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So, let’s set the stage for why we’re here. Does your organization’s experience with Salesforce match your original vision? Is it exceeding expectations? Is it falling short? Everybody has a vision for what they want out of Salesforce when they sign their licensing agreement. That vision could be really simple – they want to manage their contacts better. Or for some, they might be thinking big picture for how they want their whole technology ecosystem to change and better facilitate growth.
If you fall into the latter category, realize you’re not alone. For a variety of reasons, many companies have struggled with really getting the ROI out of Salesforce that meets and exceeds their exptectations and we’ll get into why that is in the next few slides.
Let’s look at some of the reasons why you wanted to implement Salesforce. Quality data that empowers your employees Meaningful reports and dashboards Streamlined processes and organizational efficiency Powerful growth and improved profitability But then you look at the reality of what you may be experiencing. And I will caution this that not every organization is experiencing this type of reality. There’s a lot of organization’s who are really successful, and to those, we say there’s always room for improvement. But, there’s a lot of businesses who aren’t seeing the return they wanted. And, this often crosses multiple technologies- not just Salesforce. Low adoption Disparate data systems; inconsistent & incomplete customer profiles Difficulty keeping up with new releases and new products Only using Salesforce as a basic contact management system Weak or no sales and profit growth
You have to have a strategy for winning. You have to think about how Salesforce will enable your company to win. Salesforce on it’s own doesn’t create wins for your company. It’s a powerful enablement tool.
It’s like an ERP system implementation. Or even a marketing plan.
We often see that once customers realize they have antiquated systems and they need to make a change quickly in order to stay competitive, they want to implement Salesforce yesterday. There’s a lot of urgency to it. But what we really need to do is pull that urgency back a little and really create a plan for our success. Slow and steady wins the race, right? There are definitelt a lot of scenarios where Salesforce can be implemented successfully very quickly but for most of us we’re dealing with a lot of bureaucracy, approvals, getting enough resources to support the project, gaining executive and user buy in. There’s a lot to consider and without a well thought out plan that really looks at the big picture and really reflects the true effort of what it will take to accomplish the goal, it’s really hard for everyone to stay on the same page and hit those milestones.
Salesforce is a large investment. Many organizations want to implement rapidly using the lowest cost methods of configuring the system. However, a poorly completed or missing Roadmap can backfire because companies fail to identify inefficiencies that can be solved by the new technology and also don’t gain a full understanding of all the capabilities offered by the Salesforce Cloud products, as well as AppExchange apps like Cirrus Insight.
BAD – I want to increase sales of potato chips GOOD – I want to increase sales by 30% in the next two years with our potato chip line.
When you’re defining your goals you want to think about: Key business challenges solved by Salesforce Reports needed to manage the business effectively ALL systems and data that will need to integrate How and when systems and data will be integrated How you’ll achieve a full 360-degree view of the customer at all times How Salesforce will be used for other areas of the business beyond CRM Improved customer experience across all departments and touch points Improved employee experience with streamlined processes for customer service, accounting, HR, operations and other departments.
Low adoption often stems from an implementation that didn’t include a deep dive discovery! The resulting system just doesn’t do what people need it to do or work with old & new processes.
Getting the right discovery is really crucial to your whole success with Salesforce. You’re going to be talking about your user needs, your executive needs, your systems from a technical perspective and their strengths and weaknesses, and your processes. What sort of clunky processes do your sales reps and other users have to go through to track their leads, find opportunities, get quotes to customers, generate orders, check inventory. You need to review all of that.
So when you’re doing a discovery we always encourage people to look at all the systems that are running their business. In most cases, these systems are antiquated, they’re premised based, they’re hard to integrate; if you have a custom developed proprietary app or mobile app, it probably took years to build and a lot resources to maintain. What is great about Salesforce and what makes it one of the top platforms for businesses is that it comes with a platform, an open API, a mobile-ready development framework. You get so many things that can help other areas of your business. CPQ is one big thing a lot of companies are looking at now with Salesforce. And all of this can integrate easily and integrate with your CRM that your sales reps are using to promote revenue growth.
You want expectations to be optimistic but also reflect a healthy dose of reality Minimizes surprise costs and delays down the road Improves overall satisfaction Sets expectations on a project scope and what is “realistic”
Take a big picture approach Clearly understand the business strategy, goals before technical requirements Ensures end product meets the customer’s vision and solves business problems
Can be a lengthy process Ensure all questions are clearly answered to avoid ambiguity Pinpoint potential problems that could cause setbacks and rework
Get to the bottom of your vision May need help defining and refining vision according to budget, timeline, capabilities Help prioritize scope and vision by details requirements and understanding what can be done with within the confines of scope, budget and timelines
Accept that the full solution will likely extend beyond Salesforce Most companies have multiple technologies. It’s usually not realistic to move everything onto Salesforce out of the gate. Understand what integrations and mobile capabilities they’ll need. May need to develop creative solutions to meet their budget and timeline.
Be a “Customer Company” Goal: system meets their vision and solves problems, delivered on time and on budget.
Of course you don’t. You can’t do it on your own.
You need to build a team who can help define and execute the plan. And you really need to find a Salesforce Consulting Partner who is committed to walking down this road with you. They’ve been down that path before. Think about if you’re climbing Mount Everest. You have a guide. They’ll tell you the strategy you need to make it to the top because they’ve done it many times before. That’s the role that a good consultant will play and the value they’ll bring to the table. They can also spot roadblocks before you even though they exist or define a problem you didn’t know you had.
If anyone needs tips or recommendations on who to work with, start with your rep. Try to find someone with relevant industry expertise and good reviews in the AppExchange. Work with a partner committed to learning your business and what makes you successful.
Also leverage the expertise of your Salesforce rep and resources available to them.
If you do an ERP rollout, you wouldn’t not have a controller.
If there isn’t a support team in place, or your team isn’t properly trained, that’s a huge red flag that you won’t see real results.
Maybe mention Cirrus Insight here again some way
In order to reap the benefits of Salesforce or any technology, you need to grow and adapt as new features are developed and organizational needs change.
Let’s look at Hudl. Hudl is the leading provider of cloud video analysis tools for coaches and recruiters, and they’re rapidly growing. They originally self implemented with no strategic roadmap. No admin, “owner” or steering committee. They also didn’t have the resources internally with their IT staff and developers to support Salesforce projects. Began working with Nuvem Nuvem initiated a discovery process Identified a business problem and inefficiency Managing 250k contacts in Excel Home-grown admin system didn’t talk to Salesforce Missing opportunities from existing accounts because sales reps couldn’t see the data They work with Nuvem to do the heavy lifting for Salesforce initiatives so they don’t burden their internal IT team.
Turning things around: Developed an integration strategy Built a support team Exploring options to improve other areas of their business with Salesforce products
Identify an inefficiency Analyze your customer process from start to end, lead to cash Define growth and profitability benchmarks Develop Key Performance Indicators Discovery should be handled with care and due diligence Must get to the heart of the business problem and objectives before technical requirements Your systems aren’t likely all Salesforce but Salesforce must be the source of truth for all data Ideally done pre-implementation for fastest realization of ROI You really need to think beyond CRM Build a great support team Invest in your people Continuous improvement and innovation is the hallmark of success Have a plan for managing new releases Attend user groups and conferences to stay ahead of trends Manage timelines optimistically but realistically Better planning on the front-end helps avoid problems on the backend
Talk about our philosophy. You can only get here if you do these items first.
How often do I need to revisit the Salesforce Roadmap?
How do I get other members of our organization in other departments who aren’t on Salesforce to understand what it can do?
If Salesforce can be used across multiple departments, who ultimately is responsible for creating a Salesforce plan?
My team wants a quick fix for solving our Salesforce challenges? How can I get them to realize we need to spend time creating a plan like this?
We only want to use Salesforce as a CRM. Do I need to create a Roadmap?
Cirrus Insight + Nuvem Consulting: Create a Winning Salesforce Roadmap
How to Create a Winning
• Founded in 2010 and headquartered in Omaha, Nebraska
• We bring together multiple technologies to build and execute your
complete Salesforce Roadmap so you have a complete 360-degree
view of your customer at all times
• AppExchange solutions: Cirrus Insight, Steelbrick, ServiceMax
• Implementing solutions like Service Cloud, Communities, Wave,
• Integrating with nearly any app or system through the open API
your original vision?
Vision vs. Reality
• Quality data empowers your employees
• Meaningful reports
• Streamlined processes
• Growth and profitability
• Low adoption
• Disparate data systems; inconsistent & incomplete customer profiles
• Difficulty keeping up with new releases and products
• Only using Salesforce as a basic contact management system
• Weak or no sales and profit growth
Why are we seeing a gap
between the original vision
More than likely, these
organizations don’t have a
Behold the Salesforce Roadmap
A Salesforce Roadmap is a strategic plan
that guides how your organization will use
Salesforce 1, 3 and 5 years into the future.
It’s a living document that ensures users,
admins, executives and other stakeholders
understand the vision for how they will
meet business goals with people, process
and technology changes.
A missing or incomplete Salesforce
Roadmap is a major pitfall that may
cause low adoption, decreased ROI
and even customer attrition.
We don’t want that! Salesforce is a
big investment. It needs to be
Common Salesforce Goals
• Revenue Growth
• Increase deal size by 20% in 2016
• Increase close rate by 30% in 2016
• Increase cross-sell, upsell sales by 15% in 2016
• Customer engagement and loyalty
• Delightful customer experience – improve customer satisfaction score
by 10 points in 2015 per customer survey
• Streamlined processes – Improve configure quote time from 4 days to 1
Step II: Discovery
The starting point of any technology implementation is
always a thorough discovery or deep-dive analysis of:
• ALL systems (not just CRM; not just Salesforce)
• Business processes
Food for thought: Would you want a
doctor giving you a prescription
before a diagnosis?
Businesses who are winning with
Salesforce are using it to run
multiple areas of their business –
not “just CRM.”
Understanding the Discovery Process
• Needs, challenges, goals
• Aligning timelines to project requirements
• Process and data diagrams and analysis
• Systems analysis
• Reports required to manage the business effectively
Discovery Process Sample Insights
• Custom triggers, Objects, Visualforce Web pages necessary
• Strategy to maximize out-of-the-box functionalities
• Data migration and integration strategy
• AppExchange products and ROI vs. custom build
• Other Salesforce Clouds that may benefit you
• Service Cloud, Marketing Cloud, Pardot, Wave, Communities, Mobile
• Other software products that may not be Salesforce but can connect to
• For example: native iOS/ Android mobile apps
Step III: Build a Support Team
• Your Salesforce Rep
• Salesforce Consulting Partner
• Internal Salesforce Steering Committee
• Salesforce admin, end user champion, sales
• C-suite leaders
Your Center of Excellence
1. Salesforce Admin = The Most Powerful Tool in Your Arsenal
1. Hire right number of admins to users
2. Invest in their training
3. Manages three releases a year; new functionality roll-out
2. End User Champion (s)
1. Interview them on needs and goals
2. Involve them frequently in order to gain buy in
3. Executive Stakeholders
1. Drive Salesforce adoption from the top down
2. Create the vision along with other leaders
4. Salesforce Consulting Partner
1. Look for a partner with industry expertise
2. Certifications and experience in multiple products and technologies
Remember – your success with Salesforce is
largely dependent on the people in your
organization steering it’s success with the right
Roadmap. Invest in your people!
Step IV: Managing Innovation
Your Roadmap needs to be flexible in order to adapt to changes in
the Salesforce platform and product innovation.
• Attend Dreamforce and regional
events to get a step ahead of new
features and products
• Join and attend local user groups
Step V: Managing Timelines
Everything doesn’t need to be done all at once!
• Use multi-phase project plans
• Get quick wins in smaller, more manageable efforts
• Delay “nice to have” features for future releases
• As you create and execute your Roadmap, new ideas
and wish list items will inevitably creep into your plans
but manage these changes in a controlled manner.
Case Study: Nox-Crete Products
1. Pre-Implementation Salesforce Roadmapping takes a holistic view:
• Business goals and challenges
2. Post-Implementation Roadmapping describes continuous improvement:
• New releases and how they’re managed
• Process changes based on reporting & analytics
• Products and apps that will solve new or existing problems
We already implemented Salesforce
but we didn’t build a Salesforce
Roadmap. Is there hope for us?
Roadmapping is a
Case Study: Hudl
• Initially self implemented with no strategic Roadmap
• No admin, “owner” or steering committee
• No data integration strategy or understanding of options
• No strategy other than basic contact management
• Low value in helping the business reach its growth goals
• What are we getting for our money?
Case Study: Hudl
1. Developed an integration strategy
2. Built a support team
3. Exploring options to improve other
areas of their business with
Salesforce Roadmap Overview
This big picture analysis is crucial to identifying challenges and opportunities
that enable you to build the best solution for your business needs.
1. Start with a business goal
2. Conduct a complete discovery on your needs and avoid assumptions
3. Invest in your people and lean on the support of the Consulting Partner
4. Continuous improvement and innovation is the hallmark of success
5. Manage timelines optimistically but realistically