Territories
This feature is available in Aprimo Marketing Studio 9.1 only.
Use the Territories module to create the rules to determine how leads are distributed in a lead process. A territory record includes this information:
- The distribution groups belonging to the territory
- The criteria for determining whether a lead qualifies for the territory
- The method for dispersing leads to the distribution groups in the territory
- The territory's priority in relation to the other territories in the lead process
A territory is specific to a lead process. A lead process contains 2 lists of territories: a draft territory list and a production territory list. Draft territories are used when you test a draft interaction that assigns or reassigns leads. After you finalize your territories in the draft list, you promote them to production to be used in a production interaction to assign or reassign leads.
The application supports a wide range of lead distribution processes.
Design Considerations
Each lead process represents a complete lead distribution process for a sales channel. For each lead process, you must create the territories to be used by that sales channel. As you create territories, remember these points:
- Each territory is a distribution rule.
- The territory's design depends on the design of the overall lead distribution process.
These sections illustrate possible approaches to distributing leads:
Distributing Leads Based on Geographic Origin
Leads can be distributed based on geographic location.
For each state in which you do business, you have sales representatives. You want to assign the leads from a given state to the appropriate sales representative in that state.
This example uses these components:
- A territory category
for each region in the United States
The expression for the Upper Midwest territory category contains 1 audience member criteria entry: States are equal to Ohio, or Indiana, or Illinois.
- A territory for each
state
- The expression for the Indiana territory contains the parent expression from the associated territory category: States are equal to Ohio, or Indiana, or Illinois.
- One audience member criteria entry: State is equal to Indiana.
- A distribution group
for each state
One of the distribution groups is named Indiana.
- The participants for
the distribution group
The Indiana distribution group contains multiple participants.
In this example, a separate territory exists for each state. Because of the high number of territories, the example uses a territory category.
Distributing Leads Based on Proximity
Proximity relies primarily on defined geographic areas around a distribution group. The proximity rule you selected for the territory determines whether a lead is assigned to the closest distribution group or the distribution group that falls in the defined radius range.
You want to distribute leads based on proximity, so only distributors within a certain distance from the lead are qualified to receive it. To accomplish this, you use a radius rule and indicate the distributor who has received the fewest leads to date should receive the lead.
This example uses these components:
- A territory category
for each country
The expression for the United States territory category contains 1 audience member criteria entry: Country is equal to United States.
- A territory for each
region of the country
- The expression for the Southwest territory contains the parent expression from the associated territory category: Country is equal to United States.
- One audience member criteria entry for the territory: Territories are equal to Midwest or Southwest.
- A distribution group
for each distributor
One of the distribution groups is Distributor B.
- The participants for
the distribution group
Distributor B contains multiple participants.
Distributing Leads to Named Accounts
Named accounts are key accounts that require special attention.
Acme Enterprises is 1 of your best customers. Joe is the salesperson who sold your product to Acme. Joe has cultivated personal relationships with several executives there. You want to ensure Joe receives all leads from Acme Enterprises and any of its subsidiaries.
This example uses these components:
- One territory for each
named account
The expression for the Acme Enterprises territory contains 1 company criteria entry: Company Name is equal to Acme Enterprises.
- One distribution group
for each territory
The distribution group for the Acme Enterprises territory is named Joe.
- One participant in each
distribution group
Joe is the distribution group's only member. This ensures all leads for the Acme Enterprises account go to Joe.
This approach could be used with another territory strategy. For example, you could use both geographic territories, and named accounts.
In this case, define both territories as geographic regions and as named accounts. Give the territories that are named accounts a higher priority than the other geographic territories. When the application receives a lead who qualifies for both a geographic territory and the named account territory, it assigns the lead to the named account territory.
Distributing Leads Based on Product Associations
Leads can be distributed based on an association to a specified product.
For each state in which you do business, you have resellers. In the application, each reseller is a distribution group, and is associated with products or product categories.
You want to assign the leads from a given state to the appropriate reseller in that state. You use the By Product distribution method in the territory so leads are assigned to the distribution group selling the product that the lead is interested in purchasing. If multiple distribution groups qualify for a lead, the proximity rule specifies the nearest reseller is assigned to the lead.
This example uses these components:
- A territory category
for each country.
The expression for the United States territory category contains one audience member criteria entry: Country is equal to United States.
- A territory category
for each region in the country.
- The expression for the Southwest territory category contains the parent expression from the associated territory category: Country is equal to United States.
- One audience member criteria entry: States are equal to California, or Arizona, or New Mexico.
- A territory category
for each state.
- The expression for the Arizona territory category contains the parent expression, which is a compilation of each associated territory category: Country is equal to United States and States are equal to California, Arizona, and New Mexico.
- One audience member criteria entry: State is equal to Arizona.
- A territory for each
state region.
- The expression for the Central Arizona territory contains the parent expression, which is a compilation of each associated territory category: Country is equal to United States, and States are equal to California, or Arizona, or New Mexico and State is equal to Arizona.
- One audience member criteria entry: Arizona regions are equal to Northern Arizona, or Central Arizona, or Southern Arizona.
- A distribution group
for each reseller
One of the distribution groups is named Reseller B. Reseller B sells Product Y.
- The participants for
the distribution group
The distribution group named Reseller B contains multiple participants.
This table lists the products each distribution group sells:
| Distribution Group | Product |
|---|---|
|
Reseller A |
Product X |
|
Reseller B |
Product Y |
|
Reseller C |
Product X, Product Y |
In this example, a lead expressing an interest in Product X might be routed to Reseller A or Reseller C. The reseller in closest proximity receives the lead. In this case, the application uses the audience member's postal code in the lead to determine the reseller in closest proximity.
Using the Proximity Distribution Method
If you select the Proximity distribution method, you must select a proximity rule:
| Field | Description |
|---|---|
|
Closest |
The lead is assigned to the nearest distribution group, which is determined comparing the distribution groups' postal codes with the lead's postal code. Note:
If multiple distribution groups with the same postal code qualify for the same leads, the application distributes the leads equally among the qualifying distribution groups. |
|
Radius |
The lead's postal code is used with the specified radius to determine which distribution groups are eligible for the lead. The radius rule determines which distribution group receives the lead. |
You use the Countries field to select the proximity data to use for the territory. The proximity distribution method is available only for distribution groups in the United States and Canada.
Radius
The radius is the number of miles from a lead in any direction.
You set a territory's radius to 100 miles. When a lead is received, the application uses the distribution group's postal code to plot a 100-mile radius around it.
In this example, only 1 distribution group qualifies for the lead. Therefore, Distribution Group A receives the lead.
In this example, multiple distribution groups qualify for the lead. Therefore, the radius rule is used to select the distribution group that receives the lead.
Radius Rule
When multiple distribution groups meet the radius qualification for a lead, the radius rule determines which distribution group receives the lead. The radius rule also determines which distribution group receives the lead if none of the distribution groups in the territory are in the defined radius distance.
It is possible for multiple distribution groups to qualify for a lead after the radius rule has been applied. If this occurs, the application assigns the lead in a manner that ensures no group is given preferential treatment.
| Radius Rule | Description |
|---|---|
|
Least Gets It |
The distribution group with the fewest leads is assigned to the lead. This approach ensures that none of the distribution groups is given preferential treatment. |
|
Factored Least Gets It |
To use this approach, you must assign a factor value to each distribution group. The higher the factor value, the more leads the distribution group receives. This approach allows you to give preferential treatment to a distribution group. |
|
Custom |
You develop custom code to manage the distribution of leads. You must add the custom component to the Integration Components module before you can select it here. For information about developing a custom solution, contact Aprimo Customer Support. |
Using the By Product Distribution Method
The By Product distribution method assigns leads based on the products each distribution group sells. To qualify for a lead, the distribution group must meet 1 of these conditions:
- Have an association with the product listed in the lead.
- Have an association with a product category that contains the product listed in the lead.
If no distribution group qualifies for the lead, the lead is assigned to the default representative set in the assign territory step.
Use the Products tab in a distribution group record to list the products the distribution group sells. For each product, you can specify a radius and a priority. The radius is the range in miles that the distribution group sells the product. The priority is used to select the distribution group when multiple distribution groups qualify for the lead.
If you select the By Product distribution method, you must select one of these proximity rules.
| Field | Description |
|---|---|
|
Closest |
With this distribution method, the application finds all the distribution groups associated with the same product and product category as the lead. The distribution group's postal code and the lead's postal code are used to determine the distance between them, and the lead is assigned to the nearest distribution group. Preference is given to a distribution group associated with the exact product in the lead. |
|
Radius |
With this distribution method, the application first finds all the distribution groups associated with the same product and product category as the lead. The lead's postal code is used with the distribution group's postal code and product radius to determine which distribution group qualifies for the lead. |
Distribution groups that have the same postal code might qualify for the same leads, even after the proximity rule has been applied. In this situation, the application will distribute the leads among the qualifying distribution groups in a manner that ensures no group is given preferential treatment.
Key Fields
Details
| Field | Description |
|---|---|
|
Territory Category |
Select the territory category to contain the current territory. |
|
Draft Email |
Type the email address to receive any notifications about leads for the appropriate territory when testing an interaction. |
|
Leads Distributed |
This field displays how many leads have been distributed to this territory. |
|
Priority |
Type a priority to be used in determing which territory receives a lead multiple territories qualify for the lead. Lower numbers are given higher priority. The highest possible priority is 1. |
|
Last Promoted |
This field displays when the territory was last promoted to production. |
Distribution Method
| Field | Description |
|---|---|
|
Distribution Method |
Select how leads are assigned to distribution groups. |
|
Proximity Rule |
This field appears if you select Proximity or By Product for the distribution method. This field indicates the distance a lead must be from a distribution group for a distribution group to qualify for the lead. |
|
Radius (miles) |
This field appears if you select the Proximity distribution method and select Radius for the proximity rule. Type the number of miles from a lead in any direction within which a distribution group can qualify for the lead. |
|
Radius Rule |
This field appears if you select the Proximity distribution method and select Radius for the proximity rule. If multiple distribution groups meet the radius qualification for a lead, the radius rule determines which distribution group receives the lead. |
|
Countries |
This field appears if you select the Proximity or By Product distribution method. In the application database, the proximity data is separated by country. Use this field to specify, by country, which set of proximity data should be used for the territory. |
|
Integration Component |
This field appears if you select Custom as the distribution method or select Custom as the radius rule. This field indicates the integration component that contains the custom process for distributing leads. |
Distribution Groups
| Field | Description |
|---|---|
|
Distribution Groups |
Select the individual participants to be assigned to the leads. You can select any active distribution group. A territory can contain multiple distribution groups. |
|
Weighted Percentage |
This field appears if you select Weighted as the distribution method. This field indicates the overall percentage of leads a distribution group will be assigned over other associated distribution groups. The percentages must add up to 100%. Example:
You have 4 distribution groups:
|
Distribution Method Options
| Option | Description |
|---|---|
|
Even |
Leads are distributed evenly among all distribution groups. |
|
Weighted |
Leads are distributed based on the percentages set for each distribution group. The percentages must add up to 100%. Example:
You have 4 distribution groups:
|
|
By Product |
Leads are assigned to distribution groups based on product associations. If you use this distribution method, you must associate each distribution group with products or product categories. You have 4 distribution groups: Example:
|
|
Proximity |
Leads are distributed based on the radius rule. You use the Countries field to select the proximity data to use for the territory. The proximity distribution method is available only for distribution groups in the United States and Canada. |
|
Custom |
You develop a custom component to manage the distribution of leads. You must add the custom component to the Integration Components module before you can select it here. For information about developing a custom solution, contact Aprimo Customer Support. |
Expression
You can only define criteria for draft territories.
| Field | Description |
|---|---|
|
Expression |
The expression defines the exact set of leads that should be assigned to the territory. The first step is to add criteria for the territory. The criteria defines the characteristics a lead must have to qualify for the territory. When you add criteria, you specify this information:
|
|
Parent Expression |
This field appears if the territory is associated with territory categories. This field displays an expression that is a compilation of the expressions for all the territory categories associated with the territory. Example:
You have a territory called Indiana. The Indiana territory is associated with the territory category called Midwest, which has the expression of States are equal to Indiana, or Ohio, or Illinois, or Michigan. The territory category Midwest is associated with the territory category United States, which has the expression of Country is equal to United States. The parent expression for the Indiana territory displays: Country is equal to United States and States are equal to Indiana, or Ohio, or Illinois, or Michigan. |
This table describes the type of criteria you can create for a territory. After you create the criteria for a territory, you must build an expression.
| Criteria Type | Criteria is Based On | Examples |
|---|---|---|
|
Audience Member |
A standard attribute or an extended attribute for audience members |
This criteria example is based on standard audience member attributes:
This criteria example is based on possible extended attributes:
|
|
Company |
The value of a standard attribute or an extended attribute for companies |
This criteria example is based on a possible company extended attribute:
|
|
Contact History |
The value of a field in a contact history record |
This criteria example is based on contact history records:
|
|
Response History |
The value of a field in a response history record |
This criteria example is based on response history records:
|
|
Product History |
The value of a field in a product or product history record |
This criteria example is based on product history records:
|
You use these items to build an expression:
- The criteria created for the territory
- The AND, OR, and NOT operators
- The opening and closing parentheses, to combine statements in the expression and control the order in which the statements are processed.
- You can build an expression only for draft territories.
- You must build the expression even if you have only 1 criteria for the territory.
You want the leads in Maryland or Virginia to be distributed to the Mid-Atlantic territory. To do this, you create a Mid-Atlantic territory. On the Expression tab, in the audience member criteria section, you create criteria for each state:
- State is equal to Maryland
- State is equal to Virginia
You want to ensure any leads from these states are assigned to the Mid-Atlantic territory.
This is the expression for the territory:
State is equal to Maryland OR State is equal to Virginia