The Salesforce App to Solve All Your Lead Management Issues

Handle Leads like a pro with a Salesforce-native app that tackles every Lead management scenario you could think of.

Highlights

• Automatically route Leads and any other object in Salesforce without custom code.
• Convert Leads with matching Contacts or Accounts automatically.
• Use granular merging of duplicates to preserve the most relevant and up-to-date data on the surviving record.
• Verify salesperson availability before assigning Leads and automatically re-assign them if needed.
• Take control of Lead and Opportunity milestones with timers and an interactive lead dashboard.

In today’s connected business landscape, you’re in a constant race against the clock – none more so than in the case of Lead management. Companies that sit on their Leads, take too long to assign them, or decide not to call them will see sales Opportunities fall through the cracks, often feeding competitors’ coffers. Why is it that a lion’s share of Leads go unhandled?

A major part of it is data quality – according to Salesforce, 73% of all Leads are not sales ready. Some Leads may lack interest or intent to purchase, but an equally common cause is the lack of quality data. When key data points are either missing or of questionable quality, salespeople lose data trust in inbound Leads and focus on other revenue-generating efforts instead, like cold calling or growing existing Accounts.

Lead management is as much about data governance as process automation. To make the most of your hard-earned sales Leads, you need a solution that combines both. This is where a product suite like Traction Complete comes into play. Traction Complete offers a comprehensive set of tools that make Lead management work the way it was meant to. No more stale, mishandled Leads – instead, you get efficient Lead routing that scales with your org and ensures that no Leads go unnoticed by sales.

Features

Traction Complete is a 100% Salesforce-native service that is split into four product suites, each one aimed at optimizing an aspect of revenue operations. They offer solutions for data automation, Account Hierarchies, stakeholder relationship mapping, and data deduplication. In this article, we will focus on their Complete Leads product. 

Complete Leads is meant for enterprise-level businesses that have complex product portfolios, sales processes, and territory management. In these conditions, routing even direct Contact requests may become a chore without proper tools. More often, companies resort to DIY processes built on complex flows, custom objects, and Apex triggers – all amounting to technical debt and redundancy. Complete Leads is built with enterprise complexity in mind and is made to withstand business growth and transformation. That said, Complete Leads also helps startups and scaleups take their sales efforts to the next level.

Assignment Flows

Assignment Rules are a native Salesforce feature that assigns new Cases or Leads to the correct person or queue based on a simple rule-based logic. While Assignment Rules serve their purpose, there are some limitations to be aware of. The biggest being that since Leads do not have a lookup relationship to Accounts. This causes incorrect Lead assignments due to differing ownership between the two objects and sales reporting becoming fragmented.

Assignment rules only work for newly created records; by default, an already assigned Lead or Case cannot get redistributed by an Assignment Rule. Another limitation is the rule logic structure; Assignment Rules follow simple boolean logic (AND/OR statements) and a linear criteria ordering. Enterprises often have more complex requirements that the out-of-the-box Assignment Rules simply don’t cover.

Enter Assignment Flows. This Complete Leads feature allows you to manage ownership of any standard or custom Salesforce object (not just Cases or Leads) – whether it be a newly created record or a re-assigned one.

In addition, Assignment Flows include actions like auto-merge, convert, field update, and notifications to speed up the Lead handling. For example, if a Lead meets established conversion criteria, it can automatically be converted to an Account, Contact, and Opportunity by the assignment flow. Furthermore, the flow can fill in blanks in key fields and run selective merging of Leads and Contacts if duplicates are found.

Complete Leads also addresses the missing connection between Leads and Accounts. It tackles this limitation with the ability to link Leads to the appropriate Account. This connection not only helps with proper lead assignment and routing but also enables more insightful reporting, such as identifying how many Leads are from existing customers.

First Response Timer

Lead management relies on timeliness above anything else. Leads should be contacted at the right time and quickly – this is as much about speed as it is about quality. The problem is that in an enterprise context, salespeople and their managers are bogged by a flood of information and complex processes. Hot Leads become stale and ultimately go cold. As a consequence, the sales pipeline loses efficiency, and marketing becomes less profitable.

To mitigate this issue, Complete Leads has a feature called First Response Timer. This tool allows account executives and sales directors alike to see the ‘ticking clock’ on each of their Leads, based on an SLA or agreed Lead handling time set by your business.

You can set these timers on various milestones, such as Lead creation, conversion, or time between Opportunity stages, and they can be placed on a page layout as a component. Lapsed timers (i.e. response times) are available as fields so they can be added to reports and list views, meaning analysts can use aggregated response times to identify bottlenecks and areas for improvement.

Response Management Dashboard

Complete Leads comes built with a Lead Dashboard that automatically tracks all Leads that have initiated a timer. This dashboard is a handy tool for sales directors and analysts to monitor how Leads are being handled. The dashboard looks similar to a Salesforce list view but with custom actions tailored for Lead management. With the dashboard, users can easily filter based on various criteria – most notably by time lapsed. 

In addition, the dashboard includes four actions: 

1. Send an email reminder to the Lead owner.
2. Reassign the Lead to another user.
3. Reset the first response timer for the Lead.
4. Hide the Lead from the view if monitoring is not needed.

Lead Matching to Assignment

In Salesforce, when you convert a Lead, you have the option of matching the Lead to an existing Account and Contact. This feature allows you to map Leads to their proper Account based on the company that employs them. However, though an Account may not exist yet, one Lead may be related to another. 

Complete Leads tackles this with Lead Matching to Assignment, a feature that automatically matches Leads from the same company and assigns them according to your specifications to a Salesforce user or queue. 

Complete Leads allows matching between Leads to Leads, Accounts, Contacts, and custom objects, making this a useful feature regardless of the data model you use for managing sales Leads.

Lead Auto-Convert

One of the main drawbacks of the Lead object is that it splits the customer 360° view across several objects – mainly, Lead and Contact, or Lead and Account. This can cause all sorts of awkward situations. Say Company A has an account plan and a named account executive. Then, a Lead is created via a web form but is not automatically converted to a Contact. An SDR might assume it’s a completely new prospect and reach out, going against the normal way to operate. 

On a larger scale, handling Leads with matching Accounts can cause data mastering issues and data loss. Unfortunately, the aforementioned scenario cannot be completely avoided using only standard duplicate and matching rules. For instance, with Salesforce Web-to-Lead, a new Lead record is created each time, so simply flagging and/or deleting duplicates is not an option. 

Luckily, Complete Leads offers a tool for the job: Lead Auto-Convert. This nifty feature ensures that no Leads remain that have a matching Contact or belong to an existing Account. Lead Auto-Convert is an action type in Assignment Flows. This means that you can include complex logic and cross-object criteria to determine when Leads should automatically convert. No more ownership or data conflicts.

Roadmap

Traction Complete actively engages with their user base to collect feedback and feature requests, which forms the basis of their product roadmap. Based on prior feedback, they have developed new ways to harness automation to reduce manual effort, simplify complexity, optimize workflow, mass territory reassignment, Opportunity flows, and more. 

Leveraging its proprietary Automation Engine, Traction Complete continues to build solutions to tackle complex processes. In addition, they focus on enhancing data accuracy and actionability across all aspects of revenue operations.

It comes as no surprise that Agentforce and AI in general is one of the main roadmap items on Traction Complete’s agenda. It is clear that agentic AI plays a clear role in ensuring world-class Lead management, and Traction Complete has stated that they too are incorporating AI features as part of their app’s workflow, without sacrificing the hands-on control and customizability that makes their application so great.

Use Cases

When you think Leads, the first thing that likely comes to mind is sales. However, with proper Lead management, it’s not only the sales managers who benefit. I like to think of Salesforce Leads as the boot room for customer data: you leave your dirty shoes there so the rest of the house doesn’t get dirty. 

Leads contain raw data provided by the customer or gathered from third-party providers, meaning that data quality can vary. A tool like Complete Leads allows you to keep things clean from start to finish. When you keep your Leads in order, you avoid data issues and process failures down the line. On top of that, marketing in particular will thank you for handling their hard-earned inbound Leads with care.

Frictionless Marketing-to-Sales Handoff

Handoffs are such delicate times. A carefully nurtured Lead handled sluggishly or by an inexperienced sales manager can quickly turn a burning hot Lead into ashes. One of the key use cases for Complete Leads is to ensure that Leads get processed with speed and precision. This is made possible by several capabilities the tool has to offer. 

Firstly, its response timers make downtime visible and actionable to sales. Secondly, it automatically fills in and fixes data that would otherwise prevent timely Lead handling. Finally, Complete Leads automates much of the handoff, minimising the risk of human error and ensuring that each Lead is quickly handled by the most qualified salesperson.

Smoother Sales Process Automation 

Complete Leads builds on Salesforce’s “clicks not code” mantra by expanding on the native Flow functionality to make sales process automation a breeze. The app’s own drag-and-drop flow builder is tailored to meet the most complex sales process requirements. Overlapping sales territories with a matrix sales structure? Not a problem. Using custom objects or Cases for Lead management? Complete Leads has you covered. 

The built-in actions and versatile flow-chart-like logic allow you to keep data aligned across various Salesforce objects and ensure that the sales process flows smoothly. Attempting the same with custom-built flows is difficult, riddled with complexity, and almost certainly requires custom Apex. My advice: ditch the custom path and go with a tested, scalable solution like Complete Leads instead.

More Accurate Campaign Attribution

Campaign attribution is a key piece in achieving a return on marketing investment (ROMI). Campaign attribution is about identifying which Campaigns have influenced a particular sales Opportunity or a won deal, and vice versa. There are several ways to attribute Campaigns to opportunities, either using a simple rule-based logic, e.g. first touch, last touch, or even distribution, or a more complex model like Campaign Influence and Einstein Attribution.

Regardless of the Campaign attribution models you use, only Contacts and Leads that are members of a Campaign get attributed properly. Unfortunately, it is often the case that Opportunities are linked to only a single Contact, when in a B2B context, there should be several buyers involved in each Opportunity. This means that only a fraction of the actual Campaign influence is recorded, downplaying the real impact marketing has on sales. This is where Complete Leads steps in to help:

1. It adds newly created Leads and Contacts to Opportunities based on Campaign Membership.
2. It associates existing Leads and Contacts with Opportunities based on Campaign Membership.

Automated Territory Updates

Sales Territories is a Salesforce feature that is the cornerstone of enterprise sales management. It allows assigning Accounts, Contacts, Opportunities, Cases, and Leads to a geographical area based on configurable Assignment Rules. It allows you to maintain a clear line of ownership between different sales regions. It helps keep record sharing, ownership, and accountability manageable in a multi-region enterprise.

Complete Leads expands upon the standard Sales Territories by allowing you to map virtually any Salesforce object to a territory, not just the handful of standard ones mentioned above. This gives added flexibility to accommodate for complex territory management that goes beyond Cases and Opportunities. Furthermore, Complete Leads allows automated tagging of Accounts to territories during record creation and updates. Lastly, with Assignment Flows, you can go more granular with territory assignment, able to include custom logic without the use of Apex.

Setup

After completing your purchase of Complete Leads, your Customer Success Manager (CSM) will provide you with the latest installation links—one for your production org and another for sandboxes. You can also download the packages from the AppExchange. You can install the app in as many sandboxes as needed. Your CSM will guide you through the onboarding process to ensure a smooth setup.

Note, however, that Complete Leads has a built-in metadata migration tool to export settings from one org to another. To ensure parity between test and production orgs, you must use the app’s own tool instead of Salesforce CLI or a third-party deployment platform.

Installation of the application is straightforward, but there are a few manual steps to ensure that the application integrates properly with your org. Two new Lightning Components must be added to page layouts. For Salesforce Classic, Visualforce will be used instead. Afterwards, the application’s own settings need to be adjusted with your org-specific information. 

The application leverages existing duplicate and matching rules, as well as assignment rules, so they will appear automatically in the app. You can use the app’s own tools to expand upon them with Assignment Flows and Internal Matching.

Read more about how to install the Traction Complete application.

Support

As a customer of Traction Complete, you have a dedicated Customer Success Manager (CSM) who serves as your primary point of contact for any questions or issues. For detailed product information, troubleshooting, and technical guidance, you can visit Traction Complete Help Center, where you’ll find step-by-step instructions, screenshots, and FAQs.

If additional support is needed, you can also reach out to their support team via email at support@tractioncomplete.com. The Traction Complete team includes success managers across multiple time zones to ensure timely assistance.

Pricing

The pricing for Complete Leads starts at $39 / user / month. 

However, this price can be tailored to customer specifications as the volume and scope of use are defined. As is the case with most enterprise software, a certain level of customer-specific adaptation is often required. The cost per user may increase or decrease according to the number of user licenses and required special features (e.g. contractual terms or data processing and security requirements).

Summary

In the constant hustle of today’s business world, sales managers find themselves overwhelmed by the sheer volume of Leads, struggling to ensure each one is handled with the urgency it deserves. The frustration of missed opportunities, the chaos of disorganized data, and the constant pressure to meet targets can be daunting. 

Complete Leads transforms this chaos into clarity. With this app, every Lead is automatically routed to the right person, allowing your team to focus on what they do best – selling. With tools that ensure timely follow-ups, seamless data integration, and intelligent Lead management, Complete Leads ensures no Lead is left behind and every Opportunity is maximized.