Automate your sales process for administration

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welcome back to the sales and marketing section of the Salesforce admin certification which is going to take 12 today we're going to look through get in depth on the exam guide talk through the bullet points so you feel confident in how to study to pass this section of the exam so let's get into it first bullet point is given a scenario identify the capabilities and implications of the sales process so we're going to talk a little bit about sales process talk about the opportunity object looks like different path settings as well as look at forecasting and so we want to understand not only how to configure that but make sure that we understand from a business perspective what are the implications of the sales process how do we translate that into Salesforce so what I want to do is as we talk through this section I want to talk and use a scenario so in the case we're going to use we're going to say that we own a Bounce House Company We Rent Out bounce houses so we want to talk about what the sales process later on in this section we're going to talk about leads and different lead assignment Etc but we want to talk about the sales process so someone goes to our website they put in hey I'm interested I got my kids birthday party coming up I want a nice bounce house and I found your website I'm interested so in Salesforce they're going to get this lead and they're going to see this lead and say hey I need to reach out pick up the phone and call and so now we have them on the phone and they're interested or in the opportunity of doing business with you so let's talk about the different sales process and what that looks like in Salesforce in the different steps so we're going to jump into a developer org and set up some sales processes now in the developer org in the last part of of this series part two of seven talking about the object manager I built a few sales processes I built a few record Types on the opportunity and we went through it but I'm going to review some of that here so what I want to do is talk about the the sales process which are the steps needed to go from hey who is this individual interested in bounce houses to we're going to send them a contract they're going to sign it and they're going to sign and pay for this service and so we want to go into the setup side and we want to go into process we want to go into the actual sales process itself and we can see here that these are these steps that we want these reps to go through so these are sales processes that I set up in the last video but we want to click into one and just say okay this is a new business process these are all of the steps that we want our reps to go through during this sales process so we need them to to prospect we need them to qualify this individual has interest to analyze give a value proposition etc etc these are the steps that we want the sales team to go through and track within Salesforce so we know from our company perspective where are we in certain deals how close are we potentially looking at data down the road where are we losing deals you know where where what is is the sales process telling us where we need to improve and where can can we double down and do well to be able to grow our business and so this is where the sales process you're able to set up different sales processes um for different record types for the opportunity so I have a renewal and a new business here again created into the last video you'll notice the renewal has a few you know less steps so they're coming up they're already subscribed to us and they want to do business again you know we don't want to go through all the long list of qualifying prospecting Etc it's much shorter this time but the sales process is critical to identifying with your team with different sales leaders and understanding what are the steps required for our industry for our product or service in order to help gain more clients and so this is set up in Salesforce I recommend again as always you go through you build a couple you assign them out what does that look like and the implications here is that you can actually assign different steps to the sales process depending on what type of opportunity it is and what's critical here is that the sales process or the opportunity stages are how they appear on the actual opportunity itself so after we set up a sales process what's so important is understanding the opportunity layout and what are standard fields to an opportunity so we'll talk about this section here which is the sales path we'll talk about that in in just a moment here but on the opportunity as I mentioned the opportunity is a record an object where you can save information or this record that is someone who is interested in the opportunity of doing business with us so again we receive that lead on our website and we called and they are in fact interested and they want us they want more information they want to do a demo you know they want to see some videos they want to come into our store to view some of the different bounce apps as we have while that phone call is happening or after the phone call a rep is going to open up an opportunity and create an opportunity for this bounce house and so understand what fields are critical here some of the standard fields that I'm just going to call out right now um is is definitely the amount or the currency amount for this opportunity the close date or when we expect to close which means to either lose it or to win it get a signed agreement and get paid as well as the stage which I mentioned are the steps in the sales process that you set stage is absolutely critical to Opportunities this is where your reps need to be guided on what steps in the process what's the order of those steps and that way you can understand what are we currently What stages do we currently have in our sales process and where are all our opportunities sitting in the in those stages so again sales process is set up on the opportunity you can dictate which stages are involved in the different process whether it is a first-time new business opportunity or maybe it's a renewal or you know depending on your sales type you might have you might have different processes in place but I recommend you go build some you go assign different record types you assign different stages but that's what you're able to dictate within Salesforce which is critical on the admin exam now as I mentioned I want to talk about the opportunity talk about the different fields that live on here the opportunity is is great um because the opportunity ties to an account or a company so this is where you can actually set you know this opportunity lives under a company so in this case in the Bounce House the company in this case is the individual inquiring about renting it's that actual individual or the company that they represent whether it's you know a birthday venue or maybe it's a an actual company event right they're throwing some anniversary party for their company and they want bounce houses that would live under their account or their company and this would be an opportunity with you or the opportunity to do business with you and so that's where all of the deal information all the sales information is going to live on the opportunity and this needs to be set up it's important you know that your company is very defined on when opportunities should be created and how they progress down the pipeline or through the opportunity process now I want to talk about the actual UI that the sales process and what you can customize as you've identified the process you've put it on the the opportunity layout let's talk about about the past settings is what this is called and the path is this ribbon up here at the top of the the opportunity this is the actual path where you can customize this quite a bit now you'll see here that for example under prospecting I have some guidance I have some text that I've written in here this is part of path settings what you can do is you can actually set up key fields so you can right here at the top of the screen tell the rep hey these are key fields for this stage in the process as well as give them different guidance some text guidance maybe different questions they should be asking at each stage whether it's on a phone call on a zoom call or an email uh and and what this looks for each and every stage so what I want to do is I actually want to go in and build some some path settings so I want to go back to the setup side and we're going to put in here path and we're going to find path settings and from here we want to create a new path here so we're going to create a new path for this new business uh and so we're going to call this the new business path we're going to create it on the opportunity uh and we're going to go ahead and put it on this new business record type and for the pick list what's really nice is you can choose what pick list you want to do so maybe your company doesn't use stages as much you know you're more interested in other pick lists that live on the opportunity nine times out of ten you're going to use the stage but in the case that you don't want to use the stage field you can put other fields in a path but I'm going to click stage here and I'm going to hit next now this is where it's great as I mentioned this is where you can customize this information now this was an old path you know so if I refresh you know it's not exactly going to show here so I want to customize you know what's showing up on the path so as I mentioned you can add Fields into the different path um you know on the prospecting I may want to know you know when are they you know maybe expecting to do business Etc I can type in here you know list of questions that's are that need to be to be asked and then I could bullet point out um you know a few questions question one question two etc etc this is really nice um particularly in standardizing your process particularly when you're training is having guidance you know a lot of sales teams will have these sales playbooks and it usually is a separate document but being able to put in some of the Playbook into the actual opportunity in Salesforce helps the guide and incentivizes Adoption of Salesforce as well and and here's what you can put in text uh you know you can put in images and links as well as those fields so I'm going to put in a couple here just to show you what it looks like qualification I'm going to put in you know I'll put in expected Revenue uh I'll put a next step is going to be important um as well as price book right so we're going to start putting in products here uh so I'm gonna hit save and I'm just going to put you know test quality uh qualification you know just to show you what that looks like now let's say I'm I like this and I'm done um you know this is just a great place not a lot of companies utilize this well but this is where you can help your sales leaders really put in their playbook within Salesforce so this is the path path is going to be tied to a sales process which can now be put on the opportunity now as I hit next you can activate I want to go in and activate as well as you can put little confetti which is is kind of fun um you know I can put which which stages I want confetti to pop up I'll put the first couple stages uh and you could put the frequency I'll put always so I'll show you what the confetti looks like I'm gonna hit finish so now this path is enabled I'm going to show you that on the opportunity now what what I do want to call out is that the opportunity the path is right now as you see here set on the new business record type on the opportunity object but I could also put path and really customize what you want here on other objects so for example if I put in a lead path I can put this on the lead object uh and you know they only have the one record type but you know I can I can put this for any type of pick list on any object so this is important I know the example I walked through the opportunity but it's important to note you can put a path on any object now the sales process is tied to the opportunity but the path you can put on any object so just to show you what the path built um here I have an opportunity I'm going to refresh here and show you that the path is now active here and so if I hit this drop down arrow here's everything that I just put in I put in a close date I put in a list of questions to be asked on the qualification I have the additional key Fields as well as guidance and so that's what you're able to update on the path is put in key fields text which in the text you could put in images links as well as if I put this Mark complete there's our confetti celebration uh something that Salesforce has added just more and more confetti so that is the path settings uh that you'll see on the section of of this exam now as we have opportunities open as we have the sales process and path ready let's talk a little bit about forecasting forecasting is is great it helps your team as well as your leaders understand what are we expecting to close uh within the month within the quarter you know et cetera on the timeline and so what's really important as I mentioned is understanding these stages have you know a a linear process right on the path there's stages we want to take or steps we want to take and those are often tied to probabilities as well this is set in the object manager but really you can have standard probabilities on each stage you know you could go in and edit those as well but that helps with the forecasting and so what I want to do is I want to talk about forecasting and so just to show you on the back end we're going to go back to the setup side of Salesforce and I want to put in here forecast and here we have several things we have uh forecast hierarchy which talks about you know who's able to view what's different access this is really about different role based on the hierarchy you can set in quotas here as well for you know different teams uh what field are we accumulating but I really want to talk about the forecast settings here so I've enabled forecasts here and this is where I'm able to build different forecast views for sales leaders and even sales reps as well a lot of times these could be built in reports and dashboards which I'll talk about a little bit later in this video but there is an actual forecast object and a forecast side of Salesforce as well so in this case you I've enabled forecasts I have a few different types of forecasts you can activate um up to four here you're also able to allow you know the sales leaders to adjust forecasts without having to adjust the actual opportunities themselves etc etc right something that I I encourage you in a developer or go in build forecast take a look at them what I want to do is show what they look like um here on the uh home page there's a forecast tab is now enabled I can click into this and I can see different forecasts for different individuals on my team right so this is a current forecast just showing you you know what's expected to close what pipelines are they in whether it's commit best case pipeline as well as the opportunities so this really just gives a good user experience to sales managers sales leaders to see opportunities in a forecast format there will be potentially a few questions uh in on the test on this really you just need to understand what type of settings and where you can enable forecasts uh and and that's that's very helpful again to know who would use them um and and what types of things you can configure on the forecast that wraps up the opportunity side or the sales process side of this section of sales and marketing applications next section here is given a scenario apply the appropriate sales productivity features using opportunity tools so we want to get a little more into the tools and see what is going to help users see the opportunity process be able to digest the data and really leverage Salesforce so we want to talk about several things such as dashboards we want to talk about different Einstein AI which Salesforce is pushing quite hard with opportunity scoring with lead scoring as well as a few different home page pieces and so I want to start off with the dashboards now this is going to be a really big part of the Salesforce exam There's an actual section that is is dedicated to this I'll go in another video here in this series but just to give a high level overview on dashboards and reports so a dashboard is an individual collection of data right so I'm going to go ahead and just jump into a random report here and then I want to create an actual dashboard to show what that is so if you think of of a report right I can create a report right now I'm going to go to new report I'm going to create just a standard opportunity report right I'm going to put in a standard opportunity report we're going to put in we're going to group it by stage right and so as I have it grouped by stage you know we have two opportunities in here and I want to hit save right I'm putting new opportunities report so I have this opportunity I'm looking at two different um looking at two different opportunities in my my Salesforce but it doesn't you know it's if you have a lot of opportunities you have hundreds and thousands very hard to tell what's going on here and so what you're able to do is you're actually able to put these reports and have different charts or visualization charts live on a dashboard just like on the dashboard of your car you have a gas meter you have your mileage you have the clock you have different things telling you what's going on with the car and so we can have dashboards to be able to show that as well so if I go into dashboards here I'm going to create a quick dashboard and this is absolutely a productivity hack in Salesforce because you could have sales reps that go into dashboards that look at oh man what do I have this week in terms of opportunities that I'm saying will be closed or as a sales leader you can see across your team what's going on this week where can I help so if I were to go to create a new dashboard here we'll see that on a dashboard I'm going to name this opportunity Dash I'm just going to hit create here in a private folder is right now it's a blank canvas there's nothing on the dashboard but I can hit a new component and I can go ahead and add a um a report and by doing this I can hit this new opportunities report which I just created and here is where I can go ahead and change the type of chart that appears it could be a bar chart whether it's horizontal or vertical it could be a pie chart it could just be a number you know a gauge however you want that to look and so this is very important I'll cover this more in another video but just understanding what types of charts are available and what you can actually do with a dashboard but this is extremely important when I'm talking about productivity for the sales team is having dedicated dashboards having a sales dashboard having a lead dashboard an opportunity dashboard being able to know and go to one place to understand the data within Salesforce to understand it from a rep level from a manager level so dashboards are absolutely going to be on the exam and this section is understand what types of dashboard should I be building for the team to make them productive so great Trail mixes on this to understand you know what type of dashboards are going to be helpful but know that this is absolutely a productivity tool for the sales team it's what should be built it's what should be used to be able to digest information and know where to go into these records to make adjustments and to tell the story of what's happening in your world of sales and in of Salesforce next up I want to talk about lead scoring and then I'll phase into Einstein opportunity scoring so lead scoring is essentially saying what type of lead is this and if I were to give it a score or a grade in school how high would that be and so lead scoring is great to set up for your team because it really gives priority for leads that are very important and need to be talked to immediately so an example of my bounce house you know let's say that I have someone um and I sell I sell lots of bounce houses I sell slides I sell jungle gyms and so I can sell an entire package worth a lot of money and so when I see a corporate event looking to rent versus just one person looking to rent for a birthday party you know I see the corporate event as very important so I want to score that as quite High opposed to just one bounce house which is less money it might be more of a hassle Etc and so lead scoring is how we score Based on data that we have the importance of a lead now oftentimes this is built um custom you know you're taking information from maybe a a web form or a phone call and they're saying you know how much money can I spend you know when do I want to do this you know what types of products am I interested in and you know what is going to be within your appetite as a company and what may be outside and so you may want to score leads really high so your team goes out they attack it and they go and work that lead very quick now there is some uh some native function in Einstein that can be used on lead scoring I will note that this is um for Einstein lead scoring it is an additional package um that has to be purchased from Salesforce and so I'll show you the documentation on that right now so here I have the Einstein lead scoring uh this is talking about if you see here this is available on sales Cloud Einstein available in extra cost at the Enterprise performance unlimited editions a lot of companies do have this but understand just how you can enable this again go into this documentation go into a developer org and understand kind of what it looks like so here you know we see that the Einstein score shows up based on industry State um you know what what individual what departments individual is coming from and different Revenue right and so it's it's using AI which Salesforce is obviously very big I only have chat gbt with Integrations Salesforce is pushing AI AI to be able to identify and score records for you so this is the Einstein lead scoring that's going to be important and then as we transition from lead scoring and understand which leads are important zero to a hundred which ones are important I also want to talk about the opportunity scoring which an opportunity scoring is based on the data you know looking back to the opportunity record what type of opportunities are likely to close from very early on we can score those based off of Revenue of companies size of companies size of the deal who we have involved and this is opportunity scoring part of that forecasting is we also have the ability to have opportunity scoring within Salesforce and so again very important that your sales leaders have that Opera the the ability to score leads and opportunities to know what is the likelihood of these closing and if they do close a lot we want to be able to double down on this industry or this company size or this Persona to be able to score those higher in the future so we can continue to win more business and grow as a company and have success there and so that's going to be your lead scoring is on the individuals that are interested and then opportunity scoring is based on the actual deals how do we score those again going to be important for maybe assigning opportunity opportunities to different teams whether you have Enterprise sales or you know new sales reps what kind of opportunity should we be assigning to each of those and understand what logic your team considers important for scoring these records in Salesforce last bullet point here is describe the capabilities of lead automation tools and campaign management so we just went through a lot of the sales process of the opportunity now we want to talk a bit Upstream on leads individuals who we may want to Target or who may be initially interested in us so we want to talk about things such as the lead object lead conversion lead assignment rules as well some different campaign and campaign member structure and so I want to talk briefly about the Salesforce architecture on standard objects and the lead is that record of an individual that is maybe interested or someone that we want to Target a lead is not quite a member of an account or contact but a lead can convert into those objects so I want to show a little bit about what a lead looks like and what that conversion process looks like so I'm going to jump into the Salesforce org here under the leads tab I have a test lead right here now again talking about the path we have a path here as well not the sales process but this is the different status for the lead so nice to see the path settings set up here um and so this is as I mentioned just that individual who's interested in in what we do maybe we receive them from that website request he sent his information in ask for bounce houses and that's all we have so far is his email maybe why he was interested you know what industry depending what we asked on that that intake form and so the lead is not currently attached to an account it's not currently attached to any opportunities this is someone who we know very little about or maybe this is something that we we got from a different website whether Zoom info or purchase list or an event so they don't even know who we are but we want to Target them so this is the lead this is separate from an account and a contact which a contact lives in an account and and everything else but this is the individual uh who were we want to talk to or who maybe want to talk to us so important here is is being able to contact them so having phone numbers having emails being able to set up where we know this individual from or where they might know us from so this is the lead object now what's extremely important is how these leads get assigned and then how we convert those to push those into opportunities but first I want to talk about lead assignment so you may have a large team you have a different territory set up you may have a rules on who gets certain leads so I'm going to talk about lead assignment rules in Salesforce so I'm gonna jump into the settings here and I'm going to actually just go to uh we're going to go to assignment and and here we have the lead assignment rules so these are rules that we can set up to tell the system when a lead is created who gets assigned these leads now very important that we talk about what I just mentioned is that it's on create lead assignment rules only trigger on record creation there are ways through coding through Apex that you can re-trigger these but that is important to note that it's on lead creation Now on lead update you're not able to trigger these rules without uh some some of their customization but want to mention that and so as you see here lead assignment rules automatically assign leads to users or cues based on criteria you define so let's let's build one here again recommend you get into a Dev org and you build this yourself so we're going to say test here uh we're gonna set this one to active you can only have one set of uh assignment rules active at a time right so you see here only one can be active at a time so I'm going to jump into test and I'm going to set some rules here so let's say for example we have different reps who cover different states we'll say and so in this case we want the to set the sort order so as soon as it comes in this is the first rule that we want to look at so let's say the first rule is let's say that maybe the uh uh again we're going by we'll go by States in in this case um actually yeah we'll go we'll go by country so we'll say you know country is um we'll say country uh is blank so country equals nothing let's sign it out to whichever user that that I would like we'll send it to Ryan right and so we can create these rules I'm gonna hit save and so now we'll see if I go back to my lead assignment rules that that rule is in place current user it's going to get sent um if the country is blank it's going to sign to Ryan Hyatt we can also set up email notifications that go out based on these rules so if I scroll down here I can also set up an email template so I can have an email go out to these individuals saying oh you just received XYZ lead and we can go through the email templates to build those custom but this is where you want to create the criteria as well as set the order so let me just create one now the country is blank we want to send it to Ryan let's say that the country is known so I'll put this as number two Rule and we're going to say that the country is uh uh country is known so we'll say it's not equal to blank and this time let's send it to maybe a marketing queue right um and and that way you know we have if it's not equal to it's going to a queue where maybe reps go in and pick it out and they're able to do that on their own but again what's important is lead assignment rules you can have multiple criteria or order of rules but you can only have one set active at a time and so here's my my rule entries that I'm able to set up but notice that I can only have one that's actually active at a time and so these are lead assignment rules that when a lead is created and enter Salesforce this looks at it first it says okay based on the criteria of my rules who does this lead go to now let's talk about lead conversion so mentioned that let's say this lead was assigned to this individual they had a great conversation with them or they got them on an email chain and they said hey I want to set up a call let's set up a zoom meeting Etc what they likely want to do here is to be able to actually convert this record and by converting this record as I mentioned a lead cannot be tied to an opportunity right now and so I want to convert this and say hey this is a legitimate individual this is just a lead that we want to talk to or want to talk to us I've chatted with them they are real they want to talk and they want an opportunity to do business with us so if I hit convert here I can go ahead and now critical piece right here this screen right here I can now choose to create an account based on the company that was listed on the lead I can create this contact so the lead will now turn into a contact for for David Monaco and now I can I I can either choose an opportunity or not choose an opportunity um and so there will be questions on lead conversions so know this screen know what boxes particularly this one right here that you can set up uh and know what what records can be created on conversion right here on the screen we see account contact opportunity again what records can be created on conversion account contact opportunity and so this is critical so as I go ahead and hit convert now we have an account a contact and an opportunity right and so as I hit David you'll now see that he is listed as a contact who now lives under the account as well as we now have an opportunity that is open that I can now go in and start editing that is has David as a contact role so that's lead conversion critical piece of Salesforce extremely important lead conversion what records can be created from lead conversion how that process is is set here and and no what reps you're able to do with that standard button and that's lead conversion now let's talk about campaigns campaigns are a great marketing uh function within Salesforce that allow leads and contacts to be shared in a common space one thing about Salesforce is I mentioned leads are not attached to accounts contacts and opportunities you just saw that conversion it turned into a contact account opportunity but a campaign is going to be a marketing campaign that could be you know any of their initiatives whether it is a website form whether it is an event list that they got whether it's a purchase list it's a campaign that they can set up within Salesforce where they can add campaign members or leads and contacts in the system to become members of The Campaign so that they can track their goals the marketing Revenue in Salesforce as well so just to show what that looks like once thing that is important that in order to have access to campaigns and campaign members under the actual user themself in Salesforce they need to have the the marketing user check so I'm in Salesforce here I'm going under the user and you'll see that the marketing user is checked here a lot of times you'll have a marketing individual who gets a Salesforce license and they're like where are the campaigns where I can't touch them please go in and verify that they have this marketing user checked so because I have it checked I can see campaigns and campaign members so in this case I have campaigns right here and I want to be able to create a campaign so we'll say that maybe I went to an event so this is a 2023 event and this is active you know this is a conference you know this is can all be set up in the object manager under campaign we can have a start date and end date different Revenue different goals that we have here in this case I'm going to go ahead and hit save and so what's great is maybe we have an upcoming campaign and or an upcoming event and I want to send a bunch of emails out uh to invite them to come see our booth to attend Etc but I don't know who I want to Target quite yet or I don't want to I don't know who to send it out to and so what I can do is is I'm actually able to add campaign members now how you can add campaign members you can do it straight from the campaign itself I can go ahead and add leads add contact straight from here I can click select whoever's in the system you know I can add them Etc as well as you can import ironically this is actually a part of the the native data import wizard is being able to add campaign members so if I want a data import wizard I can show you where this is actually done I'm going to hit uh launch wizard here and you'll see here standard objects campaign members so that is important to know how you can add campaign members in all you'll need is that campaign ID to be able to add members into this events campaign so campaign and campaign members is an important part of the marketing applications within Salesforce helping them track their Roi track their spend track their budget and see what goals they have through creating reports in dashboards but that is something highly utilized by the marketing team campaigns what initiatives are they working on and then what members what individuals are they associating with the campaigns do they want to enlist for the sales team to reach out as well as being able to relate opportunities to those campaigns so that was a quick overview of the sales and marketing application section of the Salesforce admin certification exam let me know if you have any questions if you've enjoyed found some value please like And subscribe and continue on with this series and I'll catch you next time thanks