More and more businesses are looking to deepen their data insights. Salesforce thanks to Table, in order to better manage their marketing and sales performances. Here is a use case inspired by services we have provided, illustrating how an interactive dashboard can transform lead management and maximize return on investment.
Customer brief
- Lack of visibility into lead performance : Our client, a large company using Salesforce, did not have a clear overview to track the status of leads (open, closed, converted).
- Difficulty identifying high-performing lead sources : The marketing team couldn't figure out which channels generated the most conversions.
- Budget allocation problem : Without detailed cost-per-lead (CPL) analysis, it was difficult to adjust budgets effectively.
- Insufficient sectoral analysis : The company couldn't easily track lead performance by industry.
For reasons of confidentiality, the data presented in this article is fictional, but it is based on several cases encountered by our customers using Salesforce.
The Client Brief: Initial Problem
Our client needed a solution to better understand the effectiveness of their marketing efforts, especially in terms of lead generation and management. He wanted a detailed view of leads by source And by sector of activity, in order to track conversion rates and associated sales forecasts. In addition, the team needed to be able to quickly adjust budgets based on the results obtained, by monitoring the cost per lead (CPL).
Our Solution: A lead management dashboard under Tableau
To meet these needs, we have developed a interactive dashboard under Table, integrated into the data Salesforce of the company, making it possible to follow the evolution of leads in real time. Here are the main features of the dashboard we designed:
- Overview of leads and conversion rates : The dashboard shows the total number of leads, the Number of leads converted, and the overall conversion rate. This view allows you to quickly understand the overall performance of marketing efforts.
- Lead source analysis : Each lead source (web, webinars, LinkedIn, etc.) is monitored with key indicators such as conversion rate and revenue forecasts. This makes it possible to identify the most profitable sources and adjust marketing efforts accordingly.
- Analysis by sector of activity : The dashboard also segments leads by business sector (biotechnology, media, agriculture, etc.), providing a clear vision of performance by industry. The conversion rate by sector helps the team to better target high-potential prospects.
- Follow-up of open and closed leads : A dedicated section allows you to follow the open leads (contacted and not contacted) and the Closed leads (converted or not). This allows the sales team to identify leads that require special attention and to prioritize actions.
- Cost per lead (CPL) management : The CPL is an essential indicator for adjusting marketing budgets. This dashboard shows the Average CPL for open and closed leads, offering an accurate view of the costs and profitability of prospecting efforts.
Results obtained: Improvement of monitoring and marketing decisions
Thanks to this dashboard, our client was able to:
- Identify the most effective lead sources : The dashboard revealed that the webinars generated a conversion rate of 39%, much higher than other channels such as LinkedIn Or the trade shows. This allowed resources to be reallocated to the most efficient channels.
- Optimize budget allocation : By following the costs per lead (CPL) in real time, the team was able to adjust budgets based on results, ensuring better use of marketing resources.
- Prioritize commercial efforts : The follow-up of open and closed leads made it possible to focus commercial efforts on the most promising leads, thus increasing the chances of conversion and improving the productivity of the team.
- Analyzing sector performance : By segmenting leads by business sector, the company was able to target high-potential sectors more precisely, such as media Or theenergy, to maximize conversion opportunities.
Here is the dashboard, you can download it for free from Tableau Public to use on your data:
