5 Ways to Make Salesforce Work Better for Your Company
By Fallon Consultants
On November 5th, 2014
You’ve invested a considerable amount of time and money into your Salesforce CRM system. But your salespeople use it mainly as a glorified business card file — or worse, they avoid using it altogether.
CRM experts — typically consultants and CIOs — report seeing recurring themes when they help organizations implement and use Salesforce optimally. For example, they often see companies rush to get Salesforce up and running without adequate planning, salespeople who haven’t bought into Salesforce and resist using it, or companies that don’t see any clear ROI or measurable results from their Salesforce investment.
Still, Salesforce specialists say these common objections and roadblocks can be overcome. We’ve distilled the following best practices for optimizing your Salesforce CRM system:
1. Review your metrics. To calculate the return your organization is getting from Salesforce, reference your metrics. Measurable business performance goals can include boosting your contact rate to x calls per day, attaining a conversion rate of y%, decreasing lead response time to z minutes, or improving customer retention. Tracking these performance indicators can help you gauge Salesforce’s effectiveness and ROI.
2. Overcome users’ resistance. Show your salespeople how Salesforce can make them more productive, efficient sellers. Demonstrate ways that the CRM system can assist them with retrieving a contact easier and faster, writing a proposal in less time, or getting an instant view of this month’s opportunities and how close they are to meeting their goals.
3. Hire (or train) a Salesforce administrator. An effective CRM system requires a knowledgeable administrator to configure the system, own and manage its data, and serve as an onsite, go-to Salesforce resource. Salesforce.com provides training and the Salesforce.com Certified Administrator exam through Salesforce University. Other companies offer training and certification exam preparation help as well.
4. Create useful reports. Configure reports to be delivered regularly to your sales personnel — team members and the sales manager — providing useful information on individual and team performance.
5. Work out integration kinks. Many organizations want to link Salesforce’s sales tracking and contact management features with their ERP and other core business systems. Integration is a tricky aspect of Salesforce, requiring APIs or third-party integration tools in addition to developer expertise to make Salesforce and legacy apps work together. For companies that don’t have the in-house coding resources to tie Salesforce into their business systems, an outside consultant experienced in Salesforce integration can make the process much easier.
These tips can help make Salesforce more useful for your sales team and ultimately generate more revenue for your company. If you find Salesforce still isn’t doing all it could for your organization, consider getting help from a knowledgeable Salesforce or CRM consultant. Contact Fallon Consultants via our website or at 845-624-3504.