Distributing Leads in the Fast Lane. Speakers: Mike Kissman (FordDirect.com), Nat Plane (Wambatech.com)
Mike started with some background info on FordDirect. FD is 80% dealer owned. 5MM unique visitors/month, 200,000 leads/month. First and foremost they are a lead generator – focus is at National, Regional and Local levels. Are also a lead aggregator. They cannot generate all the leads their dealers want – so they rely on affiliates to generate additional volumes – cast as broad a net as possible. They scrub 15-20% of their leads.
Areas of focus: Lead follow up, lead treatment, lead enhacement.
FD Technology requirements: insight (on demand reporting), flexibility (integration with other systems), reliability
Nat Plane, WambaTech:
Company background: alternative solution to expensive homegrown systems. focus on lead aggregators, management and distribution. Dozens of clients from mom & pop to OEMs.
Challenges WT helped FD solve: need for on-demand reporting, flexible pricing schemas, integration with 3rd party systems, reliability.
WT has built an extensive suite of tools to allow FD to change their business rules in real-time (reject leads on the fly, manage affiliate lead sources, management pricing schemas, margin rules, etc.)
Another major area of support – 3rd party integration (new suppliers, CRM vendors, etc.)
Nat ended by focusing on the WambaTech Lead Server platform.