This presentation will show you how to automate the flow of people and companies in cadences throughout the buyer journey using SalesLoft Automation Rules. After originally sharing this content with the attendees at SalesLoft's Rainmaker18, I've received a lot of requests for an on-demand version to be available as well. Live Video: https://youtu.be/SvH9UXRIy_s LinkedIn Post: Please feel free to post questions and comments below. I will be recording some more quick videos soon to help your team get the most out of the SalesLoft platform.

1. Make Your Technology Stack Sing:
Orchestrate Automation Rules
rsplain@gmail.com
@RyanSplain
Ryan Splain, LogRhythm - Marketing Analyst

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Operations Sales Management

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Operations Sales Management
Today’s Goal
Automate the flow of people and companies
in cadences throughout the buyer journey.

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Technology Stack

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Technology Stack – Key Components
• Enable Marketing Automation platform to direct people and companies
- Populate the “Cadence Name” field using smart campaigns integrated with lead scoring programs
Marketing Automation
• Enable CRM platform to direct people and companies
- Populate the “Cadence Name” field with a formula evaluating all required criteria
Customer Success
• Sync configured fields from CRM to trigger automation rules
- Rules exist to move people and companies in and out of cadences
Sales Engagement

6. 2 Automation Rules for Immediate Results
Goal: Automate in/out flow of leads in SalesLoft Cadences
1. Add new leads to initial cadence
2. Move leads from one cadence to another

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End-to-End Orchestration
Viewed
Webinar
Cadence Field
Populated
Automation
Rules Fire
Email
Received
Marketing Automation
creates, scores, and
syncs lead to SFDC
New Lead Created
“Cadence Name” field is
populated after scoring is
completed
Person created and added
to cadence through
automation rules
Added to Cadence
First step of cadence
(email) assigned and
completed
Rep Enablement
SDR notified of email
open, click, and website
visit
Visits Website
Step
Completed
Orchestration Begins

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End-to-End Orchestration
Cadence Field
Populated
Marketing Automation
creates, scores, and
syncs lead to SFDC
New Lead Created
Person created and added
to cadence through
automation rules
Added to Cadence
SDR notified of email
open, click, and website
visit
Visits Website
Rep Enablement
First step of cadence
(email) assigned and
completed
Orchestration Begins
“Cadence Name” field is
populated after scoring is
completed
Viewed
Webinar
Automation
Rules Fire
Step
Completed
Email
ReceivedLead created and contacted within 15 minutes

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Add New Leads to Initial Cadence (1/2)

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End-to-End Orchestration
Request
For Demo
Cadence Field
Updated
Automation
Rules Fire
Success
Recorded
Lead score increases and
syncs to SFDC
Stage Change
“Cadence Name” is
updated with new value
(Marketing Qualified
Cadence)
Orchestration Continues
Person “changes” and is
removed from initial cadence
and added to new one
Cadence Change
Rep Enablement
Prospect is tele-qualified
and removed from
cadence
(Remove From
Cadence (Success)
Meeting Date Set
Step
Completed
First step of cadence
(call) assigned and
completed

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Move Leads From One Cadence to Another (2/2)
If you’re not sold on this quite yet…

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Cadence-Based Reporting for Managers
Take SalesLoft reporting beyond the task and activity

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Cadence-Based Reporting for Managers
Take SalesLoft reporting beyond the task and activity
Output Metrics
Volume (Leads/Cadence)
Transitions (Leads Added/Removed)
Efficiency Metrics
Conversion Rates (Requires date stamps)
Velocity Rates (Subtraction of date stamps)

14. 2 Advanced Processes
Goal: Improve lead scoring and reporting
1. Create interesting moments from tasks
2. Track last contacted date in SFDC

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Creating Interesting Moments From Tasks (1/2)
Flow
Smart List
SFDC
• Create interesting moments for Call
Connect/Email Reply
What
• Improve lead scoring by bridging the gap
between automation emails (Marketo) and
1:1 emails (SalesLoft)
Why
• Call Connect/Email Reply: Where an activity
is logged and the subject contains a
connected call disposition or the word
“reply”
How

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Creating Last Contacted Date in SFDC (2/2)
Task
Lead
• Populate last contacted date on the lead/contact
What
• Build confidence that SalesLoft automation is
working (not missing any leads)
• Advanced managerial reporting
Why
• Custom apex code to update the “Last Contacted
Date” in SFDC when a task is created with a type of
Call/Email
How

17. Ryan Splain, LogRhythm - Marketing Analyst
rsplain@gmail.com
@RyanSplain