How to process Leads

Learn how Leads are processed and why each process is important

Written by Jennifer Wieth
Updated over a week ago

Leads Processes:

Leads go through theses processes so that Marketing ROI reports can be run and be accurate. 

  1. Routing (the lead is routed to the correct company. This is especially important in Franchise networks for franchisor's marketing campaigns)

  2. Matching (the lead is matched with customer, estimate and work order records. This is done automatically for leads created using AvidTrak call tracking and manually for leads created using the Public API.) 

  3. Uniqueness (the lead is compared to other leads to identify single opportunities to generate revenue. This is important when the same customer calls multiple times and/or submits a web form too)

  4. Confirmation (the unique lead's marketing campaign is assigned to the matched customer and job records.  The confirmation status can be: Pending, Confirmed or Dismissed)

1. Routing

Routing is done only for Franchise networks. Depending on how Leads get created, the Leads go through a routing process so that they are sent to the correct Franchisee for further action.

2. Matching

Leads need to be matched to records so that Marketing ROI reports can be run and be accurate. Marketing ROI reports use the Marketing Campaign field to link Leads through to Invoiced amounts. 

If the Lead was created with a campaign that doesn't exist, the user will be required to create the campaign first.  

Once the campaign is created, the user must manually match Leads created using the Public API because someone always needs to review those submissions. Leads are matched automatically for leads created using AvidTrak call tracking integration because those leads were likely already reviewed and acted on over the phone.  

If the Customer doesn't exist, then a user should create a new customer. Many fields will be autopopulated from the Lead record. 

After a New Customer is created, or an existing Customer is found.  The user can create Estimates & Work Orders for that customer.  The Matching process will continue to run in the background linking Lead to those records.

3. Uniqueness

A Unique Lead is a single opportunity to earn revenue from a customer. The user doesn't need to do anything related to Unique Leads because the system does this automatically.  Basically, the system identifies which Leads are related so that they are not double or triple counted in reports. For example, a customer calls twice and submits a web form. These are 3 lead records but only 1 unique lead.  The Marketing Campaign on the Unique Lead is the campaign that's used to update all matched records. 

4. Confirmation

Confirmation is the process of setting the marketing campaign value on records. The user shouldn't need to do anything here since the system makes these updates automatically after a Customer record is matched. Users can dismiss a lead if they don't want the system to update any records. 

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