Overview

Suppliers generate, nurture, and qualify leads through a host of marketing and sales tactics.

These leads are often generated through Partner Relationship Management (PRM) systems such as Eloqua and Marketo or through tradeshows and inbound requests. To manage the lead through the qualification, sales and closing phases the leads are frequently put into customer relationship management (CRM) software such as Salesforce or MS AX Dynamics. Many of these leads are then identified for distribution to business partners.

The objective of Zift Solutions Lead Management is to automate the process of capturing leads from PRM and CRM and then distributing those leads to partner sales organizations. Zift Solutions delivers the leads for the partner in the method most advantageous for the partner to act upon the lead. Zift Solutions will deliver leads directly into the partner's CRM or to the sales reps directly through automated email workflows.

Once the lead has been distributed to the partner either via email or CRM, the Closed Loop process begins to track the sales touches and opportunities generated on the lead. The updates on the leads and related opportunities are then reported back to the supplier directly into the PRM system.

Distribution Marketing Automation (PRM) Originated Leads

Leads originating through PRM systems such as Eloqua and Marketo can be sent directly to ZiftMarcom and routed to partners. Leads that are routed to partners this way will include the profile information of the lead (first name, email, etc.) as well as the activity history as recorded by the PRM.

Distribution Sales Automation (CRM) Originated Leads

Leads generated through activities such as trade shows or telemarketing are often loaded directly into the suppliers CRM. ZiftMarcom can distribute leads from a supplier's CRM to partners. CRM-originated leads are routed to partners with the profile information of the lead (first name, email, etc.) as well as any activity history recorded in the CRM.

Distributing Leads by Uploading a CSV

Leads generated through activities such as trades hows or telemarketing are often loaded directly into ZiftMarcom for distribution to partners through 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. Learn more about Best Practices for File Upload.

Distributing the Lead to the Partner

Once ZiftMarcom has received a lead from a supplier, the lead is in ZiftMarcom’s database. If the lead has been assigned to a partner, ZiftMarcom begins to communicate with the partner’s sales organization 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 want to receive leads from ZiftMarcom by either integrating with their existing PRM, CRM, or receiving lead emails through Zift Solutions' closed-loop workflows.

Closing 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 PRM, this progression is automated by capturing each update the partner makes in their CRM or PRM and reporting it back to the supplier. Partners who do not integrate with their CRM or PRM have their sales reps guided by Zift123 email workflows to track the sales progression with the lead.

Closing the Loop via Partner’s CRM Integration

Partner’s who choose to provide sales updates to their suppliers through the CRM integration with Zift work in their existing CRM as they would for their other sales deals. Zift123 tracks all of the updates to the lead and any converted opportunities and reports them back to the supplier.

Closing the Loop via Supplier PRM Integration

Supplier’s who choose to provide sales updates to their partner’s through the PRM integration with Zift work in their existing PRM as they would for their other sales deals. ZiftMarcom tracks all of the updates to the lead and any converted opportunities and reports them back to the supplier.