The Product Systems Group (PSG) within Xerox planned to run a
direct marketing campaign but wanted more visibility of the leads
generated and to improve management of the sales channel. Signals
have managed leads for many Xerox direct and online marketing
campaigns using the Online Management System (OMS), a system that
we developed specifically for Xerox. The OMS handles leads from
multiple sources providing a central hub for lead distribution and
tracking while enabling closed loop feedback. The OMS had never
previously been used by PSG so the 'Do More' campaign was the
perfect opportunity to trial it.
The OMS gave PSG more visibility that they have ever previously
had and was successfully embraced by the channel partners as it
enabled managers to keep track of leads from the campaign, from
source to closure. The sales generated by the PSG campaign were
particularly successful with an overall return on investment of 8:1
in outright sales, and a lifetime value of 20:1. The campaign with
the OMS as the key lead management tool has now been rolled out in
four other countries
