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Increase Salesforce ROI with Automated Sales Processes

Customer relationship management systems aren’t cheap. On top of annual licensing fees, there are also ongoing costs for system maintenance, user management, and user training. With all of the money put into a CRM, it’s not surprising that a lot of organizations expect to see an almost immediate return on that investment.

When used properly, a CRM like Salesforce can pay back $8.71 for every dollar spent, according to Nucleus Research.

Here’s the catch: two things need to happen before you can maximize your Salesforce ROI. Users need to use it, and management needs to leverage the data effectively. 

Salesforce is most valuable when its data is leveraged for engagement, reporting, insights, and optimization. That data helps leadership effectively manage teams and empowers reps with the relevant information they need to be most effective.

However, the only way to leverage data and create reports is if the data gets into Salesforce, which is only possible when there is high adoption and automatic activity capture.

So, what are the best ways to increase the ROI of Salesforce? By achieving both objectives with a sales engagement platform that automatically captures sales activities and brings CRM data into a rep’s daily workflows.

Measuring Your Salesforce ROI 

To properly measure the effectiveness of your CRM, you first need to identify the right metrics. An internal audit of organizational adoption and data use will help you examine four key areas:

  • Percentage of active users
  • Increase in number of activities per user and overall
  • Improved time to close
  • Improved forecasting from more comprehensive data 

Begin with the percentage of active users. If you know how many sales reps use Salesforce regularly, you can determine your user adoption rate. Increasing your organizational adoption rate should be a primary internal initiative. You pay per number of seats, whether your reps use the CRM or not.

Next, measure the amount of activities being generated by users, gauging both how many per user and the number of overall activities. Compared to previous periods—or pre-Salesforce adoption—you’ll see if sales reps are integrating the system into their activities.

Salesforce’s biggest asset is its data. Are your sales reps using the comprehensive data captured in Salesforce in their sales calls and meetings? To determine how effectively sales representatives use CRM data, simply audit usage reports against sales over time. Also, look at how an increase in CRM usage correlates with how quickly deals are being closed. Typically, the more that reps are leveraging CRM data to be more relevant, the faster they can improve time per sale.

accurate salesforce reporting - sales engagement platform

Finally, as the organizational adoption rate of your CRM increases, sales data will become more comprehensive, which will increase the accuracy of your sales forecasts. The more data you have about prior sales, the more accurately you’ll be able to forecast future revenue.

ROI Made Possible by Salesforce

Once you have the tools in place to track overall adoption, you can establish what sales metrics best demonstrate your Salesforce ROI. Look at pulling metrics across the entire sales cycle. 

So what sales metrics are important to track?

Sales volume is one of the most obvious because it directly impacts your bottom line. With automated activity capture, you don’t have to worry as much about sales reps entering necessary data. With the data automatically secured in the system, Salesforce enables you to run comparative reports that show overall sales trends over specified periods of time.

Conversion rate is another important metric for determining Salesforce effectiveness. This important metric traces the percentage of leads that get shepherded through the entire sales journey to an eventual close. Review comprehensive data sets in Salesforce to determine if you’re trending upward since increasing CRM adoption. 

One way to increase sales is by decreasing the amount of time from lead to close. CRM data can provide valuable metrics to determine deal velocity. Use CRM data to determine how quickly leads move from Stage 1 to closed-won. 

Cost-per-sale is another critical metric and can be tracked by compiling data around the amount of time per sale and the amount of money that comprises a sale. When compared over time, you can determine whether this metric is trending in the right direction, allowing you to identify and address any issues. You’ll find all of the data needed to calculate this metric in Salesforce.

Decreasing your cost-per-sale number in conjunction with a rise in your revenue-per-contract will create happy stakeholders. A CRM compiles historical data about the amount of revenue from each sale and reports how revenue-per-contract is trending.

How Sales Reps Make the Most of CRM

Now that you’re tracking Salesforce ROI, it’s important to foster a culture of continued adoption. Sales reps need exposure to Salesforce but also an education. By showcasing the inherent value of a CRM—it helps increase and close sales—adoption often comes swiftly. 

The key is integrating Salesforce into your reps’ daily workflow, and this is most easily accomplished by pairing Salesforce with a sales engagement platform that enables reps to view, create, and update CRM records from where they spend most of their time—their email and calendar.

Then, it’s all about leveraging the data that they have access to and its range of benefits. Data can provide insight to increase the effectiveness of customer conversations, which leads directly to higher conversion rates. 

Easy access to CRM data in their workflows helps reps streamline the sales journey, which removes hurdles and speeds up the close rate. Salesforce data provides reps and support staff with the information they need to improve customer service and uncover more opportunities.

How Sales Managers Make the Most of CRM

While CRM sales data provides invaluable insights about the customer, it also acts as a powerful tool for tracking sales trends, performance, and other metrics.

The prebuilt reports available within Salesforce are incredibly useful. They provide the baseline insights that any manager would need to manage an efficient and effective team.

First and foremost, managers can leverage data to optimize the efforts of their sales team and improve sales forecasting. The Salesforce data available to managers for coaching and planning helps reps close more deals, retain more customers, and boost overall performance.

Managers can get ahead of potential problems on the client side by leveraging data to track at-risk accounts. Doing so allows managers and sales reps to be proactive and optimize their outreach.

Improve Your Salesforce ROI with Groove

Groove’s sales engagement platform works seamlessly with Salesforce, enabling revenue teams to boost the ROI of their CRM data by making it readily available in their reps’ workflows. Groove’s automatic activity capture, customizability, and ease of use have helped organizations achieve 100% adoption among their revenue teams. 

Unlike other enterprise sales engagement platforms, Groove has Salesforce-native architecture. Built on Salesforce.com, Groove offers superior data security and reduces administrative time by as much as 90% when compared to other platforms. 

Want to boost your Salesforce ROI? Request a demo to learn more about how Groove can help. 

G2 Sales Engagement Software Report

Learn why Groove is leading the pack, and how the top providers are ranked across several criteria, including user satisfaction and placement in G2’s proprietary Grid® Report.

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