Sales Cloud Basics - Salesforce

[Pages:496]Sales Cloud Basics

Salesforce, Spring '22

@salesforcedocs

Last updated: April 11, 2022

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CONTENTS

Sales Cloud Basics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Capture ROI with Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Turn Opportunities into Deals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105 Manage Accounts and Contacts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 190 Manage a Sales Team . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 272 Artificial Intelligence and Sales Cloud . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 457 More Sales Features . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 462 Resources for the Sales Professional . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 488

Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 489

SALES CLOUD BASICS

The Sales Cloud provides everything you need to manage your business. Generate the best leads, manage opportunities through the sales pipleline, and cultivate relationships with exisiting accounts. Plus, forecast revenues, set up sales territories, and organize your reps into selling teams.

Note: For usage restrictions that apply to this product, see this document.

Capture ROI with Campaigns Organize and track your marketing efforts with Salesforce campaigns. When you align your campaign structure to your business processes and strategies, you can report ongoing marketing performance and ROI across activities and segments. Turn Opportunities into Deals Move opportunities through the sales process, and track exactly what you're selling and for how much. Manage Accounts and Contacts Track the people and companies you do business with. Store information, collaborate on accounts, access the records you need. Manage a Sales Team Forecast sales based on your opportunity pipeline, set up sales territories, and organize reps into selling teams. Split revenue and credit for deals even if you use multiple currencies. Use Path and WDC to help reps follow your business process and increase performance. Artificial Intelligence and Sales Cloud AI makes the sales process smarter at every step. Salesfore's AI technology--Einstein--automates data entry and predictive analysis so you can make every selling moment count. Digital Engagement for Sales Cloud Sales reps who use the Lightning Sales Console can use digital channels to stay in touch with prospects. Digital channels include multiple types of messaging apps and chat. Plus, Omni-Channel lets sales managers route communications to the right sales team. High Velocity Sales users can use digital channels from the workflow queue. Learn about the digital channels that are available for the Sales Console. More Sales Features Locate documentation for earlier versions of features we've upgraded. Resources for the Sales Professional In addition to online help, Salesforce creates guides and tip sheets to help you learn about our features and successfully administer Salesforce.

Capture ROI with Campaigns

Organize and track your marketing efforts with Salesforce campaigns. When you align your campaign structure to your business processes and strategies, you can report ongoing marketing performance and ROI across activities and segments.

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Sales Cloud Basics

Get to Know Salesforce Campaigns

Get to Know Salesforce Campaigns Many cross-functional teams struggle to adequately communicate and hand off important data and resources. Use Salesforce campaigns to bridge the gap between marketing and sales and promote your successes to internal stakeholders. You can define campaign types, organize assets, add members, create campaign hierarchies, and then track and report on campaign performance. Tools like Campaign Influence and Einstein Attribution help attribute success and optimize future campaigns.

Set Up Campaigns in Salesforce Salesforce campaigns help you track engagement and report on your marketing efforts. They're fully customizable to meet your business needs, which means it takes some planning and a few steps to configure the Campaign object to support effective marketing campaigns.

Working with Campaigns Salesforce campaign records support your team throughout the campaign lifecycle. Use campaigns to communicate and share resources with coworkers during planning and execution, and then monitor and report on campaign successes.

Manage Campaign Members Add members to campaigns and update member statuses to keep your campaigns humming.

Campaign Influence Understand how your campaigns are affecting your opportunity pipeline.

Connect Pardot Campaigns to Salesforce Campaigns It's a great idea to connect your Pardot and Salesforce campaigns. You can save time, reduce clutter, and get access to valuable cross-product features. For example, work with campaign influence attribution models, Engagement History, and Pardot Einstein Campaign Insights for a complete view of your business. Plus, you can work with Pardot prospects and data without leaving Salesforce.

Leads Track prospects apart from your contacts and opportunities with Salesforce lead records. After you've qualified your lead records, convert them to contacts and create accounts for them (if you don't already have the accounts in Salesforce). And hopefully, create opportunities to bolster your pipeline.

Get to Know Salesforce Campaigns

Many cross-functional teams struggle to adequately communicate and hand off important data and resources. Use Salesforce campaigns to bridge the gap between marketing and sales and promote your successes to internal stakeholders. You can define campaign types, organize assets, add members, create campaign hierarchies, and then track and report on campaign performance. Tools like Campaign Influence and Einstein Attribution help attribute success and optimize future campaigns.

By using campaigns, you can:

? Identify where money goes and where it comes in. ? Communicate ROI to internal stakeholders. ? Understand how leads and contacts engage at multiple touchpoints. ? Make smarter budgeting decisions based on past campaign performance. ? Get access to Pardot engagement data, Einstein AI tools, and more.

Check out the Campaign Management Implementation Guide for more information.

EDITIONS

Available in: Salesforce Classic (not available in all orgs) and Lightning Experience

Available in: Salesforce Professional, Enterprise, Performance, Unlimited, and Developer Editions

Tour the Campaigns Object To get familiar with the data in your campaign records, let's take a tour of the Campaign object.

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Sales Cloud Basics

Get to Know Salesforce Campaigns

How Campaigns Can Help You can use Salesforce campaigns in a variety of businesses and marketing processes throughout the marketing cycle. Campaigns help organize your marketing plan and assets. Plus, when you set up your campaign records effectively, they contain valuable data that you can use to optimize future efforts.

Use Campaigns with Pardot and Marketing Cloud For a more comprehensive picture of your marketing-to-sales funnel, you can align Salesforce campaigns to Marketing Cloud and Pardot.

Understand Campaign Hierarchy To organize and link individual marketing campaigns together, use parent and child relationships to associate campaigns in a campaign hierarchy. You can think of a hierarchy as a family tree. Metrics from child campaigns roll up to the parent, so you can access data for individual campaigns or in aggregate. You can build a hierarchy to focus on marketing channels, fiscal periods, long-term projects, or any other factor that makes sense for your business. A campaign hierarchy can support up to five levels.

Getting Started Worksheet Before you begin creating campaigns, think about your business goals, existing processes, and the tactics that your marketing team uses most. Campaign management is most effective when it aligns with the way your business already works. A Salesforce admin can help customize the tactical components of your campaigns that marketers use every day.

Campaign Fields

Things to Know About Campaigns Review these considerations before you work with campaigns. Learn more about campaigns, campaign members, and their fields.

Tour the Campaigns Object

To get familiar with the data in your campaign records, let's take a tour of the Campaign object.

The Campaign object contains all the settings associated with how campaign records appear, the actions that users can take on campaigns, field access, and more. Check out a sample campaign record layout in the video. Play Video (2 min)

EDITIONS

Available in: Sales Cloud, Service Cloud, Experience Cloud, and Pardot with any Salesforce edition

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Sales Cloud Basics

Get to Know Salesforce Campaigns

To customize the layout, related lists, and fields included on campaign records, an admin can access Campaign object settings in Salesforce Setup. From Setup, find Campaigns in the Object Manager, or open a campaign and select Edit Object from the Setup menu.

How Campaigns Can Help

You can use Salesforce campaigns in a variety of businesses and marketing processes throughout the marketing cycle. Campaigns help organize your marketing plan and assets. Plus, when you set up your campaign records effectively, they contain valuable data that you can use to optimize future efforts.

Example: One way that Happy Homes LLC generates leads is by sharing white papers for first-time home buyers and aspiring real estate investors. Its marketing manager, Kamal, creates two campaigns: Whitepaper - First Timers and Whitepaper - New Investors, which roll up to the parent campaign Whitepapers. When a buyer enters information in the web-to-lead form on the Happy Homes website, the submission creates a lead record. The lead record can be added as a campaign member with a status of Downloaded.

Over time, the two white papers get a lot of traffic. The sales team follows up on the leads while Kamal reviews which audience segment is more engaged. Because he organizes his campaigns by the Campaign Type field, he can also investigate how white papers stack up against emails, webinars, and other marketing efforts.

EDITIONS

Available in: all editions

Use Campaigns with Pardot and Marketing Cloud

For a more comprehensive picture of your marketing-to-sales funnel, you can align Salesforce campaigns to Marketing Cloud and Pardot. Connect Salesforce campaigns to Pardot with Connected Campaigns on page 63.

EDITIONS

Available in: all editions

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