with Pat Oldenberg, Vice President of Demand Marketing and Operations
ServiceMax is the leader in cloud-based field service management software. The company is focused on delivering the most innovative and forward-thinking solutions for organizations to digitally transform their service operations. And interest in that software became overwhelming as ServiceMax ramped up marketing efforts. But the huge influx of leads was also problematic.
ServiceMax is the leader in cloud-based field service management software. The company is focused on delivering the most innovative and forward-thinking solutions for organizations to digitally transform their service operations. And interest in that software became overwhelming as ServiceMax ramped up Demand Gen efforts. But the huge influx of leads was also problematic.
“We started looking at how long it took to reach out to high-quality leads and it turned out to be well over 10 business days,” said Pat Oldenburg, the Vice President of Demand Marketing and Operations. “When we started digging into the reasons why, the biggest one was because Salesforce routing rules weren’t keeping up with our growth.”
ServiceMax had a territory-based system for lead assignment. For example, leads from California went to a “CA” queue. Reps were responsible for visiting the queue to collect leads associated with their territories. Another issue was leads that were not clearly mapped to a territory would end up in a catch-all queue – where they would sit until reps would investigate.
That inefficiency prompted the organization to embark on a journey that transformed lead assignment into a strategic advantage at ServiceMax. LeanData’s ability to route leads for ServiceMax would later impress one of the world’s best-known brands – GE Digital.
The LeanData Solution
LeanData’s robust routing solution solved ServiceMax’s lead distribution challenges. The front-end of the process hasn’t changed. Leads flow through Marketo into Salesforce and are scored based on demographic, firmographic and behavioral factors. But once in Salesforce, LeanData takes over and assigns leads based on criteria created by ServiceMax.
Previously, reps wasted time researching headquarter’s geography, account status and industry of every lead to determine if they could work them. Now they focus their efforts on customer-facing activities that help them reach their quotas.
“LeanData has a spectacular routing solution that makes it so much easier to set up, manage and remove the manual effort that had been done by the reps,” Oldenburg said. The Results A process that had been a tactical challenge for ServiceMax now is an agile, efficient system that adapts to the organization’s growing needs. Efficient routing has helped ServiceMax optimize sales and marketing productivity. There have been a wide array of benefits for the business.
Better Customer Experience
The average amount of time it takes for the sales team to respond to a lead has been cut from more than 10 days to three days. The goal, Oldenburg said, is to reduce that to one day. Within the first month of using LeanData, the catch-all queue was reduced from 16,000 leads to 4,000 leads. “Now, the quantity of open AQLs (Automated Qualified Leads) that need to be addressed has gone from the hundreds and dropped to less than 30,” he added.
In April, 2017, ServiceMax implemented a program of matching and routing nearly 7,000 leads to their corresponding accounts. Salesforce consulting firm Bluewolf has estimated that it takes between three and seven minutes to manually process a lead. Using that metric, ServiceMax estimated that LeanData automation saved the business between 334 and 779 hours of manual routing time.
Improved Team Morale
Prior to LeanData, ServiceMax had a pool of leads in the database that were not connected to accounts. LeanData automatically converted them into contacts under those accounts. “When we introduced this at our SKO earlier in the year, we got a standing ovation,” Oldenburg said. “One of the things the reps disliked most was skimming through the information on a lead, deciding it’s a perfect business fit for ServiceMax, and then finding out that it’s from an existing customer. It’s disheartening.” Now, reps only get leads they can work in a round robin system. “Morale has improved because the team is able to spend so much more time doing high level activities and less administrative tasks like reviewing leads,” he added. “Automation has made such a big difference.”
The GE Digital Story
In late 2016, ServiceMax was acquired by GE Digital. While ServiceMax operates as a product line within the business unit, the corporate philosophy is to standardize and consolidate technology solutions. “When we had our introductory calls with our counterparts in GE, one of the sessions was around operations, and specifically our technology stack, which has over 30 technologies,” Oldenburg said. “Instead of reviewing every point solution we had, I told the team that the two essential technologies in place are Marketo and LeanData.”
In fact, GE Digital became a customer in 2017 because LeanData Routing met the global organization’s high standards for:
“LeanData is a great technology when you have a big, complex organization with salespeople all over the world based in different segments,” Oldenburg added. “When you face a difficult task of routing your leads to the right person and making sure your customers aren’t showing up as a lead, you need LeanData.”
ServiceMax’s mission is to help customers keep the world running with asset-centric field service management software. As the recognized leader in this space, ServiceMax’s mobile apps and cloud based software provide a complete view of assets to field service teams. By optimizing field service operations, industries with high value, complex, mission-critical equipment can support faster growth and run more profitable, outcome-centric businesses.