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Using MadKudu's predictions in Salesforce

Your MadKudu’s solution predicts who your high potential value leads are, and it finds out the right moments to engage with a customer (ie. when they are ready to buy, ready to accept an upsell, or likely to churn).

This article provides guidance on how to use your MadKudu’s predictions in Salesforce.

A word of caution…

Every company tends to have a unique process and a unique setup in Salesforce. This makes it difficult to provide a vanilla recipe, ie. a recipe that can be used as-is everywhere. Feel free to adapt our recommendations to your process!

Qualifing new leads

If you’re using MadKudu, it means you have a great number of leads. But not all leads are equal. It is essential to find out which leads are worth the time of the sales team and which should be put on a self-service track.

The MadKudu mk customer fit attribute is here for that.

Most sales organizations use the following process:

  1. Leads with mk customer fit = very good are usually assigned to the account executive team right away skipping the SDR qualification step. Those leads are “elephants” that should get extra-special attention. Those customers make or break your sales objectives. In salesforce, those leads are converted into an contact/account/opportunity immediately.

  2. Leads with mk customer fit = good are assigned to the SDR team. A SDR will reach out to them and try to get them to accept a call. The SDR can then follow her process and convert the lead into a Salesforce opportunity when appropriate.

  3. Leads with mk customer fit = medium OR low are put on the self-serve track. The Marketing nurtures those leads with marketing automation with the goal help them self convert.

Identifing the right moment to engage

In addition to identifying leads with high potential value, MadKudu finds out when a lead is likely to buy based on their in-app behavior and other data.

This likelihood to buy segment gives you two opportunities to close more sales:

  1. The SDR team can do an extra outreach to the qualified leads being worked on. The email or call usually goes along those lines: “Hi Mr. Smith, I noticed that you recently added 7 users to your account yesterday. I thought you might have some questions about deploying our tool in your organization. Do you want to hop on a call?”.

  2. The SDR team can reach out to “medium” customer fit leads because those leads can be closed fast even though their value is not that high.

In practice, this means:

  1. Leads with (mk customer fit = good OR very good) AND (mk likelihood to buy = high OR very high) are identified in a Lead view in Salesforce that indicates which leads need an extra personal outreach by the SDR team.

  2. Leads with (mk customer fit = medium) AND (mk likelihood to buy = very high) are added to the list of trial customers that needs to be engaged by the SDR team.

Example of a common Salesforce setup

All of the above is great, but you might wonder how concretely should you configure Salesforce and adapt your workflow?

Here is a common set up to be used as an illustration.

“My ready-to-buy leads”

SDRs usually love this view! Those leads are customers currently in a trial, who have a good likelihood to buy, and have a size that makes a high-touch assist worth-while.

Filter logic:
((3 OR 4) AND (1 OR 2)) OR (1 AND 5))

“My new qualified inbound leads”

This view is used to qualify new leads and make sure time is spent engaging with leads who have enough potential value.

Filter logic:
((3 OR 4) AND (1 OR 2)) OR (1 AND 5))

Have more relevant sales conversations by adding context to your lead profiles

A common practice is to add behavioral and predictive information to your lead profiles. That way, your sales development representative or your account executive has information that will make the outreach much more relevant and effective.

Instead of calling and say “I am calling because you’ve been identified as a lead likely to buy”, you can now say “I noticed that you added 7 users to your trials yesterday. I though I would reach out to offer some tips on how to train and onboard those users. Do you want to tell me more so that I can be helpful?”.

Here is a popular example of lead profile.

Using a two column layout, you can organize your fields so that the predictive attributes are on the left, while context on this lead can be found on the right.

How to create a MadKudu Intelligence section in Salesforce

Quite simple. First open up any profile of a lead or a contact and then click “Edit layout”.

Drag and drop a new “section” to where you want the MadKudu intelligence to show.

Name the new section “MadKudu Intelligence”.

Then, drag and drop the MadKudu fields you’d like to see in the lead or contact view.

Click “save”!