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Best practices in creating & using sales reports & dashboards
- 1. Best Practices inCreating & Using Sales Reports & Dashboards Circles of Success Program Dreamforce 2018
- 2. Forward-Looking Statements Statement underthe Private Securities Litigation Reform Act 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 salesforce.com, 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 non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, 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. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
- 3. Customer Success Keynote: LearnHow to Get More Value from Salesforce Thursday, September 27th, 3:00 - 4:00 pm | Moscone West, 3rd Floor Christine Robertson Partner, Marketing & Sales PwC Brian Millham President, Customer Success at Salesforce Robert Newnes-Smith VP, Enterprise Business Services Thomson Reuters Amber Boaz CRM Platform Owner Rapid7 sfdc.co/RegisterToday
- 4. Tweet to Wina Blaze Pin! Share what you learned today using #CirclesofSuccess AND #SuccessForAll Show your tweet to redeem* at City View @ Metreon Level 4, Blaze’s Prize Pickup * Quantities limited. Limit one per person. While supplies last.
- 6. Welcome to theSuccess Community • Engage directly with Salesforce experts • Hear from MVPs and other customers • Access all you need to achieve success • Content and resources • Circles of Success and webinars Join the conversation Access the Trailblazer Community today! salesforce.com/success
- 7. Agenda • What broughtyou to the circle / introductions • Best Practices – 5 Simple Steps • Getting Started – AppExchange Reports & Dashboards • Discussion • Key Takeaways & Wrap Up
- 8. What Brought Youto This Circle Today? Common topic questions customers ask. What are yours? When should I convert Leads to Opportunities? How can I ensure we have followed up on leads? How can I score and assign leads in Salesforce? How do I measure Sales Effectiveness? Can reports help me sell more? How do I track multiple Sales Processes in Salesforce?
- 9. Best Practices 5 SimpleSteps to Reports and Dashboards Build your reports: • Start with out-of-the box reports or source reports available on the AppExchange. • Understand the three different report types. Build your dashboards: • Understand the different dashboard formats. Use data to drive behavior and produce results: • Manage from the top down. • Include adoption and data quality metrics. • Always engage your user community. Know what keeps your executives up at night: • Ask questions and start at the top. • Align metrics with your company vision. • Tip: Salespeople thrive on competition. Capture the right data: • Manage what you measure. • Limit the number of reports and dashboards. • Develop a clear, concise naming strategy. • Determine security and access. Whitepaper: 5 simple steps to reports & dashboards
- 10. Great dashboard packto get you started Sales & Marketing Dashboards • Marketing Executive Dashboard • Sales Executive Dashboard • Sales Manager Dashboard • Salesperson Dashboard Customer Service Dashboards • Agent Supervisor Overview Dashboard • Service Executive Overview Dashboard • Service KPIs Dashboard Next Steps • Get It Now on the AppExchange • View sample of Salesforce CRM Dashboards in PDF Salesforce CRM Dashboards
- 11. Get visibility intoyour sales team’s activities Dashboards to show how a company can analyze sales activity rates and types against opportunities: • Visibility of Sales Activities: Custom reports based exclusively on the out-of-the-box application. • Visibility of Sales Professional Work Rate: Custom Dashboard. • Spot Neglected Opportunities & Accounts. NEXT STEPS - Get It now on the AppExchange. Sales Activity Dashboard
- 12. Easily keep trackof leads and opportunity management Dashboards use standard fields and objects from within Salesforce; therefore, there is no configuration to to be done: • Track open and closed opportunities for the Year/Quarter/Month. • Maintain year over year or month over month closing trends. • Understand and manage your inbound lead flow. NEXT STEPS • Get It now on the AppExchange. Lead and Opportunity Management
- 13. Inspire your SalesTeam with a weekly pipeline "housekeeping" dashboard Dashboards to display deals that have been "pushed" multiple times, deals without recent activity and deals missing key data: • Sales Dashboard • Clean Your Room • Opportunity Cleanup Next Steps: Get It now on the AppExchange. Learn the best practices for Clean Your Room! Dashboard Clean Your Room! Dashboard
- 14. Report & DashboardDiscussion Topics • What are common issues you encounter? • What are some best practices you use today?
- 15. Key Takeaways 5 SimpleSteps to Reports and Dashboards Build your reports: • Start with out-of-the box reports or source reports available on the AppExchange. • Understand the three different report types. Build your dashboards: • Understand the different dashboard formats. Use data to drive behavior and produce results: • Manage from the top down. • Include adoption and data quality metrics. • Always engage your user community. Know what keeps your executives up at night: • Ask questions and start at the top. • Align metrics with your company vision. • Tip: Salespeople thrive on competition. Capture the right data: • Manage what you measure. • Limit the number of reports and dashboards. • Develop a clear, concise naming strategy. • Determine security and access. Whitepaper: 5 simple steps to reports & dashboards
- 16. Wrap-Up Tell ushow we did and complete our survey.
- 17. What’s Next? Bookan Accelerator! Get Expert Help With Reports & Dashboards Salesforce.com/Accelerators Accelerators are available to customers with Premier/+ or Signature Success Plans. Other terms may apply. 1-on-1 Consultation with a Certified Cloud Specialist. Recommended: ● Sales Cloud: Insights: Insights From Your Dashboards ● Sales Cloud: Insights: Design Reports & Dashboards ● Service Cloud: Insights: Dashboard Design ● Einstein Analytics: Insights: Build Dashboards Contact Your AE or Success Manager
- 18. Premier Success DrivesSalesforce ROI Reported increase over Basic Plan customers The ROI is based on a customer survey conducted by independent, third-party Market Tools. All other metrics are based on Premier customer metadata.
- 19. Welcome to theTrailblazer Community Engage directly with Salesforce experts. Hear from MVPs and other customers. Access all you need to achieve success: • Content and resources • Circles of Success and webinars Join the conversation Release Readiness Getting Started Lightning Now Premier Central Access the Trailblazer Community today! salesforce.com/success
- 20. Questions? Stop byAsk an Expert in the Success Lodge! City View @ Metreon, Level 4
Editor's Notes
- #3 Key Takeaway: We are a publicly traded company. Please make your buying decisions only on the products commercially available from Salesforce. Talk Track: Before I begin, just a quick note that when considering future developments, whether by us or with any other solution provider, you should always base your purchasing decisions on what is currently available.
- #4 Register today for the Success Cloud Keynote and learn how to get more value from Salesforce.
- #5 Share what you learn today during this session to win a Blaze pin! Make sure to use the hashtag #SuccessForAll and redeem within the Success Lodge at Blaze’s Prize Pickup.
- #6 I would like to take a moment to recognize a group of customers who have been blazing a trail with Salesforce for 10 or more years - Customer KOA.
- #9 Let’s take a moment and get to know each other. What I’d like all of you to do is to tell us your name, the company you work for, and the main thing that interested you about coming to this Circle of Success today. [Note to facilitator: If you have a small group, just go around the table. If you have a large group with multiple tables, then ask each table to go through the exercise on their own. In either case, start by introducing yourself providing your name, how long you’ve been with Salesforce, and the department you work in. You can also mention anything that excites you about the topic related to this Circle, but this is not necessary.]
- #10 Whitepaper: https://help.salesforce.com/servlet/servlet.FileDownload?file=01530000001x34wAAA. Reports and dashboards show how you performed in the past and what’s happening at the moment— they’re key to driving success and adoption for any CRM project. The information provided by reports and dashboards is especially important in today’s environment, where it’s critical to be proactive, rather than reactive, in your approach. You want to be able to spot trends and act on them immediately. For example, a sales organization wants to know which deals were lost, which competitors are gaining ground, and whether the average time to close is increasing or decreasing. For a customer service organization, it’s important to track the average days or time to close and satisfaction. And marketing organizations want to track campaign effectiveness and ROI. To make the most of Salesforce CRM’s reporting capabilities, it’s important to plan carefully and then follow these 5 proven steps to making reports and dashboards part of your business process: Step #1: Know what keeps your executives up at night Finding answers to critical business questions and making good decisions is vital to executives—and to their companies’ success and competitive position: Ask questions and start at the top – When designing reports and dashboards, first define what your executives—your CEO; the VPs of Sales, Marketing, Support; and your channels—need to know to run their business. What are their key metrics? What behaviors do they want to encourage? Align metrics with your company vision – Take your business objectives, determine the metrics that measure those objectives, and map those metrics to the capabilities of Salesforce CRM. For example, if forecasting and tracking large deals are important to the VP of Sales, make sure you understand the key data points that give insight into those tasks and the best frequency for reporting that data. Or if your VP of Marketing needs to track response rates, sales, trials, meetings, or campaign awareness, you need to capture that data at the campaign, campaign member, lead, and opportunity level to return meaningful metrics. Tip: Salespeople thrive on competition. If you make it possible to track their progress in relation to their peers, your overall adoption rates will go up. Step #2: Capture the right data Your reports and dashboards are only as good as the data behind them—planning is the key to capturing and displaying the correct metrics. Identify your sources early. Consider working backwards: plan your reports first and then configure the application by adding custom fields, formulas, and so on. If your marketing team wants to see campaign effectiveness over time, for example, you’d want to track which campaigns lead to leads, opportunities, and closed/won deals. Every week, you could use snapshot reports on lead status by campaign and opportunity status by campaign to show how many leads and opportunities were received and converted from each campaign. Manage what you measure – Pick a limited number of key performance indicators (KPIs) or metrics. A third-party survey of the number of metrics used by CEOs showed that 52 percent use 5–10 metrics to manage their entire business. Limit the number of reports/dashboards – Focus on those tied to specific business objectives. Develop a clear, concise naming strategy – That approach will make report and dashboard folders easy to find. Use labels that are meaningful to your users; for example “MW Sales Team,” “Premier/Gold Support Analysts,” or “Converted Leads for Verticals Team.” For dashboard folders, start with the word “Dashboard” (Dashboard – MW Sales Team,” “Dashboard – Premier/Gold Support Analysts”). Determine security and access for the report and dashboard folders and give users access based on their job functions or roles. Step #3: Build your reports Most customers start with a current report tracked in Excel or Access and use it as a baseline. As you begin to build reports in Salesforce CRM, there are several resources to help you get started. Start with out-of the-box reports. Salesforce.com offers standard reports across all standard objects. You can use these reports as the basis for your custom reports. Understand the three different report types and how they’re used: • Tabular reports are the simplest and fastest way to return your data in a simple list view format. Keep in mind that tabular reports can’t be used to create dashboard components. • Summary reports return your data with subtotals and other summary-level information. Summary reports are great for showing average dollar values for closed won opportunities by salesperson or number of cases by status by support representative. • Matrix reports show data summaries against both horizontal and vertical criteria; for example, total sales per sales rep per year by quarter. Step #4: Build your dashboards When you finish planning after asking all the right questions and building your reports, you’re ready to build your dashboards. The key to building dashboards your VPs, managers, and users can’t live without is to match the dashboard metrics to a compelling business metric. Understand the different dashboard formats and what type of data is best displayed in each format: • Horizontal bar/vertical column charts are great for showing geographical data, stage or status information, or any data that’s part of a single grouping. 5 simple steps to reports and dashboards For More Information Contact your account executive to learn how we can help you accelerate your CRM success. • Pie and donut charts are useful for displaying data that shows proportions of a total, such as the number of leads by lead source. • One of the newest chart types, the funnel, is best used for showing ordered picklists such as opportunity stage, case status, or lead stage. For more information, go to Help & Training and search on chart types. Don’t reinvent the wheel! Go to the AppExchange, download the free, pre-built dashboards—such as the Lead and Opportunity Management dashboard—created by Force.com Labs, and customize them to meet your business needs. Use these dashboards to track and measure adoption, sales productivity, campaigns, lead generation, and service and support. Step #5: Use data to drive behavior and produce results Reports and dashboards are designed to be iterative—it’s important to keep them current and relevant. To successfully roll out business metrics, good communication is key. Make it easy for your users to find, view, and access the dashboards relevant to them. Use the schedule refresh feature to ensure your users see the most recent data. And use schedule and email reports and dashboards to remind your users that their business-critical metrics are in Salesforce CRM. Manage from the top down – Encourage managers to run forecast calls directly from their dashboards. Many customers also have the following mandate for sales: “If it’s not in Salesforce, it doesn’t exist.” This directive proves to be extremely motivating for salespeople. Include adoption and data quality metrics – Include a dashboard component that tracks faulty data, such as all accounts without an industry, contacts without valid email addresses, or leads with a status of “qualified” that haven’t been converted. Again, publishing such metrics can be extremely motivating. Engage your user community – Don’t make the mistake of tracking such metrics only at the executive level—make sure your users see the same metrics on their personal dashboards. What do your users want to see? What will help them do their jobs faster and smarter? Those are the metrics that matter. For example, you could create reports and dashboards that rank salespeople by top deal or top salespeople per quarter.
- #11 Your one stop shop for GREAT example dashboards. Includes dashboards for Executives, Reps, Sales, Support and more. Gives you best-practices dashboards and reports for your sales, marketing, and service teams—straight out of the box. Provides comprehensive insight into organization, team, and individual performance. Increases the CRM adoption and effectiveness of your sales and service organizations. With these CRM dashboards, your sales and service teams can stay on top of every deal or case, and close more business on time than ever before. Sales Managers will have more visibility into open opportunities and gain greater pipeline predictability. Dashboards and reports in this package are intended to provide you with a starting point to make reporting easier in your organization. Find out more at
- #12 This dashboard shows how a Company can analyze Sales Rep's activity rates and types against Opportunities. Visibility of Sales Activities: Custom reports based exclusively on the out-of-the-box application Visibility of Sales Professional Work Rate: Custom Dashboard Spot Neglected Opportunities & Accounts This Dashboard is important to Sales Professionals who wish to have visibility of the types of Activity their Sales Teams are engaging in on Opportunities. This is particularly helpful in team selling environments where together with Account Executives the Opportunity may have Activities from Sales Consulting, Engineering and Professional Services teams.
- #13 Install lead tracking and opportunity management dashboards instantly within your salesforce.com account. These dashboards only use standard fields and objects from within salesforce.com, therefore, there is no configuration to be done. A simple download. Track open and closed opportunities for the Year/Quarter/Month Maintain year over year or month over month closing trends Understand and manage your inbound lead flow Download these 2 free dashboards to wrap visibility around Lead flow and Opportunity Management. Lead Dashboards: Track lead counts, general status, ownership, source and conversion information. Opportunity Dashboards: Track closed business for Year/Quarter/Month. Track sales closing trends, win/loss ratios, top revenue generating accounts, industries and much more! Alternatively, you can bundle the Lead and Opportunity Management Dashboards with all other FREE Dashboards, by downloading the AppExchange Dashboard Pak. http://www.salesforce.com/appexchange/detail_overview.jsp?NavCode__c=&id=a0330000003gxJ1AAI
- #14 Playing on the competitive nature of salespeople, this is one leaderboard that your reps will NOT want to be listed on. Displays deals that have been "pushed" multiple times, deals without recent activity and deals missing key data. Sales Dashboard Clean Your Room Opportunity Cleanup Inspire your Sales Team with a weekly pipeline "housekeeping" dashboard. Playing on the competitive nature of salespeople, this is one leaderboard that your reps will NOT want to be listed on. Uses a push counter trigger to determine how many times an opportunity has been pushed forward to close in a different month. Details opportunities tat are set to close in the current month, however have not had any recent activity as well as account with no activity at all. Finally, lists Opportunities that are missing key data elements, such as Next Steps, Products and Partners. Fully customizable to support your unique needs.
- #16 Whitepaper: https://help.salesforce.com/servlet/servlet.FileDownload?file=01530000001x34wAAA. Reports and dashboards show how you performed in the past and what’s happening at the moment— they’re key to driving success and adoption for any CRM project. The information provided by reports and dashboards is especially important in today’s environment, where it’s critical to be proactive, rather than reactive, in your approach. You want to be able to spot trends and act on them immediately. For example, a sales organization wants to know which deals were lost, which competitors are gaining ground, and whether the average time to close is increasing or decreasing. For a customer service organization, it’s important to track the average days or time to close and satisfaction. And marketing organizations want to track campaign effectiveness and ROI. To make the most of Salesforce CRM’s reporting capabilities, it’s important to plan carefully and then follow these 5 proven steps to making reports and dashboards part of your business process: Step #1: Know what keeps your executives up at night Finding answers to critical business questions and making good decisions is vital to executives—and to their companies’ success and competitive position: Ask questions and start at the top – When designing reports and dashboards, first define what your executives—your CEO; the VPs of Sales, Marketing, Support; and your channels—need to know to run their business. What are their key metrics? What behaviors do they want to encourage? Align metrics with your company vision – Take your business objectives, determine the metrics that measure those objectives, and map those metrics to the capabilities of Salesforce CRM. For example, if forecasting and tracking large deals are important to the VP of Sales, make sure you understand the key data points that give insight into those tasks and the best frequency for reporting that data. Or if your VP of Marketing needs to track response rates, sales, trials, meetings, or campaign awareness, you need to capture that data at the campaign, campaign member, lead, and opportunity level to return meaningful metrics. Tip: Salespeople thrive on competition. If you make it possible to track their progress in relation to their peers, your overall adoption rates will go up. Step #2: Capture the right data Your reports and dashboards are only as good as the data behind them—planning is the key to capturing and displaying the correct metrics. Identify your sources early. Consider working backwards: plan your reports first and then configure the application by adding custom fields, formulas, and so on. If your marketing team wants to see campaign effectiveness over time, for example, you’d want to track which campaigns lead to leads, opportunities, and closed/won deals. Every week, you could use snapshot reports on lead status by campaign and opportunity status by campaign to show how many leads and opportunities were received and converted from each campaign. Manage what you measure – Pick a limited number of key performance indicators (KPIs) or metrics. A third-party survey of the number of metrics used by CEOs showed that 52 percent use 5–10 metrics to manage their entire business. Limit the number of reports/dashboards – Focus on those tied to specific business objectives. Develop a clear, concise naming strategy – That approach will make report and dashboard folders easy to find. Use labels that are meaningful to your users; for example “MW Sales Team,” “Premier/Gold Support Analysts,” or “Converted Leads for Verticals Team.” For dashboard folders, start with the word “Dashboard” (Dashboard – MW Sales Team,” “Dashboard – Premier/Gold Support Analysts”). Determine security and access for the report and dashboard folders and give users access based on their job functions or roles. Step #3: Build your reports Most customers start with a current report tracked in Excel or Access and use it as a baseline. As you begin to build reports in Salesforce CRM, there are several resources to help you get started. Start with out-of the-box reports. Salesforce.com offers standard reports across all standard objects. You can use these reports as the basis for your custom reports. Understand the three different report types and how they’re used: • Tabular reports are the simplest and fastest way to return your data in a simple list view format. Keep in mind that tabular reports can’t be used to create dashboard components. • Summary reports return your data with subtotals and other summary-level information. Summary reports are great for showing average dollar values for closed won opportunities by salesperson or number of cases by status by support representative. • Matrix reports show data summaries against both horizontal and vertical criteria; for example, total sales per sales rep per year by quarter. Step #4: Build your dashboards When you finish planning after asking all the right questions and building your reports, you’re ready to build your dashboards. The key to building dashboards your VPs, managers, and users can’t live without is to match the dashboard metrics to a compelling business metric. Understand the different dashboard formats and what type of data is best displayed in each format: • Horizontal bar/vertical column charts are great for showing geographical data, stage or status information, or any data that’s part of a single grouping. 5 simple steps to reports and dashboards For More Information Contact your account executive to learn how we can help you accelerate your CRM success. • Pie and donut charts are useful for displaying data that shows proportions of a total, such as the number of leads by lead source. • One of the newest chart types, the funnel, is best used for showing ordered picklists such as opportunity stage, case status, or lead stage. For more information, go to Help & Training and search on chart types. Don’t reinvent the wheel! Go to the AppExchange, download the free, pre-built dashboards—such as the Lead and Opportunity Management dashboard—created by Force.com Labs, and customize them to meet your business needs. Use these dashboards to track and measure adoption, sales productivity, campaigns, lead generation, and service and support. Step #5: Use data to drive behavior and produce results Reports and dashboards are designed to be iterative—it’s important to keep them current and relevant. To successfully roll out business metrics, good communication is key. Make it easy for your users to find, view, and access the dashboards relevant to them. Use the schedule refresh feature to ensure your users see the most recent data. And use schedule and email reports and dashboards to remind your users that their business-critical metrics are in Salesforce CRM. Manage from the top down – Encourage managers to run forecast calls directly from their dashboards. Many customers also have the following mandate for sales: “If it’s not in Salesforce, it doesn’t exist.” This directive proves to be extremely motivating for salespeople. Include adoption and data quality metrics – Include a dashboard component that tracks faulty data, such as all accounts without an industry, contacts without valid email addresses, or leads with a status of “qualified” that haven’t been converted. Again, publishing such metrics can be extremely motivating. Engage your user community – Don’t make the mistake of tracking such metrics only at the executive level—make sure your users see the same metrics on their personal dashboards. What do your users want to see? What will help them do their jobs faster and smarter? Those are the metrics that matter. For example, you could create reports and dashboards that rank salespeople by top deal or top salespeople per quarter.
- #18 Need more help with Reports & Dashboards? Salesforce Accelerators are a great resources! Available to our Premier and Signature Success customers, Accelerators are short 1-on-1 consultations with Certified Cloud Specialists that help you get started or deliver advanced help. Some are quick, easy, and accomplished with just a phone call and shared computer screen. Others connect your team to senior, cross-disciplinary Salesforce specialists for deep dives unique to how you use our Platform. I’ve identified a few Accelerators that can help you with Reports & Dashboards. To book one, contact your Account Executive or success manager.
- #19 MANDATORY SLIDE Key talking points: (please do NOT use this as the talk track - consider them as guidelines/answers to typical customer questions) Premier Success Plans offer ongoing success resources, technical support and unlimited online training, to drive strong user adoption higher user productivity and more analytics and process automation It’s about maximizing ROI, both as you begin your journey and throughout the lifetime of your subscription. Our customers tell us Premier Success Plans drive an 80% higher ROI on their Salesforce investment.