Why Leads Matter to Your ABM Strategy
In part 1 of this post, we’ll review why leads matter to your ABM strategy. In part 2, we’ll discuss a key problem with account-based marketing, and why using leads is the solution to this issue. So, why use leads? A lot of the time, ABM strategies are employed with the idea of using accounts […]
Why Take a Custom Web Service Approach with a Critical Salesforce Integration?
We’re working with a client to support an integration with a commercial application. I have recommended we create a custom web service supported by salesforce, but they asked a reasonable question: “Why couldn’t we use the Salesforce API directly instead of having someone build the web service?” Here’s why I recommend the custom web service […]
Lane Four at TOPO Summit, April 12-13, 2017 in San Francisco
We’ve stressed the importance of bringing Sales and Marketing teams together to maximize your Account-Based strategy, and TOPO Summit strives to do just that. With two days of learning from the world’s best sales and marketing organizations, thought leaders and technology vendors the agenda focuses on seven important topics in revenue including Account-Based, Marketing Ops […]
Lead Re-Assignment Could – and Should – Be Much Easier
If you’ve ever had to re-assign a stack of leads within Salesforce, you know how difficult it can be without the right tool. Often, companies are forced to pull their records out of Salesforce, plug them into Excel, update their (usually complex) rules manually, and then move the updated data back to Salesforce. And if […]
Salesforce Automation Should Come From Salesforce Experts
The world of Salesforce applications is super-saturated with what’s known as “integrated applications” – third-party software that pulls data out of Salesforce, crunches some numbers, and puts it back. The companies that create integrated applications are focused on their own tool, and typically don’t know a whole lot about Salesforce itself. Which is a problem. […]
Making the Move to Lightning: Some Pros and Cons
We’ve written before about how businesses need to consider making the move to Lightning as soon as possible. Yesterday’s Salesforce World Tour in New York further emphasized this, with lots of sessions on ensuring migration readiness, and best practices for customer implementations. Aside from the demos and workshops, there were some great discussions about Lightning […]
ABM Is an Old Idea With One Huge Benefit: Forcing Sales and Marketing Alignment
Account-based marketing has been touted as the hot new thing in sales and marketing strategy. Just a quick Google search will show you hundreds of blog posts proclaiming that this “revolutionary” new tactic that is changing the nature of sales and marketing as we know it. But if you look a little more critically at […]
Still Manually Assigning Leads? You’re Missing Out
The marketing-sales cycle is unique to every company and is constantly evolving. Whether it’s outbound or inbound marketing, cold-calling, print or digital media buys, or building out a layer of SDRs or BDRs, each company has its own fingerprint when it comes to marketing and sales. That said, today’s businesses are grappling with problems that […]
Salesforce Campaign Influence is Now Finally Customizable
Years ago, Salesforce released a feature called “Campaign Influence” with the promise of allowing you to track campaign ROI directly in Salesforce. Unfortunately, this feature didn’t get any roadmap attention and Salesforce stopped working on it for several years. The legacy campaign influence object wasn’t even in the API! One of the huge side benefits […]
