Building a Salesforce-Powered Front Office : A Quick-Start Guide

Harness the power of Salesforce to manage and grow your business. This book shows you how to use the Salesforce CRM tool to consolidate consumer data into a single place to gain better insight into your business and more easily manage data. Data (such as email, spreadsheets, databases) is generated through the front office or face of your business, where your company interacts with customers and revenue is generated. In a hotel, for instance, the front office is the lobby where guests are greeted, their problems are handled, and room payments are made. Another example is a coffee shop, where the front office is an employee taking a customer's order or serving a drink. Salespeople connect to customers by selling your company's goods or services. Marketing team members connect with them through advertising and promotional activities. Service and support staff assist customers with problems and provide help with products. This book introduces the many ways Salesforce-based innovations are transforming the technology landscape and the strategies that may be used for designing and launching a digital front office. The book examines how organizations can launch and grow digital solutions and strategies for the governance of the platform and provides an overview of digital transformation across industries. What You Will Learn Understand basic Salesforce concepts, including the digital front office process tower, lead to cash journey, core CRM functions, best practices, and more Review data management concepts, integrated sales, customer service, marketing operations, and proposal and business development needs in a systematic way Use frameworks to build a business architecture and multi-year technology roadmap Get familiar with Salesforce business processes and concepts such as account, contact, lead, and opportunity management; marketing campaigns; master data management (MDM); and lead scoring, grading, and activity management across the front office Define and develop digital marketing challenges and strategy (people, process, brand, messaging, and ROI), measure campaign data, and create an end-to-end campaign in Salesforce Who This Book Is For Business executives, C-suites, IT management, and Salesforce managers and professionals working in IT, business development, sales operations, program management, marketing operations, and proposal development Table of Contents About the Author About the Technical Reviewer Introduction What Is Salesforce? Key Salesforce Terminology Salesforce Data Organization Global Search Bar – Finding Records Chapter 1: Lead to Cash: Front Office Process Tower External-Facing Customer and Lead Interaction Lead Generation Tools for Lead Generation Marketing Automation Tools for Marketing Automation Sales Management Tools for Sales Management Configure Price Quote Tools for CPQ Contract Lifecycle Management Tools for CLM Order Fulfillment Tools for Order Fulfillment Customer Service Tools for Customer Service Revenue Management Tools for Revenue Management Summary Chapter 2: Leads Prospecting Leads and Potential Customer Journey Lead Process Qualify the Lead – Programmatically Lead Qualification Process Timeline for Lead Qualification Activities Lead Management Lead Assignment Rules Lead Settings Web to Lead Social Account and Contact Settings Contact Overview Contact Organization Summary Chapter 3: Opportunity What Is an Opportunity? Standard Opportunity Record Adding Product to Opportunity Creating a New Opportunity Opportunity Organization Calculating an Annual Opportunity Amount Types of Opportunity Stale Opportunity Building a Business Pipeline Opportunity Qualification Questionnaire Building an Opportunity Pipeline Sales Stages Sales Stage Example with Exit Criteria Summary Chapter 4: Accounts What Is the Account Object? Adding New Accounts Account Data Organization and Maintenance Automated Nightly Verification Job Another Way to Create or Update Account Data Account Settings Person Account Deleting an Account Account Team Summary Chapter 5: Activities Activity Settings Record Page Settings Meeting/Events Creating an Event in Salesforce Tracking Events Tasks Creating a Task Tracking and Viewing Tasks Repeating a Task Assigning Tasks to Multiple Users Setting Task Notifications Summary Chapter 6: Digital Marketing Challenges and Strategies Digital Marketing Strategies Marketing Strategy: Process and Ownership Product Go-to-Market Investment Approach Marketing Strategy: New Products Building Effective and Measurable Campaigns Lead Scoring and Grading Targeted Nurturing Programs Create Engaging Emails Webinar and Event Marketing Engage the Audience over Social Media Reporting on Marketing Initiatives Summary Chapter 7: Marketing Campaigns Why Marketing Campaigns Measuring Campaign Data Creating a Campaign in Salesforce Creating a Target List in Salesforce Contact List List Uploads: Pre-event and for General Email Purposes Post-Show: Conference List Uploads Lead Assignment Rules Planning a Marketing Campaign More on Key Performance Indicators Call to Action (CTA) Creating a Good Landing Page Email Campaign Planning Pardot Use Cases for Developing an Email Campaign Build a Successful Email Build Your List: Salesforce Components Build Your List: Additional List Options Email Form Completion and File Download Campaign Reporting The Power of Marketing Cloud Customer Experience Is Imperative Connect the B2C Customer Experience Connect the B2B Customer Experience Marketing Cloud: Email Studio Marketing Cloud: Mobile Studio Marketing Cloud: Advertising Studio Marketing Cloud: Journey Builder Social Studio Salesforce DMP Weekly Journey Monitoring Support Activity – Sample Time for Ten Journey Artificial Intelligence and Machine Learning Summary Chapter 8: Front Office Concepts Customer Segmentation/Categories of Customers Small to Medium Businesses Mid-market Enterprise/Strategic Framework for Your Business Why Measuring Customer Satisfaction Is Important Net Promoter Score (NPS) Process Identifying Clients to Survey Identifying Contacts to Survey Enterprise vs. Global Service Line (GSL) vs. Product Line Scores Follow-Up on Client Feedback Entering Net Promoter Score (NPS) Follow-Up Activity in Salesforce NPS Categories Dashboard Design: Business Performance, Profitability, and Scorecard Creating a Dashboard Designing a Good Dashboard Using and Understanding Top Line Revenue Growth Dashboards – A Real-World Perspective Understanding Dashboard Components New Business: Current Year (CY) Funnel (by Sales Stage and by GSL or Tier 1) New Business: CY Conversion (Overall and by GSL or Tier 1) New Business: CQ Top Wins and CY Top Wins New Business: Next 90 Days Top Opportunities Renewal: Next 90 Days at Risk Renewals Renewal: Next 90 Days Top Renewals RFPs Pending Delivery to Client/Prospect New Business/Renewal: Expired Opportunities CRM Planning Questionnaires Project Survey Business Case Industry Sponsorship Organizational Characteristics Project Processes Governance Business Survey Business Overview Current State Future State Domain-Specific Questions Customer Product Data Survey Technology Survey Technology Landscape Technology Futures Project Status Guideline Status Summary Progress Attention Areas Schedule Deliverables Costs Technology Resources Upcoming Goals Decision-Making Framework Summary Chapter 9: Data Management Data Data Export Mass Delete All Data Integration Rules Salesforce Duplicate Management Contact Duplicate Rule – Standard Rule for Contacts with Duplicate Leads All Matching Rules Enable State and Country/Territory Picklists Scan Your Organization SaaS Databases Dun & Bradstreet Hoovers Informatica Cloud MDM – Customer 360 Summary Chapter 10: Proposal Development and Sales Pipelines Proposal Automation Sales Playbook Sales Pipeline Challenges and Trends Market Noise Buying Power Spread Out Involved Buying Process Challenges and Trends Solution Approach Leverage Technology to Sell More Summary Chapter 11: Configuration Best Practices, Customization, and DevOps Key Configuration and Setup Login and Authentication Settings Password Policies Session Settings Setup Home (for Salesforce Administrator) Quick Find Object Manager Global Search Create Shortcut Carousel Most Recently Used Salesforce Enhancements and Customization – Consideration Data Quality Simplification Standard Process and Protocols Account Ownership Training and Support Sales Enablement At-Risk Management Competitor Management DevOps Development Environment Sandbox Use Case What to Consider for Setting Up a Sandbox Environment? Types of Sandbox Sandbox Planning and Options Sandbox Communication Plan Sandbox Org ID Sandbox Users, Contacts, and Access Case Study: Healthcare Payers’ Digital Transformation Case Study: IT Challenges Related to Salesforce Desktop Add-On Summary Chapter 12: Salesforce Platform Salesforce Experience Cloud Lightning Bolt Process Builder Flow Putting It All Together Security – Health Check Login Access Policies Lightning Usage Salesforce Optimizer Salesforce Optimizer PDF Email Classic Letterheads Unfiled Public Classic Email Templates Marketing: Product Inquiry Response Email to Salesforce Organization-Wide Email Footers Enhanced Email Organization-Wide Email Addresses Outlook Configurations Salesforce Mobile App Schema Builder Developing an App Salesforce Service Cloud – Core Offering Key Salesforce Resources Summary Chapter 13: Helping Companies Grow as a Salesforce Partner Partner Designations Your Digital Experience Partner Onboarding Channel Management Channel Sales and Marketing Design and Build Key Activities – Listing Checkout Management App Checkout Enabling What Are the Steps for the Security Review Submission Process? Key Resources Summary Index