I love this topic, because frankly it’s one that never gets old for me. Decentralize lead distribution is the term that applies here, and it is what put ClickPoint on the map. Why does decentralized lead distribution matter? Yawn, I get it. You are bored already. Please read the next two paragraphs and I promise you won’t still want to kill me.
Big companies with lots of leads have to move leads, phone calls, and data around to lots of different solutions in order to make everything work. Most large companies that collect a lot of leads need to be able to take leads in from a variety of sources and then they need to sort it, measure it, and then get it to their sales floor as fast as possible. In the past companies would use CRM software to accomplish this task. Well, that might work for a company that has a bunch of salespeople in a couple of locations but not companies with lots of branches, franchisees, call centers, and sales teams. It used to be that you could just require everyone to login to whatever CRM you chose for them. Tada, you’re a hero.
What happens if you’re a company that has 1,000 or more franchisees, all with different software solutions they are using to manage contacts and leads?
What happens if you have call centers, internal sales, corporate branches, and franchisees? All with different software solutions and adoption of your software sounds like a root canal to them. Let’s apply the cost to convert them and make them use your shiny new CRM, never mind the backlash for making them use your chosen software. Training, downtime, arguments, frustration, and ultimately failure.
This is a pain point most corporations face and CRM for all of its great accomplishments is not built to distribute leads from the solution to other solutions. CRM software is a centralize solution with no real way to send data or leads from it and play nicely with other solutions. Many have tried to Frankenstein a CRM solution and many have failed.
So how do you accomplish this type of data distribution? You have to be able to handle large scale data and in real-time distribute it to other solutions. You have to be able to ensure all of this data reaches its end destination and it really needs to get there in a matter of seconds, not minutes, or hours.
- Capture data from landing pages, website, phone, call centers, direct mail
- Sort date, filter data, distribute data in real-time to various software solutions
- Be able to perform various data transmission types
- HTTP post for some CRM’s
- XML for many newer CRM’s
- GET or SOAP post for some older CRM’s
- Possibly ping and post for certain verticals
- For those on your sales team or franchisees that have no CRM or lead management solution in place
- deliver data and leads via email
- Deliver in-bound phone calls in real-time using call routing
- Record calls, track calls, setup complex call flows
- Track if data made to other solutions and ensure successful delivery
- Track ROI, activities, and be able to measure data that was delivered
If this sounds like an insane list of requirements this is what most of our corporate clients need when they come to us. Most lead distribution solutions are built to handle parts of this but very few combine everything into one solution. For a marketing executive thinking about implementing something like this seems daunting and it can be. Implementation can take a month to 6 months or more depending on the amount of integration work that needs to be done. Is it worth it? Well, think about the costs associated with running an internal system.
Likely, there is a team of developers that come and go and have been building on top of the existing system for years.
- Outages are frequent
- Reporting takes a day or two and is cumbersome
- Updates like getting a new lead source take a week and a statement of work to be added
- Likely there are many manual functions like retrieving reports or importing data
- There are most likely breakdowns on a monthly basis
If this sounds familiar it should. We encounter it with every corporate team we meet that has an internal solution. It’s not a bad idea to build internally but it’s not the core business. You built because you had no other choice. You had no way to compare the cost to do it internally vs. an outside provider.