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2017

My colleague Tom Grubb recently wrote a blog entitled “A better way to hold Marketo leads back from Salesforce”. Over the years, many clients have asked us for advice on the best method of syncing leads between Marketo and Salesforce, when the goal is to assign them to a salesperson only when they are qualified.

There are several methods of conditional syncing, some of which I outlined in an article from last year, but I think Tom hit the nail on the head when he advises not to hold back leads from syncing to Salesforce.com at all. Instead, he suggests that all are synced, but not assigned to a sales person until they are qualified.

This blog is a follow-up example of Tom’s method of re-assigning new leads from a queue to a salesperson after they qualify. While there are multiple methods that can accomplish a lead re-assignment, I chose this simple method because it a) can be triggered using logic of your choosing; and b) uses the standard Salesforce.com Assignment Rules.

Step 1: Gather the Information you need before starting

Get your queue ID. You can find it in Admin > Manage Users > Queues. Click on the name of the queue you are using and copy the ID from the browser address bar. Ours is “00GA0000000USx5”. Note that the browser address bar only contains the beginning of the queue ID, minus the 3-digit code. I want to point this out as it will come into play in a moment.

Step 2: Create a Re-Assignment Apex Class

Navigate to Admin > Develop > Apex Classes, click on the New button, and paste in the following code, and then click the Save button.

Header 1

// Digital Pi - This Apex class is used to reassign a lead using standard assignment rules

public with sharing class PBBRunAssignmentRules {

@InvocableMethod(label='Re-run Assignment Rules on Lead')

public static void ReRunAssignmentRules(list<string> recordIds) {

 

set<id> LeadIds = new set<id>();

 

for (string recordId:recordIds){

id rid=id.valueOf(recordId)

Schema.SObjectType sot=  rid.getSObjectType();

if (sot == Lead.sObjectType){

LeadIds.add(rid);

}

}

 

 

if (!LeadIds.isempty()){

//ID jobID = System.enqueueJob(new PBBLeadReassignQueueable(LeadIds));

if (system.isFuture()) {

system.debug('running in future already; exiting!');

return;

} else {

system.debug('starting future call');

futureLeadReassign(LeadIds);

}

}

}

 

 

@future

public static void futureLeadReassign(Set<ID> ReassignSet) {

 

system.debug('in the future, doing lead reassignment');

 

List<Lead> UpdList = [SELECT Id FROM Lead WHERE Id IN: ReassignSet];

 

for (Lead l:UpdList) {

 

Database.DMLOptions dmo = new Database.DMLOptions();

dmo.assignmentRuleHeader.useDefaultRule = true;

// use leadAssignment rules when updating

l.setOptions(dmo);

}

system.debug(UpdList);

update(UpdList);

}

}

Author: S. McLaughlin

Step 3: Create a Business Process to run your Apex rule

Using a Business Process is easy to setup, and allows you to create multiple methods of running my assignment rules should you choose to do so.

Navigate to Admin > Create > Workflows & Approvals > Process Builder, and click on the New button.

Your new process looks like this before you configure it.

Click on the “Add Object” link and select the “Lead” object from the Object picklist. Select the “when a record is created or edited” choice under “Start the Process”. This is telling your process to execute whenever a record is new or an existing record is modified.

Click the Save button.

Next click the diamond shaped true/false step to enter in the criteria that executes the update. This is where you will need your Queue ID that we found in Step 1. Set the name of your step function. I chose “In Queue and Revenue Stage = MQL” as a descriptive way of describing the criteria that this step is looking for.

Now you can set the two filters:

  • Lead.OwnerId STARTS WITH “00GA0000000USx5”. Remember, we use STARTS WITH instead of EQUALS because Saleforce appends IDs with a 3-digit code that is not shown in the browser address bar. Note: you can use DataLoader to get the full Queue ID if you prefer to use it, but this will work fine.
  • Lead.Revenue_Stage EQUALS “MQL”

Choose the default values for “Conditions are met” and “All of the conditions are met (AND)”. Finally, click Save.

The next step will be the configuration of the “Immediate Actions” logic that calls the Apex code, which re-assigns the lead to a salesperson.

The last step is to press the Activate button, and then test the process. Remember, you can invoke you new “Re-run Assigment Rules on Lead” Apex Class in any number of scenarios by building new processes with process builder.

So, can you say analytics. Well, this week, analytics are wreaking havoc on my team and my world. Why? Well, we may have uncovered leads that were untouched over the course of the the past 12 months. Not just a few, like thousands. Why? Well, in working with sales, some of these were actually called but absolutely no documentation in Salesforce so they look untouched. Some were just rejected upon first glance. Some were just routed wrong. So what to do?

 

First, the exec team and I created a task force to deal with the issue. This led to me delivering a 6 hour lead management workshop to get the exec team, sales and marketing all on the same page. Out of that six hour workshop, we discovered several things:

  • We all have different views on what is a lead
  • We have different views on quality of leads
  • We have different views on how sales should/could follow up with leads
  • We have different views on timelines for follow up
  • We have different views on how lead scoring should be done

 

Ultimately, we all agreed something must be done. The CEO stepped in and worked tirelessly to help manage the project. Both Marketing and Sales Ops teams were rallied together to solve the situation. To solve the above, here are the steps we took:

Came up with common definitions

  • Developed a mutually agreed on quality and lead score process
  • Created SLA's for both sales and marketing
  • Created a Salesforce dashboard to monitor lead decay
  • Communicated with Sales teams that all activity must now be in Salesforce or it doesn't count
  • Created a user adoption challenge with rewards for the sales team
  • Hired and trained a lead scrub team to increase the quality of leads
  • Created worldwide dashboards that both sales and marketing use together

 

What came of all this? Well, it was definitely uncomfortable for all involved to say the least. Change is never easy. We had communications. We had stumbled over each other at times. There were requirements and timelines that made it almost impossible. But, today, we are converting about 30% more leads, driving more revenue and having a better customer experience than ever before. Why? Because, whether we like it or not, we are more efficient, less noise for the sales reps and better quality leads moving through the system.

 

Remember, it takes a village. You must involve all key stakeholders and stay on top of it. It's not easy, but it is possible.

Good luck.