CRM Benefits for Startups

Chapter 6 CRM Benefits for Startups By Greg Poirier Greg is a seasoned “startup guy,” having been an early- stage employee at numerous startups, as well as serving as COO in his last startup position. He came to Salesforce through the acquisition of Radian6, and he assumed the responsibilities for leading and implementing Marketing Cloud’s overall strategic online activities. Greg is a respected advisor to the startup community and now devotes his time to helping startups accelerate success through proven sales and marketing programs at his consultancy, CloudKettle. The following chapter is his follow-up to why startups need CRM (customer relationship management), which appeared in volume one of “The SaaS Startup Founder’s Guide.” This time around, Greg takes the next step and enumerates the key benefits that startups can see by using CRM effectively. He then goes on to suggest productivity apps from AppExchange that can be used by startups on Salesforce to tailor their CRM solution to the needs of a high-growth startup. You’re a small organization, you know your customers already, and you really don’t have that many to keep track of. A simple, shared spread - sheet can probably do the trick. Do you really need to be wasting money and headspace on a customer relationship management (CRM) solution? It may be tempting to set the idea of purchasing a CRM solution aside, especially if you’re a startup. After all, CRM solutions consume precious licensing costs and configuration resources. At a minimum, they require fees, but on top of that, they demand the most precious startup resource of all — founder attention during planning and implementation. 7171

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CRM CRM CRM CRM BBenefits for enefits for BBenefits for enefits for SSttaartuprtupSSttaassrtuprtupss strengthstrength. No other. No other CRM CRMhas m horeas m thirored -pthirartyd-p saupportrty support. There. There is an isa pap n app on AppEon AppExchangexcha fornge a lformost alm everythingost everything you ca yonu think can think of, all o tof, a helpll to helpyour your teamte bamecome bec omemore m integrore integrated aatendd iann synd inc. syn Herec. Hereare m arey top my eight top eight apps apps or featuresor features for no for non-sales n-suasersles u. sers. 1. Salesforce Labs1. Salesforce Labs Salesforce Labs are free apps built by Salesforce employees for the Salesforce Labs are free apps built by Salesforce employees for the customercustomer com mcomunitmyu. Innitspiredy. Inspired by em byployee employees’ works’ work with withcustomers customers of all of all sizes asizesnd in adnudstrie indusstrie, theses, these apps appranges ra frongem frosimplem simple utilities utilities to en tireto e verticantire vertical l solutionsolutions. Salesfors. Salesforce Labces Lappabss appares freeare tofree us toe, busuet, abreu t uanrema unnagemand aged packagepacskage, mesa, meninga ningthat the that the code co is vides ible ais visible and cannd be editedcan be edited. . 2. The AppExchange Dashboard Pack2. The AppExchange Dashboard Pack https:http//apps://appexchanexcghean.saglees.forcsaleesforc.come/li.costingm/lisDtingetail?listiDetail?listin - n - PerhaPpserh theaps mtheost m famosto fuams Soaulesforces Salesforce Labs Laabpps isapp the is AppEthe AppExchangxche ange gId=a0gId=N30a00000N30000000ps3jEAA00ps3jEAA (bit.ly (bit lin.kly n lieenkd neeed) ded) ds and dozens DashDboasahrdb opaarckd .p Thiacks. freeThis pfreeack apgeac kinageclu dinecslu dadeshbos dashboar ards and dozens ales, marketing, support, and service, and even how to of reports for sales, marketing, support, and service, and even how to of reports for s measure adoption of Salesforce in your organization. measure adoption of Salesforce in your organization. It’s the first app CloudKettle installs for every new Salesforce It’s the first app CloudKettle installs for every new Salesforce deployment. It provides easy access to visual dashboards showing deployment. It provides easy access to visual dashboards showing your performance that would otherwise take hours to build if you were your performance that would otherwise take hours to build if you were to start from scratch. to start from scratch. 3. Trailhead 3. Trailhead If you’re new to Salesforce or looking to do more with the platform, If you’re new to Salesforce or looking to do more with the platform, Trailhead can help. It takes the guesswork out of where to begin and Trailhead can help. It takes the guesswork out of where to begin and where to go next to make your journey easier. where to go next to make your journey easier. Oftentimes an employee of a company will assume the administrator Oftentimes an employee of a company will assume the administrator role and be the go-to Salesforce person for an organization. However, role and be the go-to Salesforce person for an organization. However, with Trailhead, anyone in your organization can learn Salesforce. It with Trailhead, anyone in your organization can learn Salesforce. It provides a series of free Salesforce trainings and modules for everyone provides a series of free Salesforce trainings and modules for everyone from administrators, to users, to developersevelopers. . from administrators, to users, to d 4. Customer Support and Service4. Customer Support and Service RetaiRnetingai ncuingsto cumserstom isers critic is acriticl, anadl ,S aalesfornd Salesforce’s corece’s procored uproct dhelpsuct helps by by includininclug dai nngative a n afetiveature fea cturealle dc aCallesesd Ca. Ssesale.s Sforcaleesforc’s case’es cmanaase managemegent ment allowasllow organs orgizaantionizastion to atts toach att, traachck, tr, aanckd ,s aurfndac surfe cuacstoe cumserto ismsueer iss dsueirectls directly y 7575 7575

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CRM CRM CRM CRM BBenefits for enefits for BBenefits for enefits for SSttaartuprtupSSttaassrtuprtupss That Thatallows allows mar kmaretingketing and leadershipand leadership to see to reportssee reports showing showing the the salessales pipelin pipeline, sales,e, sales, and andexact e xactROI fromROI from each eachcampaign — every campaign — every markmareterk’s dream.eter’s dream. 8. Internal Communications8. Internal Communications EveryEvery Salesforce Salesforce licen selice consem ecos mwithes wacceith sascce tos Cs htoatte Chr,a antte rintern, an internal al socials ocialnetw netork.w Aork.n interf An interface siamceil asirm toil aFra toce bFookaceb andook Tandwitte Twr, itteChatterr, Chatter is is the mtheost m effiostc ieeffintc wieaynt toway co tommu communicatenic waithte wstithaff satboutaff a boutopportu opportunitiesn, ities, custocmuserto imssuere is,ss proues,spects prospects — anything — anything that iths inat Sa is lesforin Salesforce. Asc ean. As ad ande ad dded bonusbo, younus ,ca youn ad cadn st adaffd wstithoutaff without Sales Saforlecesfor liccensee licsense as usser ass u toser Csh toatte Chr atter for frefore, mafreeking it, making it essen estiaselly ntiaa free interlly a free internal conamml coummnicautioninscatio toolns. tool. CRM Is for StartupsCRM Is for Startups CRM CRMis no islo nonger lo njugerst a ju toolst a fortool ma fortu mare ctoumre pcaoniempsa wnieiths wcoithm plcoemx splaleexs sales procesprocesses. Sstesartups. Startups need nee to used to CRM use CRMto overco to overcome theme five the challenge five challenges s that thatthey ’theyll fac’lle — facse ca— linsgca slianlesg stealesam tes, aminvestors, investor dema dnedmas fornd spipeli for pipeline ne data,d satalea,s sproalesdu proctivityductivity insight insights, accs,u raaccteu draateta dforat ad eforcisio denc-isiomanki-nmag, kiannd g, and the ethexpect exapecttion abtion y future hireby future hires thats thyouat h yoave u ha aCRMve a CRMin pla ince pl. ace. By choosingBy choosing Salesfor Salesforce as cyoure as yourCRM ,CRM you ,c yoanu b ceannefit be nfroefitm frothomusa thondusas nds of appofs aonpp sAppE on AppExchanxchgean toge co tonne cocnt neyourct yourcusto cmustoer dmatera dtoat othera to other job job functiofunncstio inn yours in yourstart ustpa, rtaligniup, aligning everyong everyone inn eyour in yourcom pcaonymp aaronyun ad round your yomost iur mmost iportmanportt asanset for grot asset for growth —wth your — your custocmustoer. mer. 7777 7777