3 sales & marketing resolutions for Salesforce users in 2020


By Lauren Keepers

What types of conversations are you having to prep your sales and marketing teams for 2020 success? If you’re taking part in the typical day-long, strategy-building meetings just prior to the start of the new year, it’s likely that substantial focus will be placed on advancing your business’ CRM practices. Why? Because CRM—Salesforce specifically—doesn’t just elevate the customer experience. It impacts the ability to acquire the right sales and marketing talent, provide relevant professional development for that talent and free up time to create move-the-needle strategies that boost lead generation and allow you to hit consistent sales growth.

Whether your company is on the cusp of buying Salesforce products or looking for ways to revitalize your current Salesforce org, it’s important to stake your claim in a new set of CRM goals that slide your sales and marketing operations under a microscope and re-evaluate how the system meets your long-term business objectives. 

Here are three Salesforce best practices to keep in mind for 2020: 

#1 | Know your audience with the Google Analytics Connector.

80 percent of consumers prefer to get company information through a series of articles as opposed to paid ads. Writing original content with an industry-authority edge can make or break a customer’s intent to buy. The bottom line—it’s a good thing to prioritize, even if it’s something as simple as ensuring your blogs are reaching the right audience. To measure the success of your content attribution efforts, set up a Google Analytics integration by launching the Google Analytics Pardot Connector. It’s an out-of-the-box solution that can help you shape your efforts between building good content that attracts and qualifies good leads.

#2 | Prioritize and define ROI through tailored dashboard reporting.

For companies that use CRM, the average return on their technology investment is between $5.60 and $8.71 per dollar spent. When it comes to mitigating CRM investment risk, there are ways to establish both qualitative and quantitative ROI benchmarks to be mindful of before you sign over your commitment to the platform. 

Any good Salesforce partner will tell you that qualitative opportunity costs like redundant or manual processes, disjointed systems that house siloed data, workplace morale and general job satisfaction are all significants ways to gauge the return on your Salesforce investment. 

But if you’re looking for ways to measure quantifiable ROI, you can simply determine your increase in sales over a period of time. Now, it’s worth recognizing that this calculation represents an indirect correlation with platform return. And if you’re in the throws of revitalizing your sale funnel, consider this scenario before you give up on quantifying your Salesforce return:

Going from no pipeline, to pipeline is a big first step in defining ROI through a Salesforce reporting dashboard. With data that’s accurately represented via charts, graphs and other visuals, you’ll gain leverageable insights into how to improve the lead qualification process and boost closed-won opportunities. Those could be numbers you never had in your back pocket before to analyze. It’s a big deal. 

#3 | Be wise and mobilize through CPQ and Field Service Lightning.

Field Service Lightning (FSL) and Configure-Price-Quote (CPQ) upgrades and configurations are bound to see increased adoption across Sales Cloud users over the next year. If you have sales agents that operate outside of the office on a day-to-day basis, it’s in your best interest to empower them with a fast contract signature setup and easy access to inventory data and logistics details. 

Have more questions on how to set your Salesforce org up for success? Connect with one of our consultants.

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