An Admin's Role in Transforming a Charity for Success
Chris [email protected]@ClarasysLtd
Optimizing Lead to Cash
• Founded in 2011, Clarasys are specialists in ‘Lead to Cash’
• Joined Clarasys in 2015• Certified Salesforce
Administrator and Platform App Builder
Chris McIvorConsultant, Clarasys
Challenges Facing the Charity Sector
• Reduction in centralised funding• Stronger relationships required• Need to be more efficient• Digital
And how you as an Admin can help…
Introducing Citizenship Foundation
Utilising Salesforce to improve efficiencies
Project activities• Pain point definition• Analyse issues• Prioritise solutions
Inspiring young people to contribute to society as equal members of it
Key Pain Points
Lack of Process
Monitoring
Unclear Definition of Salesforce
Responsibilities
Inconsistent User Needs
Poor Data Quality
Improvements aligned to Lead to Cash
Process
Systems
Teams
Data
Lead Opportunity Quote Fulfil Invoice Collection
s
Customer Service
Salesforce
Data
MarketingSales
Deliver and Operations
Improvements aligned to Lead to Cash
Lead Opportunity Quote Fulfil Invoice Collection
sProcess
Systems
Teams
Data
Customer Service
Salesforce
Data
MarketingSales
Deliver and Operations
Improvements aligned to Lead to Cash
Lead Opportunity Quote Fulfil Invoice Collection
sProcess
Systems
Teams
Data
Customer Service
Salesforce
Data
MarketingSales
Deliver and Operations
Improvements aligned to Lead to Cash
Lead Opportunity Quote Fulfil Invoice Collection
sProcess
Systems
Teams
Data
Customer Service
Salesforce
Data
MarketingSales
Deliver and Operations
Improvements aligned to Lead to Cash
Lead Opportunity Quote Fulfil Invoice Collection
sProcess
Systems
Teams
Data
Customer Service
Salesforce
Data
MarketingSales
Deliver and Operations
Poor Data Quality
• Determined required fields• Use page layouts, record types and
profiles• Group data consistently
Quick Tip
Lack of Process Monitoring
• Custom fields tracked important sales data• Dashboard used to display breakdown of pipeline
Quick Tip
Inconsistent User Needs
• Formula field show project participation• Related list on accounts displays project
detailsQuick Tips
Defining Salesforce Responsibilities
• Help understand and prioritise requirements from across the charity• Determine how to best implement requirements taking into account a holistic perspective
• Identify areas of improvement across the charities use of Salesforce
Key Admin Responsibilitie
s
SMEs
Users
Administrators
Requestors Admin
SME
SME
SME
Improvements aligned to Lead to Cash
Process
Systems
Teams
Data
Lead Opportunity Quote Fulfil Invoice Collection
s
Customer Service
Salesforce
Data
MarketingSales
Deliver and Operations
Data Quality Process Monitoring User Needs Salesforce Responsibilities
SOLVED
SOLVED
SOLVED
SOLVED
Providing Ongoing Support
Customer Success Manager• 1 pro-bono day a month• Supporting the administrator• Assisting with upskilling and training• Investigating and fulfilling requests
"Our pro-bono work is something we are very proud of as a company. To work closely with charities and to see instant results for a host of great causes is very rewarding for all."
Poor Data QualityIssue What We Did Outcome and
Benefits
Unclear data strategy
Misuse of key data Determined individual data needs
Relevant data now displayed
Existing data unreliable
Users unable to trust data to make decisions
Unreliable data amended
Accurate data improved customer relationships
Limited quality control of new data
Continued creation of unreliable data
Controlling data quality at the point of creation Improved data quality
Issue What We Did Outcome and Benefits
Undefined lead to cash process
Sales process undefined
Gained consensus on a sales process
Organization wide sales process
Low visibility of pipeline
Lack of pipeline visibility
Configured leads and opportunities to track all
revenueFull visibility of the
pipeline
Difficulties taking advantage of existing customers
Difficulty cross-selling, upselling and retention
Created custom fields to track relevant information
Ability to cross-sell, upsell and retain customers more
effectively
Lack of Process Monitoring
Inconsistent User Needs
Issue What We Did Outcome and Benefits
Inconsistent requirements from project teams
Project teams required different
data
Custom object with record types and page
layouts Project teams can view all project information
No fulfilment tracking
No one place to track project
fulfillment
Defined individual project fulfillment
processesConfigured related
custom objects to track fulfillment
Ability to track project fulfillment
Lack of project visibility
No visibility of existing customer
projects and participants
Project object linked to accounts
Project participation visible for all customers
Defining Salesforce Responsibilities
Issue What We Did Outcome and Benefits
No defined user groups and associated SMEs
Salesforce requirements were
not well defined
Determined key Salesforce user in
each team responsible for requests
Improved quality of requirements for
enhancements and changes
Salesforce responsibilities decentralised
Salesforce administration responsibilities decentralised
Supported a central administrator role
responsible for Salesforce
Better quality and control of organisation
wide changes
• Help understand and prioritise requirements from across the charity• Determine how to best implement requirements taking into account a holistic perspective
• Identify areas of improvement across the charities use of Salesforce
Key Admin Responsibilitie
s
Poor Data QualityIssue Impact What We Did Outcome and Benefits
Unclear Data Strategy
Unclear what data is useful and relevant resulting in excess fields being created and page layout becoming large and unusable
Determined which individual fields were required by different users to best support their role. From this created relevant record types, fields and page layouts to control the information displayed to users
Data displayed to the user is now relevant, concise and easy to report on, increasing Salesforce uptake and ease of use
Existing Data Unreliable
Previous bulk imports of unreliable data meant user could not rely on the information being shown to be accurate
Highlighted unreliable data points and used data loader to replace unreliable data with correct data
Improved customer relationships as it is easier to manage customers with accurate information
Limited Quality Control of New Data
Multiple sources of data entering Salesforce without filter continuing the creation of unreliable data
Determined what data is critical and set up validation rules and mandatory fields to protect it. Trained staff on the importance of entering quality data
Increase in the quality of data being entered creating more useable information
Lead to Cash OptimizationIssue Impact What We Did Outcome and Benefits
Undefined lead to cash process
Organization wide sales process not defined resulting in a lack of alignment in how revenue is generated
Gained consensus with all the separate project and bid teams on an organization wide sales process
A single clear sales process that is applicable to all income streams and present and future
Low visibility of pipeline
Separate income sources tracked in different ways resulting in a lack of visibility of the charities pipeline
Used standard Salesforce functionality of leads and opportunities to track and distinguish between all income sources
Full visibility of the charities income sources allowing users to track progress and trends
Difficulties taking advantage of cross-selling, upselling and retention
The lack of pipeline visibility and data definitions prevented the maximum utilization of current customer to cross-sell, upsell and retain
Agreed on what information the charity wanted to track to be able to cross-sell, upsell and retain customers and created custom fields to do this
The charity is now able to see the details of what present and past customers participated in allowing them to sell similar products to them
Inconsistent User NeedsIssue Impact What We Did Outcome and Benefits
Inconsistent requirements from project teams
The charity included a variety of project teams who all wanted different information tracked resulting in a confused account layout (Where the data was being stored)
Defined the individual project requirements and built a custom object to track project data. Used page layouts, record types and profiles to distinguish data from different projects
Individual project teams able to view information on their projects within SalesforceAbility to view which accounts have participated in projects allowing smarter marketing and sales
No fulfilment tracking
Tracking of project fulfillment don’t through a variety of methods resulting in the inability to track their progress in one place
Defined the fulfillment process with each project team and created related objects to the project object to track the year on year progress
Ability to track project fulfillment through the project and related objects along with reports and dashboardsAble to automate some manual processes through standard automation
Lack of Project Visibility Against Customers
Difficult to determine which customers are taking part in which specific projects reducing sales opportunities
Linked the project object to account and created a formula field and related list to display project participation
Users easily able to see which customers participate in projects improving customer care and sales opportunities
Defining Salesforce ResponsibilitiesIssue Impact What We Did Outcome and Benefits
Limited identified project SME’s
SMEs not defined resulting in requirements being confused and inconsistent
Defined project and bid SMEs throughout the organization and their role in requesting Salesforce changes
Clearer role definitions means better filtering and definition of project specific requirements for the admin
Salesforce responsibilities decentralised
Salesforce administration responsibilities decentralized resulting in misaligned changes made to the environment
Advised on using a centralized admin who is responsible for filtering and understanding requests from the charity. We helped to define the role of the admin in relation to understanding SME requirements
Changes made in Sales force done with a holistic view of the organization preventing many data quality issues previously experiences
• Help understand and prioritise requirements from across the charity• Determine how to best implement requirements taking into account a holistic perspective
• Identify areas of improvement across the charities use of Salesforce
Key Admin Responsibiliti
es