Top 3 Challenges of Implementing ABM Strategies in Salesforce


By: Andrew Sinclair

Salesforce is incredibly powerful, but it wasn’t built with account-based marketing in mind. Here are the top 3 challenges of implementing ABM strategies in Salesforce.

1. MATCHING LEADS TO ACCOUNTS

Every single lead that comes into your organization is packed with a smorgasbord of information—you have the contact info, account info, geographic info, and so on. As your lead database expands, the oversight you have over your records has to keep pace as well. 

It’s not uncommon for a team to run across hundreds—maybe thousands—of leads in a single week. With so many new leads coming in, it’s easy for reps to lose track of important ones. The last thing you want is your reps to be so bombarded by information that those key leads get dumped into Salesforce and end up going nowhere. 

Leads that come into Salesforce should be matched to the correct account, quickly and accurately.

2. ACCOUNT-BASED LEAD ROUTING

Once a lead has been matched with an account, it needs to be routed to the correct SDR, BDR, ISR, account executive or account team. You want that lead to be assigned to the person or team who already owns the account, and not to a random rep, who may not have any idea what’s happening with that account. But with so many leads pouring in daily, it becomes impossible to assign all of them manually. 

A round robin tool can take the manual work out of the assignment process. Some tools even let you map leads to territories according to regional factors such as postal codes, or company information, such as the number of employees. 

Using matched account data will increase the chance that leads gets to the right person at the right time.

3. ACCOUNT VISIBILITY 

Reps need the ability to see which leads are associated with their accounts. However, with Salesforce’s out-of-the-box tools, reps have to perform searches or create reports to find these leads, accounts and other records. Having limited visibility into target accounts slows down reps, decreasing efficiency and hampering sales performance.

All matched lead data associated with an account should be visible on that account record.

TOOLS TO MAKE SALESFORCE ABM-READY

When implementing ABM strategies in your organization, Salesforce’s out-of-the-box tools may not be enough. Teams try to get around this problem by creating complex assignment structures in their marketing-automation tool or developing other workarounds, but custom solutions like these require additional work and are difficult to scale and maintain. 

To help make your Salesforce org ABM-ready, look for the following tools and features:
  • Powerful lead-to-account matching tools that will find all potential matches in your Salesforce instance, including fuzzy name matches and domain matches.
  • Automatic lead routing that will give your sales reps the best chance at qualifying leads quickly, without having to figure out manual lead assignment in Salesforce.
  • At-a-glance view at the overall account activity—at the account level—to your reps focused on their accounts and your organization clean.
One important note: Some solutions process data outside of Salesforce, usually in a server locked off from the organization’s Salesforce administrator. In those cases, you may need to submit a ticket to have changes integrated into your SFDC org. That’s not an issue for solutions that are 100% native to Salesforce, because administrators can keep control and make updates themselves. Eliminating the need for a third-party application means you utilize the admin features at your disposal, while ensuring your data is secure.

Andrew Sinclair is the founder of Lane Four. For more on Lane Four’s scalable, ABM-friendly solutions, check out lanefourdata.com and Lane Four’s AppExchange solution.


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Can You Also Put This on My Salesforce Home Page?


As a Salesforce Admin, I'm sure you get asked quite often:

"Can you also put this [report/dashboard/list view/link] on my home page?"

If I had a nickel for each time I was asked that question....

Believe it or not, if your organization is on Lightning Experience, you are in luck.

Lightning Experience includes a neat, oven-overlooked, yet super-powerful Rich Text component that can turn you into a superhero in the office.


How can you use this Rich Text component to turn your user's homepage into a resource powerhouse?

Once you've identified all of the resources that your users need, organize them into logical groups so that you have a neat list of links to the various reports, dashboards, list views or even external resources that your users value.

Next - go into EDIT mode on your page in Lightning Experience and drag the Rich Text component onto to the page layout.


Now you can start typing up your list, grouped by categories, turning the name of each resource (report, dashboard) into a hyperlink as shown below.


As you are typing, you will see a preview of your content appearing in the main section of the screen.



If you want to accessorize your text with icons the way I did, simply cut and paste your favorite emojis from this site into your Rich Text component.

Once you save and activate your page layout, your users should see your masterpiece and be able to access all of the resources you've shared without cluttering up their homepage.


Now you can rejoice in the praise of your colleagues, without telling them how incredibly simple it was to implement.

Do you have any other interesting ways that you've used this Rich Text component? If so - I would love to hear from you.

Happy learning!



David Giller a Salesforce MVP, User Group Leader, Trainer, Consultant, Blogger & Author.

Although he started his career as an attorney, David entered the world of enterprise-scale IT management at NBCUniversal, & continued at GE Capital, where he was first introduced to Salesforce & became known as "The Salesforce Guru."

David is now CEO of Brainiate, helping companies unleash the power of Salesforce.

You can read more about David's bizarre career path here.


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Have You Tried These 7 New Salesforce Projects on Trailhead?


Keep your Salesforce game on.

Expand your knowledge on the Salesforce platform to impress your boss, colleagues and friends.

If you haven't already tried them, now might be a good time to check out these 7 cool Salesforce projects on Trailhead:
Use Apex, Lightning components, and Einstein Vision to recognize and classify cat images.
Move an app to Lightning Experience and optimize it for your users. No code required.

Design a system to configure and send custom notifications based on platform events.

Use the Napili template to create a community with chat snap-ins and knowledge.

Create a Salesforce report, manipulate the data in Quip, and link back to Salesforce.
Build pages and components that work in every Salesforce user interface.

Install the right tools to build native and hybrid apps with Mobile SDK.



David Giller a Salesforce MVP, User Group Leader, Trainer, Consultant, Blogger & Author.

Although he started his career as an attorney, David entered the world of enterprise-scale IT management at NBCUniversal, & continued at GE Capital, where he was first introduced to Salesforce & became known as "The Salesforce Guru."

David is now CEO of Brainiate, helping companies unleash the power of Salesforce.

You can read more about David's bizarre career path here.


Don't miss a post! Subscribe to this blog via email, or add this blog to your Feedly. 




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