Don’t you have a CRM system in place? More so, are you still relying on Excel to record vital and sensitive business information? If yes, then think again! After all, you can’t remain stuck with the old-world technology at a time where businesses have started leveraging the cloud. Your business must get the support and backing of the domain-leading CRM platform. Continue reading
It’s a big mistake not to have a CRM system in place. The mistake turns bigger if you use Excel to record information. This kind of measure is neither fool-proof nor efficient. This is where the need to implement the domain-leading and world No.1 CRM platform comes into the picture. Which means, without implementing the CRM, your business won’t be able to get organized and streamlined processes and systems. Such businesses can never be able to understand their customers better, let alone meeting the specific requirements. Continue reading
In any Salesforce implementation, the temptation is to try and replicate existing business processes verbatim within the Force.com architecture. However, when we lead with a business analysis approach we can take the extra mile in one stride – realising further benefits than initially envisioned because of the following drivers:
1. Our current business process complexity may be redundant
When we take a bicycle to the shop to get its brakes upgraded – we don’t leave brake calipers and old cables on the bike if we have added disc brakes. It’s the same when implementing Salesforce.com, as it is an opportunity to envision a leaner, more efficient way of working that saves everyone in the company from the tyranny of bureaucracy.
2. It’s a socially enabled platform
Email is so ‘last century’. Compared to Salesforce.com’s inbuilt social communication platform Chatter, it’s like using smoke signals rather than a telephone. Email is not automatically contextualised and associated with other key data points, the information required may be held by someone not on the email chain. With Chatter we can hitch our reigns to cutting edge collaboration capabilities and easily relate information to pertinent data points, and escape from being snowed under by irrelevant emails clogging up our inboxes.
3. It lends itself to process experimentation
Disruptive innovation is the idea that businesses should disrupt the competition by innovating a new product or way of providing services. You now have a lot of businesses with established practices and processes jumping on this jargon wagon, executives putting pressure on middle management to ‘be disruptive’ and ‘foster innovation’. All of this is like rearranging deck chairs on the Titanic, because the organisation is asking its employees to change how they behave and think without changing the underlying systems and process structures that nurture the legacy way of thinking. If we want to be disruptive in the marketplace, we need to continually disrupt our own way of thinking and working first.
Salesforce.com allows us to swiftly put this value into practice with minimal business impact, through its phenomenal development, customisation, and re-architecting capabilities.
4. We can automate the ugly stuff.
We all have those chores that we have to do, yet somehow become the bane of our working day – because they suck up our valuable time from those aspects of our jobs that are meaningful and provide shared value in an organisation. A Salesforce.com implementation is a superb opportunity to automate the hell out of these chores – whether it be automatically sending emails; updating records and fields; or creating and assigning tasks to colleagues based on progress through a business process.
5. We can engage and inspire all of our stakeholders.
In many Salesforce.com implementations we come up against the challenge of making the system useful for all stakeholders. It’s no use setting up a system that is only useful for the CEO, and all other staff are left with an overly complex and clunky system that makes a government department look like the epitome of efficiency. When we take all stakeholder priorities into account (As per the radar chart below), not only can we ensure that these are reflected in the functionality – each stakeholder can also interact with the system in a way that is customised to their requirements.
Resource : CloudSocius
So, you are a big marketing hotshot who knows all about getting people to buy stuff. You have no scruples, and won’t lose any sleep if you send the same email to the same person 77 times in a week. You are a marketing God.
The problem is you have no way to prove it is your carefully (machiavellic) planned marketing campaigns that are bringing in the big bucks to the business. Even worse, little Joe from the sales department is getting all the credit for your hard work… Pfff, like he even knows how to distinguish a Lead from an Opportunity.
If this sounds like you, fear no more. Using the Campaigns tab on Salesforce, you can determine how much your amazing campaigns are contributing to your business. And I am going to show you how get the best out of them.
The first thing you need to remember is that Salesforce is NOT a marketing tool. But if you use it correctly, it can be invaluable in helping you understand the return you are getting on your marketing efforts.
Make sure you are a Salesforce marketing user
If you are a system admin go into your user page and put a tick on the “Marketing User” checkbox. If you aren’t, just contact your admin to do this for you. If you are not a marketing user you won’t be able to create campaigns on Salesforce.
Create types of campaigns and standardize them
The type could be Email, Conference, Webinar, etc. Whatever is relevant to your business should be a type of campaign. Also, decide which information is worth keeping and make sure the appropriate fields are available on the campaign page. If you don’t know how to do this contact your system administrator. By standardizing your campaigns, the reporting will become much more effective, as there will be common fields on which to compare performance.
Another thing that is worth standardizing is your definition of a successful campaign. This could be the number of opportunities created, the number of people who attended the conference, the % of responses, etc. If you define strict guidelines for determining success, you will easily be able to tell which campaigns were worth the effort.
Create your target list
Decide the recipients of your campaign and make sure you add them to your Salesforce campaign. You can do this by using the Manage Members button in the Campaign page to add existing leads or contacts. Alternatively, you can use the import wizard to import external leads that will automatically update your campaign.
Track responses. I mean religiously track responses
If you want any trustworthy information to come out of this process you will need accurate tracking. The first thing you will want to do is set your response types (campaign member status), so they are relevant to the type of campaign you are running. Then, if you are lucky enough to have a marketing tool that tracks responses automatically such as Pardot (http://www.pardot.com/) all you have to do is sync it with Salesforce.
If you’re not that fortunate, there are two main methods in which you can track your responses: 1. you can manually record customer’s responses on the Campaign History list on the lead\contact detail page, or the campaign detail page; 2. you can mass update a list of leads or contacts and their responses using the Campaign member import wizard.
Relate opportunities and converted leads to campaigns
A standard Salesforce functionality is “Campaign Influence”. This feature is EXTREMELY IMPORTANT. I’ll get to why it is important in a second, but first you need to make sure you turn it on.
To do so, go to Setup -> Build -> Customize -> Campaigns -> Campaign Influence and tick “Enabled” on the “Automatic Association” step.
Campaigns will now be automatically associated with all “opportunities created”\”leads converted” that relate to your campaign target list. In practice, what this means is that if an opportunity gets created through a contact that is a part of your campaign, that opportunity will automatically be tied to your campaign, and it will show on the campaign page. The same will happen if you convert a lead that is connected to your campaign. This will save you the trouble of having to chase opportunities down and manually relate them to your campaign.
So, you have done all the hard work, you have got to the end of the rainbow and now you want to collect your pot of gold. Or in other words, you want proof your campaigns are bringing in customers as fast as Usain Bolt runs the 100m! No problem.
Salesforce provides you with three “out-of-the-box” reports that will show you just how well your campaigns are doing! You can access them just by going into the campaigns tab and clicking the links displayed under “Reports”.
The three standard reports are:
1. Campaign ROI Analysis shows you ROI for all campaigns in a single report;
2. Campaign Revenue shows you how many opportunities were closed on each campaign and how much money each one brought to your business;
3. Campaign Member Analysis shows you the status of each campaign contact\lead summarized by campaign and campaign type, so you have an overview of how people are responding to your efforts.
These three reports are a very good start, but Salesforce will allow you to create any report based on any campaign fields (remember step 1 of this guide?). So, have at it!
That’s it! Follow the above steps and will you be able to prove to everyone what a marketing genius you are in no time.
By David Martins – Salesforce Solutions Executive – CloudSocius