All out of the box Salesforce packages include essential CRM capabilities, but what many don’t know is that Salesforce can be enhanced and adjusted to fit the unique business needs of a given industry or business niche. In this post, we’ll look at four specific ways that Salesforce can be tailored to help those in the publishing industry (more specifically, those focused on advertising sales) track advertising effectiveness.
- Use Salesforce Opportunities to track and manage Advertiser and Agency relationships
The Salesforce Opportunity form can be adjusted to track and manage the advertiser and the agency relationship, as well as additional details like which party is actually paying for the deal (if different), and any individuals who should be listed as Contacts on the deal. This requires adding a few extra fields to the Opportunity form, but you’ll get much richer roll up reporting on things like the value of any given Agency, greater ability to automate quotes and contracts, and an enhanced way to pass accurate data into back-end order systems.
- Integrate Salesforce with Your Ad Server
One of the great challenges in ad sales is that even once the deal is signed, the revenue is not always guaranteed. A key benefit of Salesforce is it’s ability to provide sales reps with real time or near real time visibility into how a campaign or ad is pacing against its goal in order to allow the sales team to be proactive in working with the customer to optimize the campaign. Integrating Salesforce with your ad server provides this visibility and improves the sales teams’ ability to hit their sales targets.
- A clear strategy for Account and Contact Data
Publishers face the ongoing challenge of duplicate contacts and accounts. Relationships with multiple key advertisers can inadvertently lead to duplication of individual records, and agencies themselves may have many distinct offices which act almost independent of the overall brand regarding contact creation. With these challenges in mind, it becomes critically important to have a common approach for how sales and marketing name accounts and when individual records should be created. Salesforce can help you create and maintain a defined, automated process that will routinely remove/merge records not aligned with the overall strategy.
- Use Custom Objects for Products
Publishers frequently struggle with fluctuating product catalogs. Product names and options are in constant flux, new products are continuously added, and various inventory combinations can be bundled for promotional deals at a moment’s notice. With this in mind, it is critical to come up with a very flexible design for the product catalog that will both create a baseline level of standardization while supporting the sales and marketing’s need for flexibility. A custom object and page can streamline the way Sales inputs order information, and can track things like start and end dates for each line item, whether the line item is a sponsorship or CPM based deal, and whether specific line items involve revenue sharing across the team.
Contact us for more information on these possibilities at firstname.lastname@example.org.