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

At a Glance

The client is a medical transportation company that works with healthcare, health insurance, and transportation providers to create a ride service network. The client offers various transportation to help patients access health care and social needs, including public transit, ride-hailing services, wheelchair-accessible vehicles, and ambulances.

  • Industry: Healthcare
  • HQ: East Coast, United States
  • Type: B2B
  • Products: Salesforce Sales Cloud

The Challenge

The client had already implemented Salesforce Sales Cloud but struggled to identify leads and acquire new customers as they lacked a clear understanding of the software. They also did not have centralized databases for existing customer information or leads, making it difficult for employees to get an encompassing view of customers. Paired with campaign silos, employees struggled to discern if potential leads had been contacted and could not create accurate reports, limiting their ability to locate the most profitable source.

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.

The Results

  • More accurate reports & forecasting
  • Improved lead conversion
  • The ability to track leads throughout their lifecycle
  • The ability to efficiently identify potential leads
  • Identification of most profitable leads
  • Elimination of campaign silos
  • Identification of what campaigns work best and are profitable.

Our Role

Salesforce Sales Cloud can be beneficial to businesses when correctly implemented. The robust CRM software can provide businesses with detailed information about their customers, facilitating lead identification and management. It was these benefits that enticed the client to implement Salesforce on their own. However, without the proper implementation and use of Salesforce, the client experienced the exact opposite of their desired results- a continuous decline in leads. To put themselves back on the right track, they reached out to Omniskope for help. Our senior consultants provided the client with a properly executed and customized Salesforce software solution.

Omniskope’s consultants are industry experts who keep your business at the forefront of everything they do. Reach out to us today and see how we can drive your business forward faster through proper Salesforce implementation.

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