Sales Lifecycle presentation at Dreamforce 2014 with Jennifer Cramer, Deepa Patel and Shell Black

1. Sales Lifecycle
Jennifer Cramer
Customer Success Director
salesforce.com
Shell Black
President
ShellBlack.com, LLC
Deepa Patel
President
Halak Consulting, LLC

2. Safe Harbor
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3. Jennifer Cramer
Customer Success Director

4. Join the Conversation
Session Chatter Feed
“Salesforce Admin Fundamentals:
The Sales Cloud”

5. Agenda
• Sales Lifecycle Data Flow
• Campaigns
• Leads
• Opportunities
• ROI
• Q&A

6. Target Audience for this Session:
• I’m new to Salesforce and want to learn
• I am using this area of Salesforce today,
but want to pick up some tips or confirm
“I’m doing it right”
• I want to tie my implementation to
processes and best practices
• Functional Roles: Sales & System
Administrators

7. Sales Lifecycle - Data Flow
Campaign Lead
Account
Contact
Opportunity
Analytics

8. Shell Black
President
@Shell_Black

9. Campaigns
What is a Campaign & Member Status

10. What is a Campaign?
• Marketing initiative that is tracked in Salesforce. Tracks if marketing
spend was effective in generating demand, a response, and if those
responses resulted in revenue.
• When setup correctly, Campaigns show which initiatives have the best
return (ROI)
– Won Opportunity $ > $ Spent on a Campaign

11. Campaign Members
• Campaign Member: associate people (a Lead or Contact) to a
Campaign in Salesforce
• Campaign Member Status: pick list to know if individual has been sent
or responded to a Campaign and used to track Response Rates

12. Campaigns
Demo

13. Leads

14. What is a Lead?
• A record that contains information about a person and a company (like
a business card). Leads are a target list that need to be worked to
determine if they are qualified.
• When a Lead is qualified and ready to be tracked in a Sales pipeline,
the record should get converted
John Smith
Acme Corp.
Phone, Email, Address
Website
Acme Corp.
John Smith
Opportunity $

15. Define Your Lead Process
• Business process is defined by the Lead Status picklist
• A well defined business process should have:
– Good labels: short & sweet, non ambiguous, action phrased
– Single digit: less than 10 pick list values if possible
– Use records types (EE or higher): for multiple processes
• (e.g. channel partner lead vs. direct)

16. Still Using Lead Status “Out of the Box?”
New
Contacting
Contacted
Qualified (Convert!)
Drip Marketing
Not Qualified
Bad Contact Info
Went Silent
Contacted
Open
Qualified
Not Qualified

17. Leads
Demo

18. Deepa Patel
President
@halakconsulting

19. Opportunity Management – What is it?
A process that allows us to measure revenue projections and
revenue recognition
Opportunity Stages
Close Date
Probability
Amount

20. Things to Consider
Ideal number of Sales Stages
KPI
Opportunity Activities

21. Less is More
Why Stages?
– Tie into pipeline and forecasting
– Controlled with four fields
• Stage
• Probability
• Forecast Category
• Close Date
5 to 8 Stages
0 Probability is not a stage
Prospect
Demo
Trial
Proposal
Negotiation
Closed/Won
Closed/Lost

22. Stages and Forecasting
Stage Probability Forecast Category
Prospecting 10% Omitted
Demo 20% Pipeline
Trial/POC 50% Pipeline
Proposal 75% Best Case
Negotiation 90% Commit
Closed/Won 100% Closed
Closed/Lost 0% Omitted

23. Opportunities Demo

24. Q&A
Don’t be shy!