Context About RevenueHero
RevenueHero is a lead management platform that automates lead assignment to streamline sales and marketing workflows, ensuring the right lead reaches the right team member promptly to boost efficiency and conversions.
RevenueHero Process Overview
RevenueHero operates using two key components: Router and the Rules
Router:
The Router is responsible for assigning leads or tasks to the right team member based on set rules.
Rule:
A Rule defines how leads or tasks should be distributed, using criteria like location, availability, skills, or priority.
How the whole thing works?
When a lead fills up the form → Router checks rules → Assigns to the best team member
Problem Statement
Users struggle to understand the performance of their Distribution Rules and lack clarity on necessary adjustments, hindering effective lead/task assignments. This results in delays, uneven workloads, and reduced confidence in the system.
Strategy for RevenueHero Rule Log
At this stage, RevenueHero adopted a launch-and-learn approach to quickly enter the market, focusing on rapid iteration and user feedback.
Our Decision:
Minimize Time to Launch: Prioritized speed to market for quick iterations and early insights.
Identify Target Cohort: Focused on a specific user group for the first launch to validate solutions effectively.
Iterate on Real Workflows: Worked closely with early adopters to refine the product based on real-world feedback.
Research
After interviewing the founders and key team members to understand their insights, I conducted additional research to fill any knowledge gaps.
Who Needs Rule Logs?
Sales Team Managers, CMOs, Sales Heads, RevOps Teams, Marketing Ops Team
When Are Rule Logs Needed?
Troubleshooting: Misrouted or unassigned leads/tasks.
Performance Reviews: Assessing rule alignment with business goals, like workload balance.
After Rule Changes: Confirming updates function as intended.
Onboarding New Members: Understanding and adapting to existing distribution logic.
Why Rule Logs Are Needed?
Sales Team Managers: Ensure transparency, optimize lead distribution, and enhance team efficiency.
CMOs: Measure lead handoff effectiveness and ensure timely sales follow-up.
Sales Heads: Align lead routing with revenue goals and optimize sales strategies.
RevOps Teams: Quickly identify and resolve routing issues to align with business objectives.
CSMs: Manage post-sale tasks efficiently and ensure proper customer support.
Marketing Ops Teams: Integrate marketing leads into the sales pipeline and track conversion metrics.
How competitors are handling it?
Many competitors offer basic logs that describe lead flow but lack deeper insights into decision-making processes and outcomes. This gap hinders actionable improvements and effective troubleshooting.
A few screenshots showcasing how competitors are addressing this issue.
User Research
I reviewed all relevant Slack groups to identify the issues users are facing. Additionally, I distributed a questionnaire to four legacy customers and two potential customers interested in the feature to better understand their pain points and gather actionable insights.
Issues reported by RevenueHero users
Key Insights
Lack of Transparency in Routing Logic
Users cannot easily understand why specific leads or tasks are assigned to certain team members, leading to frustration and confusion.
Absence of Decision History
Without an audit trail, users find it hard to verify the system's assignments or troubleshoot errors effectively.
Trouble Diagnosing Routing Issues
Users face challenges identifying whether problems arise from misconfigured or conflicting rules, resulting in trial-and-error troubleshooting.
Limited Insights for Optimization
The system doesn’t provide metrics to evaluate rule performance, making it hard to optimize for workload balance or priority handling.
Delayed Feedback on Changes
Users cannot immediately see the impact of rule updates, which slows down validation and iterative improvements.
Imbalanced Workload Distribution
A lack of visibility into routing decisions can lead to overloading some team members while others remain underutilized.
The solution
A detailed insights page with a breakdown of rule performance and a clear explanation of how the assignee is selected.
Clicking on a rule will display a detailed performance report and a quick summary, offering immediate insights
For distribution rules, users can easily track the round-robin process and assignment flow.
Interface
After five rounds of iterations with stakeholders and the team, we've finally arrived at the final UI.