Lead Capture Manager

Lead Capture Manager

In this role, you will be at the forefront of optimizing data capture processes across digital channels to ensure accuracy, efficiency, and scalability in the very first step of the lead management process. Your primary focus will be on the effective capture of leads, ensuring clean and accurate data that supports subsequent processes managed by other teams, such as Commercial Operations. You will collaborate with various cross-functional teams, including Regional Marketing, Sales, IT, and acquired partners, to enhance and streamline our global data capture practices.

Key Responsibilities

Data Capture Optimization:

• Implement Best Practices: Enforce data governance best practices to maintain clean, accurate, and compliant data within initial capture sources.
• Enhance Data Capture Strategies: Manage and refine data capture strategies across global digital campaigns (e.g., website forms, landing pages, digital ads, online/offline events and webinars, manual list uploads etc.) to ensure the accuracy and completeness of lead information. Identify and implement automation opportunities to increase efficiency and reduce manual errors.
• Coordinate Testing: Lead User Acceptance Testing (UAT) for any process or form changes that could impact data capture.
• Ensure Seamless Integration: Work closely with Commercial Ops experts to ensure seamless integration between website CMS (Aquia), marketing automation platform (Eloqua), CRM (SFDC), and other platforms (e.g. iCapture, On24).
• Data Entry Point Oversight: In partnership with Commercial Ops, monitor lead flows and routing within Aquia-Eloqua-SFDC to ensure all necessary data points are collected at entry, preventing leakage or drop-off, and ensuring leads successfully transition to SFDC.
• Initial Data Capture Management: Oversee the initial stages of the lead lifecycle, focusing on capturing sufficient data for accurate handoff to downstream processes managed by Commercial Operations teams in Eloqua and SFDC.
• Optimize Lead Scoring: Design, implement, and refine the lead scoring model in Eloqua to ensure high-quality leads are prioritized effectively.

Reporting and Insights:

• Monitor Data Capture Effectiveness: In partnership with Commercial Ops, monitor the global interactions dashboard in Eloqua to monitor data capture effectiveness, focusing on the accuracy and completeness of the initial lead data.
• Conduct Regular Audits: Perform regular audits of captured lead data to identify and correct inaccuracies or gaps, ensuring optimal data integrity.
• Provide Actionable Insights: Partner with the respective analytics teams to develop reports that offer insights and recommendations for improving data capture processes based on regular audits and performance metrics.
• Document Data Flows: Create and maintain detailed documentation of data flows from capture points to marketing automation system, ensuring transparency and traceability across teams.

Cross-functional Collaboration:

• Liaison Role: Act as a key liaison between the Global Center of Excellence, Regions, IT, and Commercial Ops teams to ensure alignment on data capture goals and processes.
• Systems Setup and Troubleshooting: Collaborate with Web, IT, and Commercial Ops teams to implement data collection and tracking tools and troubleshoot issues as they arise.
• Optimize User Experience: Work with the Web team and other relevant stakeholders to optimize lead capture forms, balancing data collection needs with a smooth user experience.
• Lead Training Initiatives: Conduct workshops for internal teams to share best practices for data capture, including techniques, processes, form optimization, and tagging strategies.

Acquisitions Integration:

• Lead Capture Integration: Manage the integration of lead capture processes from acquired companies into existing frameworks, ensuring consistency in data quality and a smooth transition.
• Oversee Data Migration: Supervise the initial migration of lead data from acquired companies, ensuring accuracy, compliance, and alignment with global standards.
• Support and Harmonize Practices: Support acquisition partners in harmonizing their data capture practices with global processes, providing training and ongoing support as needed.