Building a Salesforce-Powered Front Office: A Quick-Start Guide

✍ Scribed by Rashed A. Chowdhury

• Publisher: Apress
• Year: 2021
• Tongue: English
• Leaves: 300
• Edition: 1st ed.
• Category: Library

✦ Synopsis

Beginning-Intermediate user level

✦ Table of Contents

Table of Contents
About the Author
About the Technical Reviewer
Introduction
What Is Salesforce?
Key Salesforce Terminology
Salesforce Data Organization
Global Search Bar – Finding Records
Chapter 1: Lead to Cash: Front Office Process Tower
External-Facing Customer and Lead Interaction
Lead Generation
Tools for Lead Generation
Marketing Automation
Tools for Marketing Automation
Sales Management
Tools for Sales Management
Configure Price Quote
Tools for CPQ
Contract Lifecycle Management
Tools for CLM
Order Fulfillment
Tools for Order Fulfillment
Customer Service
Tools for Customer Service
Revenue Management
Tools for Revenue Management
Summary
Chapter 2: Leads
Prospecting Leads and Potential Customer Journey
Lead Process
Qualify the Lead – Programmatically
Lead Qualification Process
Timeline for Lead Qualification Activities
Lead Management
Lead Assignment Rules
Lead Settings
Web to Lead
Social Account and Contact Settings
Contact Overview
Contact Organization
Summary
Chapter 3: Opportunity
What Is an Opportunity?
Standard Opportunity Record
Adding Product to Opportunity
Creating a New Opportunity
Opportunity Organization
Calculating an Annual Opportunity Amount
Types of Opportunity
Stale Opportunity
Building a Business Pipeline
Opportunity Qualification Questionnaire
Building an Opportunity Pipeline
Sales Stages
Sales Stage Example with Exit Criteria
Summary
Chapter 4: Accounts
What Is the Account Object?
Adding New Accounts
Account Data Organization and Maintenance
Automated Nightly Verification Job
Another Way to Create or Update Account Data
Account Settings
Person Account
Deleting an Account
Account Team
Summary
Chapter 5: Activities
Activity Settings
Record Page Settings
Meeting/Events
Creating an Event in Salesforce
Tracking Events
Tasks
Creating a Task
Tracking and Viewing Tasks
Repeating a Task
Assigning Tasks to Multiple Users
Setting Task Notifications
Summary
Chapter 6: Digital Marketing
Challenges and Strategies
Digital Marketing Strategies
Marketing Strategy: Process and Ownership
Product Go-to-Market Investment Approach
Marketing Strategy: New Products
Building Effective and Measurable Campaigns
Lead Scoring and Grading
Targeted Nurturing Programs
Create Engaging Emails
Webinar and Event Marketing
Engage the Audience over Social Media
Reporting on Marketing Initiatives
Summary
Chapter 7: Marketing Campaigns
Why Marketing Campaigns
Measuring Campaign Data
Creating a Campaign in Salesforce
Creating a Target List in Salesforce
Contact List
List Uploads: Pre-event and for General Email Purposes
Post-Show: Conference List Uploads
Lead Assignment Rules
Planning a Marketing Campaign
More on Key Performance Indicators
Call to Action (CTA)
Creating a Good Landing Page
Email Campaign Planning
Pardot Use Cases for Developing an Email Campaign
Build a Successful Email
Build Your List: Salesforce Components
Build Your List: Additional List Options
Email Form Completion and File Download
Campaign Reporting
The Power of Marketing Cloud
Customer Experience Is Imperative
Connect the B2C Customer Experience
Connect the B2B Customer Experience
Marketing Cloud: Email Studio
Marketing Cloud: Mobile Studio
Marketing Cloud: Advertising Studio
Marketing Cloud: Journey Builder
Social Studio
Salesforce DMP
Weekly Journey Monitoring Support Activity – Sample Time for Ten Journey
Artificial Intelligence and Machine Learning
Summary
Chapter 8: Front Office Concepts
Customer Segmentation/Categories of Customers
Small to Medium Businesses
Mid-market
Enterprise/Strategic
Framework for Your Business
Why Measuring Customer Satisfaction Is Important
Net Promoter Score (NPS) Process
Identifying Clients to Survey
Identifying Contacts to Survey
Enterprise vs. Global Service Line (GSL) vs. Product Line Scores
Follow-Up on Client Feedback
Entering Net Promoter Score (NPS) Follow-Up Activity in Salesforce
NPS Categories
Dashboard Design: Business Performance, Profitability, and Scorecard
Creating a Dashboard
Designing a Good Dashboard
Using and Understanding Top Line Revenue Growth Dashboards – A Real-World Perspective
Understanding Dashboard Components
New Business: Current Year (CY) Funnel (by Sales Stage and by GSL or Tier 1)
New Business: CY Conversion (Overall and by GSL or Tier 1)
New Business: CQ Top Wins and CY Top Wins
New Business: Next 90 Days Top Opportunities
Renewal: Next 90 Days at Risk Renewals
Renewal: Next 90 Days Top Renewals
RFPs Pending Delivery to Client/Prospect
New Business/Renewal: Expired Opportunities
CRM Planning Questionnaires
Project Survey
Business Case
Industry
Sponsorship
Organizational Characteristics
Project Processes
Governance
Business Survey
Business Overview
Current State
Future State
Domain-Specific Questions
Customer
Product
Data Survey
Technology Survey
Technology Landscape
Technology Futures
Project Status Guideline
Status Summary
Progress
Attention Areas
Schedule
Deliverables
Costs
Technology
Resources
Upcoming Goals
Decision-Making Framework
Summary
Chapter 9: Data Management
Data
Data Export
Mass Delete
All Data Integration Rules
Salesforce Duplicate Management
Contact Duplicate Rule – Standard Rule for Contacts with Duplicate Leads
All Matching Rules
Enable State and Country/Territory Picklists
Scan Your Organization
SaaS Databases
Dun & Bradstreet Hoovers
Informatica Cloud MDM – Customer 360
Summary
Chapter 10: Proposal Development and Sales Pipelines
Proposal Automation
Sales Playbook
Sales Pipeline Challenges and Trends
Market Noise
Buying Power Spread Out
Involved Buying Process
Challenges and Trends
Solution Approach
Leverage Technology to Sell More
Summary
Chapter 11: Configuration Best Practices, Customization, and DevOps
Key Configuration and Setup
Login and Authentication Settings
Password Policies
Session Settings
Setup Home (for Salesforce Administrator)
Quick Find
Object Manager
Global Search
Create Shortcut
Carousel
Most Recently Used
Salesforce Enhancements and Customization – Consideration
Data Quality
Simplification
Standard Process and Protocols
Account Ownership
Training and Support
Sales Enablement
At-Risk Management
Competitor Management
DevOps
Development Environment
Sandbox Use Case
What to Consider for Setting Up a Sandbox Environment?
Types of Sandbox
Sandbox Planning and Options
Sandbox Communication Plan
Sandbox Org ID
Sandbox Users, Contacts, and Access
Case Study: Healthcare Payers’ Digital Transformation
Case Study: IT Challenges Related to Salesforce Desktop Add-On
Summary
Chapter 12: Salesforce Platform
Salesforce Experience Cloud
Lightning Bolt
Process Builder
Flow
Putting It All Together
Security – Health Check
Login Access Policies
Lightning Usage
Salesforce Optimizer
Salesforce Optimizer PDF
Email
Classic Letterheads
Unfiled Public Classic Email Templates
Marketing: Product Inquiry Response
Email to Salesforce
Organization-Wide Email Footers
Enhanced Email
Organization-Wide Email Addresses
Outlook Configurations
Salesforce Mobile App
Schema Builder
Developing an App
Salesforce Service Cloud – Core Offering
Key Salesforce Resources
Summary
Chapter 13: Helping Companies Grow as a Salesforce Partner
Partner Designations
Your Digital Experience
Partner Onboarding
Channel Management
Channel Sales and Marketing
Design and Build
Key Activities – Listing
Checkout Management App
Checkout Enabling
What Are the Steps for the Security Review Submission Process?
Key Resources
Summary
Index