Sales Cloud: Best Practices and New Features


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How do you go from crawl, to walk, to run with the world's #1 sales application? Come hear from customers and the Salesforce team as they share best practices for rolling out the Sales Cloud. You'll also get a sneak peek at the product roadmap for what amazing innovations are coming in the future.

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  • Good afternoon! My name is Sean Alpert, and I am a director of product marketing at I am very excited to be here to talk about Best Practices with the Sales Cloud.We have recently revamped this presentation. So, I’m going to ask for your help with feedback on how we can improve it – come see me afterwards.By a show of hands, how many of you are already Sales Cloud customers?How many are considering purchasing the Sales Cloud?How many are still in the beginning phases of rolling out the Sales Cloud?How many have been using the Sales Cloud for one year or more?
  • Before we begin, I need to show you our safe harbor statement. is a publicly traded company, and any purchasing decisions you make, should be made based on currently available technology.
  • These companies have all embraced multi-tenant cloud computing.Itis fast, easy, open, flexible, and trustedfor every sized business.Let me explain…Fast: the cloud doesn’t require you to install or configure any hardware or software.Easy: the cloud allows easy upgrades and has a pay as you go subscription model. Open: the cloud means that all of your applications are immediately accessible on any device, and your logic is portable.Flexible: the cloud includes a app marketplace that allows you to add on third-party applications to your deployments to make them even more effectiveTrusted: the cloud provides transparency and gives real-time status updates 24/7.
  • This core technology model is the secret sauce behind why customers are succeeding with the the Sales Cloud. The Sales Cloud is helping companies grow their businesses across every major metric. Our customers have seen, on average, a 26% increase in close rate, 38% increase in lead conversion… And of course all of these metrics lead to the most important metric, which is a 28% increase in sales.About Confirmit: About the Metrics: • Business executives/sponsors/system administrators involved in the CRM purchase decision were asked about percentage improvements the Salesforce service had helped them to achieve. The metrics are the average percent improvement reported. More About the Survey: • In March 2013, conducted its biannual, worldwide, on-line Customer Relationship Survey hosted by independent third-party Confirmit Inc. • The relationship survey assesses various aspects of the relationship between and its customers, including customer loyalty, customer satisfaction, and return on investment achieved. • A total of 5,288 responses to the survey were received from English, French, German, English UK and Japanese-speaking customers worldwide.• A sample of this size is considered accurate at the 95 percent confidence level, +/- 1.35% margin of error. Response sizes per question vary. • The respondents were randomly selected and represented organizations of all sizes and from a diverse set of 23 industries.Confirmit helps businesses operationalize feedback to drive change throughout their organizations using the world’s most secure, reliable and scalable solutions for Voice of the Customer, Employee Engagement and Market Research programs.
  • As we talk to customers around the world, we often hear these questions:
  • And the most common question that we get is: How can I get these results?
  • In this presentation, I will walk through four stages which I’ve seen time and again from our customers as the four critical steps to success.1 – Deploy basic CRM2 – Implement best practices we have seen other customers develop over time.3 – Optimize your sales processes to make your resources as efficient as possible.4 – Lead the transformation to revolutionize how your sales teams work on a day-to-day basis.
  • At the very beginning, your team needs to agree upon the definition of what I’d call the basic 6 – leads, contacts, accounts, opportunities, tasks, and activities. For example, what information should a lead have on it? Under what conditions does a lead convert to a contact? What criteria must be met before you create an opportunity?Sales, Marketing, and Executives probably have different ideas about these questions, so you need to come to consensusAdditionally, teams should agree on the information that they want on each customer, so that everyone can have a single view. Of course, you don’t want to go overboard, or else you’ll be faced with a “wall of text” that nobody will want to fill out.
  • Any sales application is only as good as the information that you put into it. In fact, the #1 cause of failed CRM implementations is bad data.So before you load information from your old databases, documents, or all the business cards you have lying around, put it all into one spreadsheet, and take the time to thoroughly clean and then put it into the Sales Cloud rather than the other way around. Otherwise, you’re just taking dirty data and passing it from one place to the next.
  • The final step in deploying basic CRM is to create a center of excellence.This is your group of key stakeholders that help get executive buy-in on major decisions and meet on a regular basis to discuss challenges and opportunities.Success doesn’t happen right when you flip the switch – it’s a continuous process that happens over time.
  • One of the promises of the Sales Cloud is that it is easily customizable. A sales application should work around the way that your business operates, not the other way around. Think about the objects and fields that are unique to your business or industry, and create them.As well, build the simple sales applications that may not be right out-of-the-box but that are particular to your business.Sales Cloud makes it easy for business users who aren’t coders to build custom apps with point and click development
  • Next, you want to connect your reps to everything that’s important using ChatterChatter is the enterprise social network that enables your sales team to collaborate on deals, download the latest files, and find experts fast.How many of you are using Chatter?I’ve listed out the top ten ways that our customers use Chatter.One that I’ll highlight is creating competitive groups. This is one of the first groups that many companies set up so that they can share war stories and beat the competition.
  • Research shows that sales reps spend about 30% of their time searching for the data they need to do their jobs, instead of focusing on revenue generating activities.A key activity when selling is connecting with the primary decision makers in your accounts. But when account and contact data is incorrect or out of date, sales reps waste time talking to prospects who aren’t the right people. Or they run into dead ends – wrong phone numbers or email addresses, duplicates, contacts no longer in the provides your entire company with data that is always clean, current and accessible in real time. With just one click, you can easily clean your account and contact information.
  • Once you start using opportunities, you’ll be able to see real-time forecasts of revenue and quotas across your sales organization.Here are some top forecasting tipsSales management must adopt the mantra, “If it’s not in Salesforce, it doesn’t exist.” Without full management adoption of the tool, it tends to be too easy for reps to revert to former methods of reporting forecasts.Forecasts at each level should be ready for management review on time. For example, sales reps update their forecast by Monday, so their managers can report up on Tuesday, and so on.Forecasting in Salesforce lets reps focus on selling rather than on reporting up to management– IF they keep their opportunities up to date so their numbers represent valid informationManagers should manage their teams’ forecasts right from the Forecast page. This gives them a quick way to report accurately up to their managers.
  • Dashboards and reports give a complete picture of your business, based on real-time informationUsers can easily create, edit, and share dashboards – you don’t need to go to IT to build it.Here are some tips for dashboards:Create gauges for the top 3 metrics in your company and make sure the right people have access to them.Use chatter to drive discussion around charts that you want to call attention to.Track your opportunity funnel to make sure you have enough pipeline to meet your goalsUse leaderboards to drive healthy competition among your sales teamsTrack activity to see who is doing their homework to drive deals forward.
  • For many organizations, they need to extend the Sales Cloud to meet their specific business needs.One of the best ways to do this is with the AppExchange.We have more than 2,200 cloud and mobile apps that enable you to transform your business.These are solutions that meet a wide range of needs, from incentive compensation, to configure-price-quote apps, and more.And all of these applications in the AppExchange are fast and easy to deploy.Right now we have more than 2.2 million installations of AppExchange apps.
  • Talk about bell curveIt’s easy to set up and share goals, and provide real-time coaching.It enables you to set up recognition and real-time rewards systems.And if at any point someone wants to understand how they’re performing, they can get this information based on feedback from peers and managers – at any time
  • We have many customers that use the Salesforce Platform to integrate to their back-office applicationsWe know that many of you have existing investments in ERP systems like Oracle, SAP, and Microsoft to store data. We’re not asking you to throw those systems out the windowInstead, the Sales Cloud can help you unlock the value by pulling data from those systems into the app that people use every day.You can automate sales processes and workflows using that data using these integrations and extend your sales processes to meet your needs.
  • Once you’ve got your core field sales team using Sales Cloud, it’s time to roll it out to other employees who touch the sales process: inside sales, sales engineers, sales operations, and other departments like legalAll of these roles need access to the same information about the customer so that they can collaborate on deals and push the sales process further quicker.Why waste valuable time doing double entry or paying for another system to house this information?
  • Once you’ve got all your sales teams using the Sales Cloud well, you want to integrate the other key component of your sales funnel – the marketing team.Pardot is a B2B Marketing automation application that enables sales and marketing to work together towards a pipeline of higher quality leads.Pardot allows you to create custom landing pages, lead capture pages, and targeted emailsYour sales people can follow up with the best leads through lead scoringYour marketing people can accurately measure the ROI of their campaigns and drive better leads with personalized content
  • Now that your sales and marketing teams are on the same page, it’s time to bring your customer service team in.The Service Cloud allows your customer service agents to help customers across all traditional channels like phone and email, as well as social channels like Facebook and TwitterService Communities allows customers to help themselves in a branded portal experience.By having service and sales information in the same place, sales people can know about potential problems before they walk into meetings and collaborate with service team members to solve cases quicker.This allows you to maintain better customer relationships
  • Now that you’ve connected your sales, marketing, and service teams together, let’s talk about some really cool stuff.Some of our more advanced customers like Trunk Club, ADP, and Virgin America have built custom mobile sales applications on the Salesforce1 Platform. These applications are branded experiences that surface the customer data and business processes that they need every day to surpercharge their sales.
  • Our most advanced customers are connecting their customers with their products and services. They are connecting customers with toothbrushes, cars, jet engines, and other online services in the cloud to improve the customer experience and upsell One example of this is Caterpillar. Caterpillar has connected its heavy machinery to mobile apps so Caterpillar customers can better manage their equipment on a construction site. They not only track and locate equipment, but they can optimize the maintenance of equipment.Coca-Cola has dozens of mobile apps that their customers use to engage more with Coke. They can order custom drinks with Freestyle, share with their friends, and build loyalty points through engaging games. As well, the machines themselves can “talk” to Coke service agents to let them know when the machines are low on syrup or need maintenance.
  • In this presentation, I will walk through four stages which I believe will help you get started along this path to success.1 – Deploy basic CRM2 – Implement best practices we have seen other customers develop over time.3 – Optimize your sales processes to make your resources as efficient as possible.4 – Lead the transformation to revolutionize how your sales teams work on a day-to-day basis.
  • Sales Cloud: Best Practices and New Features

    1. 1. From Good to Great: Sales Cloud Best Practices SeanAlpert Director, Product Marketing
    2. 2. Safe Harbor Safe harbor statement under the Private Securities Litigation ReformAct of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make.All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter.These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements.
    3. 3. Benefits of Multi-Tenant Cloud Computing: Enterprise Cloud Computing Fast Easy Open Flexible Trusted No Hardware No Software Automatic Upgrades Subscription Model Any Device Data Portability Transparency Real-time Status App Marketplace Extensible
    4. 4. Grow Your Business Along Every Major Metric Average Percentage Improvements Reported by Customers Source: Customer Relationship Survey conducted March 2013, by an independent third-party, Confirmit Inc., on 5,200+ customers randomly selected. Response sizes per question vary. Lead Conversion +38% Sales Productivity +36% Forecast Accuracy +45% Win Rate +26% +28% Sales
    5. 5. We’re long-time Sales Cloud users, and we’re happy with our results. But we want to do even better – what’s next? What are other companies in my industry doing to optimise their processes and maximise adoption? What are the best practices for metrics, dashboards, and reports? How do we get started?
    6. 6. “How Can I Get These Results?”
    7. 7. 4 Steps to Superior Success Deploy Basic CRM • Define common entities • Import clean data • Think mobile first • Create center of excellence • Customise your org • Connect your reps • Enrich lead data • Manage basic forecasts • Integrate all sales functions • Coach your reps • Integrate backend apps • Add other sales roles • Add marketing automation • Integrate customer service • Create holistic sales experiences • Connect your products and services Implement Best Practices Optimise Processes Lead the Transformation
    8. 8. Define Common Entities to Create Alignment Lead Contact Account Opportunity Tasks Activities One View of the CustomerBasic Objects Account Team Contact Info Company Info Address Discovery Questions Activity History Campaign History Partner Info Documents Products
    9. 9. Import Clean Data from the Very Beginning Databases Documents Business Cards Very Clean Spreadsheet or Data Table cause of CRM failure is bad data Lost revenue due to bad data (Source: Gartner, CFO Advisory: Data Quality Overview, 7.29.2011)
    10. 10. Create Center of Excellence to Adapt to Change Get executive buy-in early Meet with key stakeholders on a regular basis Monitor sales team’s use and adjust for new business opportunities Success doesn’t happen automatically after launch! Sales Marketing Finance IT
    11. 11. Implement Your Unique App Custom Objects/Fields Products Competition Risk Assessments “Out of Date” Client Plan Custom Apps Contracts Agreements Invoices Orders Lead Collection
    12. 12. Enable Your Reps to Sell as a Team Top Ten Ways to Use Chatter 1. Connect with product experts 2. Create competitive war rooms 3. Easily share large files 4. Collaborate with remote employees 5. Prepare for sales presentations 6. Manage team projects 7. Discuss confidential topics 8. Get answers 9. Share important info with coworkers 10. Solve customer issues
    13. 13. Enrich Lead Information with Keep Reps Focused on Selling, Not Searching Automatically clean accounts and contacts Enrich accounts with D&B profiles Cross-sell & up-sell with account linkages and hierarchies Get real-time updates and alerts Jason Abrams Office Manager United Partners| Chicago IL 6/1/2013 Isthiscontact already in Salesforce? 1recordsissimilar to the contact youhave entered. Not aDuplicate Complete your contact! 3 contactsfromdata.comare similar to your entry. Let usfill inthe detailsfor you! Jacob Abrams Lead Usability Analyst United Partners| Chicago IL Active - 12/31/12 Add JamesAbrams Sr. Database Architect United Partners| Chicago IL Active - 8/8/13 Add Jason Abrams Chicago Office Manager United Partners| Chicago IL Active - 9/31/12 Add Cancel
    14. 14. Manage Basic Forecasting “If it’s not in Salesforce, it doesn’t exist” Update your forecasts on time Keep opportunities up-to-date Make adjustments in the app Top Forecasting Tips
    15. 15. Set up Core Dashboards and Reports 5 Tips for Dashboards 1. Follow gauges for top 3 metrics 2. Chatter charts to drive discussion 3. Track opportunity funnel 4. Use sales leaderboards 5. Track activity and inactivity
    16. 16. Integrate all your Sales Functions with AppExchange Apps 2,200+ cloud & mobile apps Solutions for every business requirement Fast and simple access Transform Your Business with Powerful Apps Contracts ∙ Incentive Compensation ∙ Quotes ∙ Orders ∙ Territory Management ∙ Partner Management ∙ Sales Intelligence ∙ Electronic Signature ∙ Sales Performance
    17. 17. Coach Your Sales Reps to Success with Use metrics for coaching sessions Track shared goals Give recognition and real rewards Make all of Your Reps “A” Players
    18. 18. Arm Your Salespeople with Your Company’s Unique Data Unlock value of your current investments Use ERP data where people work: Sales Cloud Automate sales processes and workflows Extend your sales process to meet your needs ERP Any System Integrate Your Backend Sales Systems
    19. 19. Roll Out Sales Cloud to Additional Sales Roles Inside Sales Sales Engineers Sales Operations Legal / Contracts
    20. 20. Empower Marketing to Improve Your Sales Pipeline Create landing pages and targeted emails Identify the best leads faster with lead scoring Accurately attribute each lead to campaigns Drive more qualified leads with segmenting and personalised content Create a Better Pipeline of Quality Leads
    21. 21. Integrate Service to Get a 360 View of Your Customer Maintain better customer relationships through great service Empower customers to help themselves Know about critical cases before entering a customer meeting Enable easier maintenance and renewals Create satisfied, loyal customers
    22. 22. Create a Holistic Experience for Your Salespeople CRM is not just a reporting tool Customer Orders Digital Sales Aid Sales Resource Center
    23. 23. Connect Your Customers with Your Products and Services
    24. 24. 4 Steps to Superior Success Deploy Basic CRM • Define common entities • Import clean data • Think mobile first • Create center of excellence • Customise your org • Connect your reps • Enrich lead data • Manage basic forecasts • Integrate all sales functions • Coach your reps • Integrate backend apps • Add other sales roles • Add marketing automation • Integrate customer service • Create holistic sales experiences • Connect your products and services Implement Best Practices Optimise Processes Lead the Transformation