2. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Agenda
Salesforce CRM Primer
Salesforce CRM Overview
From Google Ads to Salesforce CRM
Importing Web Traffic
Report Types
• Views
• Tabular Reports
• Summary Reports
• Matrix Reports
• Dashboards
Seite 2
4. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
eMail
Webinars Website
Direct Mail
Events
Print Ads
Online Ads
Social Media
Today, Marketers Have More Channels Than Ever
Search
5. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Marketers Need A Central View of Programs
That’s Connected to Sales
6. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Leads
Campaigns
The Sales Cloud Aligns Sales & Marketing
Everyone Gains Visibility and Can See What Works
Revenue
$
Leads
Deals
8. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
What is Salesforce CRM?
Relational database
Cstomer Relationship Management (CRM) system
Cloud based
Built-in social features – Chatter
Add functionality using apps
Seite 8
9. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Logging in to Salesforce CRM
• Any common browser
• Firefox, Internet Explorer, Chrome, Safari
• Access it on iPhone, Android, BlackBerry, iPad,
...
Seite 9
10. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Home Page
Global Search
Sidebar
Application
Picklist
Feed
Tabs
11. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Tab Home Page
Recent Records
New Record Button
12. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Record Detail Page
Record
Buttons
Fields
13. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Global Search
• Searches your whole database
• Pin objects you use most
• Use wildcards
• * can be everything
• ? is one of anything
Seite 13
14. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Standard Objects
• Salesforce CRM comes with a number of standard
objects
• Think of each object as its own container of data
• Accounts
• Contacts
• Opportunities
• Leads
Seite 14
15. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Salesforce CRM Structure
Account
Contact 1
Contact 2
Contact 3
Opportunity
1
Opportunity
2
Seite 15
16. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Accounts
• Any company / organization you have a relationship with
• Customers
• Partners
• Working groups / NGOs / local authoritities, etc.
• A collection of people
• Accounts are central to using Salesforce CRM
Seite 16
17. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Contacts
• Anyone with a pulse!
• Employees of your Accounts
• Volunteers
• Donors
• Grantees
Seite 17
18. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Opportunities
• Any income generating activity
• Sales
• Donations
• Grants are the opposite but still work!
• Income can be potential, Won or Lost
• Use Stages to manage your process
• Can be used to forecast future income
Seite 18
19. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Activities
• Used to record interactions with customers
• Open Activities
• Schedule future tasks and events
• New Task
• Activity History
• Log details of completed Activities
• Log a Call
Seite 19
20. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Leads
• Someone who may be interested in your organizations products /
services
• Potential sales
• Potential donors / volunteers / grantees
• Leads can come from
• Web-to-Lead form
• A list you bought
• A stack of business cards
Seite 20
21. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Lead Conversion
• When a Lead has been qualified it is converted to
• Account
• Contact
• Opportunity (optional)
• Get organization-wide agreement on
• What is a Lead and what is an Account / Contact
• When a Lead should be converted
Seite 21
22. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Lead Conversion Diagram
Seite 22
Account
Contact
Opportunity
Lead
Can‘t convert a lead
23. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Feed
• Social media for your Salesforce org
• Posts have record context
• Follow records and people you care about
• Use @ to directly message people
• Check out chat
• Allow users to collaborate with groups and file sharing
Seite 23
24. From Google Ads to Salesforce CRM
New Media and Technology
Seite 24
25. Advertise your business on
Google
Take five minutes
to write your ad
and select a couple keywords—even
target your ad locally.
People click on your ad
When people search on Google,
your ad is displayed and traffic is
driven to your site.
Convert leads into customers
Update deal information, track
opportunity milestones, and record all
opportunity-related interactions.
Capture leads
from your Web site
Prospects fill out a Web form, which
creates a lead in Salesforce that is
routed to your sales team.
Manage customer relationships
Acquire deep knowledge of every
account, facilitate collaboration, and
build and maintain strong, lasting
customer relationships.
Measure what’s working
• A real-time view of your business
• A single solution for insight
• Customizable reports
Manage the
follow-up process
Log calls, send emails, and update
the status of your leads so that you
never miss an opportunity.
Acquire New Customers and Grow Your Business
Generate leads by advertising your business online with Google AdWords.
Turn those leads into new customers with Salesforce CRM.
26. A Customer Calls
The customer may be calling you
directly or they may have been
transferred to you.
Search Salesforce
The first thing you want to do is
search Salesforce to see what
information is available.
Assign Tasks
Often times you’ll need to assign a
follow-up task for yourself or
someone else on your team.
Gather Insight
By clicking on a contact or account, you
can view all their activity history,
outstanding follow-up items, and other
pertinent information. Follow Up
Assigning tasks in Salesforce
improves collaboration and creates
true accountability.
Update Information
Salesforce provides a place to log call
notes, save important emails, and update
information so everyone knows where
things stand.
Manage Customer Relationships
When you get a call, start by searching Salesforce. You can quickly review the account and see who else at your company has been working with them. You can then use
Salesforce to capture call notes and create a follow-up task if need be.
Measure what’s working
• A real-time view of your business
• A single solution for insight
• Customizable reports
27. Streamline Your Service and Support Organization
Effective customer service benefits everyone—customers, agents, supervisors, and the company’s bottom line. Deliver outstanding and consistent service and
support across many channels including phone, email, Web, and chat.
Customer Logs a Case
When a customer has a problem, they can
log a case online or call your support team.
Case Is Routed
Cases can be automatically routed
to a queue based upon business
rules.
Case Closed
The agent communicates the solution
over the phone uses an email
template and closes the case.
Gather Insight
An agent works the case, reviewing
account information such as entitlements
and activity history.
Customer Portal
The customer has 24/7 self-service
access to their case history, the
knowledgebase, and the online
community through the customer
portal.
Find Solutions
The agent can quickly solve the case
using suggested solutions from the
knowledgebase.
30. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
New Registrants by Traffic Source
31. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Job Postings on Job Portal by Source
32. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Leads: Time is Money at ExtraSpace Storage
Average Call Back Time Inbound lead conversion rate
33. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Marketing Impact is Monitored in Real-time
Status of Walk-in LeadsAverage Call Back Time
34. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
DecisionPoint Dashboards
ROI by Campaign Type Marketing Spend
35. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
DecisionPoint Dashboards
Lead Gen by Channel $ from Leads
Qtr/Qtr Comparisons
37. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Report Types
• The Excel Worksheet approach, single
object and no groupingViews
• A list style report, with numerical
information such as sumTabular Reports
• Grouping features allow for powerful
numerical analysisSummary Reports
• Complex data relationships with vertical
and horizontal groupingMatrix
Seite 37
39. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Views
Great for segmenting data and creating useful lists
Accessed through tab home pages
A number of views exist by default
Order / sort data
Inline editing to update records – be careful!
Seite 39
40. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Creating a Custom View
1.Click Create New View on Account home page
2.Give the view a useful name
3.Specify filter criteria and filter logic
4.Choose which fields you wish to display
5.Set view visibility (admins only)
6.Click Edit to change settings
Seite 40
41. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Filter Logic
• By default view criteria is 1 AND 2, etc.
• Use filter logic to change this to OR
• Can use advanced filter logic such as
• 1 OR 2 OR 3
• 1 AND (2 OR 3)
Seite 41
42. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
View Limitations
1.Cannot span multiple objects (i.e., no Contact &
Account data in same view)
2.No grouping or numerical analysis (i.e., no Sum or
Average)
3.Maximum of 2000 records
4.Cannot export from a view
Seite 42
44. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Tabular Reports
• Most basic of the three types of reports
• Perfect for lists
• Address list
• Phone list
• Donor list
• Can provide the sum, min/max and average of number columns
• Allow reporting on multiple objects
Seite 44
45. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Creating a Tabular Report
1. Go to the Reports tab
2. Click New Report
3. Choose a report type
4. Click Create
5. Add fields and filters
6. Click Run Report
7. Save in a report folder
Seite 45
46. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Report Builder
• Filters
• Specify report criteria and filter logic
• Show My/All records and change date range
• Fields
• Drag and drop onto the report
• Sum, min/max and average
• Custom fields are hiding at the bottom
• Preview – limited to 50 rows
Seite 46
47. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Report Viewer
Change My/All and date range filters
Show/Hide Details
Printable View and Export Details
Only shows first 2000 records – export to see them all
Re-run or schedule (max on per hour per org)
Customize – back to report builder
Seite 47
48. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Report Folders
• You can always save in My Personal Custom
Reports
• Salesforce CRM comes with dozens of pre-made
reports
• Reports cannot be moved or renamed, but can be
re-saved (Save As) with a new name and location
Seite 48
50. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Summary Reports
• Provide summary information using groups
• Group to three levels
• Grouping
• Sub-grouping
• Sub-sub-grouping
• Calculate sum, average, min/max per group
• If you‘re looking for data „by“ or „grouped by“ you need to use a
summary report
Seite 50
51. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Creating a Summary Report
One of three ways:
1.In report builder, change Tabular Format to Summary
Format. Drag a field into the green bar to group by it
2.In report builder, hover over a column header, click the
triangle and click Group by this Field
3.In report viewer, select a field in Summarize
information by menu
Seite 51
53. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Matrix Reports
Most complex of the three types of reports
Allows both horizontal and vertical grouping
Show complex data relationships, e.g. Stage horizontally and
Close Date vertically
Takes a lot of practice!
Seite 53
55. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Dashboards
• Display report data as graphs and charts
• Gauges
• Line/Bar graphs
• Pie/Donat charts
• Display at-a-glance „real-time“ metrics
• Use Summary reports and Tabular reports as data source
• Tabular reports must be limited to < 99 rows
Seite 55
56. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Dashboards and Tabular Reports
Extra steps required to create a Dashboard from a Tabular
Report:
1.Start with a Tabular Report
2.Add a Row Limit (from Filters > Add)
3.Modify Dashboard Settings
4.You can now use the report as a data source in a
Dashboard
Seite 56
57. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
Creating a Dashboard
1.Go to the Reports tab
2.Click New Dashboard
3.Drag on a component
4.Drag on a data source
5.Click Spanner to configure
6.Change titles and descriptions
7.Save in a dashboard folder
Seite 57
58. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014
References
• Getting Started with Reports and Dashboards for Marketers, http://www.slideshare.net/Salesforce/getting-
started-with-reports-and-dashboards-for-marketers
• What is CRM?, http://www.slideshare.net/guilshare/whatiscrm-091221185551phpapp01-1
• Reports and Dashboards @Salesforce, http://www.slideshare.net/bkhilesh/reports-and-dashboards-
salesforce
• Thirdsectorit.org: “Introduction to Salesforce Reporting”
• Thirdsectorit.org: “Salesforce Fast Start / Back to Basics”, http://thirdsectorit.org/wp-
content/uploads/2013/02/Salesforce-Fast-Start.pdf
Seite 58
Notes de l'éditeur
dreamforce_content_team@eventreg.com
Pulling Together Marketing Programs and Attaching Them to Revenue is Even More Difficult
Salesforce Marketing shows you real-time ROI helping you create more leads, at less cost, across a wider range of channels.
With the Sales Cloud you can make sure your teams are spending time on things that work, manage marketing and sales together allowing you to increase leads, accelerate deals and measure campaign effectiveness
Spend marketing budget effectively to generate leads and drive revenue based on educated decisions about which programs
Not just leads but leads associated to revenue
Easily capture more leads
Assign resources to things that work
Make smart budgeting decisions based on solid ROI
Efficiently manage leads, programs, budgets across the entire marketing mix in one location
Marketing delivers real-time information about what’s working and what’s not
Marketing allows you to make informed decisions based on concrete ROI
Demonstrate the impact of marketing across all marketing channels with real-time ROI reporting and campaign management from Salesforce Marketing
Control not necessarily a good thing as other people could say you don’t want control is you want participation and flexibility
Empowers the marketer , data analytics,
Using closed sales ROI information, scale your marketing efforts across channels, increase your lead volume and decrease your costs
Salesforce Marketing delivers sales based ROI information allowing you to scale your marketing efforts across channels, increase your lead volume and decrease your costs
I prefer option B, thought I think we have to make that decision in the context of how it fits between Sales and Support.
Somehow we need to draw out the fact that these people are all working to service a customer.
Ideally we’d use the same customer (red shirt) and make the woman (at the table in step 6 of the sales process map) be the account manager and the guy in the tan shirt (also at the table) be the support agent.
The overall flow of this looks like it’s a puzzle piece that fits in with sales and support maps, but it’s the same shape as the sales map. Do you think it would be better as a linear path?
Acquire New Customers and Grow Your Business
Advertise Your Business on Google
People Click on Your Ad
Capture Leads from Your Website
Manage the Follow Up Process
Convert Leads into Customers
Manage the Relationship
Manage Relationships and Flow Up Activities
Get a Call from the Customer
Search Salesforce
Gather Insight
Log Call Notes
Assign a Task
Follow Up
Manage Relationships and Flow Up Activities (Option B)
Open a Task
Review the Account
Call the Customer
Log Call Notes
Assign a Task
Follow Up
Resolve Support Cases and Reduce Support Costs
13. Customer Logs a Case
14. Case is Assigned
15. Agent Researches the Entitlements
16. Agent Researches the Solution
17. Communicates Solution to Customer
18. Closes Case
If we went with metrics at the bottom instead of more characters the metrics you’d want to track would be.
-TOP ACCOUNTS
-OPEN TASKS
-# OF ACTIVITIES
-ADD-ON BUSINESS
