Is Salesforce the Right Solution for Your Company? Answer These 4 Questions

Regardless of your company’s industry or size, customer relationships are critical to your success. That’s why customer relationship management, or CRM, systems like Salesforce are indispensable to businesses. A CRM helps you manage everything from lead generation and prospect nurturing to interactions with your current customers, all in one centralized system.

Whether it’s a small art gallery, a large e-commerce business or a technology start-up, we’ve seen our diverse clients benefit from Salesforce — and we understand firsthand that this transition can feel like a big step. So how do you know if investing in Salesforce is the right move for your company?

If you’re considering implementing Salesforce at your company, ask yourself these four questions to identify whether this powerful CRM is a good fit for your business needs.

Could we benefit from a better understanding of our customers?

Now more than ever, customers expect personalization. Eighty percent of customers consider the experience a company provides to be as important as its products or services, and more than half have stopped buying from a company because a competitor provided a better experience. Providing outstanding customer service and a personalized experience can significantly improve your bottom line.

To be able to offer customer personalization, you need to have a record of their transactions with your company — as well as an understanding of their preferences and needs. The ability to understand your customers at a deeper level is one of the core benefits Salesforce technology offers.

Salesforce makes it easy to identify and categorize leads thanks to its scoring and grading system. This allows you to improve your outreach to leads and prospects, providing invaluable customer data that can accurately inform your sales team. They’ll know when a contact is a hot lead so they can try to close the deal, or if the contact needs more nurturing from your marketing team before being contacted directly. Not only that, but you have the information you need to cross-sell and upsell your existing customers by gathering data on their needs, interests, and past purchases.

Salesforce Customer 360 takes this to the next level, offering you a 360-degree view of your customers so you can deliver a consistent brand experience across all channels. Customer 360 helps break down data silos between your departments, by giving all team members access to the full picture of each customer. Your salespeople know which marketing offers a prospect has seen and interacted with, your marketing team knows which products a customer has recently purchased, and your customer support agents know each customer’s full history with your business. The result is that your customers receive a consistent and connected experience with your brand, no matter who they’re speaking to or what channel they’re using.

With all of a customer’s transaction data stored in one system, as well as their past interactions with sales and marketing campaigns, all of your teams can provide personalized customer service to your loyal patrons — so all customers get an exceptional experience with your business.

Do we need additional tools to scale?

As the proverb says, the best time to plant a tree was 20 years ago; the second-best time is now. If your company has any intention of growing in the future, implementing Salesforce today can help. That’s because you need to put solid sales, marketing, and customer service processes in place before your company outgrows them. It’s crucial to consider process first, before adopting any technology solution, because technology is only as good as the process it supports. With the right processes in place to prepare your business to scale, you can leverage a robust technology like Salesforce to drive your business forward. Because Salesforce offers different licensing levels, customizations, and integrations, it can equally support the processes and workflows of a small team or a large enterprise business.

As your company grows, your Salesforce CRM can grow with you. The Salesforce AppExchange offers more than 3,000 business apps that can be integrated to add different functionalities as you require them. That means Salesforce can serve your company today and well into the future — no matter what you need down the road.

Is it hard to find the data we need to make decisions?

When multiple departments handle different data about your customers’ interactions, transactions, and behaviors, it can lead to data silos — especially if each department uses a different system to manage that data. Multiple, siloed data sources make it difficult to glean useful insights from customer data.

Salesforce stores all that data in one place, so team members can access any information they need in one centralized system. With the introduction of Customer 360, you can pull data from all of your departments and Salesforce apps and view it in one comprehensive data model. Because your sources of information are connected through Customer 360 and records are automatically updated and reconciled, you know you’re always looking at the most current data. Salesforce also provides robust analytics and reporting capabilities, making it easy to build and view up-to-date reports and get a full picture of the health of your business.

When you use Salesforce, you have customer information, sales goals, performance reports, and forecasting reports all at your fingertips. With such powerful analytics, you are better poised to make well-informed decisions to improve your company’s profitability.

Could we be more efficient with automated business processes?

Leveraging automation and artificial intelligence (AI), Salesforce can help your teams automate many of their tedious, manual tasks — freeing up employees to spend time on more impactful work, such as building marketing strategies, interacting with prospects, and delivering high-quality service customers. Here are just a few ways Salesforce can help your teams automate processes to make them more efficient and effective in their day-to-day work.

  • Sales: Automated call dialing and logging apps free up your sales reps to spend more time on calls with your potential customers and less time on administrative tasks. You can also automate email communication, and use Salesforce to monitor and prioritize hot leads as they interact with your brand online — so your sales reps can focus on contacting the leads most likely to convert.
  • Marketing: Salesforce’s marketing automation platforms, Marketing Cloud and Pardot, help your marketing team automate email campaigns and tailor messaging to different consumer segments to improve the ROI on your marketing efforts. In fact, 80 percent of businesses using marketing automation increase their leads, while 77 percent increase their conversions.
  • Quoting: Make your quoting process faster and error-free by automating it with Salesforce CPQ. Automated quoting ensures compliance with pricing and discounting rules, and can streamline your approvals process.
  • Customer service: Salesforce tracks customer interactions with your business — both positive and negative — so service reps don’t have to waste time hunting down background information before speaking with a customer. The system will also automatically remind your sales reps of customer milestones and events, making it easy to offer personalized offers and messages showing your customers how much you value them.

If you answered yes to one or more of the questions above, Salesforce can meet your company’s needs and help you strengthen your relationships with your customers. Now all you need is a trusted partner that can help you explore Salesforce’s potential as your CRM solution.

At RelationEdge, our Process First. Technology Second.® approach has been successfully applied to over 1,700 projects. Our process-first mentality means we take the time to fully understand and streamline your business process, and then implement the right technology solutions to support it. As a full-service Platinum Consulting Partner and digital agency, we not only offer services for all Salesforce technologies, we also partner with you to ensure your team knows how to make the most of the features and tools at your disposal. Contact our experienced technology team today to learn more about our full-service Salesforce solutions.

Matt Stoyka is the CEO and founder of RelationEdge. For more than 20 years, he's helped grow businesses in both the technology services and manufacturing industries. Prior to founding RelationEdge, Matt served as the chief revenue officer and business architect at a business strategy and technology consulting firm focused on the Salesforce.com platform. He spent more than a decade before that in executive leadership roles with Centerbeam and its predecessor firm, leading sales, professional services and technical operations teams. Prior to that, Matt led global manufacturing projects across Europe and North America for Ford Motor Company. He graduated from Kettering University with a bachelor’s degree in Manufacturing Systems Engineering and earned an MBA from the University of San Diego with an emphasis in Supply Chain.

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