Medical Transportation Company Utilizes Salesforce Sales Cloud to Build Efficient Lead Identification System

The Solution

Salesforce Sales Cloud Lead Objects, campaigns, dashboards, and out-of-the-box (OOTB) reports were integrated to help the client use the software to its fullest potential. These features allowed the client to identify, track, and convert leads quickly. It also gave them an in-depth understanding of their existing customer base, letting them craft personalized sales experiences.

At the start of the project, the client used Sales Cloud Contact Object to track potential customers. However, this object’s primary usage is to manage individual people already associated with an account. To better track potential leads, the client’s entire pipeline was restructured to incorporate Sales Cloud Lead Object. The client could establish a database for existing customer data and a database to track potential customers. By creating these separate databases, the client’s sales representatives gained a 360-degree view of customers allowing them to design personalized sales experiences and identify potential leads.

Salesforce OOTB lead reporting capabilities were used to track several different factors, including lead conversion rates, expected revenue by lead source, lead age, and lead quality. Reports were then generated based on the client’s chosen factors to provide them with information about the origin and status of leads, neglected leads, and the history of lead fields. Record types were also created for the client. When combined with lead reporting capabilities, the client understood what lead processes and strategies worked best to convert, identify, and generate new leads.

Salesforce’s Campaign Influence Object was activated, letting the client’s marketing team track the source of potential leads and its influence on opportunities. The automation software uses the client’s contact list to match a prospective customer’s engagement to specific assets and opportunities, giving the client insight into what campaigns work best for customers and high marketing ROI. Campaign hierarchies were enabled to eliminate existing campaign silos. With silos eradicated, all team members could see and understand the relationship between projects and clearly understand which were profitable.