Salesforce.com® For Dummies®, 6th Edition
Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com
Copyright © 2016 by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the Publisher. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.
Trademarks: Wiley, For Dummies, the Dummies Man logo, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc., and may not be used without written permission. Salesforce.com is a registered trademark of Salesforce.com, Inc. All other trademarks are the property of their respective owners. John Wiley & Sons, Inc., is not associated with any product or vendor mentioned in this book.
LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: WHILE THE PUBLISHER AND AUTHOR HAVE USED THEIR BEST EFFORTS IN PREPARING THIS BOOK, THEY MAKE NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CONTENTS OF THIS BOOK AND SPECIFICALLY DISCLAIM ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BE CREATED OR EXTENDED BY SALES REPRESENTATIVES OR WRITTEN SALES MATERIALS. THE ADVICE AND STRATEGIES CONTAINED HEREIN MAY NOT BE SUITABLE FOR YOUR SITUATION. YOU SHOULD CONSULT WITH A PROFESSIONAL WHERE APPROPRIATE. NEITHER THE PUBLISHER NOR THE AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM.
For general information on our other products and services, please contact our Customer Care Department within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002. For technical support, please visit www.wiley.com/techsupport.
Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.
Library of Congress Control Number: 2016935333
ISBN 978-1-119-23931-4 (pbk); ISBN 978-1-119-23932-1 (ebk); ISBN 978-1-119-23933-8 (ebk)
Salesforce.com For Dummies, 6th Edition, is for users of Salesforce, including those users who have the Unlimited, Enterprise, or Professional Edition. It’s for Salesforce users who want to quickly know how to use this web-based application, running “in the cloud” — also known as Software-as-a-Service (SaaS) — for sales, marketing, and customer service.
Don’t use this book to find out how Salesforce works. Use this book to find out how you can manage your customers and your teams and close more business by using Salesforce:
We show you everything you need to know to manage the life cycle of your customer relationships in Salesforce, from qualifying leads to closing opportunities to handling service agent inquiries. Along the way, we share a laugh or two. And this book can expose you to useful features and functionality that you might not have even known existed!
Note: Not all portions of this book necessarily apply to your edition of Salesforce. Different editions have varying degrees of features and functionality. We make sure to point out the differences where relevant.
This book has been revised to reflect the latest Salesforce.com product and feature offerings as of the Spring 2016 release. Salesforce is an Internet-based service where new releases occur simultaneously for all customers, about three times a year, without your having to lift a finger (okay, except to just log in). Because of this model, Salesforce.com can release new versions of its product faster than many traditional software vendors — and faster than we can write! We did our best to update this book to the current version of the product, but please bear in mind that new versions of Salesforce are always in the works.
Keep in mind that references to the product use the word Salesforce, and references to the company that makes the family of products, or the family of products as a whole, use the term Salesforce.com. That’s a tiny detail, but we didn’t want you to think our eagle eyes had glossed over it!
Finally, within this book, you may note that some web addresses break across two lines of text. If you’re reading this book in print and want to visit one of these web pages, simply key in the web address exactly as it’s noted in the text, pretending as though the line break doesn’t exist. If you’re reading this as an e-book, you’ve got it easy — just click the web address to be taken directly to the web page.
Please forgive us, but we make one or two foolish assumptions about you, the reader. We assume the following:
To help you get the most out of this book, we place icons here and there that highlight important points. Here’s what the icons mean:
Next to the Tip icon, you can find shortcuts, tricks, and best practices to use Salesforce more effectively or productively.
Pay extra attention when you see a Warning icon. It means that you might be about to do something that you’ll regret later.
When we explain a juicy little fact that bears remembering, we mark it with a Remember icon. When you see this icon, prick up your ears. You can pick up something that could be of wide or frequent use as you work with Salesforce.
When we’re forced to describe something geeky, a Technical Stuff icon appears in the margin. You don’t have to read what’s beside this icon if you don’t want to, although some readers might find the technical detail helpful.
In addition to what you’re reading right now, this product also comes with a free access-anywhere Cheat Sheet that tells you how to perform your day-to-day functions in Salesforce. To get this Cheat Sheet, simply go to www.dummies.com and type Salesforce.com For Dummies Cheat Sheet in the Search box.
If you’re just getting started with Salesforce, you may want to turn the page and start reading. If you’re an administrator and have a deadline, you may want to jump to Part 6. If you’re a manager, try reading about reports and dashboards in Part 7. Sales reps and service reps should start in on Parts 8 and 4, respectively. Regardless of what you choose, we’re sure that you’ll find what you’re looking for!
Part 1
IN THIS PART …
Understand more about customer relationship management and the life cycle of a customer.
See how Salesforce can improve various parts of your sales process.
Get the highlights of Salesforce’s primary product lines.
Chapter 1
IN THIS CHAPTER
Looking at the fundamentals of customer relationship management
Understanding how customer relationship management helps you manage your business
You may not realize it yet, but every time you log in to Salesforce, you’re accessing an extremely powerful lever of change for you, your group, and your company.
Sounds like a tall order, but consider this: What value do you put on your customer relationships? Your partner relationships? If you’re a sales rep, it’s your livelihood. And if you’re in management, you have fewer assets more valuable than your existing partner and customer base. What if you had a tool that could truly help you manage your partners and customers?
That’s where customer relationship management software comes in. Customer relationship management (CRM) is an umbrella term for the parts of your business that are “front office,” also known as those that have direct interactions with your customers and prospective customers. The CRM life cycle encompasses business processes and associated applications that help businesses better track their leads, manage customers, track opportunities, resolve cases, and more.
The more you and your team adopt a CRM system into your work, and you determine how you want your business process to be reflected within the technology, the more information you’ll have at your fingertips to deepen customer relationships and improve your overall business.
In this chapter, we establish a common understanding of the CRM life cycle. Then we describe areas where a CRM system can improve your business.
Within the world of CRM exist additional processes focused on specific areas of the life cycle. You may hear the phrases marketing automation, sales force automation, and service and support. These are front-office areas of your business that vendors (like Salesforce.com!) work on to make your front-office teams more efficient and productive.
How can you sell to and retain customers if you don’t understand their needs, key contacts, and what account activities and transactions have taken place? A CRM system allows you to track all your important customer interactions and data so that you can develop solutions that deliver real value to your customers, which in turn should mean higher customer satisfaction with their customers. Whether people are in marketing, sales, or customer support, they should all have the ability to access the same source of truth about your customer. After all, how can your company serve its customers well if you’re not familiar with how your products and services help improve your customers’ customers’ (no, that’s not a typo) experience?
How much time have you wasted tracking down a customer contact or an address that you know exists within the walls of your company? What about trying to find out which sales rep owns the relationship with a subsidiary of a global customer? A good CRM system lets you quickly centralize and organize your accounts and contacts so that you can capitalize on that information when you need to.
We could write another book telling you all the great things you can do with Salesforce, but you can get the big picture about CRM systems’ benefits from this chapter. We focus here on the most common business challenges that we hear from sales, marketing, and support executives — and how a CRM system can overcome them.
Inputs and outputs, right? The more leads you generate and pursue, the greater the chance that your revenue will grow. So, the big question is, “How do I make the machine work?” A CRM application helps you plan, manage, measure, and improve lead generation, qualification, and conversion. You can see how much business you or your team generates, the sources of that business, and who in your team is making it happen.
Pipeline reports give companies insight into future sales, yet we’ve worked with companies in which generating the weekly pipeline could take more than a day of cat herding and guesswork. Reps waste time updating spreadsheets. Managers waste time chasing reps and scrubbing data. Bosses waste time tearing their hair out because the information is old by the time they get it. The prevalence of cloud computing makes this traditional method of siloed data collection obsolete (or pretty darn inefficient). A good CRM system helps you shorten or eliminate all that pulling and pasting of data across multiple sources. As long as reps manage all their opportunities in one place that’s always available, managers can generate updated pipeline reports with the click of a button.
Remember when you were the new person at the company, and you had to find out who knew everything about a particular customer, process, or product? Even at smaller companies, it takes time to discover who possesses that extra bit of historical knowledge that could help you close that important deal or resolve a support issue. Other times, you may be so busy that you’re out of the loop on certain key company updates, even when departments try to keep you informed. What if you could harness the insights from others within the company, yet not be overwhelmed by information overload? A CRM system should provide a means for employee communication that increases internal awareness and collaboration on the business issues that matter the most to you, so you’re always up to date and never caught unawares.
How many times have you thought that your own co-workers got in the way of selling? Oftentimes, the challenge isn’t the people, or even the technology, but standardizing processes and clarifying roles and responsibilities. A CRM system will let you define teams and processes for sales, marketing, and customer service so that the left hand knows what the right hand is doing. It should also be flexible enough to change all those team members the next time a reorg happens. Although a CRM system doesn’t solve corporate alignment issues, the tool should drive and manage better team collaboration.
In many industries, selling directly is a thing of the past. To gain leverage and cover more territory, many companies work through partners. CRM systems should let your channel team track and associate partners’ deals and get better insight about who their top partners are. Partners now can strengthen their relationships with their vendors by collaborating more easily on joint sales and marketing efforts.
How much money have you lost to competitors? How many times did you lose a deal only to discover, after the fact, that it went to your archenemy? If you know who you’re up against, you can probably better position yourself to win the opportunity. CRM systems let you and your teams track competition on deals, collect competitive intelligence, and develop action plans to wear down your foes.
As a salesperson, have you ever walked into a customer’s office expecting a bed of roses only to be hit with a landmine because of an unresolved customer issue? And if you work in customer support, how much time do you waste on trying to identify the customers and reviewing the context of previous support interactions? A CRM system should let you efficiently capture, manage, and resolve a high volume of customer issues that come in from a variety of communication channels. The customer relationship doesn’t end once they’ve bought your product — that’s just the beginning. A CRM system should allow sales reps to have visibility into the health of their accounts, and service can stay well informed of sales and account activity.
How can you improve what you can’t measure? Simple, huh? If you use your CRM system correctly and regularly to manage customers, you have data to make informed decisions. That benefits everyone. If you’re a rep, you know what you need to do to get the rewards you want. If you’re a manager, you can pinpoint where to get involved to drive your numbers. A CRM system’s reporting and dashboards should provide easy-to-use tools to measure and analyze your business.
Salesforce wasn’t the first CRM system to hit the market, but it’s dramatically different from the other CRM systems you may have used (spreadsheets and sticky notes count as a system, too!). Unlike traditional CRM software, Salesforce is the first successful business application offered as an Internet service. You sign up and log in through a browser, and it’s immediately available. We currently call this cloud computing, where the customers access “the cloud” (that is, the Internet) for their business needs, and are not required to install any traditional software on, presumably, Earth. As long as you have an Internet connection, you can be anywhere in the world and have access to the clouds.
You may already be at a company that uses cloud-based applications, as Salesforce.com’s success has spawned a whole new marketplace full of business applications done “in the cloud.” Or you may just be entering the workforce, but you’re very familiar with the use of Internet-applications in your personal life (think Twitter, Instagram, or Facebook). If this is your first foray into cloud computing, you may be taking a first step by yourself or with the rest of your company. Don’t worry — your company made the right choice by picking Salesforce.
Salesforce customers typically say that it’s unique for three major reasons:
Salesforce’s success has empowered a whole new generation of managers and administrators to become business operations gurus. Cloud computing’s generally lower licensing costs, its ability to allow system configuration to happen with no prior programming experience, and its ability to make modifications quickly to the system mean that newer businesses can compete with slower, older, bigger competitors, but at a fraction of the cost.
In the next chapter, we cover more specifics about Salesforce.com’s products.
Chapter 2
IN THIS CHAPTER
Selling effectively with Sales Cloud
Enhancing leads with Marketing Cloud
Improving customer service with Service Cloud
Deciding what Salesforce size fits you
Now that you have a general idea about what Salesforce is, let’s delve into the various products that Salesforce.com offers. Generally speaking, the products we cover here fall into the three major categories or departments traditionally used to understand customer relationship management (CRM): sales, marketing, and service.
You may not have thought about it yet, but if you think about the basic structure of CRM, it follows the customer journey from pre-sales to sales and finally post-sales. In other words, marketing departments market the business to spark interest in a customer base and attract potential leads for your sales teams. When those leads are good and qualified, the lead is handed off to sales to close a deal. After the sale, the customer interacts with customer support for service, questions, or feedback about the product sold.
When you step back and look at the big picture, this entire life cycle centers around the customer. As you can see, we’re trying to sufficiently hammer home the fact that Salesforce.com and its products are all about enhancing the relationship between your business and your customer. Although it’s important to see this big picture, Salesforce.com also recognizes that the devil is in the details, especially from your customers’ perspective. Salesforce.com encourages its users to capture customer details and use them to improve this customer relationship.
In this chapter, we discuss three of Salesforce.com’s products and show you how they can transform a relationship between an organization and its customer base. First, we show you how you can improve your selling with Sales Cloud. Then we talk about Marketing Cloud — how it improves lead quality and automates important marketing tasks. Then we look at customer support and the features of Service Cloud that streamline it. Finally, we wrap up the chapter by helping you decide which Salesforce edition is right for you.
Sales Cloud helps companies increase their sales success in a number of ways that we describe in the next few pages. But first, it’s important to note that any system you use is only as good as the data entered in it. This is an important point that cannot be emphasized enough throughout this book. If your data is stale and outdated or just plain incorrect, the entire infrastructure built around it is essentially worthless. And that’s why user adoption is so important. With Salesforce, it’s easy to put in place a number of guardrails to ensure that the integrity of your data isn’t compromised. Assuming that data is up to date and accurate, Salesforce is a powerful sales machine that gives organizations all around the world insight into their businesses.
So, how does Salesforce do it? Let’s look at a few ways Sales Cloud makes sales teams more efficient at their jobs.
Account management and contact management are the focal point of sales teams and the foundation of Salesforce.com’s products. What would a CRM tool be if you couldn’t use it to track your customers and the organizations they’re a part of? Accounts are those organizations or businesses. Contacts are the individuals that belong to those Accounts. Salesforce lets you establish and differentiate between your customers, partners, competitors, and distributors effortlessly. It also shows you valuable information about these people and organizations in one place (again, assuming someone is inputting that data).
This allows any company using Salesforce to view customer details quickly and easily. Moreover, it ensures that any department within that company is looking at the same customer details, assuming you permit it. It’s also built with the user in mind, providing a simple user interface so that inputting this crucial information isn’t too cumbersome. Of course, it can get laborious over time if you aren’t careful. But Salesforce gives administrators what they need to make entering or updating accounts and contacts easy.
Another way Salesforce boosts sales efficiency is by minimizing time spent trying to communicate across and within teams. Salesforce provides multiple tools for on-demand work collaboration, as well as quick communication. Many companies see a dramatic decline in emails after using Chatter. Tasks and events that are automatically created and synced to the digital calendars of sales teams also increase efficiency, forecasting, and opportunity management.
Sales Cloud can be used to dramatically increase sales productivity for many organizations. Sales Cloud can increase forecasting accuracy, which has many obvious benefits. Tracking and managing leads, following up with them, and converting them with a single click of a button can help sales teams focus more on selling and less on entering data into a cumbersome Excel spreadsheet. Organizing massive amounts of data and presenting these results in a way that makes sense to users in real time is one of the most powerful weapons of Sales Cloud.
In essence, there really is no secret formula to how Salesforce boosts productivity and efficiency for sales teams. You can manage and view all customer information in one place, while updating contacts or following up with them (again, from the same single place), and track all this using powerful reporting to see trends over time and act accordingly. You can organize your tasks by priority, forecast more accurately, and respond to customers more quickly, thereby helping your business become a “customer company.”
We could write a separate book about Salesforce Marketing Cloud and do a deep dive into the various features it offers, but you can get the big picture from this section. Marketing Cloud is really a suite of multiple product offerings, but in this section we focus on email campaigns, marketing automation, and lead management, and how Marketing Cloud can improve your organization’s ability to execute on all of them.
How can you drive online commerce, as well as sell to and build customer relationships, without email? Email is the engine behind these forces. Marketing Cloud gives companies the tools to quickly create and automate attention-grabbing emails to customers throughout the customer life cycle. It’s essentially a user interface for managing communications and content to a wide customer base. The platform maintains mailing lists and schedules and can modify email messages based on what recipients read, click, and forward. You can easily filter your subscriber base so that you’re sending specific, targeted emails based on criteria or events of your choosing. You don’t want certain customers to be bothered by email campaigns? No problem. All of this can be set up and monitored as you desire.
ExactTarget is the name Marketing Cloud used to go by, so if you see ExactTarget in documentation somewhere, don’t get confused.
How much time have you wasted tracking down customer activity, emailing potential buyers that weren’t even interested, or trying to understand who clicked your links? Marketing automation is a general term for platforms that enable the automation of repetitive tasks, as they relate to marketing on multiple online channels. In other words, automating marketing communication. So, via multiple channels, a company that uses marketing automation is able to manage and automate the targeting, timing, and content of outbound messages. What’s more, it can do this intelligently, using cues from prospective actions and behaviors on the customer side.
Think of this like responding to body language. In today’s world, consumers do their homework and visit the websites of multiple competitors before deciding which product they want to buy. Email blasts are no longer acceptable means of capturing a large piece of the consumer pie. More personalized and sensitive communications must be sent out, based on various criteria such as the buyer’s role in his or her organization or the buyer’s purchase readiness. It’s more important than ever to send the right message at the right time.
Marketing Cloud includes a host of features that assist in automating these marketing processes. Even better, Marketing Cloud is already part of the Salesforce network, meaning that you can leverage all the information in one database, instead of worrying about complex integration of various systems feeding into one another. Now it’s easier than ever to manage these interactions and deploy online campaigns from a central platform.
Leads are the lifeblood of your business. The more leads you generate and pursue, the greater the chance that your revenue will grow. We already know that with Salesforce, you can plan, manage, measure, and improve lead generation, qualification, and conversion. You can see how much business you or your team generates, the sources of that business, and who in your team is making it happen. What about the step preceding that, though? There’s no use in filling your pipeline with leads that won’t actually follow through. So, how do you make sure your leads are qualified?
Pardot, Salesforce’s marketing automation tool, ensures that you fill your pipeline with the highest-quality leads. You can use the tool to create custom landing pages, lead capture forms, and targeted personalized emails. This helps your business shorten the sales cycle and close deals faster. You can set up personalized lead scoring based on criteria that you decide, to evaluate how qualified prospective buyers are. You can control which marketing content and messaging goes out to those leads based on that score criteria. Finally, you can add those leads that aren’t quite ready to buy to your nurture campaigns, so that you can spend more time “nurturing” them into high-scoring leads that will more likely purchase your product. This, in turn, accelerates your pipeline and ensures that team effort is being spent where it will pay off most, all from a central place.
When the sale is closed, good companies don’t say sayonara. An organization should still keep tabs on customers, or have relevant purchase history ready on the off chance that the customer will reach out with questions or issues. This is the foundation of customer support. Salesforce Service Cloud is a tool that helps call centers and customer service agents track customer interactions after point of sale.
This section provides an overview of what you can do with Service Cloud. For a lot more information, see Salesforce Service Cloud For Dummies, by Jon Paz and TJ Kelley (Wiley).
Remember when you used to call a toll-free number about a broken product that you bought? Maybe you emailed a support email address or filled out a web form. Whichever method you chose, chances are, you weren’t at your happiest at that moment. And who can blame you? It’s critical that customers receive world-class customer service from companies. Today, customers demand satisfaction more than ever before. If they aren’t satisfied, they can easily turn to competitors, or even worse, create smear campaigns against a company with bad customer service on social media networks.
Have you ever heard a customer service representative say, “One second while I pull up your record”? Those records are what we call cases in Service Cloud. Cases are related to contact records, so when a customer calls in, an agent can quickly pull up her record and see not only her purchase history, but also a record of every issue and interaction that customer has had with your organization. Cases, and the ability to clearly see what’s going on with customers, make both your customer service reps, as well as your customers themselves, much happier. Nobody wants to be transferred to another agent, only to have to repeat the issue for the third time.
Service Cloud uses case management to expedite and streamline customer service, creating a much more efficient experience for everyone involved and bringing your service organization into the 21st century.
Service Cloud has an added benefit: the ability to interact with customers across multiple channels. Or perhaps it’s better said differently: Service Cloud gives your customers the choice of how they want to connect with your company.
Not only can customers choose to contact you anytime, anywhere, and from any device, but they can also choose the medium through which they do so. Some customers are old-fashioned and prefer calling a toll-free number. Other customers dread long hold times and would rather chat with an agent online. Giving your customers the choice to contact you the way they see fit will do wonders for their perception of your company. Service Cloud gives you many different ways to do this, and it will pay off in terms of satisfaction, as well as reduced operational cost.
If you already use Salesforce, this topic may be a moot point. At the very least, you know which version of Salesforce you have.
If you’re not sure which edition you have, look at the top of your browser after you’ve logged into Salesforce.
All versions have the same consistent look and feel, but each varies by feature, functionality, and pricing. If you’re considering using Salesforce, consult with an account executive for more details about edition differences, pricing, and upgrade paths. Here are four versions of Salesforce.com’s service:
Salesforce.com also provides another edition, Developer Edition, which is a free instance of Salesforce with which developers can test and build third-party solutions. It has full functionality but a very limited license count and storage space.
Whichever edition you choose, the good news is that every edition of Salesforce is rich with features that can help companies of every size address their business challenges. You can choose a more basic edition today and upgrade later, as needed. Upgrades happen in the background and are easy, so you can focus on the business processes that drive the need for new functionality. And when Salesforce.com rolls out new releases of its service, it provides product enhancements for the different editions wherever relevant.
Part 2
IN THIS PART …
Learn basic Salesforce terms so you’re able to talk the talk.
Navigate the standard landscape of Salesforce to know where to go for what.
See how you can make Salesforce your own with personalization tips, including the Salesforce1 mobile app.
Get acquainted with Chatter and see how your sales, marketing, and customer service organizations can benefit from it.
Get the basic tools to help you work in Salesforce.
Chapter 3
IN THIS CHAPTER
Introducing Salesforce terminology
Logging in to the site
Getting to know about home pages
Understanding the Lightning Experience
If an application isn’t easy to use, you won’t use it. Period. Salesforce succeeds not only because it offers a universe of integrated tools but also because users can pick it up within minutes. You navigate Salesforce much the same way you do other websites: by clicking text links and buttons.
Still, you have so many ways to navigate Salesforce that it makes sense to lay down the obvious (and not-so-obvious) best practices for getting around the application.
Even if you’re familiar with Salesforce, you may want to scan this chapter because we cover terms that we use repeatedly throughout this book.
In this chapter, you can find out how to log in to Salesforce and use the home page to manage your activities, create records, and jump to other tabs. We briefly review the major functional areas and describe how to use the internal home pages. Finally, we introduce you to the optional Lightning Experience that ushers in a dramatically different look and feel for end-users.