Training Module For End-to-End CRM Lead Management Workflow & Operating Model

1. Training Objective

This training module equips new team members to operate the CRM Automation System
independently, with a clear understanding of workflow, ownership, compliance, and client
communication. The focus is on process discipline, role clarity, and timely execution, ensuring that
every lead is handled professionally from the point of closure entry.

2. CRM System Overview

The CRM is a centralized operating system for sales execution. It captures leads from multiple channels,
applies business logic for routing, assigns ownership, tracks actions, enforces timelines, and escalates
delays.

Core principles:

• One lead → one clear owner

• Every action → system recorded

• Every delay → system visible

• Every closure → documented outcome

3. Lead Generation & Registration

Where leads come from

• Website enquiry forms

• Digital ads and landing pages

• Chatbots

• Inbound calls/emails

• Existing client references

Responsible Role: Lead Intake Role

What must be done

• Verify name, contact, company, and requirement

• Select the correct source

• Register the lead immediately in CRM

Example
A client fills a website form requesting cosmetic product testing. The Lead Intake Role checks the email
and phone number, confirms the query is testing-related, selects “Website Form” as the source, and
submits it to the CRM. The timestamp is auto-generated.

4. Lead Assignment & Routing

• Lead Qualification

• SBU relevance

• Geography/lab capability

• Client type (new or existing)

Outcome

• Lead is assigned to an Inside Sales owner

• BD and HOD visibility is enabled

Example
A pharmaceutical testing enquiry from South India is auto-routed to the relevant lab SBU and assigned
to the Inside Sales Role handling pharma queries in that region.

5. Initial Contact & Lead Status Control

Mandatory SLA

• First contact within 2 working hours

Responsible Role: Inside Sales Role

Actions

• Introductory call

• Introductory email

• Understand client requirement

• Update lead status

Lead Status Use

• New Enquiry: Lead received but not contacted

• Attempt: Client not reachable or requirement unclear

Example
Inside Sales calls the client but receives no response. A follow-up email is sent. The lead is moved to
“Attempt,” and Attempt 1 is logged.

6. Attempt Framework (If Client Is Unresponsive)

Structured Attempts

• Attempt 1: Day 1 follow-up

• Attempt 2: Day 3 follow-up

• Attempt 3: Final follow-up

Example
Three calls and two emails over five working days receive no reply. The Inside Sales Role updates the
lead to “No Response” with remarks.

7. Qualification & Requirement Clarity

If the client responds and the requirement is relevant:

Status: Qualified

Responsible Role: Inside Sales Role

Actions

• Confirm scope

• Confirm urgency

• Prepare for segmentation and feasibility

Important Note
Even if the client later declines or pricing is an issue, relevant enquiries remain “Qualified” for future
re-engagement.

8. Customer Segmentation (Critical Step)

Purpose
Customer segmentation defines sales strategy, pricing sensitivity, and follow-up intensity.

Responsible Role: Inside Sales Role

Process

• Open Customer Segmentation Sheet

• Select dropdown values across 7 behavioural parameters

• System auto-generates customer segment

• Update segment in the lead record

Example
Client is urgent, technically informed, value-focused, and actively following up. The system classifies
them as a “Fast Tracker”. This signals priority handling and quicker escalation if delayed.

9. Feasibility Coordination

When required

• Technical confirmation

• Capability validation

• Regulatory scope check

• Inside Sales Role (initiates)

• Technical / Lab Role (responds)

Actions

• Send requirement for feasibility

• Record sent date/time

• Assign feasibility owner

• Track response

Example
Client requests a test requiring LC-MS/MS. Inside Sales sends feasibility to the designated lab contact
and logs the request time.

10. Quotation & Commercial Communication

Once feasibility is confirmed:

Responsible Role: Inside Sales Role

Actions

• Prepare quotation

• Share with client (Within 4 Hours After Assigning the Lead)

• Record quote date and value

• Activate follow-up cycle

Follow-Up Schedule

• Follow-Up 1: Day 1

• Follow-Up 2: Day 2

• Follow-Up 3: Day 3

Example
Quotation is emailed on Monday. A follow-up reminder is sent on Tuesday. The client requests a
discount on Wednesday.

11. Business Development Engagement

For high-value or complex leads:

Responsible Role: Business Development Role

Actions

• Client meetings
 • Negotiation support

• Relationship management

• Closure facilitation

Example
BD schedules a client visit to explain regulatory reporting and justify pricing.

12. Closure & Documentation

Closure Types

• Closed Won

• Closed Lost

Mandatory

• Closure remarks

• Reason tagging

• Final status update

Example
The client chooses a local lab due to price. Lead is marked “Closed Lost – Need Local Lab”.

13. Escalation & Governance

Escalation Triggers

• No status update

• Delayed feasibility

• Missed follow-ups

Responsible Role: HOD

The system ensures accountability and intervention where required.

14. Audit & Performance Review

• Weekly audits

• Dashboard monitoring

• SLA compliance tracking