This document discusses basic terminology used across Lead Liaison's platform. It covers Programs, Campaigns, Lead Sources and compares these components to other components you might be familiar with. A comparison of the revenue cycle to the standard sales cycle and known leads to unknown leads is also provided.

What is Revenue Generation

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Software™?

Revenue Generation Software Software™ is a sales, marketing and executive solution that helps your business generate, accelerate and measure revenue across all phases of the revenue cycle. Revenue Generation Software Software™ is a platform, not a feature or product. Revenue Generation Software Software™ includes the following core capabilities:

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Three key components typically exist in a business marketing system, Revenue Generation Software Software™ (RGS) being one of them. A CRM system, such as Salesforce.com, typically sits at the core of any business. A CRM is simply a large database to keep track of accounts, leads, contacts and opportunity wins/losses. CRM reporting typically provides a snapshot in time of a businesses data. The second component of a business marketing system is an Inbound Marketing solution/strategy. Inbound marketing is the process of placing your business in the right place at the right time. Facebook, Twitter, LinkedIn, blogging, landing pages and more are all examples of inbound marketing strategies. The concept is to know where your buyers are then get your business in front of your buyers and be there when they're ready to take the next step. The third component is RGS which provides operational advantages for your business. It helps to automate typical sales and marketing processes that historically took time to do manually. It's important to note that a CRM system and RGS are not the same. They are not competitive technologies, they are complimentary technologies. A CRM provides great tracking, storage and static views whereas RGS provides dynamic views and establishes sales and marketing processes, procedures and key operations that give businesses a competitive advantage in their marketplace.

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A Known Prospect is someone who has an email address. An Unknown Prospect is someone who does not have an email address associated with them. An email address is the unique identifier used in Lead Liaison. No two Prospects will have the same email address. 

Defining Programs, Campaigns and Lead Sources

• Program: A collection of Campaigns. 
• Campaign: A descriptive name for a marketing tactic/effort.  Each prospect may be associated with multiple campaigns.
• Campaign Marketing Type:  Describes a high-level categorization of campaigns such as Lead Nurturing, Email marketing, Surveys, Tracking URLs, Automations, etc. Primary Campaign Source: Refers to the primary campaign associated with an Opportunity. Each Opportunity can have only one primary campaign source, and is attributed to the first Campaign associated with the primary lead of an opportunity.
• Lead Source:  Typically mirrors the Campaign Type with a few extra and custom values to keep track of leads that do not come in through Campaigns.  For example, a Lead Source may match Campaign Type for values such as a Trade Show, Email Campaign, AdWords Campaign but you can use additional values such as "Employee Referral" or "Customer Referral" to track leads that come into your CRM, such as Salesforce.com, through channels other than formal Campaigns.

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