CRM with “ZERO” human inventions.
- Shubham Singh
- Mar 14
- 5 min read
In this study we will be exploring into CRM System which is operating an automated lead quality control system that flushes the cold leads out. and it's with minimal human inventions points because human is a social being.
The Problem Statement
Design an advanced CRM for the Pre-Sales team focusing on lead generation, qualification, and nurturing. Create a detailed flow diagram, identify stages and fields, design automation workflows, and implement data validations and access controls to ensure data integrity and security.
Expected Outcome
Create a detailed workflow diagram.
Identify stages and required fields.
Design automation workflows.
Implement data validation checks.
Define access controls for data security.
The Solution
For designing an CRM that could accommodate for all the needs of a pre-sales team.
A pre-sales representative is responsible for multiple processes to ensure quality leads gets into the sales pipeline. But it becomes very hard for an individual to keep track of all the leads and their current stats as leads expects the representative should remember everything from last conversation creating lot of points to hold example: Source Type (Invite & Earn, SEO, etc.)
And all this could lead to problems such as:
Impostor syndrome.
Poor time management.
Cooling down of warmer leads.
Lot of manual intervention points.
Degradation of performance and loss of business.
1.Process
Empathizing
So before jumping into deliverables of this assignment I decided to gain a fair amount of knowledge of “Pre-sales”.
For this, I did few things: Read some Quora, Reddit and spoke to individual from the sector.
Outcome: The attached the comments states the follow up and flushing the cold leads out is really hard. and by this we can understand we need to design a follow-up automation with data validation, and which can hold the lead logs like previous conversation log and lead sourcing details and all of this which could be tracked by the manager to for better performance.
User Persona
After empathizing, I created a user persona for reliable and realistic representations of our key users.
Use Cases
After creating a persona, it was time to explore and jot down all possible use cases for our CRM.
Here I am categorizing use cases in 2 ways.
Main use case:
Identifying potential leads through various channels.
Managing the pre-sales team and setting targets
Comprehensive reporting tools to monitor team performance.
Automated workflows to streamline lead processing and qualification and maintain privacy.
Data validation checks to ensure accuracy in reporting.
User Scenarios
Primary Scenarios
A streamlined CRM system to manage and track leads.
Automated reminders and follow-ups to ensure timely communication.
Easy access to lead information and interaction history.
Defining Features
After listing down use cases it was time to the setup feature list, I divided the CRM into 5 main clusters and within them can be:
Leads Sourcing & Validations.
Lead Engagement & Qualification Section.
Lead Reentry.
Tracking Dashboard.
Flushing the cold leads.
Were in all these cluster you will have multiple options for automation, validation making sure privacy is maintained.
1. Leads Sourcing & Validations
Invite & Earn Programs
SEO Campaigns
Brand-centric Search Campaigns
Influencer Marketing
Digital Marketing
Offline Events and Seminars
As this is for pre-sales team the lead sourcing plays a major role, and the Sourcing Methodologies and this could include an overview on Click through Rate for online medium.
2. Lead Engagement & Qualification Section.
Initial Contact (Preferred Communication Medium: WhatsApp, Call, Email)
Invitation to Online Webinar
Engagement Tracking
Lead Qualification (45-minute engagement in Webinar).
Webinar plays an important role in this lead engagement. As this is the demo which tells the leads do, they what this, why do you want this, and what you will be paying for.
This Stage will include most of the automation as automated reminders and follow-ups in timely communication will keep the lead warn.
We have used lot of per-process operations in the flow chart that will eliminate most of the redundant part that a representative does using and send leads automated mails and messages and change the priority based on the Delivery and Read Recipient status of the lead.
Quality Approach & Lead management process
Lead Quality
The priority of the lead depends on the quality points.
Quality points are assigned based on selected product, product price, education qualification, and time from year of passing.
Access Controls
Representatives use a VoIP service provider with call masking capabilities.
Fields Required
Lead source, selected product detail, caller flag, and previous call log are required fields.
Fields Editable by Representative
Representatives can edit whether the lead likes the product, if they are interested in the current batch, and the purchase method relaxation.
3. Lead Reentry
We will check the previous activity of the leads from our database and check if there is any change in the interest and reason of reentry and reason for drop off and send this back to leads previous step.
4. Performance Tracking Dashboard.
With the quality points model, the Representative performance could be indexed, as the number of quality points lost and segment where we need improvement, it could be in lead source, sourcing methodology so on.
5. Flushing the cold leads out.
After multiple attempts of connection, checks based on automation of read recipients, combined with the response from the lead with the lower quality points below the company stands we consider the lead cold and flush it out of the CRM.
Stakeholder
The prominent stakeholders of this are representatives and managers who will use this CRM for all the points mentioned above with under their respective scenarios.
Success Metrics for the Advanced CRM System
1. Lead Generation and Qualification:
Percentage increase in the number of leads qualified through webinars and other engagement activities.
Lead Conversion Rate: Measure the conversion rate of leads from initial contact to qualified status.
2. Efficiency and Productivity:
Time to Qualification: Monitor the reduction in time taken to qualify a lead from initial contact.
Follow-up Efficiency: Evaluate the decrease in missed follow-ups and the time taken to re-engage leads.
Automated Task Completion: Measure the percentage of tasks (e.g., follow-ups, reminders) successfully completed through automation.
3. System Utilization:
User Adoption Rate: Monitor the adoption rate of the CRM among pre-sales representatives and managers.
User Engagement: Evaluate the frequency and extent of CRM usage by the pre-sales team.
4. Performance Tracking:
Representative Performance: Measure individual and team performance based on the number of quality points earned and leads qualified.
Dashboard Utilization: Track the usage of performance dashboards by managers to monitor team and individual metrics.
5. Lead Management:
Cold Lead Flushing: Measure the effectiveness of the system in identifying and flushing out cold leads, ensuring a clean and focused pipeline.
Lead Reentry Success: Monitor the success rate of re-engaging leads that were previously inactive.
6. Business Impact:
Revenue Growth: Track the increase in revenue attributed to the improved lead qualification and management processes.
Customer Acquisition Cost: Measure the reduction in customer acquisition costs due to more efficient pre-sales processes.
By tracking these metrics, We can get an ensured that the CRM system is effectively supporting the pre-sales team in generating, qualifying, and nurturing leads, ultimately leading to improved performance and business outcomes.
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