The implementation of Salesforce across all industries begs the question of why everyone in ad sales isn’t using this cloud-based CRM platform. After all, Salesforce was developed to manage customers. Ad in ad sales, businesses must connect with their clients now more than ever. Salesforce makes sense in ad sales, because with the right technology and tools, ad sales teams can bring more value to clients.
A customized CRM as a competitive edge
Timothy Campos, chief information officer at the world’s biggest social media firm, sat down with The Wall Street Journal in February to disclose Facebook’s secret to success: custom-built software. Campos explained that enterprise software is great for improving productivity, and of course, Facebook wants to take advantage of those solutions. However, Campos told the source that when a company uses an “off-the-shelf” product, they are leveraging have what everyone else already has. Achieving a higher level of efficiency compared to a competitor is very difficult in that regard.
With a customized CRM based on Salesforce, businesses have a tool tailored exactly to their processes and procedures. This improves productivity for ad sales teams across the board, whether that is about catering to customers’ needs or collecting and sharing data with greater efficiency. Campos noted that Facebook’s customized CRM platform does exactly that.
“When an advertiser reaches out to Facebook to say they are having trouble with an ad, we have all the information about this company,” Campos explained, according to The Wall Street Journal.
The Salesforce customized CRM solution
VentureBeat reported that when reaching out for comment on which CRM solution Facebook leverages, a spokesperson said the social media company has “no plans to stop using Salesforce at this time.” It’s clear that a customized CRM platform is a key to their ad sales success, and Facebook is not the only organization to come to this realization.
On the Salesforce blog, the cloud-based CRM developer noted that Verizon Enterprise Solutions supports custom Salesforce apps, as well. The source reported that these tools help empower Verizon employees to sell smarter.
A Salesforce customer success story indicated that Financial Times adopted the CRM platform to keep up with the challenges the media company faces every day since making the transition to digital channels. Financial Times found the benefits of Salesforce to be so vast that many employees other than the ad sales team leverage the cloud-based tools, with even their journalists using the CRM system for some tasks.
Christina Scott, CIO at Financial Times, told the source that the consolidation to one platform has increased cost-efficiencies at the organization thanks to less of a reliance on maintenance and support. Furthermore, employees are more productive, since advertiser contact information and sales activities are tracked in the cloud. Now, the source reported, Financial Times can attract and retain advertisers and subscribers.
The benefits of deploying Salesforce are clear, but only the most successful organizations have learned that a customized CRM platform separates the cream of the crop in ad sales.