I would love to hear your ideas and advice on tracking sales activities on a campaign to try and win-back old customers and turn-around decreasingly active clients.
Here's the situations, we've done analysis on customers who either a) no longer buy our products/services but have done business with us in the past, or b) their spend with us is reducing over time. We now want to get our sales people to contact these identified customers and see if we can "win-back" their business. I am struggling with the best way in which we can track and monitor the success of these activities without it getting mingled with a "normal" sales deal.
So we've come up with two approaches so far:
1. Add new Leads for all these customers and work through the Lead to eventually convert to the existing Account & Contact records.
PROS: self contained reports without having to amend existing reports to exclude these particular activities. Conversion rate reporting is easy. Complete distinction between normal Opportunity deals and win-back activities
CONS: Duplicates - a single contact/company existing with both a Lead and Account/Contact record.
2. Add new Opportunities for all these customers and work through the collection of data in the Prospecting stage, measuring successful activities as those Opp moved to the Qualifying stage
PROS: No duplicates. Activities shown on the Account record too. Data all connected
CONS: Reporting much more difficult, will need to not include these new Opps from all existing reporting. Little progress reporting.
Can anyone advise on the best solution (could be different to either of the above). I was dead set against new Leads creating duplicates as it's not the way the system is designed to work, but given the need to keep these activities separate and the way in which they'll be worked through I am coming round to the idea.
Thanks
답변 1개
Hi Erica! I'd personally go with the Opportunity but I don't know how many reports you would have to amend for that to work :P What if you kept the tracking piece on the Account level and only created the Opportunity when it was legitimate? Something like creating a new field to track most recent Opportunity and use that along with whatever you use to identify "aged out" Accounts? If that field is blank, then you would know nothing has come of it yet.
For example:3 fields on the Account object -
- "Type" (standard picklist),
- "Last Activity Date" (roll up/formula from Activity)
- "Last Opportunity Date" (roll up/formula from Opportunity)
2 automations:
- Update the "Type" field from "Active" to "Aged" when no activity or opportunities have been created in 180 days and send a chatter notification to the Account Owner to reach out and to create an Opportunity if there's a legitimate reason.
- You could also break this out if you wanted to discern between the activity vs. when an opportunity was created by using 2 different statuses.
- Update the "Type" field from "Aged" to "Inactive" when last opportunity date is more than 365 days and "Last Activity" is less than 365 days. This would indicate that a rep has reached out but nothing came of it.
This should give you some metrics to pull into reporting.
I hope this helps!
Thanks.
