 | For details on Service Operations, Business Objects and Process Components, please check the ES Workplace. |
How to Use This ES Bundle
Leads are used to identify and engage with potential customers and can be processed by the marketing or the sales department, making lead management a very universal business process that spans the majority of industries and business types.
User's roles are Marketing Department Employees, Brand Managers, Sales Operation Staff.
Use Case 1: Lead Processing from an External Source
Leads can come from many sources. The process of extracting the data from these external sources is explained here.
The following table summarizes these steps and the associated enterprise services:
| Step | Enterprise Service Invoked |
|---|---|
| Step 1: Prospect enters information about themselves and possibly their interest in your products in an external source, such as a website | none |
| Step 2: Data that has been entered is sent back to the CRM system where a business partner and a lead are created | Create Business Partner Create Lead |
| Step 3: Marketing Department processes and follows up on the lead information | none |
Use Case 2: Lead processing with external Business Partner
Leads that a company has collected can be sent to a Business Partner for processing
The following table summarizes these steps and the associated enterprise services:
| Step | Enterprise Service Invoked |
|---|---|
| Step 1: Leads (for example from a trade show) are created in the CRM system | Create Business Partner Create Lead |
| Step 2: Leads are given to an external Business Partner to process the leads | Find Lead Read Lead |
| Step 3: Business Partner processes leads by following up with the prospects to qualify the lead | none |
| Step 4: Leads with qualification information are sent back to the CRM system | Change Lead |
| Step 5: Leads are further processed as Opportunities or Closed | none |
Use Case 3: External Business Partner Lead Generation
Leads are generated by an external Business Partner
The following table summarizes these steps and the associated enterprise services:
| Step | Enterprise Service Invoked |
|---|---|
| Step 1: Leads are collected by an External Business Partner (for example a telemarketing call centre) | none |
| Step 2: Leads are entered directly into the CRM system through a composite UI | Create Lead |
| Step 3: Leads are processed further by either the company or by the External Business Provider | Read Lead Change Lead |
Future Directions
Depending on Customers requirements the bundle may be expanded to handle batch processing of leads rather than transactional based processing.
This would enable more efficient processing of very large amounts of leads, for example when a website collects 100,000 leads in a single minute because of a TV commercial during the Super Bowl or a World Cup Soccer match.
