Distributing Leads in the Fast Lane

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.