Know what is impacting your Salesforce ROI and Maximize it with the 6D Health Assessment Framework
Abhisekh Kumar • May 24, 2019
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Salesforce is a versatile platform offering thousands of functionalities and possibilities to improve the customer experience and drive more revenue. However, as an organization that has invested in Salesforce, are you making the most out of what it has to offer?
We understand that it is a difficult question to answer but we’ve noticed that not all companies are tapping into the entire potential. Whether you implemented Salesforce several years ago or recently, there are some aspects that probably continue to pull the performance down. In this blog we will discuss such challenges and the Salesforce Health Assessment that can help you unlock higher value.
Salesforce ROI – What is pulling you back?
A broken sales process can reduce your ability to sell by 67%. On an average 79% of marketing leads are left unpursued and 69% of sales rep’s time is spent in admin related work.
These are not the statistics any business leader would want to be associated with. The reality however is different. While you may have invested in Salesforce with the aim of high growth, the results vary depending on how you’ve implemented the CRM platform and managed it over time. Here are some key Business and IT related impact areas that can potentially block your ROI –
Broken sales process
Often, businesses do not realize that they have underperforming sales reps. This could be a result of an inconsistent sales process, or lack of ability to sell as a team. At times the process itself is clunky and slow with limited automation capabilities.
Poor lead generation process
79% of the marketing leads are not pursued as businesses don’t have effective lead routing or their lead quality is poor. E.g. How often do your sales reps run into dead ends because of wrong phone numbers, bounced emails, or wrong-sized businesses? Or perhaps they’re lacking insights from social channels such as Facebook, LinkedIn and Twitter.
Sales reps spending more time on admin tasks than selling
The sales reps, instead of selling, are spending their time on admin related tasks, such as status reporting, information mining, and acquiring approvals on deals. This is a tremendous drain on the productivity of your sales organization. Unfortunately, many of their Salesforce pages and mobile layouts have not been optimized for the users.
Underperforming sales reps
A universal challenge we’ve seen is that the sales reps don’t have enough insight into who they are selling to. This includes data about the account – such as employee size, industry, corporate hierarchies, what they’re selling – and the value of what they’re selling. Many of their deals are not even forecasted correctly.
In a Salesforce implementation, data migration, integration, and maintenance are critical areas which will have down the line impact on the way the platform is being leveraged.
Data migration and integration
Data migration is a monumental task that needs a separate strategy, approach, budget, and team. Dealing with user mapping, duplicate data, adding custom fields, security, clean up, managing access control etc. takes up considerable time and money. Migration and integration strategy have to be such that they improve the usability and efficiency of your new system
On an average, Salesforce releases three updates in a year by introducing new features and deprecating the old ones. Most of these features will have impact on the platform performance and user experience. We’ve noticed that all minor or major salesforce implementations will run into performance issues if not maintained periodically.
The Six Dimensions of Salesforce Health Assessment
A health assessment is the first step in the process that can help in maximizing the Salesforce ROI – one that checks your system’s overall health both from the functional and technical aspects, and provides recommendations on how to improve it. An effective health assessment is built with an understanding of the customization/coding ratio, org adoption, data quality, mobile readiness, integrations and benchmark against best practices.
Salesforce or any CRM platform is as good as its adoption. This dimension aims to increase the user adoption and the platform utilization to improve the sales and marketing productivity.
Key areas covered: Licenses purchased vs actual usage, the list of inactive users, insights on neglected customers and opportunities.
Salesforce offers certain out of the box security checks. However, this dimension goes beyond them and programmatically assesses the security of your platform.
Key areas covered: Number of expired certificates, number of forced re-logins after user logins, ensuring minimum password length and the timeout values.
#3 Customizations and integrations
Every Salesforce implementation will have several customizations to meet unique business goals. This dimension aims to protect the investments by ensuring that the customizations are not broken and working as expected.
Key areas covered: Most common break points, Fields utilization per object, profile comparator, permission set comparator and the third-party installed apps vs actual usage.
#4 Lightning compliance
With Lightning in picture, this is a good opportunity to help you reimagine your existing business processes and ensure that the Lightning implementation is smooth and efficient.
The technical debt can pull the efficiency of the Salesforce system. This dimension checks for the organizational health, ensures high code quality and higher effectiveness of the platform.
Key areas covered: Health and quality of API versions, checks the average lines of code per class, ratio of test classes to classes, custom object limit and the daily bulk API requests.
#6 Data quality and business process
The quality of data is of prime importance in any Salesforce implementation. This dimension ensures that the data and the business processes are aligned to remove redundant functionalities, simplify the user-experience and improve overall sales / marketing / service productivity.
Key areas covered: Account data quality, missing account data, account data quality average, contact data quality average, and lead data quality average.
The big question
Salesforce has grown beyond just being a CRM. Today, it is a platform of platforms that an entire business can run on. Keeping the CRM implementation up to date with new releases, business processes etc. is essential to unlock the true ROI and potential.
Principal Architect and a Solution Lead, serving as a practice leader towards building and selling digital assets using Salesforce and AI. Expert in creating comprehensive digital strategies for enterprises undertaking digital front office and applications modernization.