Problem
Client is a large university who has been using Salesforce for over 2 years. They had a poor conversion rate of converting a prospective student to a registered student. The student counselors were calling the wrong prospective students and a lot of time was spent on delivering a message to the wrong audience. They were using Marketo, which provided a lot of insight on the prospective students location and school, but was not carried to the contact. This resulted in data lean up work after the conversion. They were converting the web prospective students immediately without scoring the students and most of the students who were converted ended up with wrong school names, no graduation course and did not have any contact information to follow up on them.

Our Solution
We did a strategic analysis of their current student inquiry process and implemented significant process changes and Salesforce specific strategies to increase the conversion rate of the prospective students

•We changed the business process where instead of blindly converting the students, counselors would do a pre quality check on prospective student record and leveraged lead scoring from Marketo to score the lead based on course, location and school and demographic data.

•We created an automatic conversion module which converted the student data from leads to accounts, contacts and opportunities based on initial quality check of the counselor where they confirmed the contact information and preferred course.