NP-SD-15 · Sales Force Automation & CRM

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Process Flow Diagram (BPMN)

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L4 Process Steps

Step	Step Name	Role / Swim Lane	System	Input	Output	KPI	Dec?	Exc?
Phase 1 1.1	Ingest corporate lead from partner referral	Sales Operations Analyst	Salesforce CRM	Lead referral from GDS TMC partner, NDC API inquiry, or inbound web form	New lead record created in Salesforce with source, contact, and estimated spend	Lead response time ≤4 hours; lead conversion rate ≥25%	N	N
1.2	Score and qualify lead by spend threshold	Corporate Sales Manager	Salesforce CRM	Lead record with estimated annual air spend and company size	Qualified or disqualified lead; assigned lead score (0–100)	Lead qualification accuracy ≥80%; disqualification rate ≤40%	Y	N
1.3	Assign qualified lead to regional sales rep	Sales Operations Analyst	Salesforce CRM	Qualified lead record with territory and vertical segment	Lead assigned to named sales rep with SLA clock started	Assignment turnaround ≤2 hours; SLA acknowledgement by rep ≤24 hours	N	N
Phase 2 2.1	Create opportunity record and discovery call	Corporate Sales Manager	Salesforce CRM	Assigned lead record; initial client discovery meeting notes	Salesforce opportunity with Stage = Discovery, estimated ARR, and travel policy details	Discovery-to-proposal cycle time ≤5 business days	N	N
2.2	Model fare & volume proposal with RM inputs	Corporate Sales Manager	Amadeus Revenue Management (NRM)	Client O&D mix, estimated annual seat volume, preferred travel windows	Draft corporate fare proposal with negotiated discount tiers and volume thresholds	Proposal margin ≥ target contribution per O&D; average corporate discount ≤14% off published fare	N	N
2.3	Submit proposal for RM and pricing approval	Corporate Sales Manager	Salesforce CRM	Draft fare proposal; RM contribution model output	Approved or rejected proposal with RM sign-off recorded in Salesforce opportunity	RM approval turnaround ≤48 hours; approval rate on first submission ≥70%	Y	Y
2.4	Submit approved proposal to corporate client	Corporate Sales Manager	Salesforce CRM	RM-approved fare proposal; client contact details	Formal proposal document sent to client; opportunity stage updated to Proposal Submitted	Proposal acceptance rate ≥55%; time-to-response from client ≤7 business days	N	N
Phase 3 3.1	Negotiate corporate agreement terms with client	Corporate Sales Manager	Salesforce CRM	Submitted proposal; client counter-proposal or negotiation notes	Revised term sheet with agreed discount levels, volume commitments, and bonus triggers	Negotiation cycle time ≤10 business days; concession rate (additional discount) ≤3%	Y	Y
3.2	Execute contract and record in CRM	Legal / Commercial Contracts Manager	Salesforce CRM	Agreed term sheet; legal corporate agreement template	Executed contract stored in Salesforce; opportunity stage = Closed Won	Contract execution time ≤3 business days post-agreement; 100% of contracts stored in Salesforce with expiry date populated	N	N
Phase 4 4.1	Load negotiated fares into PSS and GDS channels	Distribution Operations Analyst	Amadeus Altéa PSS	Executed contract with agreed fare levels, booking codes, and validity dates	Corporate fare records loaded in Altéa and filed to Sabre GDS, Travelport GDS, and Amadeus GDS via ATPCO	Fare load accuracy 100%; time from contract execution to fare availability ≤2 business days	N	Y
4.2	Configure corporate account in booking tool and TMC	Distribution Operations Analyst	Sabre PRISM	Corporate account ID, negotiated fare codes, TMC contact details	Account configured in Sabre PRISM with correct preferred fare hierarchy; TMC notified	Configuration accuracy rate ≥99%; TMC test booking success rate 100% before go-live	Y	Y
4.3	Activate corporate account and confirm with client	Corporate Sales Manager	Salesforce CRM	Confirmation from Distribution Ops that fares are live and booking tool is configured	Account activation confirmation email to client; Salesforce account status = Active	Time from contract execution to account activation ≤3 business days; activation CSAT ≥4.2/5	N	N
Phase 5 5.1	Track corporate booking volume against contract targets	Corporate Sales Manager	Tableau	Booking data from Amadeus Altéa PSS; contract volume commitments from Salesforce	Monthly account scorecard showing actual vs target volume by O&D and booking class	Volume attainment ≥90% of contracted threshold; on-time scorecard delivery by 5th of each month	N	N
5.2	Conduct quarterly business review with corporate client	Corporate Sales Manager	Salesforce CRM	Account scorecard; market share data from Sabre PRISM; competitive benchmarks from OAG	QBR presentation delivered; action items logged in Salesforce; contract amendment flags raised if needed	QBR completion rate 100% for accounts >$500K ARR; action item close rate ≥80% within 30 days	N	N
5.3	Assess contract renewal or renegotiation trigger	Corporate Sales Manager	Salesforce CRM	Contract expiry date alert; YTD volume attainment; competitive win/loss signals	Renewal decision: auto-renew, renegotiate, or let expire; opportunity stage updated accordingly	Renewal rate ≥85% for accounts meeting volume thresholds; renewal initiated ≥90 days before expiry	Y	Y

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Process Attributes

Identification

Process IDNP-SD-15

L1 DomainNetwork Planning & Scheduling

L2 ProcessSales & Distribution

L3 NameSales Force Automation & CRM

L4 Steps15 across 5 phases

Decision Gates5 (all with iteration loops)

Exceptions5 documented

Swim Lanes (Roles)

Sales Operations Analyst

Corporate Sales Manager

Legal / Commercial Contracts Manager

Distribution Operations Analyst

Systems & Tools

Salesforce CRMAmadeus Revenue Management (NRM)Amadeus Altéa PSSSabre PRISMTableau

Key Performance Indicators

Ingest corporate lead from partner referralLead response time ≤4 hours; lead conversion rate ≥25%

Score and qualify lead by spend thresholdLead qualification accuracy ≥80%; disqualification rate ≤40%

Assign qualified lead to regional sales repAssignment turnaround ≤2 hours; SLA acknowledgement by rep ≤24 hours

Create opportunity record and discovery callDiscovery-to-proposal cycle time ≤5 business days

Model fare & volume proposal with RM inputsProposal margin ≥ target contribution per O&D; average corporate discount ≤14% off published fare

Submit proposal for RM and pricing approvalRM approval turnaround ≤48 hours; approval rate on first submission ≥70%

Submit approved proposal to corporate clientProposal acceptance rate ≥55%; time-to-response from client ≤7 business days

Negotiate corporate agreement terms with clientNegotiation cycle time ≤10 business days; concession rate (additional discount) ≤3%

Airline-Specific Risks & Pain Points

Leads arriving via multiple channels (Sabre PRISM, direct email, NDC API) have no unified ingestion point — manual entry causes data gaps and delayed response

Salesforce lead scoring models are not calibrated against actual ticket revenue data from Amadeus Altéa PSS, resulting in mis-scoring of high-value accounts

Territory alignment rules in Salesforce are manually maintained and lag behind network route changes, causing mis-assignment of accounts near new city-pair launches

Sales reps manually key in travel volume data from client spreadsheets; no API integration with SAP Concur or Egencia to import actual managed travel spend

Revenue Management team must be consulted manually for each proposal; no self-service fare modelling tool for sales reps, causing bottlenecks when RM team is capacity-constrained

Approval workflow is email-based with no SLA enforcement; pricing decisions are lost outside Salesforce audit trail, creating compliance risk under ATPCO corporate fare filing rules

Inputs / Outputs

Primary InputLead referral from GDS TMC partner, NDC API inquiry, or inbound web form

Primary OutputRenewal decision: auto-renew, renegotiate, or let expire; opportunity stage updated accordingly

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