Designing a Lead Lifecycle in Salesforce ® A Best Practices White Paper for Response Management Better data. Better marketing.2 Full Circle Insights | www.fullcircleinsights.com | 650.641.2766 | 877.834.4001 T able of Contents Introduction 3 The Words We Use 3 What is a Lead? 3 Evolving the Lead Lifecycle 4 The New Name 5 The Existing Record 5 Elements of Lifecycle Design 6 Reports—Define at the Beginning 6 When Does the New Name Get into Salesforce? 6 Data Quality 7 Scoring 7 Response History—What Did the Person Do? 8 Facilitating Engagement 8 Nurturing—Some Considerations 8 How Do We Know Whom to Nurture? 9 Disqualification Feedback 9 Nurture Time-Outs 10 Returning from Nurture 10 Rep Visibility and Aging 10 Creating Opportunities and Campaign Attribution 11 The Big

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