Salesforce 2.0

Get More Value from your Existing Salesforce Investment and Surge Technology ROI

Highlights

  • CRM 1.0 is what follows most Salesforce implementations. It's a technology-focused solution that uses the application for data management, simple reports and some minimal efficiencies. It's a good starting point. But Customer Relationship Management is misplaced and underutilized as a transaction system.
  • CRM 2.0 is the next iteration. It creates a shift from a technology application to a business transformation solution. It also expands beneficiaries from management to users and customers. CRM 2.0 is designed to continuously unlock more of your application capabilities, grow user adoption and empowerment, and better engage and serve customers.
  • The goals of CRM 2.0 are business outcomes focused, and include things like increasing company revenues, by engineering the application to acquire more customers, increase customer share and retain customers longer.
Johnny Grow Revenue Growth Consulting

When you graduated from high school or college, did you finish your learning? Most professionals would agree that's when the real learning starts. The end of your Salesforce implementation is a similar experience.

The Customer Relationship Management software go-live event isn't the end of your technology enablement to acquire and retain more customers, it's the start of a progressive journey where continuous advancements deliver bigger business outcomes and financial impact.

For many companies, the implementation was designed to get the software working quickly.

It's an approach that can aid data management, basic process automation and routine reporting. But it won't deliver a material impact to business performance or financial outcomes.

For that, optimizing Salesforce (SFDC) for business outcomes is the next step and the phase that most impacts user and company performance. Our Salesforce 2.0 Framework is designed to advance SFDC customers from basic transaction processing to achieving the most important business outcomes. It's a 4-step process we've summarized below.

1

Start with Business Results

First, identify the business outcomes that SFDC should improve. For example, the below diagram shows technology-enabled business outcomes for the company, sales, marketing and customer service. Notice the outcomes all deliver top and bottom-line financial impact.

Also remember the "C" in CRM stands for customer. Unless your chosen outcomes include customer benefits, it's unlikely your application will improve goals such as improvements to customer share, lifetime value and retention.

Business Outcomes
2

Apply Salesforce Best Practices

Second, identify the best practices to achieve your business outcomes.

Research performed for the CRM Benchmark Report found 9 CRM best practices most contributed to company financial measures and SFDC operational excellence.

CRM Best Practices

Recognize CRM best practices are symbiotic, meaning that achieving anyone can contribute to others. When pursued holistically Salesforce best practices lower operational cost, empower users for increased staff performance, and improve customer and company business outcomes.

But here's the prerequisite. You should apply Predictive Analytics to forecast the revenue uplift from each of the top 9 best practices so you know which of them deliver the biggest business outcomes.

Using predictive analytics to measure the financial impact from each best practice, as well as combinations, allows management to compare and rank them so the company can select those that deliver the maximum revenue in the least time, cost and risk.

To deliver this forward looking visibility, we use models such as the one below.

Company Growth Formula Predictive Model
3

Engineer Business Outcomes

The third step is to engineer the chosen best practice in the application. This may include configuring or extending some custom objects. For example, we've built a sales win plan object to improve sales win rates and a strategic account management plan object to increase customer lifetime value. To aid client objectives we've pre-built dozens of configurations to achieve sales, marketing and customer service evidence-based best practices and business outcomes.

Business Growth Formula Best Practices

Advancing your application can also be done with advanced tools. This may include apps like SFDC Data Cloud for improved customer experiences (CX) or Einstein for AI or analytics. The thing to remember is that any app selected must directly support the business results identified in step 1 and measured in step 2.

4

Apply Data and Analytics

Finally, you need to surface the most important key performance indicators (KPI) that measure progress toward your targeted business outcomes. That may include creating KPIs for metrics such as CX score, Customer Lifetime Value (CLV), account health score, lead leakage or other measures that impact progress toward your objectives.

You can then configure role-based dashboards to visualize progress, detect real-time variances and suggest next best actions or remediation steps.

Sales Dashboard

Practical Examples

Does the application increase sales conversions? Technology generally improves efficiency, not effectiveness. At best, it may provide an incremental improvement to the sales win rate but by itself is not going to deliver much of an impact.

However, a sales best practice is to combine the technology with a sale methodology as that will deliver a significant uplift to sales conversions. Research published in the Sales Excellence Report shows that when application is integrated with a sale methodology sellers achieve an average 11% higher sales win rate.

Does using SFDC improve the company's brand. Not by itself. But brand research shows that B2B marketers that integrate brand management programs with their SFDC systems delivered 18% more leads to the sales force, 21% higher contribution to the sales pipeline, and 21% higher marketing ROI.

Does the system decrease customer churn? Not by itself. But you can apply the customer retention best practice that starts with a customer churn prediction model. Even better, you can advance from predicting to preventing customer churn by adapting the model to show not just who is at risk, but why those customers are churning and thereby surface the root causes so they can be proactively resolved to prevent churn.

These are only a few practical examples of how using best practices can drive important business outcomes and ROI.

A Second Bite of the Apple

The first step of implementing SFDC is the easy part. But getting CRM to run is not a business outcome. Just installing this technology isn't going to improve business outcomes any more than putting a new engine in your car will make you a better driver.

Business value is enabled with technology, but the technology must be combined with improved processes to achieve improved business results. In the words of a CRM Benchmark Report survey participant, 'Naively believing technology by itself will improve business performance is a fools errand.'

Until you optimize the application to achieve business results such as acquiring more customers, increasing customer share or reducing customer churn, you just have a tool.