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Sales Gamification Case Study: Lawley Insurance

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Sales Gamification Case Study: Lawley Insurance

  1. 1. Gamifying Activity Logging and Opportunity Management Salesforce Buffalo User Group Meeting / October 9, 2012 Presented by: Tom Engelhardt, Salesforce Solution Architect, Lawley
  2. 2. Our Problem • Inaccurate forecasts due to “messy” pipelines – Expired Close Dates – Lack of proper staging • Lack of activity logging – Who is doing what, when? – Stewardship reporting, which should be easy, was practically impossible
  3. 3. The BIGGER Problem? • Nicely asking them wasn’t producing results. • Their “praise” of the system proved to be lip service, and we began to question whether they saw the value of the system. • Instead of jumping on board when a data request could not be fulfilled, some jumped to the conclusion that the system is flawed and Salesforce isn’t all it’s cracked up to be. We needed a new strategy to convince them of the value.
  4. 4. Our Approach • At the end of the day, we’re talking about good, clean data entry • Make data entry for our worst system adopters fun!
  5. 5. Gamification • Hot topic in CRM adoption and ROI • 10+ sessions at this year’s Dreamforce – Informatica and Comcast two case studies for gamifying sales
  6. 6. LevelEleven’s Compete • Native app • Point-and-click setup • Gamify practically any system behavior using advanced filtering capabilities • Affordable
  7. 7. Our 2-week Pilot Program Behaviors we wanted to motivate: 1. Clean Up the Pipeline! a. Move the Stage of your Opportunities to anything but “Nurture” (even Closed Lost), and you get 50 points b. Update the Close Date to 9/1/2012 or greater and get 50 points c. Log Prospect phone calls for 25 points d. Log Prospect meetings for a big 75!
  8. 8. Activity Logging Results • Between 1/1/2012 and 8/17/2012, these users created a total of 1,259 activities. – This time span represents roughly 33 weeks. 1259 / 33 = approx. 38 activities created/week. • In the 2-week period of the contest, they created 196. – 196 / 2 = 98 activities created/week • During the 2-week contest, these users created the equivalent of 257% of the average weekly activities created in the prior 7.5 months.
  9. 9. Close Date Update Results • Between 1/1/2012 and 8/17/2012, the Close Date was updated 202 times. • During the 2-week contest, it was updated 307 times. • This represents 152% of the Close Date updates that occurred in the prior 7.5 months in a 2-week period.
  10. 10. Stage Update Results • Between 1/1/2012 and 8/17/2012, Stage updates occurred 171 times. • During the 2-week contest, 188 updates occurred. • This represents 110% of the Stage updates that occurred in the prior 7.5 months in a 2- week period.
  11. 11. Today? • Still a struggle, but they’re starting to get it. – Pipelines and their use in closing gaps – Activity reporting in the click of a button • Never-ending process • Use the app whenever possible to encourage adoption.

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