[FIX] crm: replace old lead scoring content with predictive lead scoring

closes odoo/documentation#4030

X-original-commit: 9f72036be8
Signed-off-by: Melanie Nguyen (meng) <meng@odoo.com>

content/applications/sales/crm/track_leads/lead_scoring.rst

@@ -1,73 +1,172 @@
-=============================
+=========================================
-Assign leads based on scoring
+Assign leads with predictive lead scoring
-=============================
+=========================================
 
-*Lead Scoring* lets you rank and prioritize leads based on selected criteria. A higher score
+The Odoo *CRM* app can automatically assign leads/opportunities to sales teams and salespeople. A
-indicates that a lead is more likely to bring value to your company.
+standard practice is to assign leads based on the probability of winning each lead. Companies can
+prioritize the leads that are more likely to result in successful deals by quickly assigning them
+to the appropriate salespeople.
 
-For example, if customers from Canada tend to be more likely to purchase your products, you can
+Odoo automatically calculates the probability of winning each lead using a method called *predictive
-assign them a higher score than customers from other countries.
+lead scoring*.
+
+Predictive lead scoring
+=======================
+
+Predictive lead scoring is a machine-learning model that uses historical data from Odoo *CRM* to
+score open leads/opportunities.
+
+As a company processes opportunities through the CRM pipeline, Odoo collects data on which
+opportunities are won and lost. Predictive lead scoring uses this data to predict the probability
+of winning each new lead or opportunity.
+
+The more opportunities that are sent through the CRM pipeline, the more data Odoo collects,
+resulting in more accurate probabilities.
+
+Specifically, Odoo's predictive lead scoring uses the *naive Bayes* probability model:
+
+.. math::
+   \begin{equation}
+   P(A | B) = \frac{P(A) \times P(B | A)}{P(B)}
+   \end{equation}
+
+The probability of success of each opportunity is displayed on the opportunity form, and it updates
+automatically as the opportunity progresses through the CRM pipeline.
+
+.. image:: lead_scoring/probability-opportunity-form.png
+   :align: center
+   :alt: The probability of success displayed on the opportunity form.
+
+When an opportunity moves to the next stage, its probability of success automatically increases
+according to the predictive lead scoring algorithm.
 
 Configuration
-=============
+-------------
 
-To use scoring, go to :menuselection:`Apps`, remove the :guilabel:`Apps` filter, search for
+Predictive lead scoring is always active in Odoo *CRM*. However, the variables used to calculate the
-:guilabel:`Lead Scoring` and then install the module.
+probability of success can be customized in the settings.
 
-.. image:: lead_scoring/lead-scoring-module.png
+To customize the variables used by predictive lead scoring, go to :menuselection:`CRM -->
+Configuration --> Settings`. Under :guilabel:`Predictive Lead Scoring`, click on the
+:guilabel:`Update Probabilities` button.
+
+Then, click on the drop-down menu to choose which variables the predictive lead scoring feature
+will take into account.
+
+.. image:: lead_scoring/update-probabilities.png
    :align: center
-   :alt: Lead Scoring module installation
+   :alt: The Update Probabilities window in the Predictive Lead Scoring settings.
 
-Create scoring rules
+Any number of the following variables can be activated:
-====================
 
-To manage scoring rules, go to :menuselection:`CRM --> Leads --> Scoring Rules`.
+- :guilabel:`State`: the geographical state from which the opportunity originates
-
+- :guilabel:`Country`: the geographical country from which the opportunity originates
-Customize your rules to fit the needs of your business, and add as many criteria as you want.
+- :guilabel:`Phone Quality`: whether or not a phone number is listed for the opportunity
-
+- :guilabel:`Email Quality`: whether or not an email address is listed for the opportunity
-.. image:: lead_scoring/scoring-example.png
+- :guilabel:`Source`: the source of an opportunity (e.g. search engine, social media)
-   :align: center
+- :guilabel:`Language`: the spoken language specified on the opportunity
-   :alt: Score Rule example
+- :guilabel:`Tags`: the tags placed on the opportunity
-
-Every hour, Odoo automatically assigns scores to new leads according to your configured rules.
-
-.. image:: lead_scoring/scoring-section-on-lead.png
-   :align: center
-   :alt: Scoring section on a lead
-
-Assign leads
-============
-
-Odoo can also assign leads to specific teams based on configured rules. To configure assignment
-rules, go to the individual Sales Team's configuration page via :menuselection:`CRM --> Leads -->
-Team Assignment` or :menuselection:`CRM --> Configuration --> Sales Teams`, and apply a specific
-Domain to each team. The Domain can include lead scores.
-
-.. image:: lead_scoring/team-assignation.png
-   :align: center
-   :alt: Team Assignments using domains
-
-Assign leads to specific salespeople using further refined Domains at :menuselection:`CRM --> Leads
---> Leads Assignment`.
-
-.. image:: lead_scoring/lead-assignment-filters.png
-   :align: center
-   :alt: Lead Assignments
-
-Odoo automatically assigns new leads to teams/salespeople once per day.
-
-Evaluate and use the unassigned leads
-=====================================
-
-Not all leads will fall into your set Domains and get assigned automatically by Odoo.
-
-To view your unassigned leads, go to :menuselection:`CRM --> Leads --> Leads` and select the
-Unassigned filter.
-
-.. image:: lead_scoring/unassigned-filter.png
-   :align: center
-   :alt: Filtering for unassigned leads
 
 .. note::
-   You can also find unassigned leads and create re-engagement campaigns using the :guilabel:`Email
+   The variables `Stage` and `Team` are always in effect. `Stage` refers to the CRM pipeline stage
-   Marketing` or :guilabel:`Marketing Automation` apps.
+   that an opportunity is in. `Team` refers to the sales team that is assigned to an opportunity.
+   Predictive lead scoring *always* takes into account these two variables, regardless of which
+   optional variables are selected.
+
+Next, click on the date field next to the option :guilabel:`Consider leads created as of the:` to
+select the date from which predictive lead scoring will begin its calculations.
+
+Lastly, click :guilabel:`Confirm` to save changes.
+
+Change the probability manually
+-------------------------------
+
+An opportunity's probability of success can be changed manually on the opportunity form. Click on
+the probability number to edit it.
+
+.. important::
+   Manually changing the probability removes the automatic probability updates for that
+   opportunity. The probability will no longer update automatically as the opportunity moves
+   through each stage of the pipeline.
+
+To reactivate automatic probability, click on the gear icon next to the probability percentage.
+
+.. image:: lead_scoring/probability-gear-icon.png
+   :align: center
+   :alt: The gear icon used to reactivate automatic probability on an opportunity form.
+
+Assign leads based on probability
+=================================
+
+Odoo *CRM* can assign leads/opportunities to sales teams and salespeople based on specified rules.
+Create assignment rules based on the leads' probability of success to prioritize those that are
+more likely to result in deals.
+
+Configure rule-based assignment
+-------------------------------
+
+To activate *rule-based assignment*, navigate to :menuselection:`CRM --> Configuration -->
+Settings`, and activate :guilabel:`Rule-Based Assignment`.
+
+The rule-based assignment feature can be set to run :guilabel:`Manually`, meaning an Odoo user must
+manually trigger the assignment, or :guilabel:`Repeatedly`, meaning Odoo will automatically trigger
+the assignment according to the chosen time period.
+
+To set up automatic lead assignment, select :guilabel:`Repeatedly` for the :guilabel:`Running`
+section. Then, customize how often Odoo will trigger the automatic assignment in the
+:guilabel:`Repeat every` section.
+
+.. image:: lead_scoring/rule-based-assignment.png
+   :align: center
+   :alt: The Rule-Based Assignment setting in CRM settings.
+
+If rule-based assignment is set to run :guilabel:`Repeatedly`, the assignment can still be
+triggered manually using the circular arrow icon in the :guilabel:`Rule-Based Assignment` settings
+(or using the :guilabel:`Assign Leads` button on the sales team configuration page).
+
+Configure assignment rules
+--------------------------
+
+Next, configure the *assignment rules* for each sales team and/or salesperson. These rules
+determine which leads Odoo assigns to which people. To get started, navigate to :menuselection:`CRM
+--> Configuration --> Sales Teams`, and select a sales team.
+
+On the sales team configuration form, under :guilabel:`Assignment Rules`, click on :guilabel:`Edit
+Domain` to configure the rules that Odoo uses to determine lead assignment for this sales team. The
+rules can include anything that may be relevant for this company or team, and any number of rules
+can be added.
+
+Click :guilabel:`Add Filter` to start creating assignment rules. Click on the :guilabel:`+` sign on
+the right of the assignment rule to add another line. Click on the :guilabel:`x` symbol to remove
+the line.
+
+To create an assignment rule based on an opportunity's probability of success, click on the far
+left drop-down menu of an assignment rule line, and select :guilabel:`Probability`.
+
+From the middle drop-down menu, select the desired equation symbol—most likely the symbol for
+*greater than*, *less than*, *greater than or equal to*, or *less than or equal to*.
+
+In the far right space, enter the desired number value of the probability. Finally, click
+:guilabel:`Save` to save changes.
+
+.. example::
+   To configure an assignment rule such that a sales team receives leads that have a probability of
+   success of 20% or greater, create a :guilabel:`Domain` line that reads: `Probability >= 20`.
+
+   .. image:: lead_scoring/probability-domain.png
+      :align: center
+      :alt: Sales team domain set to probability greater than or equal to twenty percent.
+
+Separate assignment rules can also be configured for individual team members. From the sales team
+configuration page, click on a team member in the :guilabel:`Members` tab, then edit the
+:guilabel:`Domain` section. Click :guilabel:`Save` to save changes.
+
+If automatic lead assignment is configured in the settings, both the sales team and individual team
+members have the option to :guilabel:`Skip auto assignment`. Check this box to omit a particular
+sales team or salesperson from being assigned leads automatically by Odoo's rule-based assignment
+feature. If :guilabel:`Skip auto assignment` is activated, the sales team or salesperson can still
+be assigned leads manually.
+
+To manually assign leads to this sales team, click on the :guilabel:`Assign Leads` button at the
+top of the sales team configuration page. This will assign any leads that are currently unassigned
+and match this team's specified domain.