diff --git a/content/applications/sales/crm/track_leads/lead_scoring.rst b/content/applications/sales/crm/track_leads/lead_scoring.rst index b78d97405..0f2bc836b 100644 --- a/content/applications/sales/crm/track_leads/lead_scoring.rst +++ b/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 -indicates that a lead is more likely to bring value to your company. +The Odoo *CRM* app can automatically assign leads/opportunities to sales teams and salespeople. A +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 -assign them a higher score than customers from other countries. +Odoo automatically calculates the probability of winning each lead using a method called *predictive +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 -:guilabel:`Lead Scoring` and then install the module. +Predictive lead scoring is always active in Odoo *CRM*. However, the variables used to calculate the +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`. - -Customize your rules to fit the needs of your business, and add as many criteria as you want. - -.. image:: lead_scoring/scoring-example.png - :align: center - :alt: Score Rule example - -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 +- :guilabel:`State`: the geographical state from which the opportunity originates +- :guilabel:`Country`: the geographical country from which the opportunity originates +- :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 +- :guilabel:`Source`: the source of an opportunity (e.g. search engine, social media) +- :guilabel:`Language`: the spoken language specified on the opportunity +- :guilabel:`Tags`: the tags placed on the opportunity .. note:: - You can also find unassigned leads and create re-engagement campaigns using the :guilabel:`Email - Marketing` or :guilabel:`Marketing Automation` apps. + The variables `Stage` and `Team` are always in effect. `Stage` refers to the CRM pipeline stage + 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. 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