Advertising media management: Salesforce success beyond customization

Here are steps media companies should follow to get the most out of their Salesforce deployments for advertising media management.

Before software-as-a-service solutions became the tech tools de jour for advertising media management, ad sales professionals used spreadsheets as a means of managing their customers. Then Salesforce hit the media industry, and organizations had instant access to a system that revolutionized how they treat clients, leads and data. Salesforce is a prime example of why the cloud is incredibly powerful: organizations and their people are able to view, edit and collect information regardless of their location, computers or devices.

However, ubiquitous, cloud-based access comes with a caveat. Any media organization, big or small, can deploy Salesforce in little time, with minimal hardware procurement. This ubiquity levels the sales and marketing playing field, forcing advertising businesses to become more competitive than ever. If everyone has access to the same tools, media companies are going to need to customize them to fit their needs for advertising media management.

Yet beyond Salesforce customization for advertising media management, there are still three strategies that businesses should follow to guarantee they get maximum leverage out of their Salesforce deployments. Here are some keys to success:

“When looking into Salesforce, it’s important to first establish business goals.”

1. Form game-changing initiatives
When looking into Salesforce, decision-makers should determine the goals that they hope to achieve with their new set of tools. If they wait until after deployment to set a benchmark, there will be no time to construct a plan for employees and no one will understand the point of migrating to a new system.

Once goals are determined, decision-makers should start their CRM journey by working closely with their Salesforce provider. These organizations can help businesses implement customized features that their workflows and employees demand. There needs to be a fundamental understanding of how employees complete processes and how data travels between staff members in order to address the underlying functionalities required of their CRM system. That might sound like a large task to handle, which is why many decision-makers work closely with Salesforce providers to ensure the deployments meet their specific needs.

Business 2 Community contributor Darius Vaskelis reported that right now many companies are recognizing that important game-changing initiatives do not come quickly. Therefore, businesses should plan for the long term, but Vaskelis also recommended focusing on smaller changes and improvements to processes while the larger project goes through its many phases.

2. User adoption
Along with creating a plan for the long-term success of a Salesforce deployment, decision-makers must also prepare their sales professionals and other employees for the incoming changes. A company can work with its Salesforce provider to determine the best approach. Broadly, McKnight’s noted there are four steps to ensure that users adopt the new CRM platform:

  • Inclusion: By including sales professionals in the development of goals and strategies, decision-makers glean information from a different perspective.
  • Understanding: Employees need to see how Salesforce will help them acquire more leads, close more sales and ultimately improve their overall performance. It’s also important to demonstrate how the company will benefit from a CRM solution.
  • Training: McKnight’s suggested that business should never skimp on training. Sales professionals need to start using Salesforce with confidence, and by arming them with knowledge and access to helpful tips, decision-makers can ensure that employees are making the most of their new tool.
  • Sharing success: After the deployment is complete, organizations should share the positive results. Showing off improvements will keep employees on the right track.

At the end of the day, ad sales professionals are going to use tools that work best with their workflows and already established tendencies. By showing them the easier way to do things in Salesforce, leaders make it likely that they will only use that CRM platform.

Only by setting benchmarks is it possible to reach them with Salesforce.Only by setting benchmarks is it possible to reach them with Salesforce.

3. Demand accountability
Econsultancy reported that with an increased ability to track and monitor customers, clients and their relationships with the company, there will be accountability for every action. The customer lifecycle is easy to follow when there is ample data in the CRM system, and decision-makers can use that visibility to identify the exact point when something goes right or what went wrong.

Therefore, it is important for media companies to procure Salesforce solutions with customized reporting capabilities based on their needs for advertising media management. This allows managers and executives to hold their ad sales professionals and other employees accountable for collecting accurate information and their interactions with customers.

Reporting capabilities will also introduce a higher level of accountability for clients and the company. For example, delivery reports allow managers to check if the delivered items meet what was promised in initial interactions. If any business wants to become a trusted organization, it needs to ensure it has a paper trail that indicates its successes.

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