Salesforce.com Secrets of Success: Executive Summary

Nov 29, 2013

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This chapter is from the book 

Salesforce.com Secrets of Success: Best Practices for Growth and Profitability, 2nd Edition

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Essential Tools for the Executive

Most executives want to see reports, dashboards, and scorecards for their organization. When sophisticated reports and analytics are desired, SFDC reports will typically be supplemented by outboard systems such as data warehousing, business intelligence, and scorecarding systems. It will take several months for SFDC’s underlying data, integration process, and outboard databases to sufficiently mature to make such analysis worthwhile. Talk to your business analysts about when you can get the reports and summaries you need.

If you are a hands-on executive and want to be quickly able to get information while you’re on the road, there are a couple of nice tools for you. SFDC’s mobile edition lets you find key information right on your smartphone (iPhone, Android, BlackBerry, and Microsoft Mobile devices) in real time. You can look up almost anything, and you can even enter new data (if your fingers are nimble). There’s also a mobile version of chatter, which lets you see the internal collaboration around any topic, company, or customer issue. There’s nothing like chatter for getting an issue escalated and resolved in real time. In addition to the instant access these tools provide, the mobile tools have great “wow value” with customers.

GETTING THE MOST FROM SFDC

Keep the project consistently focused on a few high-level goals.
Think small and simple: do not try to boil the ocean.
Work incrementally, delivering something valuable every 6 weeks.
Use Agile so you don’t overinvest in customizations.
Focus first on user adoption and quality data (everything great about CRM flows from these).
As an executive, your job is to be a champion—so stay involved and live in SFDC yourself!

FOR SMALL COMPANIES	FOR LARGE ENTERPRISES
Identify one key problem to solve this quarter, and set up a three-person team to get it done. Probably, your first-phase work will focus on the handoff from marketing to sales ("conversion"). Set the example by really using the system as soon as the data is good.	Identify the business process issues that are getting in the way of leverage. Focus the business case on revenue increase and improved margins; it's about leverage, not cost control. Enterprise CRM means integration with other systems—so engage with other VPs and IT folks from day one. Change management is a key success factor!

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