The Spring release of Salesforce has one overarching theme: simplicity. Users have long requested a more user-friendly interface that doesn’t sacrifice performance. Salesforce makes it happen.
In Part 1, we covered new features you should be using, including the Lightning Web Runtime, Salesforce Payments, and Salesforce CMS enhancements. This article covers recent enhancements to Sales and the Customer Data Platform.
Sales: analytics, account discovery dashboards, AI, and more
The latest sales update is a game changer in my opinion. It makes the sales process more efficient, easier to manage, and helps your team close deals faster. Highlights include:
Sales Analytics now offers filtering and fast access to data points. This allows you to get exactly what you need without sifting through irrelevant data. Sales managers (and representatives) can determine which sales strategies are most effective, which products are most effective, and identify areas for improvement.
Account Discovery Dashboard, powered by AI
The Account Discovery dashboard now uses artificial intelligence with Einstein’s Discovery. This can help improve your business’ sales prospects and identify new growth opportunities. This feature analyzes the data to help sales reps identify the accounts with the highest potential profitability, while also keeping teams updated on the health of their accounts.
Mandatory multi-factor authentication
Reps hate multi-factor authentication, but it’s an extra layer of security to prevent unauthorized users from accessing your account. Turning it off is no longer an option.
Rapid promotion setup
Loyalty management and promotion programs are simplified with quick promotion setup options. Streamline your eligibility process by choosing from pre-defined eligibility, rewards, and criteria such as product, order, and account-based criteria instead of building a system from scratch.
In addition, promotion managers can choose from reward options such as percentage discounts, flat rates, or free items to apply to specific products or entire orders. This setup option can also be customized, ultimately saving everyone time.
A customer data platform (CDP) aggregates data from various sources such as CRM, email marketing, and social media. Additionally, you can enable data profiles to run more targeted content on both Google and Meta.
Salesforce’s CDP allows you to track and analyze customer engagement across all channels, helping you create more targeted campaigns. The more you understand what resonates with your customers, the more efficient your campaigns will be. This should get you more conversions/sales.
Account Engagement Optimizer can help you:
- Identify improvements to your marketing automation system (sales processes, email campaigns, etc.) that will increase your ROI.
- Identify risks in your marketing automation system to improve your overall marketing efforts. For example, Account Engagement Optimizer may flag your campaign as having a lower than industry average CTR and prompt you to make changes.
- Prioritize recommended changes based on what is most important to your team. These recommendations help your team focus on the changes that make the biggest difference.
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The opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.