Sales Cloud Applications (9%) Flashcards
How can leads be captured within Salesforce?
a. Web to Lead
b. Lead Import
Lead assignment rules
Change the owner of a newly created or reassigned lead based on a set of rules defined by the system administrator
Executed sequentially
Multiple sets of assignment rules, only one can be active at a time e.g. uploaded from marketing vs website submission
Default lead owner - when no rules are matched
Web-to-Lead: Name 4 steps to setting up Web-to-Lead?
Generates a contact form that can be integrated within an existing website
Each form submission create a lead record in Salesforce
- Configure default response template, and auto-response rules
- Configure Web-to-Lead Settings (Enabled, Default Creator, Default Response Template)
- Generate the web-to-lead HTML code
- Customize your web-to-lead HTML code (CSS, styling elements, form validation)
Web-to-Lead: Limitations
Relationships:
Cannot capture lookup relationship fields, with the exception of the Campaign field. When the campaign field is included with a web-to-lead submission, the lead will be automatically joined to the specified campaign.
Validation:
The web-to-lead form generated by Salesforce does not restrict data entered into the form. Any validation (e.g. required, email) must be added to the generated HTML code
Daily Limits:
500 per day. Can contact Salesforce to have the limit increased. Or, use another method to capture leads.
Lead Auto-Response Rules
Which email template used in reply to web-to-lead submission
Multiple sets allowed, only one active at a time e.g. Response set just for holidays
Pre Lead Conversion: Lead flow
Typically, leads are converted when they have been identified as qualified sales prospects.
Common lead flow is as follows:
- Lead generated through web-to-lead
- Lead assigned to inside sales queue via auto-assignment rule
- Inside sales rep manually takes ownership of lead from queue
- Inside sales rep calls and qualifies lead
- Lead is converted and transferred to outside sales rep
Lead Conversion:
Name 3 object records that are created from lead?
Name 2 other things that happen to the Lead record?
- The following are created and populated with the lead’s data (unless otherwise specified during conversion):
a) Contact
b) Account
c) Opportunity - The lead field “Converted” is changed from False to True.
- The lead record can no longer be viewed by users and will not be displayed within search results. (The lead record and its data are still present, however, and can be reported on) Note: For custom lead fields to transfer to the contact/account/opportunity during lead conversion, the administrator must map them
Lead Conversion: Custom Field Mapping
- Create field to store the data on the target object.
- Map the lead field to the target object.
Note: A custom lead field can only be mapped to a single field on either contact, account, or opportunity. For instance, could not map “Lead.Product Interest” to both “Account.Product Interest” and “Opportunity.Product Interest”.
A workaround for this is to create a formula field that replicates the value of the original field. Then map the formula field to the second field.
Lead Conversion: What if the account/contact/opportunity already exists?
Opportunity: Option “Do not create a new opportunity on conversion”. There is no way to convert a lead to an existing opportunity
Account: Accounts listed with the same name as the field “Company” on the lead record. If an account name contains the company’s name, then you will have the option to use the existing account record.
Contact: If you attach the lead to an existing account and the lead name matches the name of an existing contact, then you will also have the option to use the existing contact record:
Lead Conversion: Considerations
- Converted leads cannot be modified (even via the API)
- Custom fields (e.g. items in a picklist) on each object are maintained separately
- Record Type set to the default record type of the user performing lead conversion
- Custom relationships (look-up/master-detail) to the lead object do not transfer during conversion. An apex trigger or custom VisualForce lead conversion page is required for this logic
- The Chatter feed of the lead record is not transferred during conversion
- Once a lead is converted, it cannot be reverted to an unconverted state
Sales Processes and Opportunity Stages: Name 5 fields on Opportunity Stages object?
Bonus Point: How is Expected Revenue calculated?
When you define an opportunity stage, several other variables must be defined in addition to stage name:
- Stage Name
- Type (Open, Closed/Won, Closed/Lost)
- Probability
- Forecast Category
- Chart Colours
Probability represents the likelihood that an opportunity will be sold, and is used to calculate expected revenue.
Expected Revenue = Amount x Probability / 100
Sales Processes and Opportunity Stages: Sales Processes
Determine which opportunity stages are selectable when record types are enabled
A sales process is not required if record types are not enabled (all stages are available)
Forecasts
Used to predict future sales within an organisation
Forecast data is aggregated from each user’s opportunity records, and the related forecast category of each opportunity’s stage
Can be overridden without updating the source opportunity records
Quotas
Used to set target sales goals for forecast users
Allows organisations to establish greater accountability for meeting sales expectations.
Campaigns: What license is required to create a campaign?
User must have the “Marketing User” feature license as well as corresponding object-level security
Campaigns: 5 ways to add a campaign?
- Add or edit a single record from the campaign related list on a lead or contact record (the campaign related list must be added to the corresponding page layout)
- Use one of the wizards on the campaign record to add new members or update existing members
- Run a lead or contact report and click the “Add to Campaign” button
- Configure web-to-lead submissions to join a campaign when the lead is created
- Use the data loader to create/update campaign member records
Campaigns: Email Marketing and Marketing Automation within Salesforce
To add email marketing or marketing automation functionality to Salesforce, you will need to use a 3rd party vendor.
Salesforce provides very basic mass email functionality (use the mass email wizards on the Leads or Contacts tab), but it is a) limited to 1,000 emails or less per day and b) not CAN-SPAM compliant.
Campaign Hierarchy: When should you use a campaign hierarchy?
If you want to track statistics about a group of campaigns
e.g. Running a series of webinars. Need a snapshot view of how each webinar is performing individually, as well as the series as a whole
Campaign Hierarchy: 3 steps to configure campaign hierarchy?
- Configure field-level security.
Campaign hierarchy fields are set to hidden field-level security by default. Ensure that the proper profiles have access by changing the visibility to each field - Add fields to the appropriate campaign page layout(s).
Note: Consider using record types e.g. “Parent” and “Child” record type and associated page layouts allows display of relevant fields on each layout (e.g. display the “Parent Campaign” field on child campaigns only, and display campaign summary fields on parent campaigns only) - Populate the parent campaign field on child campaign records
Campaign Hierarchy: How many levels of Campaign Hierarchies can you create?
You can have up to 5 levels in your campaign hierarchy
Note: There is no limit to the number of campaigns within the hierarchy itself
Campaign Influence: What is campaign influence?
Campaign influence allows you to associate one opportunity to multiple campaigns
However…
1) An opportunity can have only one primary campaign
2) Only the primary campaign influences campaign rollup summary fields and ROI calculations on the related campaign
Campaign Influence: How can you set up campaign influence in an org?
Add the campaign influence related list to the appropriate opportunity page layout(s)
Campaign Influence: What is automatic campaign association?
When a contact role is added to an opportunity, automatic campaign association will add that contact’s campaigns to the campaign influence related list on the opportunity
Campaign Influence: 4 considerations for automatic campaign association?
- Required: Campaign influence must be enabled
- Optional: The contact role must be added within the campaign influence time frame
- Optional: The campaign must meet the criteria specified in campaign association rules
- Required: The contact role must be added prior to the opportunity close date
Campaign ROI: How is Campaign ROI measured?
ROI is the percentage a campaign has returned above its cost
Formula: (Total Value Won Opportunities – Actual Cost) / Actual Cost
Campaign ROI: What 2 factors determine if Opportunities are included in the ‘Total Value Won Opportunities’ part of the ROI calc?
If both of following are true:
1) The campaign is listed as the opportunity’s primary campaign source
2) The opportunity’s stage type is closed/won (see Sales Processes and Opportunity Stages for details on stage type)
Account & Opportunity Teams: Why use Account Teams (3 reasons)?
1) Documentation & accountability. Clearly defining each user’s role within the management of an account provides an easy way to establish accountability
2) Record access. When a user is assigned to an account team, they are granted record-level access to the account record and some of its related records
3) Operations & logistics: Account teams can be referenced in list views and reports
Account & Opportunity Teams: Name 3 types of user who can add and manage Account Team members?
Full record access to the account is needed to manage its account teams:
1) account owner
2) user higher in the role hierarchy than account owner
3) system administrator
Account & Opportunity Teams: Name 3 ways a default account team be added to an account?
1) Tick the ‘Automatically add my default account team to the accounts I create or that are transferred to me’
2) Update account teams with these members
3) The user can manually add the default account team from the account page layout
Account & Opportunity Teams: What is Team Selling (Opportunity Teams)?
Same concepts as Account Teams.
However, there are a few differences:
1) Opportunity teams influence record-level security on the opportunity. Account teams influence record-level security on the account, related opportunities, and related cases.
2 ) Custom fields can be added to the opportunity team object; custom fields cannot be added to the account team object.
Contact Roles: Opportunity Contact Roles
Use the contact roles related list on the opportunity to specify the contacts involved in a deal
Contacts do not necessarily have to be related to the same account as the opportunity. Contact roles can also impact campaign influence (see Campaign Influence).
Contact Roles: Account Contact Roles
Adding the contact roles related list to the account will allow users to establish relationships between a single contact and multiple accounts.
For instance, contact “Lauren Boyle” is a member of the “United Oil & Gas Corp.” account, but also has a role on the “Farmers Coop. of Florida” account:
Contact Roles: Limitations of Contact Roles:
- You cannot add new fields to contact roles, nor can you customize the related lists. You can add and change the roles (e.g. change “Influencer” to “Stakeholder”).
- You cannot display the account roles related list on the contact. For instance, when I view the contact “Lauren Boyle”, no record of the relationship to the account “Farmers Coop. of Florida” is displayed:
Opportunity Competitors
You can add the competitors related list to the opportunity
Customisation is extremely limited, and the competitor information must be entered for each opportunity.
For more strategic methods to capture competitor information, consider building a custom object, or install an AppExchange package such as Know Your Enemy.
