About Appian

Appian is a leading provider of intelligent business process management suites (iBPMS). Many of the world’s largest organizations use Appian applications to improve customer experience, achieve operational excellence, and simplify global risk and compliance. Appian came to Measured Results for help creating a process to prioritize leads for their global sales team.

Workshop and MQL Definition

After conducting an onsite workshop with members of the marketing, sales, and BD teams, Measured Results developed Appian’s MQL criteria and an advanced lead scoring model used across all leads and business units in the organization. This process is also undergoing integration with Salesforce and Appian’s current sales process.

Lead Scoring

The lead scoring model developed by MRM accounts for both lead attributes (including job title, company name and size, etc.) and activity data (including event attendance, content downloads, etc.) and has mechanisms to reduce the point value of activities over time, giving priority to recent activities. By scoring leads on the basis of both attributes and activity, Appian is now positioned to take recency of activity into account when scoring leads, improving the accuracy and quality of the lead score. This process helps Appian surface the most engaged prospects.

Business Impact

Appian’s original lead scoring model provided limited help to sales to prioritize follow up based on engagement. Limited data was sent from Salesforce to score leads, and old activities were not reduced.

Now sales has a model where they can prioritize who they call based on engagement and they don’t waste time on unengaged leads. Appian expects to see better conversion rates as a result of this work. They have also started an exploration of the entire process and discovery that not all qualified leads are passed and follow up with.

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