Salesforce.com User Manual

Transcription

1 Salesforce.com User Manual Last Updated 09/13/2010 by Neville Mehra, Nampora Consulting STRATFOR CRM Application User Manual Page 1 of 6

2 Introduction STRATFOR uses Salesforce.com for Customer Relationship Management (CRM). Salesforce is highly customizable and is used by thousands of organizations with a wide variety of sales processes; as such, it is important to note that other organizations may interpret the purpose of data fields and functions differently. The purpose of this document is to define and illustrate the proper usage of the Salesforce.com CRM application as implemented by STRATFOR. Record Type Definitions Leads A lead record represents the combination of an individual and organization that may become, but is not currently, a STRATFOR client. Once a lead has been entered into Salesforce, the goal of the sales team is to determine if the lead is qualified, and if so, to convert that lead into a client. Throughout this process, the sales team should obtain and record (in Salesforce) as much information about each lead as possible, such as the Prospective Product(s), Market Sector(s) and Geographic Area(s) that are of interest to the lead. As more information is gathered, the status of the lead should be updated; all leads must be categorized with one of the following statuses: Open Qualified Dead Open leads are those that have not yet been deemed qualified or unqualified. Once a lead has been qualified, it should be converted into an account, contact and opportunity (see the section labeled "Converting Leads" below). Leads can be gathered from many different sources, such as: conferences, referrals and direct response marketing. In order to determine the effectiveness of each marketing channel, it is important to note the source of each lead in the Referral Source field. For leads that are referred by other clients, the name of the referring client should also be noted; the field Referring Account has been added for this purpose (note that the Referring Account field should only contain data when the Referral Source field has been set to Customer Referral). STRATFOR CRM Application User Manual Page 2 of 6

3 Record Type Definitions (continued) Account An account record represents an organization (such as a medical practice, large corporation or government agency) that has a business relationship with STRATFOR. Accounts are the basic building blocks in Salesforce; aside from leads, virtually all other objects are related to an account. STRATFOR classifies accounts by the nature of the organization's relationship with STRATFOR; all accounts must be labeled with one of the following Account Status values: Prospect (prospects are organizations that are both qualified and have shown an intent to purchase from STRATFOR, but have not yet made a purchase) Trial Current Customer Former Customer (this status is typically used for clients that have not made a purchase in over one year, or those clients that have specifically notified us of intent to discontinue purchasing from STRATFOR) Contact A contact record represents an individual person that works for an account; every contact record must have a "parent" account record. Some accounts may have only one contact, while others may have many contacts. STRATFOR classifies contacts by their role in the relationship between STRATFOR and the associated account. Over time, it is possible that STRATFOR's contact(s) at account will leave the account, or transition into different role; in such cases, the records should not be deleted, but the contact status should be updated. All contacts must be labeled with one of the following statuses: Primary ( STRATFOR's main point of contact at the account for sales) Secondary (all other individuals that we may contact as needed) Do Not Contact (individuals that should not be contacted) Retired (so we know not to try to contact them anymore) Deceased (so we know not to try to contact them anymore) No Longer with Company (so we know not to try to contact them anymore) STRATFOR CRM Application User Manual Page 3 of 6

4 Record Type Definitions (continued) Opportunity An opportunity record represents the sale of a specific product or service to a specific account. Whenever possible, Opportunities should also be related to one or more contacts at the associated account (typically the decision maker and influencers, if applicable). A new opportunity record should be created for every potential sale, once the prospective client (account) has expressed interest. Additionally, opportunities should be categorized with one of the following type values: New Business (sales to new customers) Renewal Add Group Sub Users (adding users to an existing subscription) Additional Product Opportunities that are in progress (the prospect hasn't given a firm yes or no yet) are said to be Open. Open opportunities must be categorized with one of the following stages: Stage 0 - Haven't Started (an opportunity has been identified, but the sales team has not yet begun the process of making the sale) Stage 1 - Analyzing Needs / Usage Stage 2 - Working with Decision Maker Stage 3 - Sent Proposal / Paperwork Stage 4 - Confirmed Receipt of Paperwork Stage 5 - Verbal Commitment to Buy Throughout the sales process, the opportunity must be updated to reflect the most current status of the sale. The likelihood that the sale will be made increases as the opportunity moves through each of the stages. As such, Salesforce will automatically update the value of the Probability field each time the stage is updated. The corresponding probability for each of the stages is: Stage 0 - Haven't Started 0% Stage 1 - Analyzing Needs / Usage 10% Stage 2 - Working with Decision Maker 25% Stage 3 - Sent Proposal / Paperwork 50% Stage 4 - Confirmed Receipt of Paperwork 75% Stage 5 - Verbal Commitment to Buy 85% STRATFOR CRM Application User Manual Page 4 of 6

5 Record Type Definitions Opportunity (continued) Aside from providing a numerical representation of the chance that the sale will be won, the Probability field is also used to calculate Expected Revenue (Amount x Probability). For example, the Expected Revenue of an opportunity with an amount of $10,000 and a Probability of 50% would be $5,000. Expected Revenue is rarely meaningful for an individual opportunity; however, it is the primary metric used to evaluate the overall sales pipeline. Eventually, every opportunity should be closed, once the sale is won (Probability = 100%) or lost (Probability = 0%). Opportunities that are lost should be further classified with one of the following Lost Opportunity Reason values, based on the reason that prospect did not buy: No pain or interest No money No decision authority Don't see value proposition Lost to competitor Situation has changed Non-responsive Purchased individual membership Open Source Center Other In addition to Stage, Category and Probability, it is imperative that, whenever possible, each opportunity include a Product, Amount, and Close Date (projected in the case of open opportunities). These values may change over time, and they should always be updated to reflect our best estimate of their values. This is especially important as the data contained in each opportunity feeds into sales pipeline reports used by management for creating financial projections and making strategic decisions. Procedures Converting Leads Once a lead has been qualified, the record should be converted by pressing the "Convert" button from the view lead page. The fields pertaining to the organization will become an account and the person-specific information will become a contact. Since the prospect has usually shown interest in a specific product by this time, an opportunity record should also be created upon conversion. STRATFOR CRM Application User Manual Page 5 of 6

6 Procedures (continued) Activity Logging Every interaction between the STRATFOR sales team and a potential or current customer should be logged as an activity. This includes both interactions initiated by the client and those initiated by the sales team. In Salesforce, activities are divided into two record types: Tasks and Events. Simply put, tasks are unscheduled activities while events are activities that are intended to take place at a specific date/time and should be on the customer's calendar. Some tasks will be entered in advance of the due date (pending tasks), while others will be entered afterwards and immediately marked as completed. All events should be entered prior to the scheduled start of the event; there is no need to mark an event as completed once the scheduled time passes. Examples of common tasks and events are: Sending an Making a phone call Mailing a letter Create a trial account Meeting at a conference Conducting a scheduled meeting Like opportunities, activities are always associated with a specific account; they may also be associated with a contact, lead or opportunity. s sent through Salesforce.com are automatically logged and associated with the appropriate contact. The -to-salesforce feature allows you to associate s sent from Outlook (or webmail) to the appropriate contact automatically; in order to use this feature, simply BCC your personal -to- Salesforce address on each sales-related you send (you can find your personal -to-salesforce address by logging in to Salesforce, clicking on the "Setup" link in the upper-right and then clicking "My to Salesforce" under the Personal Setup -> section of the menu on the left. All other types of activities can be logged manually using the "New Task", "New Event" and "Log a Call" buttons in the header of the Activities sections on the associated Lead, Contact, Account or Opportunity page. Salesforce automatically keeps track of the Last Activity for each Lead, Account, Contact and Opportunity. Activities logged at the Opportunity or Contact level will also update the Last Activity field for the parent account. STRATFOR CRM Application User Manual Page 6 of 6