Sales and Marketing Applications, 14%

Sales and Marketing Applications Introduction

• Salesforce is really intended for, and shines, when facilitating B2B relationships.
  • Entails longer sales cycle
• Less ideal for B2C, where the sales cycle is shorter and often a one-time transaction.

Primary Marketing Components of Salesforce Applications

• An “application” in Salesforce is just a series of tabs and screens
• Campaigns include Campaign Members which can be Leads or Contacts

Leads Overview

• An “Open Lead” is a Lead that has not been “converted” or “qualified”
  • Qualifying/Converting a lead involves determining whether this person is someone you want to do business with.
• Leads come in from various “Lead Sources":
  • Defaults: Web, Phone Inquiry, Partner Referral, Purchased List, Other

Salesforce Leads Process

• Possible that different Lead Process are needed for Leads coming in through the Web, Phone, etc.
  • May require different Lead Processes or even Record Types.
• Before creating a new Record Type for an object, that object has a default Record Type of “–Master–”

Creating Lead Record Types

• To follow different Lead Processes, first need to create appropriate Lead Record Types

Creating New Lead Status Picklist Values

• New Lead Statuses can be added to the Lead Status picklist.
  • They can be assigned to specific Lead Processes.

Showing and Hiding Picklist Values by Record Type vs. Process

• On Record Types for Leads, Picklists Available for Editing will not include Lead Status because it is controlled through the Lead Process.
• For other picklists, you can adjust which values are available and default on each record type.
• Lead Status is represented by the Path UI element. The various statuses available must be edited on the appropriate process.

Campaign Management Introduction

• New products (Movie release, software release, product release, etc) usually have an associated Marketing Campaign
  • Campaigns are any activity a company takes to raise awareness about their product or service
  • These have various fields: Start Date, End Date, Budgeted Cost, Actual Cost, Type
• Campaigns can have related Campaign Hierarchies - campaigns inside of campaigns

Using a Path to Track Campaign Progress

• You can create a path on any picklist field. Add via: Setup > Quick Find > “Path”
  • Several standard objects that can have paths set up automatically:
    • Account Campaign, Case, Contact, Contract, Lead, Opportunity, Order, Project
• After setting up the path, will need to add the Path element via lightning app builder

Adding Campaign Members to a Campaign

• Campaigns simply house a list of Campaign Members and Opportunities that are borne of the Campaign.
• Campaign Members can include both Leads and Contacts.
• Button available to bulk add leads and contacts to a campaign. Intended primarily for email campaigns.
  • Campaign member statuses available: Sent, Received, Responded

Lead Conversion Process

• Converting a Lead means that one or multiple conversations have occurred with the individual and the parties have determined they would like to do business together.
• Convert a Lead via: Accessing the lead record > Convert button
• Converting a Lead can result in the creation of three new records across three different objects, all in one process.
  • Account, Contact, Opportunity

Web-to-Lead

• Access Web-to-Lead via Setup > Feature Settings > Marketing > Web-to-Lead
  • Means for info entered into a web form to be added to new Salesforce records
  • Clicking through setup results in the creation of HTML that can be added to a website, like a Word Press site or other website. Often, this is sent to a separate webmaster.
  • Will be assigned to the “Default Lead Creator”
  • “Recaptcha” is a means of ensuring that robots and scripts do not create a large number of new leads in your org, preserving the quality of your leads data.

Campaign Hierarchy

• Campaign Hierarchy is available as a related list on a campaign record. Children of the current campaign will be visible under this list.
  • Hierarchies can be nested several deep.

Primary Sales Components of Salesforce Applications

• Opportunities are potential business and deals that your org is hoping to do.

Opportunity Stages and Sales Processes

• Opportunity stages include several default possible values
  • Prospecting, Qulification, Needs Analysis, Value Proposition, Id Decision Makers, Perception Analysis, Proposal/Price Quote, Negotiation/Review, Closed Won, Closed Lost
  • Change the Stage picklist on the Opportunity object to adjust
    • Can be adjusted on a per-process basis
  • Deactivate picklist values to keep the data while also preventing those values from being used again

Opportunity Record Types

• Close Date is the estimated date on which the opportunity should close (won or lost).

Record Type and Page Layout Assignments and the Default Record Type

• Page Layouts are assigned by Profile, by Record Type.
  • They are accessible via: Object Manager > Page Layouts > Page Layout Assignment.

Adding a Path to an Opportunity

• Default “Path” on Opportunities is not a full-blown path: does not have guidance for success or important fields.
• Turn on Paths via Setup > User Interface > Path Settings, then they will have the guidance for success and important fields visible.

Paths vs. Sales Process

• Cannot add/remove stages from the edit Paths screen. Must be done from the appropriate Process: Lead Process, Sales Process, Support Process
  • Note that these processes are different than “Process Builder.”

Adding Products to an Opportunity

• Impacts the Amount field on Opportunities
  • Adding Products to Opportunities changes the Amount field
• Can control different prices for different products by creating multiple Price Books
  • Price Books can also include services (Ex: Installations) and agreements (Service Level Agreement: Bronze)
• Opportunities can only be associated with a single Price Book, which can be changed via the drop down next to Products (x)

Creating a Pricebook

• Price Books object is accessible from the App Launcher
  • Consists of a list of products with prices that can be changed
• Click on the Product related item in the Opportunity takes you to Opportunity Product
  • Opportunity Product is a junction object that connects the Opportunity and Product

Difference Between List Price and Sales Price on an Opportunity Product

• Sales Price vs List Price covered here.
  • List Price - from the price of the product in the Price Book
  • Sales Price - what the product was actually sold for
• Opportunity Products have a lookups to both Opportunities and Products
• Products can also be added to Quotes and Orders

Product Scheduling - Revenue and Quantity

• Enable Product Scheduling via: Setup > Quick Find > “Product Schedules Settings”
  • Once enabled, the checkboxes on all Products become checked:
    • Quantity Scheduling Enabled
    • Revenue Scheduling Enabled
• Purpose is to enable repeat purchases (Ex: monthly) with flexibility as to how the revenue is realized (Ex: quarterly).
• Price Book Entries is another junction object between Products and Price Books.

Adding Scheduled Products to an Opportunity

• These special quantity and price scheduled products can be added to price books and opportunities.
• Each of these opportunity products has an associated Schedules related list with revenue and quantity line items that are derived from the price books.

Salesforce CRM Content, Content Packs and Delivery

• Salesforce Content is currently only available in Classic
  • Purpose: “Publish and share official corporate files with coworkers and deliver them to customers.”
• Salesforce Solutions for content management are “borderline terrible,” per MW.
  • Currently five different systems for storing content, which are very confusing and nuanced.
    • Files Home, Salesforce CRM Content, Salesforce Knowledge, Documents Tab, Attachments
    • Help Article explaining differences available.
• None of the Salesforce projects MW have worked on have leveraged CRM content.
• Collaboration features available are very dated in 2020.
• Content Packs are essentially folders of unique items (PDFs, Word docs) that can be downloaded by users as a single unit.
• Content Delivery is a way of publishing Salesforce Content Packs to a URL that can be distributed to users.

Similar Opportunities

• Similar Opportunities is currently only available in Salesforce Classic and is not on the roadmap for Lightning.
  • But, may appear on the admin exam.
• Similar Opportunities allow users to search for opportunities that share common fields with the user’s opportunity. Enables comparison with similar opportunities they have closed and won, and to see what activities led to that successful outcome.
  • Has been retired in favor of Einstein Analytics and other AI.
• Once enabled, must be added to the related list.
• Related Opportunities will show up on that with a “relevancy” bar.

Sample Exam Question #3 and Opportunity Teams (Read Video Description)

• Opportunity Teams enable team based selling by allowing the opportunity owners to add more users to the Opportunity, so they have additional permissions on the Opportunity.
• Enable opportunity teams via: Setup > Quick Find > “Opportunity Team” > Opportunity Team Settings
• Can also customize team roles that the opportunity team members can fulfill. Setup team roles via: Setup > Quick Find > Team Roles > Team Roles. Assign appropriate picklist values.