Overview
Leads are prospects who may become customers. In terms of the sales and marketing funnels, leads are closer to the top of the funnel but they have progressed to the point where you are aware of them. Leads may approach you as a result of marketing efforts or you may approach them either directly or through a partner.
Unifyr One Admin provides the tools for you to manage and view lead records, status, and partner engagement.
Unifyr One allows you to manage leads to ensure that they are nurtured towards making a purchase while avoiding friction that could develop if you have multiple partners, or a partner and your internal sales teams, competing to sell to the same prospects.
Leads are often generated through Marketing Automation Software (MAS) systems such as Marketo or Eloqua, or through trade shows and inbound requests. To shepherd the lead through the qualification, sales, and closing phases, the leads are frequently added to a Customer Relationship Management software database such as Salesforce or MS AX Dynamics. Once identified, many of these leads can then be distributed to partners.
Partners can create Leads without providing any Personally Identifiable Information (PII). When this option is enabled, neither an email address nor phone number is required to register a Lead. This does not remove any PII that the partner chooses to include on the Lead.
In Unifyr One, the source of the lead will determine how it is added to the database. Leads who are added by a partner (or member of your sales team) and are consequently assigned to that user are managed through the Lead Registration approach. Leads that you enter into the system, or reassign for whatever reason, are called Distributed Leads.
The purpose of Unifyr One Lead Management is to automate the process of capturing leads and distributing them to partner sales organizations. Leads are delivered using the optimal method for the partner, either through their CRM or directly to partner users or sales representatives through automated email workflows.
Once a lead has been assigned to and accepted by a partner, the closed-loop process begins to track the sales touches and opportunities generated on the lead. Any updates to the lead records and related opportunities are reported directly back to the supplier CRM system.
The Unifyr One Partner Portal provides partners with the tools to view, accept or reject leads, update statuses and more. These are handled via the pre-built Unifyr One Feature Pages and lead notification email template.
Intended Audience
Channel Sales Leader, Partner Channel Sales Director, or Partner Channel Account Manager.
Contents
Click on the + to expand the section for more information.
Distribution Marketing Automation (MAS) Originated Leads
Leads originating from MAS systems such as Eloqua or Marketo can be sent directly to Unifyr One and routed to partners. Leads that are processed in this way will include the profile information of the lead (first and last name, email address, and so on.) as well as the history recorded in the MAS database.
Distribution Sales Automation (CRM) Originated Leads
Leads generated through activities such as tradeshows or telemarketing are often loaded directly into the supplier's CRM. Unifyr One can distribute leads from the supplier's CRM to partners. Leads that are processed in this way will include the profile information of the lead (first and last name, email address, and so on.) as well as the history recorded in the CRM database.
Distributing Leads by Uploading a CSV
Leads generated through trade shows, telemarketing, and other activities are often loaded directly into Unifyr One using a CSV file upload. CSV upload originated leads are routed to partners with the information provided in the CSV file (first name, email, etc.). It is common to include notes and a source campaign to provide the partner with history on the lead.
Distribute Leads to Partners
Once a lead is in the Unifyr One database and has been assigned to a partner, Unifyr One will communicate with the partner’s designated lead owner(s) about the new lead. The profile data, source campaign, and activity history are all communicated to the partner as part of the process. Partners can choose how they receive their leads by either integrating their existing CRM or by receiving lead emails through Unifyr One's closed-loop workflows.
Close the Loop via Email Workflow
Once the partner has accepted the lead it is time to start tracking the sales progression that the partner makes with the lead. For partners who integrate with their CRM or MAS, this progression is automated by capturing each update the partner makes in their CRM or MAS and reporting it back to the supplier. Partners who do not integrate with their CRM or MAS have their partner users or sales reps guided by Unifyr One email workflows to track the sales progression with the lead.
Close the Loop via Partner's CRM Integration
Partner’s who choose to provide sales updates to their suppliers through the CRM integration with Unifyr One work in their existing CRM as they would for their other sales deals. Unifyr One tracks all of the updates to the lead and any converted opportunities and reports them back to the supplier.
Close the Loop via Supplier CRM Integration
Suppliers who choose to provide sales updates to their partners through the CRM integration with Unifyr One work in their existing CRM as they would for their other sales deals. Unifyr One tracks all of the updates to the lead and any converted opportunities and can report them back to the supplier.
Setup for the Lead Management Process
You can configure the Lead Management process so it works most effectively and supports your existing business processes. Some of these options require assistance from your Unifyr One team; others you can do yourself:
- With assistance from your Unifyr One team
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Custom routing rules
With rules you can use an automated workflow to pass your leads through the sales pipeline in your CRM. Leads might be routed according to a partner datapoint, such as geography, tier, or specialization. For more information, see Lead Routing Rules.
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Templates for new lead notifications and status update emails
Once a lead is in Unifyr One and has been assigned to a partner, Unifyr One will communicate with the partner’s designated lead owner(s) about it. The Unifyr One team will help you configure New Lead Notification emails and Status Update emails to be on brand and include the proper fields so your partners can review and accept, reject or re-assign leads accordingly.
You can also manage a custom Lead Notification email template in System Messaging. For more information, see System Messaging.
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Workflows
You can set up workflows to send emails to partners to remind them to accept or update leads. For more information, see Manage Workflows.
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Integration with your chosen CRM (if required)
You can work with the Unifyr One team to configure connectivity and the datapoints that will be shared between systems.
For more information, see Integrations.
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Setting the level of visibility that each Partner User Role has of distributed and registered leads in the portal.
For more information, see Partner User Roles Overview.
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- Native Unifyr One functionality
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Partner accounts
Set up your Partner accounts in Unifyr One, so they can receive your leads. For more information, see Create a Partner Account.
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Partner notification recipients
Partners can specify Lead Owners, and optionally Sales Reps, in their portal settings (Settings > Lead Management) and select which users should receive email notifications of new leads. This will ensure that your leads get to the right partner or partner user.
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Custom fields and forms for lead information
This ensures that you accurately capture and distribute the information you and your partners need, and enables seamless transmission of information to and from your CRM (if you're using one). For more information, see Custom Fields and Form Configuration.
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Your partners' integrations with the Unifyr One Partner Portal
Partners may wish to take advantage of this option to have distributed leads flow directly into their CRM of record.
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Set up Partner Portal for Lead Management
These preconfigured Feature Pages provide the tools for partners to manage and engage with lead information:
- Distributed Leads - partners can view, accept, reject, and assign, and update status of, leads you've distributed to them
- Registered Leads - partners can view and manage the leads they've registered with you, and register new ones
- All Leads - partners can view all the leads that are currently assigned to them
Add any of these Feature Pages to your site configuration, or use the Leads Feature Bundle to provide them all to your partners. For more information, see Adding Feature Bundles/Pages to a Partner Portal.
Training
Lead Management
Lead Distribution
Lead Registration
Lead Fields & Forms
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