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Castlight Health Case Study

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CUSTOMER STORY INDUSTRY Health, Wellness and Fitness HEADQUARTERS San Francisco, CA CHALLENGES Castlight Health's database was not organized in a way that set up sales for success. This resulted in a lack of insight into accounts and leads. SOLUTIONS LeanData Matching was able to automatically evaluate leads and match them to existing accounts. Afterwards, the Castlight criteria was applied before making use of LeanData Routing to route leads to the correct sales representatives. RESULTS Reduced the number of leads with insufficient data f rom 67% to a 6%. Automated lead assignment means Inside Sales Reps are receiving an additional 400 leads per month. Sales benefits f rom speed and efficiency. Marketing gains a richer understanding of accounts and the stakeholders that need to be involved in a deal. Castlight Uses LeanData to Increase Qualified Leads and Improve Marketing ROI - With Xenia L. Escalante, Director of Marketing Operations There is only a finite number of businesses Castlight Health can pursue as potential customers. They must be enterprise-sized companies with a minimum of 1,000 employees and family members. There are only between 2,500 and 3,000 accounts on Castlight's target list at any given time, said Xenia L. Escalante, Director of Marketing Operations. Also, a large number of stakeholders with specific job titles typically are involved in the decision to purchase Castlight's solution. So it's crucial for Castlight's sales and marketing teams to maximize the value of all the inbound leads within those target accounts by ensuring they always are assigned to the correct sales reps for immediate follow-up. "We needed greater insights into accounts by diving down deep into the ones that we could prospect," Escalante said. "But our database was not organized in a way that could really help our sales team do that. There was simply no order to our sales process. We wanted to do better." The LeanData Solution Now every time a lead comes into the Castlight system, LeanData is the first touch and handles it based on criteria set by Escalante and her team. This ensures that leads automatically are routed to the right place. LeanData evaluates approximately 3,600 inbound leads per month for Castlight. Using a workflow designed specifically to meet Castlight's needs, about 2,400 of those leads are considered qualified and are matched to existing accounts. LeanData then applies additional criteria created by Castlight to route an average of 560 high-quality leads each month immediately to the correct sales reps. 1. If a lead matches an existing account owned by an Inside Sales Rep, it goes directly to that rep 2. If a lead matches an existing Castlight partner, LeanData routes it to the Regional Sales Manager who oversees that account 3. If there is no match for the lead, LeanData calls on Salesforce assignment rules to route it based on geography and company size 4. If there is insufficient data to route a lead, it's sent to a default queue where it can be evaluated Escalante said there could be "thousands of records" sitting in that queue awaiting action before LeanData. Today, there is never more than a couple dozen.

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