# Prospect Management
> Source: PDD - M2C - 001 Market to Lead (v.0.19, Jun 2025) §4.2 · §5.2 · §7.2.1 · §7.2.3 · §7.2.4

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## 1. What Is a Prospect?

A **prospect** is any individual represented in the marketing automation database (SFAE/Pardot) with a prospect record, regardless of whether they have been converted to a lead/contact in CRM or whether they are a current customer.

Prospects are tracked via engagement history, scoring, and CRM sync. They are people dormakaba hopes to engage, qualify, and move through a lifecycle (cold → warm → sales-ready).

### Prospect creation triggers
- Unknown individual submits a form → becomes an identified prospect
- Marketing user uploads a CSV list
- Automatic sync from Salesforce CRM (every lead and contact created in SF is synced to SFAE)
- Manual creation in Salesforce

**Deduplication:** A mechanism must be in place to avoid duplicates based on email address or other unique identifier (e.g. CRM ID). Role-based email addresses (e.g. info@, sales@) should be avoided where possible.

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## 2. Minimum Data Requirements by Source

Marketing Consent and Privacy Policy Acceptance must be **explicitly recorded for every source**. If not explicitly captured, both should default to `false` (not accepted).

| Source | Mandatory fields | Hidden / auto-filled fields | Nice to have |
|---|---|---|---|
| **Website Contact Page** | firstName, lastName, emailAddress, companyName, questionBox, privacyPolicyAcceptance, marketingConsent | country, language, currency, managementCountry, region (AMER/APAC/EMEA) | title, productInterest, companySize, preferredContactMethod, timeframe, howDidYouHear, mobileNumber, jobTitle, questionType |
| **Campaign Landing Pages** | firstName, lastName, emailAddress, companyName, questionBox, privacyPolicyAcceptance, marketingConsent | country, language, currency, managementCountry, region, pageUrl, utmParameters | title, mobileNumber, jobTitle, productInterest, companySize, preferredContactMethod, timeframe, howDidYouHear |
| **Live Chat / Chatbot** | firstName, lastName, emailAddress, privacyPolicyAcceptance, marketingConsent | country, language, currency, managementCountry, region | — |
| **Trade Show Booth** | firstName, lastName, emailAddress, companyName, interest, marketingConsent, privacyPolicyAcceptance | country, language, currency, managementCountry, region | title, mobileNumber, companyAddress, jobTitle, Priority (A/B/C), productInterests, relation |
| **dormakaba Events** | firstName, lastName, emailAddress, companyName, interest, marketingConsent, privacyPolicyAcceptance | country, language, currency, managementCountry, region | title, mobileNumber, jobTitle |
| **Event Attendance** | firstName, lastName, emailAddress, companyName, interest, marketingConsent, privacyPolicyAcceptance | country, language, currency, managementCountry, region | jobTitle |
| **Newsletter Subscription Form** | emailAddress, marketingConsent, privacyPolicyAcceptance | country, language, currency, managementCountry, region, newsletterList | firstName, lastName, company |
| **Telemarketing** | firstName, lastName, emailAddress, companyName, marketingConsent, privacyPolicyAcceptance | country, language, currency, managementCountry, region | mobileNumber, jobTitle |
| **Direct Mail** | firstName, lastName, emailAddress, companyName, companyAddress, marketingConsent, privacyPolicyAcceptance | country, language, currency, managementCountry, region | title, jobTitle, mobileNumber |
| **Google / LinkedIn / Meta / Amazon Ads** | firstName, lastName, emailAddress, companyName, marketingConsent, privacyPolicyAcceptance | country, language, currency, managementCountry, region, utmParameters, ad-ID | title, mobileNumber, companyAddress, jobTitle |
| **Organic Search** | firstName, lastName, emailAddress, companyName, country, marketingConsent, privacyPolicyAcceptance | managementCountry, region, searchTerms, sourceURLs | title, mobileNumber |
| **Word of Mouth** | firstName, lastName, emailAddress, companyName, marketingConsent, privacyPolicyAcceptance | country, language, currency, managementCountry, region | title, mobileNumber, jobTitle |
| **Public Relations** | firstName, lastName, emailAddress, companyName, marketingConsent, privacyPolicyAcceptance | country, language, currency, managementCountry, region | title, mobileNumber, jobTitle |
| **Affiliate / Partner Program** | firstName, lastName, emailAddress, marketingConsent, privacyPolicyAcceptance | country, language, currency, managementCountry, region | title, mobileNumber, additionalConsent* |
| **Purchased List** | firstName, lastName, emailAddress, companyName, marketingConsent, privacyPolicyAcceptance | country, language, currency, managementCountry, region | title, mobileNumber, jobTitle |
| **dormakaba App Users** | firstName, lastName, emailAddress, marketingConsent, privacyPolicyAcceptance | country, language, currency, managementCountry, region, appName | title, mobileNumber, jobTitle |
| **Architect Specification** | firstName, lastName, emailAddress, companyName, marketingConsent, privacyPolicyAcceptance | country, language, currency, managementCountry, region | title, mobileNumber, jobTitle |

> *Affiliate/Partner: Section A(4) of the Privacy Policy states that dormakaba will seek customer consent before sharing their data with third parties.

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## 3. Prospect Nurturing & Persona Clusters

Prospects who are opted-in and fit at least one persona cluster are eligible for nurturing. Excluded from nurturing are:
- Prospects who submit a form requesting technical/customer support → routed to customer support team
- Prospects expressing high intent with an active project or requesting a quote → routed directly to sales

### Persona Clusters

| Cluster | Type | Key Personas | Nurturing Goal |
|---|---|---|---|
| **Architects, Specifications & Consulting** | Non-buying customer | Architect, Engineering, Planners, Electrical Planner, EntriWorX-planner users | Help with specifications, product functionalities, project consultancy |
| **Indirect Sales** | Buying customer | OEMs (Installers, Door Manufacturers), DHW & MKS (Cooperatives, Distributors, Locksmiths), Automatic Doors, PAS/ESC Speed Gates, ACS (Software Specialists, System Integrators) | Address installer/manufacturer needs; partner collaboration; system integration |
| **Direct Sales (in a Project)** | Buying customer | General Contractor, Security Manager, Project Manager, Facility Manager, Trade Developer, Small Enterprises | Understand project scope and facilitate direct sales |
| **Service Contract Candidate** | Buying customer (existing) | Project Manager (CBRE), EntriWorX insights/planning users | Proactively offer maintenance and service solutions |
| **End User "VIP"** | Direct buyer (ABM approach) | IT Manager, General Manager, Owner, Airports, Security Manager, National Accounts | Establish and nurture high-value relationships (Account-Based Marketing) |
| **End User "Regular"** | Buys through partners | End User (Homeowner/Landlord), HR Manager | Build rapport and offer tailored solutions |
| **Competitors** | Other companies in the same sector | — | Gather insights, ensure positioning |

> The "Products sold by other dormakaba companies" cluster is **not** part of nurturing — it is redirected to the corresponding dormakaba companies.

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## 4. Scoring & Grading Model

Scoring combines **engagement** (tracked in SFAE) and **intent** (tracked in Salesforce CRM).

### Engagement Scoring (Marketing Automation Tool)

| # | Behavioral Rule | Values | Points |
|---|---|---|---|
| 1 | Website – visitor session | Any | +3 |
| 2 | Website – site search query | Any | +3 |
| 3 | Website – file access | Any | +3 |
| 4 | Visits webpage – low value | All webpages except high-value/undesirable | +1 |
| 5 | Visits webpage – high value | Specified pages | +3 |
| 6 | Visits webpage – undesirable | e.g. Career page | -3 |
| 7 | Landing Page Error | All landing pages | 0 |
| 8 | Landing Page Success | All landing pages | +10 |
| 10 | Form Error | All forms | 0 |
| 11 | Form Handler Error | All forms | 0 |
| 12 | Form Handler Submission | All forms | +10 |
| 13 | Form Submission | All forms | +10 |
| 14 | Fills out web form – high value | Specified forms | +20 |
| 15 | Email – Opens | Any email | 0 |
| 16 | Email – Clicks | Any email | +3 |
| 21 | Event – Registered | Any event | 0 |
| 22 | Event – Attended | Any event | +5 |
| 23 | Tradeshow – no rating | Any tradeshow | 0 |
| 24 | Tradeshow – cold (C) | Any tradeshow | 0 |
| 25 | Tradeshow – warm (B) | Any tradeshow | +25 |
| 26 | Tradeshow – hot (A) | Any tradeshow | +50 |
| 27 | Custom Redirect Click | Any | +3 |
| 28 | Advertising response – list import | Any magazine/publication | +5 |
| 29 | Social media – link click | Any | +3 |
| 30 | Tracker link click | Any | +3 |

**Negative scoring:** -10 for every 30 days of inactivity (no website visit, form submit, email click, or custom redirect click).

### Intent Scoring (Salesforce CRM)

| # | Intent Rule | Values | Points |
|---|---|---|---|
| 1 | Project Timeline | Ready to Purchase Within 3 Months | +30 |
| 2 | Project Timeline | 3–6 Month Purchase Timeline | +20 |
| 3 | Project Timeline | Exploring Options (6+ Months) | +10 |
| 4 | Request for Pricing/Quote | Submitted Quote or Pricing Inquiry | +30 |
| 5 | Budget Discussion | Indicated Budget Alignment | +20 |
| 6 | Budget Confirmation | Budget Confirmed | +30 |
| 7 | Competitor Mention/Interest | Mentioned or Compared to Competitors | +25 |
| 8 | Sales Interaction | Responded to Sales Outreach | +15 |
| 9 | Sales Interaction | No Response After Multiple Contacts | -10 |

### Category Scoring

Category scores track engagement with specific product/industry page URLs. Categories:

- Lodging System Solutions · Electronic Access Devices · Mechanical Key Systems · Door Hardware · Access Automatic Solutions · Safe Locks · Interior Glass Systems
- Airports · Healthcare · Hospitality · Multihousing · Office · Utilities · Rail · Education · Government · Sports and Entertainment · Private Residences

### Grading

Grading reflects prospect fit to dormakaba's ICP on an **A–F scale**:
- **A** = High-priority industry, strategic region, right company size
- **F** = No commercial interest to dormakaba (e.g. student)

Standard Pardot/SFAE automatic grading is **not** used. Instead, a **Marketing Grading Index** is applied via Automation Rules for each Persona Cluster. Sales reps retain a manual **Sales Grading** field: `A = Hot, B = Warm, C = Cold`.