Appen – Lead Management Process and Salesforce
Appen, a global leader in the development of high-quality, human-annotated data for machine learning and artificial intelligence, was investing in Marketing to a much larger extent. As such, they needed accurate tracking of lead generation through conversion to better inform sales and marketing decisions as well as ensure quality data. These processes needed to be built in the context of their CRM platform, Salesforce. They also have two sales divisions that have unique requirements, so the lead tracking process needed to accommodate these differences.
What We Did
Affirma performed a series of marketing workshops and stakeholder interviews to assess current strategies and business flow. We then outlined a comprehensive lead management process and reconfigured Salesforce to reflect the new approach.
Deliverables also included a variety of documents to help facilitate process implementation, including Governance recommendations, lead process flow chart, lead management procedure and naming convention specification. Finally, we supported Appen with training materials and sessions.
Affirma continues to support Appen’s team with Salesforce support via a managed service approach.