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`PTO/SS/16 (3-97)
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`PROVISIONAL APPL/CATION FOR PA TENT COVER SHEET
`This is a request for filing a PROVISIONAL APPLICATION FOR PATENT under 37 CFR 1.53 (b)(2).
`
`INVENTOR(S)
`
`!\ I PROV
`
`Given Name (first and middle [if any])
`Nancy
`Charles
`Peter
`
`Family Name or Surname
`Benovich Gilby
`Evett
`Fearey
`
`e Additional inventors are being named on the J:__ separately numbered sheets attached hereto (back)
`
`Residence
`(City and either State or Foreign Country)
`
`TITLE OF THE INVENTION (280 characters max)
`
`CUSTOMER LEAD MANAGEMENT SYSTEM
`
`Direct all correspondence to:
`
`CORRESPONDENCE ADDRESS
`
`I ►
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`PlaCIJ Customer Number
`Bar Code Label here
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`OR
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`Type Customer Number here
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`D Customer Number I
`o Firm or
`
`Fish & Richardson P.C.
`225 Franklin Street
`
`lndMdual Name
`
`Address
`Address
`City
`
`Country
`
`Boston
`
`TIC::A
`
`02110
`MA
`ZIP
`State
`'>17-542-5070 Fax 617-542-8906
`Telephone
`ENCLOSED APPLICATION PARTS(check all that apply}
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`0 Specification Number of Pages I 14
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`United States Government.
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`Respectfully sub~ / ) I
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`Date
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`REGISTRATION No. I
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`(if appropnate)I := ========:
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`Docket Number:
`USE ONLY FOR FILING A PROVISIONAL APPL/CATION FOR PA TENT
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`Trademark Office, Washington, DC 20231. 00 NOT SEND FEES OR COMPLETED FORMS TO THIS ADDRESS. SEND TO: Box ProviStonal
`Application, Assistant Commissioner tor Patents, Washington, DC 20231.
`
`American Airlines, Ex. 1010, p.1
`American Airlines v. Advanced Transactions
`IPR2023-01366
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`

`

`PROVISIONAL APPL/CATION COVER SHEET
`Additional Page
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`valid 0MB control number.
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`et um
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`INVENTOR(S),'APPLICANT(S)
`
`Gregory
`
`David
`
`John
`
`Erma.n
`
`Tiu
`Mandel
`
`Number
`
`1
`
`of
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`1
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`American Airlines, Ex. 1010, p.2
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`IPR2023-01366
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`

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`PROVISIONAL APPLICATION
`
`UNDER 37 CFR 1.53(b)(2)
`
`TITLE:
`
`CUSTOMER LEAD MANAGEMENT SYSTEM
`
`APPLICANTS:
`
`NANCY BENOVICH GILBY, CHARLES EVETT,
`PETER FEAREY, GREGORY ERMAN, DAVID TIU
`and JOHN MANDEL
`
`"EXPRESS MAIL" Mailing Label Number EL266438027US
`
`Date of Deposit =M=ay'-'2=1._. 1=99:;..:;9 _ _ _ _ _ _ _ _ _ _
`I hereby certify under 37 CFR 1.10 that this correspondence is being
`deposited with the United States Postal Service as "Express Mail
`Post Office To Addressee" with sufficient postage on the date
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`~~~;T~
`
`American Airlines, Ex. 1010, p.3
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`PATENT
`ATTORNEY DOCKET NO. 10844/002001
`
`CUSTOMER LEAD MANAGEMENT SYSTEM
`
`Background
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`This invention relates to a system for processing
`customer leads.
`Today, lead management is largely a paper-based manual
`process in which customer leads are received as a result of
`marketing activities, and distributed to particular sales
`10 organizations. For example, names and other information
`about customer leads may be obtained at a trade show. A
`subset of these leads may then be selected and passed to
`sales groups based on the geographic region of the lead,
`the product or service involved, or other lead-related
`15 criteria.
`In general, there is little or no automated
`feedback regarding the outcome of the lead, such as whether
`a sale actually occurred or if the lead was not properly
`routed.
`
`Summary
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`In a general aspect, the invention provides an
`automated system for accepting, prioritizing and routing
`customer leads. The system provides feedback regarding the
`routing and ultimate outcome of a lead, thereby allowing
`lead tracking and performance measurement. The invention
`can feature a hierarchical delegation approach in which
`users specify rules according to which leads routed to them
`are processed, for example, by routing the lead to other
`users. The invention can also feature a distributed
`architecture in which several servers are coupled, for
`example, over the Internet. Leads are provided from one
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`server to another, and feedback regarding the disposition
`of the lead is provided in return.
`In one aspect, in general, the invention is a method
`for processing customer leads. The method includes
`accepting a lead that includes a number of data fields,
`such as the lead name, the lead's address, or a marketing
`campaign associated with the lead. The method also
`includes inputting, or otherwise accepting, a number of
`rule specification for each of a number of users. The lead
`is routed to a first of the users, and one or more of the
`rules that were inputted for that user are applied to the
`lead. Based on application of those rules, the lead is
`routed to a second of the users. The second user is
`notified of the routed lead. Then an acceptance of the
`lead is received from the second user.
`The invention has the advantage of providing feedback
`regarding the processing of a lead, thereby allowing
`tracking and, if necessary, re-routing of a lead that is
`not being handled effectively.
`The hierarchical delegation of rule specification
`allows users to more precisely tailor the rule for their
`particular circumstances, rather than relying only on a
`centralized administration approach.
`Coupling of multiple servers allows different servers
`to be administered by different organization, such as a
`vendor and multiple resellers. When leads are passed from
`one server to another, the configurable amount of feedback
`provides desirable security and privacy to the
`organizations which maintaining efficient processing of the
`leads. By maintaining the leads on multiple servers
`administered by different organizations, each organization
`can make use of its own leads database, while maintaining a
`degree of sharing of information between the organizations.
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`Other features and advantages are apparent from the
`following description and from the claims.
`
`Description of Drawings
`
`FIG. 1 is block diagram of load management system;
`FIG. 2 shows the interconnection of computers used to
`implement the lead management system over the Internet;
`FIG. 3 is a block diagram showing logical modules of a
`lead management server;
`FIG. 4 shows a set of lead boxes coupled to user
`interfaces and to a rules engine; and
`FIG. 5 illustrates exemplary handling of leads through
`the system.
`
`Description
`
`Referring to FIG. 1, a lead management system includes
`a lead management server 100 that accepts leads 162 from
`one or more lead sources 160, and routes those leads to
`particular users through user interfaces 110. Lead sources
`160 can include email, Web forms, telephone call centers,
`business card or badge scanners at trade shows, or
`purchased mailing lists.
`In the description that follows,
`leads 162 refer to customer lead that relate to potential
`purchases of products or services offered by a commercial
`organization, and the users are typically sales
`representatives, or managers of organizations that include
`sales representatives. The organization makes use of the
`lead management system to direct the leads to appropriate
`users, such as sales representatives, who interact with the
`potential customers for the purpose of actually selling the
`products or services. Although the description that
`follows refers to such customer leads, in alternative
`embodiments, rather than leads, other types of records or
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`requests are routed to appropriate individuals using such a
`system.
`Lead management server 100 routes a lead 162 to a
`particular user based on an internal configuration, which
`includes, for instance, rules for handling leads with
`different attributes and preferences for particular users.
`In this embodiment, the lead management server is
`configured in a decentralized manner. That is, an
`administrator of the server may set global configurations
`using administration interface 105, while individual users
`set individual configurations using user interfaces 110.
`The global configuration typically handles a first level of
`routing of leads to particular users. When a lead is
`routed to a particular user, the configuration provided by
`that user generally determines how the lead is further
`handled. For instance, in the case that the user is a
`sales representative, the user may have specified a
`preferred method of being notified of a new lead, for
`example notification by email or by pager. Some users may
`also have configured the lead management system to
`automatically route some or all leads sent to them to other
`users. For example, a sales manager may configure his lead
`box to automatically route leads to particular sales
`representations based on the geographic region of the lead.
`When a lead is sent to a user, the user must in
`generally provide feedback to the lead management system
`indicating that the lead is accepted, that it is rejected,
`or that it should be forwarded to another user. Various
`approaches are used to encourage a user to provide this
`feedback. For example, some information related to the
`lead may be withheld until the user provides feedback that
`indicates that the user is accepting the lead. The status
`of each lead is tracked by lead management server 100 and
`this status can be accessed by the users of the system.
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`In addition to routing leads when they arrive, lead
`management server 100 has the capability of re-routing
`leads after they have been routed to a particular user.
`For example, the server can periodically re-route leads
`that have been sent to particular users but have not yet
`been accepted or rejected. Also, the lead management
`server can adaptively modify its routing of leads based,
`for example, one the number of outstanding leads assigned
`to a particular user, or based on a statistical criterion,
`such as the responsiveness of a particular user, of their
`success in obtaining actual sales from leads that have been
`assigned to them.
`In one mode of routing leads, lead management server
`100 assigns a lead to a class of users, and then chooses a
`15 particular user in that class in a round robin manner such
`that successive leads assigned to the class are routed to
`different users.
`In another mode, leads are routed to
`multiple users, or multiple secondary servers (e.g.,
`corresponding to multiple resellers), in an "up for grabs"
`" 20 mode.
`In this mode, although multiple users are initially
`assigned a lead, only the first to accept the lead keeps
`it. The others then receive notifications that the lead is
`no longer available.
`Lead management server maintains a history of activity
`related to a lead, and in particular maintains a history of
`the rules applied to a lead, the sequence of users to whom
`the lead has been routed, and changes of state of a lead.
`This history is used to "progressively close the loop" by
`associating the progress of a lead, for example its
`generation of an actual sale, with its history. For
`example, this allows sales to be associated with particular
`marketing activities.
`In addition, the history is used to
`optimize the rules by determining the effectiveness of
`routing leads with particular attributes to particular
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`users. Also, in alternative embodiments, the history is
`used to determine statistics that are used to affect
`further lead routing.
`A user that has accepted a lead may update the status
`5 of the lead as he or she interacts with the lead.
`In some
`instances, a lead does not result in a sale, but the user
`indicates that the lead should be reactivated after an
`"incubation" period. After the lead is later reactivated,
`it is re-routed in the same manner as a new lead entering
`the system.
`Referring still to FIG. 1, lead management server 100
`is also optionally coupled to one or more secondary lead
`management servers 150. These servers are similar to lead
`management server 100, and optionally may be restricted to
`received leads only from the lead management server, and
`not directly from other lead sources. After the lead is
`routed to the secondary server, it is essentially
`replicated in the lead storage of both servers, although
`the fields of the two stored leads may not be identical,
`since some details regarding the lead may be withheld by
`the secondary server. The lead management server updates
`the lead based on feedback from the secondary server when
`it updates its copy of the lead, for example when the lead
`is assigned to a user. An exemplary application of the
`lead management system has a vendor operating lead
`management server 100 and resellers operating secondary
`lead management servers 150. The vendor has users 100,
`such as direct sales representatives, who receive leads
`directly from lead management server 100. Some leads are
`sent to a reseller by transferring lead information to the
`secondary server. The secondary server may provide some
`feedback information regarding the status of the lead to
`the lead management server 100. However, for example for
`competitive business reasons, some information such as the
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`identity of a particular user assigned a lead by secondary
`lead management server 150 or contact information related
`to the lead may be kept private to the secondary system.
`Leads may also be routed to users by lead management
`server 100 through other information systems 130. For
`example, lead management server 100 can route leads to a
`opportunity management tool provided by Siebel Systems Inc.
`Lead management system 100 is also coupled to a
`secondary information source 120. This information source
`is used to augment the information associated with a lead
`162 that it receives from lead source 160. For example,
`Dunn and Bradstreet information, product literature, or
`sales tools may be associated with a lead and routed to a
`user along with the lead.
`Referring still to FIG. 1, a user interacts with lead
`management server 100 though a user interface 110, which
`may include a computer, a pager, or a telephone.
`In
`general, a user provides configuration 112 to the server,
`for example specifying rules for routing leads provided to
`that user, and configuring the method for notifying that
`user when leads are available. The user receives
`notifications and leads 114 from the server, and in return
`provides explicit acceptances 116 for the leads back to the
`server.
`Referring to FIG. 2, the lead management system is
`implemented using a number of computers coupled to one
`another through Internet 210.
`In alternative embodiments,
`other communication interconnections are also feasible, for
`example, relying on dedicated or "dial-up" connections
`between computers. Lead management server 100 is
`implemented on a lead management server computer 200 that
`is coupled to Internet 210. Lead management server
`In
`computer 200 executes a number of software processes.
`particular, server computer 200 executes a Web client 211
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`for accessing other computers over Internet 210 using the
`http (hyper-text transport protocol) application protocol,
`a Web server 202 for providing other computer access to it
`over Internet 210 using the http protocol, and a mail
`interface 203 for accessing users at other computers using
`electronic mail that is transferred over the Internet.
`In
`addition, lead management server computer 200 is coupled to
`batch input/output devices 204, for example magnetic tape
`drives, that are used to import or export data from the
`server computer. The lead management server computer is
`optionally coupled to other systems over other
`communication links 205, for example over dedicate data
`connections.
`Each user typically interacts with the system using a
`15 user computer 210. For instance, user computer 210
`executes a mail interface 212 that accepts messages from
`mail interface 203 at lead management server computer 200
`and that is used to send messages back to the lead
`management server computer. User computer 210 also
`includes a Web browser 211 for accessing Web server 202 at
`lead management server computer 200.
`In some embodiments,
`user computer 210 may include only a mail interface or a
`Web browser, rather than both.
`In other embodiments,
`client computer 210 is coupled to lead management server
`computer 200 in any of a number of well-known techniques,
`for example using a dedicated client application which
`executes on the client computer and which communicates with
`a server application at the lead management server
`computer.
`In this embodiment, users can also be notified using a
`wireless paging system.
`In this case, lead management
`server computer 200 sends a electronic mail message through
`its mail interface 203 to a pager server 218 over the
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`Internet, and the pager server sends a wireless message to
`the user's pager 215.
`Lead management server computer 200 can also
`communicate with other lead management systems 230 over the
`Internet, for example to route leads to those systems, or
`to accept leads from those systems. Lead management server
`computer 200 can also communicate with secondary lead
`management server computers 250 over the Internet, for
`instance using the http protocol, for the purpose of
`10 passing leads to the secondary servers and for receiving
`feedback regarding the status of leads that it previously
`passed.
`Referring to FIG. 3, lead management server 100
`logically has several modules which are implemented using
`15 physical storage devices, or as processes executing on a
`computer processor according to a program stored on program
`storage 310. Leads 162 are accepted by a lead import
`module 310. Lead import module 310 performs initial
`processing functions to input the lead into the system.
`20 Leads are passed to a data cleansing and enhancement module
`320, which corrects errors in the imported lead, for
`instance based on secondary information sources 120, and
`augments the lead, for example by attaching company
`information from a secondary information source.
`The lead is then passed to rules engine 330 and the
`lead is stored in lead storage 340. Lead storage 340 is
`logically implemented as an object database, which is then
`actually implemented using relational database techniques.
`Rules engine 330 is also coupled to a rules and profile
`storage 350 that hold rules specified by an administrator
`to the system as a whole, or by users for leads that are
`delivered to them. Rules engine 330 makes use of the rules
`in rules and profile storage 350 to modify the leads in
`lead storage 340, thereby logically routing the lead to
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`particular users. Lead management system 100 includes a
`notification, delivery, and tracking module 370 that
`notifies users of leads, provides lead information to the
`users, and accepts responses, such as acceptances,
`rejections, and rerouting of the leads provided to the
`user. When rules engine 330 routes a lead to a secondary
`lead management system, the lead is passed to a server(cid:173)
`server lead module 380 which provides the lead information
`to the secondary server, and accept notifications regarding
`routing and changes of state of the lead from the secondary
`system.
`Referring to FIG. 4, logically, the leads stored in
`lead storage 340 (FIG. 3) logically flow through a
`succession of lead boxes, which are somewhat analogous to
`15 mail boxes.
`Initially, a lead is placed in a system lead
`box 410, and as it is routed to the final user, the lead
`may pass through a succession of user lead boxes 420. Each
`lead box is associated with configuration data, which
`includes rules to apply to leads that are routed to that
`lead box. Each lead has a number of attributes, such as
`the name of the lead, the lead's organization, the
`organization's address, the product involved, the marketing
`campaign involved, and the likelihood of a sale. Rules are
`defined in terms of the attributes. There are several
`types of rules that are applied to a lead.
`A prioritization rule assigns a numeric or categorical
`priority to a lead based on other attributes of the lead.
`Note that this prioritization may be different in different
`lead boxes. An assignment rule determines which next lead
`box the lead should be routed to, again based on the
`attributes associated with the lead. An attachment rule,
`which is also based on the particular attributes of a lead,
`determines what additional information should be attached
`to the lead prior to routing it further. For example,
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`product specifications can be attached and delivered to a
`user with the lead. Note that the information attached to
`the lead may be provided to enable a user to better service
`a lead, rather than simply provide more information about
`the lead itself. An example of such information is
`documentation of a promotional program that could be used
`to encourage a customer to buy a product or service. Other
`examples include training presentations (e.g., video
`presentations) to better prepare the user for selling a
`10 particular product, order forms, or rebate information.
`These attachments may be provides as references to
`documents (e.g., URLs) that the user then accesses over the
`Internet, rather than being provided in their entirety.
`A user specifies a particular rule to apply to leads
`in his or her lead box 420 through user interface 110.
`This specification is typically based on a selection from a
`small number of types of rules, and selection from a
`constrained set of parameters for the rule. The system
`includes a "wizard" mode that specifies a rule by
`20 presenting a sequence of selections to be made or questions
`to be answered by the user, for example having the user
`select which attribute to use in determining where to route
`leads. The system holds definitions for these types (or
`classes) of rules, and specifications of the wizard modes
`for rule selection. A user with appropriate access
`privileges can specify the types of rules that another user
`may choose from, and the wizard mode that the other user
`can use to select a particular rule. The wizard is
`specified using XML (extensible Markup Language) and
`essentially forms a template for the particular rules that
`the users that make use of the wizard can choose.
`In some
`embodiments, the users are arranged in a hierarchy or tree
`and a user has the privilege to specify a wizard for the
`users branching from that user's node in the tree (i.e.,
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`below that user's node if the root of the tree is at the
`top). For example, a user who supervises a set of other
`users may configure their lead boxes with a wizard that
`allows those users to specify particular rules from a class
`5 of rules specified by that supervisor.
`Referring to FIG. 5, logically, based on an exemplary
`application of rules by rules engine 330 (FIGS. 3, 4) a
`lead passes through a branching tree of lead boxes.
`Initially at system lead box 410, leads are routed based on
`system-wide routing rules to a user lead box 420, for
`instance by routing the lead to a lead box associated with
`a geographic region, such as the eastern US. Based on the
`rules at that lead box, the lead may be routed again to
`another lead box 410, for instance one associated with a
`smaller geographic region, such as a particular state in
`the US, and finally to a user interface 110, for instance
`associated with a sales representative for that state.
`Alternatively, in another exemplary application of the
`rules, a lead may be passed to a system lead box 410 at a
`secondary lead management system, where it is passed
`through user lead boxes 420 an finally to a user interface
`110.
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`Each lead is tracked by lead management system 100 as
`it is routed from lead box to lead box, and as it is
`provided and then later accepted or rejected by a user.
`Therefore, users can determine the status of leads.
`Referring back to FIG. 1, lead management server 100 is
`coupled to a reporting interface 140. Based on the
`information regarding routing and status of lead in the
`lead management system, detailed reports regarding aspects
`of sets of leads can be directly determined. For example,
`statistics regarding completion of sales from a particular
`marketing campaign, or in a particular geographic region
`can be prepared. These reports provide feedback from sales
`
`12
`
`American Airlines, Ex. 1010, p.15
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`IPR2023-01366
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`activities, for example, to determine the effectiveness of
`particular marketing campaigns or the effectiveness of
`particular rules in the system.
`
`5
`
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`
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`
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`
`The following additional documents are attached as an
`appendix to this description:
`1. Press release, dated May 24, 1999 (4 sheets)
`2. "Marketsoft Corporation Architectural Overview,"
`viewgraphs dated May 18, 1999 (24 sheets)
`3. "Navigating Through Marketsoft, 11 a user manual,
`including images of a graphical user interface (36
`sheets)
`4. "Rule Explanation," a document describing types of
`rules with examples (13 sheets)
`5. "Marketsoft Architectural Blueprint," (7 sheets)
`6. "Launch Product Plan 5/6/99" (2 sheets)
`7. "Feature Profiles M2.1 Pilot," (8 sheets)
`8. "Feature Profiles M2.2," (22 sheets)
`9. "Feature Profiles M3: Vl.O / FCS," (24 sheets)
`10. Database schema,
`(50 sheets)
`
`It is to be understood that the foregoing description
`is intended to illustrate and not to limit the scope of the
`invention, which is defined by the scope of the appended
`claims. Other embodiments are within the scope of the
`following claims.
`
`What is claimed is:
`
`13
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`American Airlines, Ex. 1010, p.16
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`IPR2023-01366
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`

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`A method for processing customer leads
`1.
`comprising:
`accepting a lead that includes a plurality of
`data fields;
`for each of a plurality of users, accepting a
`plurality of rule specification for that users;
`routing the lead to a first of the users;
`applying one or more of the rules that were
`accepted for that user to the lead;
`routing the lead to a second of the users based
`on the application of the rules;
`notifying the second of the users of the routed
`
`lead; and
`
`receiving from the second user an acceptance of
`the routed lead.
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`American Airlines, Ex. 1010, p.17
`American Airlines v. Advanced Transactions
`IPR2023-01366
`
`

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`American Airlines v. Advanced Transactions
`IPR2023-01366
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`American Airlines v. Advanced Transactions
`IPR2023-01366
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`American Airlines v. Advanced Transactions
`IPR2023-01366
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