This document discusses how Corrao Group, a national business consulting firm, has helped clients maximize their investment in Salesforce over many years. It describes how they helped clients transition from manual, disjointed processes to integrated, automated systems using Salesforce, Pardot, and other tools. This provided benefits like real-time visibility, improved marketing and sales alignment, increased productivity, and better customer engagement. Case studies show impacts like higher response and conversion rates, faster cash flow, and better management of large pipelines. The document promotes Corrao Group's services and experience in custom Salesforce solutions and Account-Based Marketing.

1. Maximizing Your Salesforce Investment
Jack Corrao, Managing Partner
● COO/CMO at Technology firms 18yrs
● Public and Private startups
● Founded Corrao Group 2002
● National Business Consulting Form

2. Our History
720+ 1300+ 5/5 890+

3. What is ABM?
Trend: The strategic process of analyzing individual business’s
assets and weaknesses, prioritizing them, and personalizing
marketing efforts towards them specifically rather than distributing
generic messaging to all accounts at once.
- Began in the 1990’s but has
become a rising industry buzzword
since 2016
- Concept: Addressing client’s
unique wants & needs on a
deeper level

4. Life Before Salesforce
Little to no visibility into company-wide KPIs
➢ Marketing, Sales, Financial, Operations, etc.
Poor task management
➢ Individually and throughout the company
Zero Marketing
➢ No integration
Incomplete process of sharing information
➢ Poor Project Management communications
6-7 days of work with 10-14 hour days
Pre 2008

5. Life With Salesforce2009 - Present
Real-time visibility to all key business indicators:
➢ Company-wide KPIs are two clicks away
➢ Managing individual and project tasks is automated
and self-monitored
➢ Opportunity and Project management supports
seamless communication
➢ Allowance for Marketing integration – one database
for storing statistics
➢ More time invested with customers instead of reacting
to issues
➢ Allowed for maximum company employee productivity

6. Life Before PardotPre 2014
Not proactive with lead/customer nurturing
Zero insight into the content/webpages our prospects were
engaging with
➢ Restricts Sales from knowing what the prospect really wants
to hear in order to make the sell
Marketing was handled by an external, third-party app with
limited connection to Salesforce
➢ Difficult to present consolidated statistics to Sales relating to
their pipeline
No real-time alerts on prospect engagement
➢ Uncertainty if the recipient opened the email, clicked a file,
etc.
Manual Marketing

7. Life With Pardot, Engage, Wave2014 - Present
Company-wide uniformity on content and when it is
being sent.
Excellent visibility into the content our audience interacts
with; what content actually interests them.
Automatic nurturing programs for:
➢ Lost opportunities, legacy customers, partner
updates, unqualified leads, etc.
Accelerates every department in our business: Marketing,
Sales, Accounts Receivable, Project Management, and
more.

8. Marketing Automation vs. Sales Automation
Pardot makes it easier than
ever to create marketing
campaigns, know your
customer, and monitor their
engagement.
Create advanced partner
recruitment, growth
programs, and more.
Sync up your Sales and
Marketing departments
to turbocharge your
Sales pipeline. Know
who to call and when is
the optimal time for
closing.
Use Salesforce Engage
and take your
engagement to a whole
new level.

9. Optimizing
Salesforce
Segmentation Lists
➢ Product/Service, Date Last Active, Geo, Job Title, etc.
Automation
➢ Automatic Prospect Assignment based upon their information.
➢ MQL Alerts - Nurture your Prospects until they’re sales-ready, then assign a Sales
rep.
➢ Extremely customized Engagement Studios going beyond sending emails.
(Notifications, field updates, etc.)
Aligning Sales and Marketing
➢ Marketing Calendar –View scheduled content and upcoming events.
➢ Lifecycle Report – Monitor your Sales cycle’s health and Sales and Marketing
alignment.
➢ Scoring and Grading – Only MQLs reach your Sales team.
Using Pardot Beyond Sending Email
Marketing Automation

10. Each Persona is given a representative name
and profile picture to make them relatable and
memorable. A profile narrative lends context to
the Persona’s outlook and objectives.
Goals enumerate some of the overarching
objectives and desires each Persona holds.
Concerns and Pain Points list the scenarios that
Persona’s typically try to address and/or avoid.
Conversation Matrices provide messaging
starters for objective-based, trigger-induced
scenarios, organized by buyer’s journey stage.
The Anatomy of a Persona

12. Salesforce
Expansion
Making Initial Contact – A Marketer’s Agony
➢ No contact, no opportunity, no deal.
​
The Automated 360 Approach – A Marketer’s Paradise
➢ Advanced Engagement Studio to support direct mail and Sales call alerts
➢ Using PrintSF, we began to send direct mail to avoid the junk folder
➢ Accelerated Partner Recruitment
Reports and Wave Analytics
➢ Advanced dashboard to track ROI
The Results
➢ 35% response rate increase and a 16% conversion rate increase
➢ The Junk Folder is no longer a problem
➢ Superior, more personal relationships with your prospects and contacts
EZ-MarketThinking Outside the Box

13. Staying Engaged - Sales
Salesforce Engage
➢ Real-time alerts on when your contacts or prospects are engaging
➢ Personalized interactions based on buyers’ online activities
➢ Templated (156) vs. non-templated Email statistics
Salesforce1
➢ Add prospects or customers to nurturing programs with one click
➢ Manage your Salesforce, align your team, and drive Sales from your phone
➢ Complete customization – Modify layouts for easier, quicker access
Marketing Activity Insights
➢ Grading, scoring, engaged content, prospect activity, etc.
Marketing stats inside
your Email client

14. Staying Engaged - Sales
Sending a Salesforce Engage Email
Real-Time Alerts

15. Salesforce Wave - Managing QBRs

16. Salesforce
Expansion
EZ-SalesThinking Outside the Box
A Day in the Life of Sales – Never Enough Time
➢ On average, it takes 16-22 touches to close a deal with a prospect
Automating for Sales Efficiency
➢ Preconfigured Sales Scoring model and automations
➢ Nurture, nurture, nurture
➢ Numerous Salesforce Engage templates to support our Sales Cycle’s
stages
Reports and Wave Analytics
➢ Advanced dashboard to ensure ROI is met
The Results
➢ Dramatic increase in Sales efficiency due to Salesforce Engage templates
➢ Real-time alerts and reporting dashboards with Salesforce Engage
➢ Ability to handle a larger pipeline with more predictable outcomes

17. ABM to Corrao Group
- Been consulting businesses via ABM for 20+ years
- BPRs & QBRS
- Utilized MarTech: Pardot
- Taking ABM 1 step further:
- Not just about aligning sales and marketing teams, about aligning
entire company
- Personalization increases referrals and retention rates
- Targeted campaigns based on company vertical
- Carefully planned email drip campaigns
- Increases ROI
- Leads from Salesforce made it easy to analyze businesses due
to being on the same CRM

18. ​“I didn’t purchase Pardot, I hired it. I pay a virtual assistant $0.34 per hour.”
Pardot, Your New Employee
Works 8 hours a day
22-day work month
176 work hours per
month
Works 24 hours a day
30-day work month
720 work hours per
month
8 hours x 22 days = 176 hours per month 24 hours x 30 days = 720 hours per month

19. Salesforce
Expansion
EZ-ARThinking Outside the Box
Cash is King – Reducing Accounts Receivable
➢ Over 730 customers requiring numerous accounting transactions per month
Accelerate Accounts Receivable (EZ-AR)
➢ Automated invoice generation and follow-up, leveraging Salesforce and Pardot
technology
➢ Pardot provides real-time notifications internally and to customers based upon
exceptions
Reports and Wave Analytics
➢ Advanced dashboard to ensure maximum cash flow is achieved
The Results
➢ Reduction of 10-12 hours per AR agent per month
➢ Daily Sales Outstanding reduction from 42 days to 21 days
➢ Quicker Project kickoff and completion

20. ABM - Sample Customers
Segment: MID
Industry: Technology
Products Used
● Sales Cloud
● Pardot
Project Info
● Migration from Hubspot to Pardot
● Marketing process optimization
Location: California
Segment: SB
Industry: Transportation
Products Used
● Sales Cloud
● Pardot
Project Info
● Salesforce Optimization
● Marketing Services Agreement
Location: Florida

21. Our Locations
Toronto, Canada
Atlanta, Georgia
San Jose, California
Irvine, California (Large Training Facility)
San Diego, California (Headquarters)
New Optimizing Expanding
Questions for Corrao Group?
Salesforce Services
Corraogroup.com

22. Custom Salesforce Solutions

23. Ride with Emilio’s Annual Impact
​ 162,000+ hours spent in a van
​ 107,000+ miles traveled
​ 4,500+ rides
​ 250+ patients served
​ 2,300+ appointments
Our 1-1-1 Commitment
Flagship Program: Ride with Emilio
​ Provides free transportation for underprivileged children and their
parents to and from the hospital for cancer-related appointments
ENF’s Goal
​ Bring “Ride with Emilio” country-wide.
​ San Francisco is next!
The Emilio Nares Foundation