how to drive adoption
TRANSCRIPT
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How to Drive Adoption Go faster and achieve more with Salesforce!
Fran Donaghy Senior Success Manager
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5 things that can kill adoption
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Adoption Framework
1 Executive Sponsorship
Develop a clear vision & strategy
Identify sponsors: ensure they communicate direction
Leverage power users and champions to influence others
2 Manager & End User Value
End user efficiency & effectiveness gains
Manager buy-in to link vision to day-to-day
Meet how end users want to work
3 Training & Communication
Right training strategy for end users
Effective communication of changes & success stories
Measurements & rewards
4 Support & Change Management
Develop a clear governance & support model
Ensure an ongoing data quality strategy
Communicate changes and develop a process for user feedback
Adoption Framework
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Detailed Adoption approach
• Vision & Strategy
• Program Charter/Background
• Customer stories
Sponsorship* User Value Training &
Communication Change Management*
• Business process definition
• Sponsor activity plan
• Power user assignments
• Business process definition
• Adoption metrics and dashboards
• Use Cases
• Adoption metrics and dashboards
• Training & Communications Plan
Key Inputs
• Evaluate adoption maturity
• Identify key executive sponsors
• Identify application evangelists
• Establish advisory council / executive
cadence
• Drive end user value
• Define & validate metrics and
dashboards
• Conduct Ride Alongs
• Develop training & communications plan
• Develop role-based training and incentives
• Define support strategy
• Update reports / dashboards
• Measure effectiveness and continuously
improve
• Read-out to stakeholders and executives
• Sponsor activity plan
• Power user assignments
• Adoption metrics and dashboards
• Use Cases
• Communication plan
• Role based training content
• Compliance and reward program
• Support Plan
• Updated reports & dashboards
• Executive presentation
Key Activities
Key Outputs
*See Governance Domain for broader context
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Define
Process
Share Benefits
Obtain Commitment
Improve &
Innovate
Assign
Ownership
Align
Goals
Over 140,000 successful clients
worldwide
Winner of Forbes most Innovative
company 2011, 2012, 2013. 2014, 2015
Your Success Journey… How to embed Salesforce into your culture
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Align
Goals
Business Goal
Value Driver
KPI
“Increase Revenue” “Improve efficiency
and client
coverage”
“% Share of market
increase
%Cross-sell
increase ”
Ensure that your Salesforce goals are SMART, communicated clearly, and that everyone buys in
EXAMPLE EXAMPLE EXAMPLE
Align Goals Everyone needs to understand the direction you are going in
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Define
Processes
Define Your Processes Because success won’t just happen by itself
Ensure that your processes are documented and clear expectations are set about how the tool
is to be used
Data Users Cadence
Make sure that sufficient
emphasis is put on Data:
• Quality
• Accuracy
• Ownership
Garbage in = Garbage out!
Who are the end users of
Salesforce going to be:
• Managers?
• Salespeople?
• Your PA?
This is for everyone to use
When do you want people to
use Salersforce:
• All day long?
• Regular forecasting?
• As needed?
This should be part of your
daily routine
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Develop processes and measurements
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Maintain good data quality
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Assign Ownership
Assign Ownership Everyone plays a role
Ensure that everyone understands their role in using Salesforce, and the impact of
not using it correctly
The MD Champions the use of CRM, and uses it as a regular
communications and reporting tool
Uses it for reference only. It’s not the job of a PA to update CRM on
behalf of someone else
For the Sales Director, CRM is the lynchpin of the business, and it
should be consulted every day
Sales Managers should be using CRM throughout the day to manage
and collaborate with the team
Sales Reps should be consulting and updating CRM with
activities/results through the day as they prospect, meet customers,
close deals, confirm forecasts, etc. It’s not an after-hours activity!
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Share
Benefits
CRM – What’s in it for me? Make sure that you consider the benefits for everyone
Consider how Salesforce will benefit everyone: http://www.youtube.com/watch?v=pp4lqYY5bts
Single view of customer
Reduced manual
processes
Less duplication
of effort
Greater customer
insight
Deal size maximised
More time to sell
Improved forecast accuracy
Visibility of personal
performance
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Obtain Commitment
How do you drive Salesforce adoption? A balanced approach works best
Measurement drives behaviour! Make sure that you are driving the right behaviour in
Salesforce
INCENTIVES DIRECTIVES
Gamification using
badges
Rewards
Programme
Hall of fame Salesforce
Champions
If it’s not in CRM – it
doesn't exist No side processes
Follow the leader Meet deadlines
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Keep the lines of communication open
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Create a Training Program
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Don’t
forget your
Admin!
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Visibility Productivity Accountability & Process
Salesperson: What’s In It For Me? “I need Salesforce to be successful”
“I have better visibility into what’s relevant to
me”
“I can focus on selling” “If it’s not in Salesforce, it doesn’t exist”
Get information important to me
The better the data & history, the better the sales rep I am
Trending of opportunities, interests, patterns
Real-time leads sent to me w/ notification
Integration with Outlook
Create reports & dashboards to help manage your day
Sales and marketing collateral
Access it anywhere, anytime with Salesforce1
No micromanaging needed
You and your manager can see the same data at the same time, all in Salesforce
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Innovate & Improve
How do you keep improving Salesforce? Develop a culture of continual innovation
Keep Salesforce ‘fresh’ by constantly evolving http://www.youtube.com/watch?v=8Jyw-
hKmgdM&list=PLnobS_RgN7JZfHVFu8gTYBXYzV60IWeX9&feature=share&index=8
Innovate
Seek feedback
Measure Results
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Boost Productivity with Salesforce1
Customized for Every
Company & Employee
Your Custom Branding
Your Reports and Dashboards
Your Files
Your Events
Your Data Offline
Your Accounts & Communities
World’s Most Connected
Enterprise App
Employees &
Partners
Products
Customers Devices
World’s Largest Enterprise App Ecosystem
Canvas
CRM ERP/Financials HR 3rd Party Apps Backoffice Partner Apps
Informatica Workday Kenandy FinancialForce Salesforce1 Evernote DocuSign MuleSoft
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Define
Process
Share Benefits
Obtain Commitment
Improve &
Innovate
Assign
Ownership
Align
Goals
For more info, see our company
blog:
http://blogs.salesforce.com/company/sales/