Meet Awesome Admin: Tigh Loughhead

Meet Awesome Admin Tigh Loughhead Elegran Marketing Director

Name: Tigh Loughhead
Current Role / Employer: Marketing Director at Elegran
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Q: If you had to describe your current job to a friend or relative who knew nothing about CRM, how would you describe your job?

A: I align our marketing and sales team, and integrate our marketing efforts into an organizational system so our sales team can track and follow up with their leads, and grow their book of business.

I analyze the marketing to sales to deal lifecycle so that the business can make smarter and more profitable decisions in the future.

Q: If you had to describe your current job to another Salesforce admin, how would you describe your job?

A: I find ways to automate marketing to create a scalable business model.

I make our business more profitable by optimizing our marketing channels, and building products and workflows to make our sales team more effective, giving them the technology tools to market themselves, to organize their day and their database, and to build business insight about both specific prospects and around their business in general.

Finally, I provide the rest of the management team with high level reporting to make strategic decisions about the future of the business.

Q: How did you first get introduced into the Salesforce world?

A: I actually worked for a marketing agency years back, and we were trying to build out a custom lead attribution model, which led me to consult them with their custom Salesforce implementation. 

They had an extremely robust system with about a hundred different tracking phone numbers for numerous locations, some "dynamically inserted" on specific landing pages based on the digital referring source, to more traditional channels like signage, referrals, walk-ins, etc. 

Q: When did you first get introduced to Salesforce? What year?

A: 2010-2011

Q: What was your initial impression of Salesforce?

A: My initial impression was that the software was a bit of a behemoth, and I was probably a little overwhelmed by the flexibility and different use cases, not to mention all of the different free and paid add-ons and intermediary software and services available. 

Someone at Salesforce actually sat me down and explained the basics of the logical progression of prospect becoming a lead and finally a client, which is fundamental to any sales-based business, when the platform finally began to make sense.

Q: How did you transition from a Salesforce “newbie” to an experienced admin?

A: I have a technology product and advertising background, and actually came to Salesforce expertise via marketing automation. 

A few years ago, automation became the latest trend in marketing, and I brought a few platforms to my company. 

While Elegran typically develops our own software tools, we ultimately decided to invest in Pardot. 

After leading the implementation and on-boarding, I quickly realized that the success of automated marketing depended upon the organization of our data architecture in Salesforce, which was a bit of a mess. 

So, for the past year, I've led an effort to restructure our Salesforce instance, standardize our information and business workflows, train our marketing and sales team, and develop reporting tools for both individual users and management.

Q: What do you love most about being a Salesforce admin?

A: My job is all about creating value, and I love that Salesforce will ultimately allow my team to grow their business. 

I feel a bit like a doctor sometimes getting patients to take medicine, but in the long run I'm laying the foundation for others to succeed, and that is one of the best things you can bring to another person or a company.

Q: What is the biggest impact you’ve had on your users or the organization?

A: Elegran has 'closed the loop in our information architecture,' identifying all of the stages of the deal lifecycle, aligning our sales and marketing team. 

Every stage, channel and individual can be analyzed and improved. 

This allows us deep insight into our customers' journeys, as well as a transparency and accountability between the sales and marketing team.

Q: If you could give one piece of advice to another Salesforce admin, what would it be?

A: Be clear and rigidly consistent about your business goals, but be sure to include members from every team before any major implementations. 

If you can't get everyone pulling in the same direction, a CRM will quickly become unmanageable. 

Q: If you could give one piece of advice to another Salesforce user, what would it be?

A: Have faith. 

This system is designed to help you, and while it may seem like extra administrative work in the short-run; you'll be reaping the benefit and doing less busywork in the long-term. 

The whole point of the software is to build your business, and you'll eventually surpass the person still working off notes in their phone, or organizing clients in Excel.

Q: What resources have you found most helpful – to build upon your current knowledge and experience in Salesforce, and to solve for any new and unexpected Salesforce issues that you come across?

 I'm still relatively new to Salesforce, though I'm a big fan of Pardot support.  

The Success Communities have been a fantastic resource for meeting new, like-minded users, to share challenges, issues and successes. 


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