Track Sales Touchpoints Seamlessly in Salesforce for a 360-Degree View

Sales is Going Mobile

Actually, we’re already there. Our cell phones are as powerful as our computers and allow us to work whenever and wherever we want. The ability to respond instantly and communicate through voice, text, and video has changed the sales process by increasing the volume and ease of making sales touchpoints. Customers are expecting quick replies to their questions, and successful salespeople are leveraging instant communication to drive shorter sales cycles that come along with selling through mobile channels. 

As account executives work more and more off of their cell phones and move away from the controlled environments of their work computers, sales leaders and operations teams are struggling to determine the best ways to capture data on all of the interactions that occur during the sales cycle such as:

  • Desk Phone Calls
  • Emails
  • Cell Phone Calls
  • Text Messages

Tack on the additional sales touchpoints and layers of complexity across SDRs, BDRs, AEs, and leadership, and you’re left with a blackhole of data. With the right combination of technologies and processes, all of this data can be captured and related appropriately to records in Salesforce, providing full visibility as prospects work their way through the funnel.

Manual vs. Auto-Logging

When approached with the challenge of developing a methodology for tracking and logging sales touchpoints, the first decision that must be made is whether or not you want to put your sales team in control of the data through manual input. This method is less detailed, prone to timestamping errors, and inevitably inaccurate; however, the enforcement of manual logging alleviates technology implementation and the change management that comes along with an auto-logging solution. 

It’s up to you, the sales leader, to determine if you’re OK with some data vs. the right data. I’m a firm believer that if you aren’t going to do it right, it shouldn’t be done at all. This mindset is especially true when the technologies to track these interactions are highly cost-effective and simple to implement.

Below are some of the most common sales touchpoints in today’s sales environment and how they can be auto-logged in the CRM using Salesforce’s latest features and integrations.

Desk Phone Calls

Inbound calls to desk phones represent a simple entrypoint to track sales activity, yet many reps don’t log inbound calls at all. With manual processes, your team will need to log these calls in the CRM individually, slowing productivity. Luckily, the trio of Shuttle (a user-tracking and lead distribution software), Invoca (a real-time analytics solution to track calls), and Salesforce will enable your team to track source attribution from inbound calls and automatically upload this data to the CRM, taking out any guesswork of how prospects are finding your business. 

By having this information readily available, your sales team can have more meaningful introductions, achieve greater insight into the buyer’s journey, and allocate more resources to revenue-generating activities that are encouraging people to call. 

Emails & Calendar Invites

Salesforce’s Sales Cloud Einstein tool is an artificial intelligence platform. Einstein Activity Capture logs activity from emails and calendar invites to your prospects and customers to improve future sales outcomes by:

  • Integrating with Gmail and Office 365 to automatically sync communications to your Salesforce CRM
  • Showing all captured messages in your Salesforce Activity Timeline to ensure your entire sales team has insights into all interactions
  • Identifying top-performing sales reps to help coach other team members on how to improve their own conversion rates 

Cell Phone Calls & Text Messages

If you haven’t noticed already, most people have a smartphone in hand or within an arm’s length reach. For your sales reps, this trend means more prospects at their fingertips. Whether your sales team is speaking directly on their smartphones to targeted audiences or shooting them a text, you need a way to automatically log these conversations in a CRM. 

Uplink delivers such functionality and can help your salespeople track all sales-related activity from phones and texts directly in Salesforce, providing a full picture of these interactions to help your team identify conversion rates and the types of conversations generating leads. 

Your organization will enjoy other productivity and cost-saving advantages with Uplink such as:

  • Using native messaging apps and employee devices to send text messages and complete phone calls to avoid any workflow disruptions
  • Avoiding purchasing corporate-owned devices by assigning Uplink numbers to employees’ own phones

Conference Calls

If your sales team is dispersed across different locations, or if your salespeople are constantly traveling, conference calls offer an effective way to communicate and collaborate without requiring everyone in the same space. Zoom, a video-conferencing platform, and Chorus, an AI-powered tool that analyzes sales conversations, can both be integrated with Salesforce for the following functions:

  • Schedule Zoom meetings with leads directly in Salesforce
  • Access Chorus conference recordings and notes within Salesforce to improve future sales outreach
  • Automatically create tasks in Salesforce after each Chorus call 

Web Chats

The average SDR may have to reach out to prospects across up to seven touchpoints just to have one meaningful conversation. The advantage of live chat tools such as Drift have made it possible for companies to engage website visitors with or without human interaction across different touchpoints. Instead of sending out dozens of emails or constantly dialing prospects, they come to you and are looking for answers to their pain points. 

Once they’re on the site and want to engage in a web chat, Drift will identify web visitors based on their source, channel, location, lead status, and any pages they’ve viewed. Every chat, new lead, or contact that originates in Drift is uploaded to Salesforce. By creating multiple playbooks with Drift chatbots, your sales team can take more of a hands-off approach but still increase web traffic and efficiently convert visitors into qualified leads, and existing leads into sales opportunities.

How Lunar Can Help

With so many touchpoints across the sales spectrum, you may be overwhelmed with how to take advantage of all these channels to optimize your company’s sales efforts, help team members reach more prospects, engage with current customers more personally, close more deals, and boost their ROI. Lunar specializes in helping clients integrate vital business tools with their Salesforce CRM and technology stack to provide a 360-degree view of their targeted audiences throughout the entire sales lifecycle. 

Get in touch with us today to start automating processes, incorporating text messaging into your sales campaigns, and enhancing your Salesforce instance with every new update. 

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