Lane Four is 100%-native, Account-Based Lead Management which bridges the gap between Marketing Automation and Salesforce. It’s designed to help you with key features added to the Salesforce model, whether you’re running Pardot, Eloqua, Marketo, HubSpot or another marketing automation system. Some of these key features include lead-to-account matching, round robin assignments, auto-conversion, and conversion reporting.
Why does being 100% native to Salesforce matter?
- Easy administration: All admin features reside in Salesforce without 3rd party systems
- Security: Less risk of exposing data to hacks and data leaks
- Performance: Lane Four processes thousands of leads in minutes
- Results: Clients find a large percentage of MQLs and SQLs already match accounts
Easy to Configure
Since the application is 100% native, you’ll find all the configuration options for the application in this easy to use interface.
For any match made between leads, contacts, or accounts, matching records are displayed directly in the page for any individual record. A separate section within the page displays matches in the form of three stacked tables: matched accounts, matched contacts, and matched leads, along with important fields for each record. Productivity features are allowed for quick edits of matched record details such as status, owner, and any other field you want.
One of the most important aspects of lead management is having leads matched automatically and accurately to individual accounts. The Lane Four matching model is entirely based upon the matching and duplicate rules from Salesforce, making it 100% native and built directly into the platform.
These rules give Lane Four all potential matches in your Salesforce instance, including fuzzy name matching and domain matches. These matching rules are available in all Professional and Enterprise editions of Salesforce, and are entirely contained within Salesforce. Other solutions do this outside of Salesforce in a server locked off from the organization administrator.
Absent from Salesforce and third-party applications is the ability to report across multiple objects, specifically lead-to-contact. Often it is the case where only one object can be analyzed at a time through reporting.
Lane Four enables the ability to report on important metrics between objects such as lead-account and lead-contact, all without exporting data from Salesforce. Reporting grants the power to have lead and contact data correlated, with new insights on pipeline development gained through information such as lead conversion, match, and assignment rates.
When a lead is ready to be assigned, it is to be routed to a sales representative based on matched account data, a standard assignment rule, or a round robin rule. Lane Four does this through a round robin interface that simplifies the management of assignments.
All round robin and assignment attributes such as matched account, region, account SDR’s, and credits can be easily customized. A credit system allows for a weighted distribution of records among users – the more credits a user has, the more records they will be assigned.
When a lead arrives in Salesforce, the lead needs to be integrated into the enterprise segmentation model. After examining the data in a lead, it is automatically segmented according to available data – mapping every lead to a particular listed region, according to a number of account factors such as number of employees and revenue. With the lead associated to a specific segment, the field can be used in reports and assignment rules.
Carving out territories that benefit your business will cut out the noise. A good segmentation model will drive your resources where you intend your business to grow. This opens up new possibilities for territory planning to ensure the right team is assigned to engage with this account.
From the plethora of potential matches, an individual match has to be made for a record, particularly in matching leads to accounts. In matching a lead, Lane Four attempts to find all possible account matches. Then we use a number of evaluation steps – comparing and relating specific record fields – to determine the best match among the choices.
The most common methods of evaluation happen through the comparison of fields such as region, account name, record type, state. For example, if a lead’s company field is TestCo in the Americas region, and this matches the accounts TestCo Inc and TestCo Worldwide – the association is made between the two records through the fuzzy comparison between cleaned account names. TestCo will be used because it’s region matches the leads.
The SLA feature tracks the date and time a lead is qualified, and how long it took for a sales rep to follow-up. The customizable fields and stages let you determine how you want to track leads and contacts. This tracking is done in business hours so it allows your organization to understand what your follow-up time is for reporting, scheduling, and reminders to reps.
Countless organizations run into trouble when they try to adopt an account-based marketing model. This transition requires reps to manage both leads and contacts, which is a confusing model both for the sales rep and complicates reporting.
When a definitive lead-to-account match is made, Lane Four establishes configurable rules to immediately convert the lead. Automatically converting leads is an enormous benefit in any organization, as it saves time spent potentially creating new contacts or manually converting sets of leads. Lead conversion can take place automatically or be directed by the user – in the case where leads do need to be manually converted, the entire conversion can be done within the matched view window.
The dynamic between leads and contacts can be confusing. That’s why you need a robust tool to help differentiate between data that should be classified as leads and data that should be classified as contacts.
The Status Rollup function not only allows you customize rollup summaries, minimum, or maximum values for fields on any object. Configurations let you adjust settings for lead, contact tasks, account activities, lead or contact status and rank. This is especially useful for those who don’t want to be slowed down by clicking away from the object record to sort and count activities.