Marketo/Salesforce geniuses... I'm struggling with assignment rules and could use your help.
Previously we had one SDR in the UK, one in the US and one which handled all other leads. This meant it was easy to specifically assign to the correct lead owner on sync to Salesforce. (e.g. When Lead Fills out Trial form....If country is US > Assign to Matt; If country is UK > Assign to Zach).
We're now growing our sales teams however, and we've had to ditch the above to use SF auto-assignment rules instead. Problem is, if the lead is NOT NEW to Salesforce, but should be considered a new Sales-ready lead, it will already have a lead owner, and the auto assignment logic will mean that these leads get assigned to the existing owner rather than the appropriate SDR. We've had leads being assigned to customer success team-members, and marketing users, when they should be in the hands of the SDRs.
We're thinking of introducing a sync between our Marketing programs and SF campaigns for attribution reasons, but this will mean that people will nearly always be in SF before they are Sales-ready leads, so we'll see this problem exacerbated.
Does anyone have any experience with assigning to a 'group' of SDRs? Do any Salesforce buffs know if it's possible to assignment to group based off membership of certain campaign, rather than through coming in as a fresh new lead into SF?
Thanks in advance
Solved! Go to Solution.
A couple of thoughts :
A couple of thoughts :
Thanks for taking the time out to leave a detailed response.
Based on your advice, it sounds as if it is possible to use lead queues and assignment logic ON SALESFORCE'S SIDE to trigger ownership changes based on changes in lead status. I am speaking to our SF admin about this today, but it will involve big changes to our lead processes on SF side, which is currently (much to my frustration) triggered by last-touch Lead Source.
We are currently using scoring too, as you mentioned. I've just introduced a new 3 part scoring model so each lead has an Awareness, Research and Consideration score, so that we have a better insight into their buyer behaviour. Part of this change will also mean that leads may be moved into SF before becoming sales-ready so I think my question is part of this bigger issue.
Greg, this setup you have outlined here, is exactly how we have ours setup, including leveraging the scoring to reach a sales ready threshold. The problem lies in the fact that our programs our synced with SFDC from the onset, so the leads are assigned to a Marketing Queue right away, so when the leads reach "Sales Ready", they cannot run through the assignment rules again, called from Marketo, since they already have a lead owner. So, unfortunately, this sort of falls apart, short of either recreating the assignment rules in SFDC OR creating an SFDC api workflow to send the lead back through the Lead Assignment Rules, once they reach the threshold of being Sales Ready or MQLd. Is this your understanding as well?
Hi Nancy Rosenthal,
Yes this is correct. If you follow the link to the Idea I sent, you will find a technical (apex based) workaround.
Greg has great advice up there. His #1 is the most important consideration in Marketo, because you DO want to have separate flows for New Leads/Marketo Only > SFDC Leads and existing records:
Hey Josh, thanks for getting back to me!
"remember that Marketo only changes the Lead Owner on Auto Assignment ONCE, the first time it is synced over. If the Lead or Contact is owned by someone already, then you must use Change Owner to move it. In general, I do not do this unless I am moving from a Q to a Person User."
This is a key part of my problem I think. The first time it is sync'd across (when not sales-ready) i'll want to Sync & Assign to Marketing User in SF. When the lead later exhibits sales-ready behaviour I need to sync to a region specific sales-team. I can't use Sync and assign/change owner, because there is more than one potential owner in each sales team, but I can't use auto assign because it's alerady been assigned to Marketing User.
Is this where lead queues come in? Forgive my ignorance on this, Salesforce is a strange beast to me.
This is a common error made on SFDC side when implementing Marketo. Mist of the time, salesforce admins rely on "lead assignment rules" to assign leads. The problem is, these rules only trigger once, as Josh said, when the lead is created. This was OK in the old days, in conjunction with salesforce Web-to-lead forms, when a lead could be assigned to sales as soon as they had entered the system. The funnel where much shorter and it was such a progress compared to calling every company in the country directory...
But quite few things with Marketo in the scope, leads tend to enter the system much earlier. Especially if you synchronize programs with SFDC campaigns.
So you will have to transition the SFDC assignment rules to SFDC workflows.
Thank you Grégoire, I'll do my reading on SFDC workflows and point our SF admin in the right direction.
Just to add a 7th point :
It is much better in Marketo to separate the topics in separate, yet linked, smart campaigns. You will need 3 levels :