beyond marketing features in Salesforce
POSTED : June 24, 2019
BY : Stephanie Gaughen

So, you may have been told Salesforce can be a CRM for your company, but we’re here to tell you about how you can run your entire business on Salesforce. Salesforce is an enterprise platform with multiple integrated software applications designed to streamline your business operations. However, there’s a misconception of Salesforce only being suitable for CRM needs. While Salesforce began as a CRM, the platform evolved to include marketing automation, configure price quote (CPQ), customer service, field service, accounting, custom application development, and so much more. Salesforce has endless possibilities with pre-built apps, integrations, and even the ability to build custom functionality to make Salesforce work exactly how you need it to.

If you’re wondering how you can make Salesforce all that it can be and is meant to be, continue reading and see how we optimize our client’s platforms.

Build Customer Connections

It’s easy to know what a customer wants when you’re talking to them, but the buying process starts way before they submit a form or appear on your caller ID. Salesforce gives you insight into where your customers are coming from, what they’re specifically looking at, and also helps predict what they might want from you. Knowing this information will allow you to build better customer connections.

Retain Top Prospects

If you’re not engaging with your customers consistently, you’re at risk of losing them. Losing current customers and working to acquire new ones is expensive. Customer acquisition is about 15 times more costly than customer retention. This means retaining a customer is something you can’t afford to mess up. Thankfully, Salesforce is great for companies struggling to keep in touch with current customers.

Salesforce has a couple of ways to retain customers:

  1. Use integrations to get customer data in one place. Customer support and service apps, like Service Cloud, are easy to integrate into Salesforce to keep everything together.
  2. Personalize your approach. If you know which products or services prospects are focusing on your website, use it to your advantage by personalizing your sales pitch. Even better – see all your customer orders and service tickets in one place to more easily tailor suggestions.
  3. See who’s inactive and re-engage with them. When you notice customers start to slip, loop them into an automated email workflow and offer them other products they may like.

There’s a lot more where these came from too! Customer retention is an incredibly important aspect of the sales process and one you shouldn’t ignore.

Design Apps for Your Needs

I’m sure there’s been a time while you’re on the road, at a conference, or even in your office talking to a potential buyer when you realize the tools available to you aren’t enough to push and seal the deal. In today’s world, we can hardly get through an afternoon without using an app in some shape or form. Many of the apps we use don’t do everything we wish they could. This is where Salesforce comes in!

The Salesforce platform makes it easy to build apps specific to your company and your specific role’s needs. If this seems too daunting, consider hiring a consultant to walk you through the process or taking the reigns completely to build you the perfect tool for your business.

Customized Dashboards

It takes time to sort through data even when you know what each data point means. It can be even more of a headache, and time-consuming when the data you’re seeing doesn’t have anything to do with what your goals are. Salesforce lets you customize dashboards, so the only thing you’re seeing is the data points you need to meet your organizational goals. Before you get started on customizing your dashboard, check out these helpful tips from Salesforce:

  • Reports provide all the data shown in a dashboard, and dashboards show data from more than one report.
  • When refreshing a dashboard, all the data-providing reports should run. If the reports take a long time to run, then the dashboard will too.
  • Dashboards are shared via folders. Whoever has permission to the folder your dashboard is saved in also has access to your dashboard. Ensure you save your dashboard in an appropriate folder.

Once you know what you want to see, customizing the dashboard is as simple as dragging and dropping the information you want, where you need it.

Salesforce Einstein

Bring in the robots. Salesforce has been working with AI since 2017, and it continues to get better and more capable to help you meet your goals. Salesforce Einstein is a tool for the Salesforce Customer Success Platform to ensure your customers are getting the best experience every time they click onto your site.

The goal is to give your sales and marketing teams a better view of the customers and sales prospects they’re working with. Einstein proactively helps companies and users avoid customer service headaches, keep up with client relations, and stay informed about business developments and other key moments that affect your relationships with customers.


Much like the weathermen on TV predict the forecast, Salesforce can predict your expected sales revenue. The forecasts in Salesforce are based on the gross roll-up from a set of opportunities. Each forecast is determined from factors such as time period, forecast type, adjustments, and currency. All of these factors and more come together to predict what your revenue will be if you stay on the current path. This all comes together to help you and your team determine what needs to be alternated to beat your last sales period.

There are so many things available to you and your team on Salesforce. This article doesn’t even cover half of it. Learn about our complimentary training package for Salesforce reports and dashboards.

About the author

Stephanie GuaghenStephanie Gaughen is a senior Pardot consultant at Concentrix Catalyst. She holds a master’s degree in media and communications. She has a passion for entrepreneurship, technology innovation and next-generation marketing.

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