Lead Generation Incentive Case Study
PerformanceSuite® App Transforms Lead Generation Program
Audience
6,800 field and service personnel
Objectives
Grow program participation.
Increase leads.
n Make participants more responsible and accountable for
submitting, tracking and following leads.
n Encourage greater collaboration between
referring and receiving employees to increase
lead conversion rates.
n T ie incentive structure directly to overall financial
impact of a lead, better leads, better payout.
n Provide diverse award selection to increase engagement
and motivation.
n Provide transparency around lead status and integrate robust
analytics to strengthen lead conversion rates.
n
n
Strategies & Tactics
Strategy: Increase participation and revenue with an enhanced lead
generation program.
Tactics: Moved the lead generation program from a paper-based system to the
salesforce.com platform in conjunction with PerformanceSuite App. A Salesforce/
PerformanceSuite App strategy simplified lead submission, tracking and followup, making the entire program easier and more engaging for participants. Saw vast
improvement in the quality of leads and lead conversion rates, as well as revenue
tied directly to those leads.
Strategy: Increase visibility and uniformity of incentive programs and results.
Tactics: Tracking and reporting features available with the PerformanceSuite App
allowed the client’s program stakeholders to view current results in terms of
points issued, awarded and redeemed. Additionally, through the combination of
Salesforce and PerformanceSuite App, steps to the sale could be identified
and rewarded as the lead progressed through the sales process.
To validate and qualify leads,
[we] implemented a scoring process.
Each lead received a rating of 1 to 5
stars, with 5 being the best. ITA Group
analytics determined that leads rating 3
stars or above were twice as likely to sell.
Results
Increase in Salesforce CRM logins from
42% at launch to 65% at month 5
Increase in lead submissions from
26.7% at launch to 44.1% at month 5
Lift in revenue 23% per sold lead
n n
n
Strategy: Increase participant ownership and accountability for lead activity.
Tactics: The paper-based system in use didn’t allow leads to be followed or
managed throughout the sales process. The PerformanceSuite App ensured
participant accountability by enabling them to enter their own leads, see who
leads are assigned to, and follow up independently with any questions.
Learn more of our story at itagroup.com.
About ITA Group We create and manage events, incentives and recognition programs that align and
motivate your people. ITA Group has operations in Atlanta, Boca Raton, Chicago, Dallas, Des Moines, Detroit,
Indianapolis, Los Angeles, Minneapolis, Philadelphia, San Francisco and the greater New York City area.
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ITA Group® and Driven by Loyalty® are registered service marks of ITA Group, Inc., and the associated design/logo is a service mark of ITA Group, Inc. All rights reserved.
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