Sales Force Automation with the Power of Salesforce

Solving the Use Case

Overview

With the right configuration, Salesforce Health Cloud empowers medical device companies to accelerate their sales engine.

To get things started, we define the personas, permissions, and roles in Health Cloud. These roles mirror the organizational chart in the sales organization, so it usually varies client to client. However, the most basic structure looks like this:

• Executive
• Sales Manager
• Account Executive

Configuring Health Cloud for Sales

Our Health Cloud configuration mostly relies on standard objects.

The most basic object model for a B2B medical device company looks like this:

• Account
  The account object represents a prospect, competitor, or customer. It gives sales representatives all the information they need to nurture companies through the sales cycle. Fields on this object can store location, source attribution, industry, and other important firmographics.
• Contact
  The contact object represents the individuals involved in the sales process. They typically roll up to an account, and can be categorized into a variety of roles, like decision maker, executive sponsor, or business user.
• Opportunity
  The opportunity object stores information related to an active deal cycle. It typically stores data like deal amount, service type, discussion notes, communication history, stage, campaign source, and more.
• Product
  The product object contains all of the products a company produces and sells.
• Visit
  The visit object allows field activities conducted by representatives to be scheduled and tracked.

Tracking Leads

After configuration of the roles and objects in Salesforce Health Cloud, medical device companies are able to track their leads through the intake and qualification process. Leads can come in through multiple channels including trade shows, landing pages, email campaigns, and telemarketing. Once the lead is created in Salesforce, workflows create an opportunity and assign a sales person based on pre-configured rules, like location, industry, or company size.

Lead Qualification

A custom work path identifies the current stage in the lead qualification process. By default, we configure the following path:

• Lead
• Qualification
• Discovery
• Solution Refinement
• Contracting
• Out for Signature
• PO Delivered
• Closed

In addition, as leads are nurtured through the sales cycle, reps can quickly create activities with notes for future prospecting. This also gives sales manager roles more insights into the buying cycle, allowing them to give feedback that will accelerate pipeline velocity.

Opportunity Creation

As leads get qualified, they convert to opportunities and customer accounts. This triggers a notification to the appropriate outside sales representative. Using the Salesforce workflow engine, tasks are automatically generated to set up a meeting with the inside sales representative.

The Upsell

Complimentary products are automatically recommended from the products object, ensuring sales representatives can successfully cross-sell products appropriate for every deal cycle.

Additionally, Sales Cloud Einstein helps identify the next best action a sales representative can take, indicating potential attrition or cross sell options that drive a conversation when onsite with the customer.

Reporting

By consolidating all lead and opportunity data into a single platform, management and executive teams gain real-time insights into their sales performance. Leveraging the power of Salesforce dashboards and reports, tailored dashboards enhance decision-making for sales managers and executives.

Sales management dashboards display key indicators of sales success, such as lead engagement, referrals, referral sources, identified pain points, budgets, and close dates. Additionally, each sales representative has a personalized dashboard featuring individual metrics that gauge their performance. Data accessibility reduces time spent on manually compiling data into spreadsheets, allowing more time for strategic discussions aimed at driving successful outcomes.

Executive teams benefit from a dashboard that offers a comprehensive view of their sales organization's health. Utilizing Einstein Analytics for Sales Cloud, they can access real-time insights into their pipeline, conversion rates, average deal size, sales cycle duration, and more.

With the full implementation of Sales Force automation, medical device companies can:

• Follow leads from creation to qualification and streamline lead assignment to inside sales representatives.
• Monitor opportunities with custom fields tailored to your business and products.
• Track activity in Salesforce for real-time touchpoint insights. With Sales Cloud Einstein, activities are automatically captured in Outlook and Gmail.
• Access sales data anytime, anywhere, using the power of Salesforce Mobile for Lightning.
• Analyze pipeline and sales efforts in real-time with sophisticated reports and dashboards.

These features empower medical device companies to accelerate pipeline velocity and increase lead visibility.