................................................................... 11 3.3 Organisational I pact............................................................................................................... 11 :Proce'' Fitne'' 9 ;a1 !na7('i')))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))) $$ 5.1 &rocess 6itness......................................................................................................................... 11 5.2 0ap Analysis............................................................................................................................. 12 <RICEF=))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))) $+ *.1 Reports...................................................................................................................................... 12 *.2 Inter$aces 7In(ound 1 Out(ound8................................................................................................ 12 *.3 Conversions.............................................................................................................................. 12 *.4 2nhance ents.......................................................................................................................... 13 *.. 6or s........................................................................................................................................ 13 *.3 9or4$lo:s.................................................................................................................................. 13 3Integration Point')))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))) $2 +.1 Integration Issues...................................................................................................................... 1. +.2 Other issues.............................................................................................................................. 1.
Accenture Advanced Enterprise Solutions BP315 Business Sub-Process Design Document Lead Management ( !M Mar"eting#
$ Doc%ment &i'tor(
1.1
4er)
Change History
Date #%mmar( o8 Change' !%thor ran'1ort N%m/er
1.2
R!#CI
RASCI
Ro7e Name Phone
!0 !esponsible1 A0 Accountable1 S0 Support1 0
ontribute1 20 2n+ormation1
1.3
Re,ie- >
Approval Detail
Date Name 9 Po'ition o8 !11ro,er #ignat%re
1.4
Other Related Docu ents
Please insert lin"s3!e+erences to related Documents (issues, data entities, etc)#)4 Re7ated Doc%ment Comment
Accenture Advanced Enterprise Solutions BP315 Business Sub-Process Design Document Lead Management ( !M Mar"eting#
+ "%'ine'' Proce'' O,er,ieLeads +acilitate a compan$5s c%ance to do business) Leads can be used to provide a streamlined lin" bet-een mar"eting and sales, -%ic% accelerates t%e process bet-een +irst interest and sales) Leads do not provide complete details o+ potential business opportunities, but t%e$ can %elp to +ind out more about a potential business)
2.1 2.2 2.3
High level re!uire ents "ey #alue Drivers $or the %usiness &rocess 'eading &ractice Inputs
Accenture Advanced Enterprise Solutions BP315 Business Sub-Process Design Document Lead Management ( !M Mar"eting#
* "%'ine'' #%/0Proce'' De'cri1tion
Lead Processing in !M is designed to %elp automate t%e initial pre-sales process, +reeing up $our sales department to +ocus on t%e most valuable prospects and opportunities) B$ deplo$ing lead management processes, $ou can do t%e +ollo-ing0 2mprove bot% $our response rates to customer re6uests and $our understanding o+ customer needs reate %ig%-6ualit$ leads and increase $our revenues Streamline t%e capture, distribution, and 6uali+ication o+ leads across a multitude o+ c%annels t%roug% s$stematic and e++icient trac"ing o+ t%e progress o+ t%ose leads) .%is is ac%ieved t%roug% a process o+ closed-loop monitoring, -%ic% allo-s $our sales organi7ation to improve close rates -it% reduced sales time and cost 8se strategic reporting +unctions to measure t%e success o+ leads -it% Lead Management, and to support medium- to long-term decision ma"ing) Strategic reporting is per+ormed in t%e SAP Business 2ntelligence module)
Proce'' Proce'' 'te1 Create arget ;ro%1 8or Lead ;eneration Create Lead' 8or arget ;ro%1 Create Lead' Man%a77( @%a7i8( Lead' Di'tri/%te Lead' ran'8er Lead' to #a7e' (Create O11ort%nit() 1) reate3generate lead "%'ine'' condition Attribute list -it% attributes .arget group "%'ine'' ro7e Mar"eting Emplo$ee Mar"eting Emplo$ee Mar"eting Emplo$ee Mar"eting Emplo$ee Mar"eting Emplo$ee Sales Emplo$ee E?1ected re'%7t' .arget group
Leads +or prede+ined target group members Leads <uestionnaire level Lead distributed =pportunit$
Lead Lead Lead appropriate -or"+loand
Lead reation 9ou can create leads automaticall$ or manuall$, -it% or -it%out t%e use o+ templates0 o Automatic lead creation .$picall$, leads are created automaticall$ in t%e 2nteraction enter, in t%e :eb s%op, t%roug% campaigns, or optionall$ t%roug% ;.ML surve$s on t%e 2nternet) All steps in t%is process +lo- can be set up to run automaticall$, so t%at $ou can con+igure automatic lead creation to assign relevant business partners, products, and surve$s too
Accenture Advanced Enterprise Solutions BP315 Business Sub-Process Design Document Lead Management ( !M Mar"eting#
Manual lead creation During lead creation, $ou can manuall$ assign an appropriate business partner, suc% as a sales prospect or contact person, to t%e lead) 2n t%e B'B conte>t, t%e main business partner assigned to t%e lead is usuall$ t%e sales prospect
.$picall$, lead creation is an inbound process, -%ere in+ormation about t%e lead 6uali+ication level and lead product interest is usuall$ available) 2n an inbound scenario, a business partner could contact $ou t%roug% di++erent c%annels, suc% as b$ telep%one, e-mail, or +a>) 2+ t%is business partner s%o-s an interest in a particular product, t%e relevant emplo$ee (in 2nteraction enter, +or e>ample# can create a lead) 9ou can create leads in t%e +ollo-ing c%annels0 o o o o o o o .%e !M s$stem (manual# Partner %annel management, as in %annel Partner portals E-Selling, as in t%e :eb S%op 2nternet, t%roug% lin"s attac%ed to surve$s .elemar"eting, as in t%e 2nteraction enter !esponse import (integrated in E>ternal List Management in !M# !esponse recording
Lead ?eneration Leads are generated to 6uali+$ t%e level o+ interest presented b$ business partners, -it% a vie- to trans+orming t%ese leads into opportunities) Partners are assigned automaticall$ b$ t%e s$stem during lead generation, based on t%e target group) Leads are t$picall$ generated in an outbound scenario, -%ere t%e compan$ is active in see"ing to contact business partners) o o Leads can be generated a+ter a mar"eting campaign %as been e>ecuted (as t%e result o+ activities de+ined +or t%e campaign#, or also during a campaign (ongoing process# in -%ic% case t%e$ are generated as soon as t%e campaign is e>ecuted, -it%out generating activities +irst) 2n t%e segment builder, lead generation is independent o+ campaigns) @or eac% target group, leads are generated based on a lead template)
') Assign products or product categories 9ou can assign a product or product categor$ as -ell as t%e 6uantit$ o+ t%e desired product to t%e lead b$ entering t%e product name in t%e description +ield or b$ entering a product number) 9ou %ave t%e option o+ entering additional products +or t%e lead) 3) <uali+$ lead (manuall$ or based on a surve$# Lead 6uali+ication is an iterative and interactive process b$ -%ic% a lead ma$ be processed several times over a given period) Leads can be processed manuall$ or automaticall$) Manual 6uali+ication Depending on t%e level o+ in+ormation available about t%e business partner, $our lead 6uali+ier can directl$ 6uali+$ leads during t%e manual creation o+ leads) 9our lead 6uali+ier can also manuall$ set a 6uali+ication level +or t%e lead, -%ic% overrides an$ automatic 6uali+ication level)
Accenture Advanced Enterprise Solutions BP315 Business Sub-Process Design Document Lead Management ( !M Mar"eting#
Note .%e partner emplo$ee can also set t%e status o+ leads manuall$ on t%e basis o+ certain inde>es or b$ directl$ tal"ing to t%e business partner, or a mi>ture o+ bot% met%ods) Automatic 6uali+ication .$picall$, automatic lead 6uali+ication is supported b$ a 6uestionnaire) 9our lead 6uali+ier can assign one or multiple surve$s to a lead) .%ese surve$s consist o+ prede+ined 6uestionnaires -it% single or multiplec%oice 6uestions, as -ell as space to enter +ree te>t) Based on t%e ans-ers provided, a score is calculated and t%e 6uali+ication level set accordingl$) 9ou can de+ine determination rules to pre-select appropriate surve$s based on transaction t$pe, time period, s$stem status, and classi+ication - priorit$, origin, group, and organi7ational data) .%is %elps $ou to reuse e>isting surve$s more e++icientl$ and ensure t%at t%e lead 6uali+ier uses t%e most suitable surve$ +or lead 6uali+ication) A) Distribute lead to an emplo$ee or e>ternal partner .%is process enables $ou to assign leads to a person responsible +or 6uali+$ing and processing leads) o o o 9ou can searc% +or and select leads based on di++erent criteria) @or e>ample, $ou can searc% +or leads -it% t%e status =pen and -%ic% +all -it%in a particular date range) .%e manager can manuall$ assign t%e responsibilit$ o+ t%e leads to di++erent internal lead 6uali+iers) 9ou can also con+igure an automatic partner determination procedure, suc% t%at t%e sales prospect, contact person, and t%e emplo$ee responsible +or t%e lead are automaticall$ identi+ied) 9ou can distribute leads based on rules) .%e rules could be based on t%e content o+ t%e lead and3or t%e attributes o+ t%e sales prospect to determine t%e best matc%ing business partner (emplo$ee responsible, sales representative, c%annel partner#)
!ules-based distribution can be set to occur automaticall$ in batc% /obs, or semi-automaticall$ as distribution proposals, via t%e user inter+ace in t%e Enterprise Portal) .%e table belo- summari7es t%e main met%ods b$ -%ic% leads can be distributed, and t%e bases t%at +acilitate distribution0 Lead Di'tri/%tion Method' Manual Partner determination Semi-automatic Automatic (Batc% /obs# "a'i' o8 Di'tri/%tion Manual assignment Partner-determination rules !ules-based !ules-based
2n t%e partner c%annel management conte>t 2n t%e partner c%annel management conte>t, t%e brand o-ner t$picall$ triggers a -or"+lo- to dispatc% leads to c%annel partners) .%is -or"+lo- can be de+ined to include user interaction and is t$picall$ triggered b$ a certain status o+ t%e lead, suc% as Distributed to Sales Partner) A -or"+lo- item is sent to t%e c%annel partner, -%o is re6uired to accept or re/ect t%e lead ob/ect -it%in a particular time period) 2+ no action is ta"en -it%in t%e re6uired date, t%e -or"+lo- returns t%e lead to t%e dispatc%er) .%e dispatc%er can t%en dispatc% t%e lead to an internal 6uali+ier or to a di++erent c%annel partner)
Accenture Advanced Enterprise Solutions BP315 Business Sub-Process Design Document Lead Management ( !M Mar"eting#
.%e table belo- summari7es t%e main c%annels b$ -%ic% internal emplo$ees and e>ternal partners can receive leads0 Recei,er' o8 Lead' Access %annel Interna7 Em17o(ee !M :eb lient 82 E?terna7 Partner' PD@32nteractive @orm
:%en t%e brand o-ner dispatc%es a lead to a c%annel partner, t%e lead status c%anges to Distri(uted to Channel &artner) 2+ t%e partner accepts t%e lead, t%e status c%anges to Accepted (y &artner) ;o-ever, i+ t%e partner re/ects t%e lead, t%e status turns to Re;ected (y &artner) 5) @ollo- up on lead and create opportunit$ .%e +ollo--up and update process includes t%e +ollo-ing0 o o o o @ollo--up surve$s 8pdating lead 6uali+ication levels Monitoring lead statuses .rans+erring leads to a di++erent 6uali+ier
@urt%ermore, $our administrator can arc%ive leads a+ter t%e$ %ave remained in t%e s$stem +or a certain period o+ time) 9our administrator can also arc%ive lost leads or delete t%em +rom t%e s$stem) A+ter a lead %as reac%ed a certain 6uali+ication level, +or e>ample, Hot, it can be trans+ormed into an opportunit$ and passed on to t%e sales department +or +urt%er processing) 9ou can set up appropriate -or"+lo-s to automate t%e process o+ assigning statuses to leads, suc% as 'ost< In &rocess, or 9on) @or e>ample, -%en a sales representative accepts a Hot lead +rom t%e -or"+lo- and converts it to an opportunit$, t%e status o+ t%e lead can be set automaticall$ to 9on)
3.1
%usiness Su()&rocess diagra
Accenture Advanced Enterprise Solutions BP315 Business Sub-Process Design Document Lead Management ( !M Mar"eting#
. #%/ Proce'' !cti,itie'
4.1 Activity 'ist
2t maps to t%e BP31B, Activit$ de+inition document i+ applicable +or t%e pro/ect C also %as re+erences in t%e process3sub process diagram) Name De'cri1tion ran'action CodeA i8 re7e,ant Ro7e' in,o7,ed Reg%7ator( BOther Contro7'
Accenture Advanced Enterprise Solutions BP315 Business Sub-Process Design Document Lead Management ( !M Mar"eting#
4.2
In(ound Co
unication
.%e 2nbound ommunication needs to be speci+icall$ documented +or t%e client speci+ic situation, li"e inter+acing -it% e>ternal s$stems, -or"+lo-, +orm C Medium o+ communication) !cti,it( (1e (emai7A 8ormA hando88A etc) !%tomaticBMan%a7 #o%rce De'cri1tion
4.3
Out(ound Co
unication
.%e =utbound ommunication needs to be speci+icall$ documented +or t%e client speci+ic situation, li"e inter+acing -it% e>ternal s$stems, -or"+lo-, +orm C Medium o+ communication) !cti,it( (1e (emai7A 8ormA hando88A etc) !%tomaticBMan%a7 #o%rce De'cri1tion
4.4
*est Conditions
.%is section captures .est conditions +or t%is sub process +or t%e an$ speci+ic client re6uirements) ?eneric test conditions +or t%is sub process -ill be -it%in t%e AAES test scripts)
N%m/er
e't Condition C !ction
E?1ected Re'%7t
2 #%/0Proce'' 4ariation
+.1 %usiness ,nit 'ed
*one
+.2
-eography.'egal /ntity 'ed
*one
Accenture Advanced Enterprise Solutions BP315 Business Sub-Process Design Document Lead Management ( !M Mar"eting#
6 Ro7e De8inition 9 Organi'ationa7 Im1act
.%e content in t%is section -ill serve as input +or t%e training and per+ormance support teamDs deliverables)
0.1
Ro7e
Role.S1ill Class Inventory
#ki77' Dno-7edge
0.2
Ro7e
Role Su
ary
Li't o8 #te1' #!P ran'action
0.3
Organisational I pact
Im1act De'cri1tion Im1act (&BMBL) Im1act (1e Im1acted ;ro%1'
Re8erence >
: Proce'' Fitne'' 9 ;a1 !na7('i'
2.1
Re! ID
&rocess 3itness
Short Description 'ong Description Re!. *ype Accenture Reusa(le Assets
Accenture Advanced Enterprise Solutions BP315 Business Sub-Process Design Document Lead Management ( !M Mar"eting#
2.2
-ap Analysis
;a1 De'cri1tion Lega7 ReE) (YBN) Magnit%de o8 Im1act (LBMB&) #o7%tion (1e RICEF= No) Re8) to ReE) id)
Co%ntr(B RegionB "%'ine'' Im1acted
< RICEF=
4.1 Reports
H'e 8rom !!E# B !R L (Ne- B Re-orkB Re1)
C7ient FYG RICEF= >
Re1ort De'cri1tion
Com17e?it( (&BMBL)
Comment'
Re8 > 8rom RICEF= in,entor(
4.2
Inter$aces 5In(ound . Out(ound6
H'e 8rom !!E# B !R L (Ne- B Re-orkB Re1)
C7ient FYG RICEF= >
Inter8ace De'cri1tion
Com17e?it( (&BMBL)
Comment'
Re8 > 8rom RICEF= in,entor(
4.3
Conversions
Accenture Advanced Enterprise Solutions BP315 Business Sub-Process Design Document Lead Management ( !M Mar"eting#
C7ient FYG RICEF= >
Con,er'ion De'cri1tion
Com17e?it( (&BMBL)
Comment'
H'e 8rom !!E# B !R L (Ne- B Re-orkB Re1)
Re8 > 8rom RICEF= in,entor(
4.4
/nhance ents
Com17e?it( (&BMBL) H'e 8rom !!E# B !R L (Ne- B Re-orkB Re1) Re8 > 8rom RICEF= in,entor(
C7ient FYG RICEF= >
Enhancement De'cri1tion
Comment'
4.+
3or s
C7ient FYG RICEF= >
Form De'cri1tion
Com17e?it( (&BMBL)
Comment'
H'e 8rom !!E# B !R L (Ne- B Re-orkB Re1)
Re8 > 8rom RICEF= in,entor(
4.0
7or1$lo8s
Accenture Advanced Enterprise Solutions BP315 Business Sub-Process Design Document Lead Management ( !M Mar"eting#
C7ient FYG RICEF= >
=ork87o- De'cri1tion
Com17e?it( (&BMBL)
H'e 8rom !!E# Comment' (Ne- B Re-orkB Re1)
Re8 > 8rom RICEF= in,entor(
Accenture Advanced Enterprise Solutions BP315 Business Sub-Process Design Document Lead Management ( !M Mar"eting#
3 Integration Point'
?eneric 2ntegration touc% points %ave been %ig%lig%ted in t%is section) 2t covers dependencies or prere6uisites arising +rom ot%er processes or sub processes) .%is in+ormation s%ould lead to cross +unctional discussions bet-een di++erent -or" streams to sort out t%e interdependencies
9.1
Integration Issues
I''%e De'cri1tion Im1act #tat%' Re'o7%tion
I''%e >
9.2
Other issues
I''%e De'cri1tion Im1act #tat%' Re'o7%tion
I''%e >
