This is a new series of Salesforce Sales Cloud Consultant certification exam preparation series - Industry Knowledge. Industry Knowledge section consists of 7% of total score in the exam, covering topics such as sales metrics, KPIs, marketing and sales processes and etc. Without further ado, let's get into it!

NOTE: This post is written in April 2020 and content might be changed/updated overtime. The content is inspired by

Guideline for Industry Knowledge

  • Explain the factors that influence sales metrics, KPIs, and business challenges.
  • Explain common sales processes and key considerations.
  • Describe the common marketing processes and key implementation considerations.

Sales Metrics, KPIs, and Business Challenges

Sales Metrics

Sales MetricDescription
Number of Leads convertedNumber of prospects converted into sales opportunities
Lead qualification scoreCalculate score by formula based on several factors, such as accuracy of contact info, product interest and etc.
Lead sourceDetermine which channels are used to generate lead
Number of Opportunities closedAnalyze number of deals are closed over period of time
Sales pipelineIdentify which stage the opportunities are at
Number of Sales activitiesDenote the activeness of the opportunities by sales-related activities count
Sales performanceMonitor the sales performance based on closed opportunities
Quote achieved percentageFind out the number of closed deals against the quota by individual sales
Average revenue generatedMeasure average amount of revenue generated
Campaign ROIDetermine the impact of campaigns on closing opportunities

Key Performance Indicators (KPI)

Lead response timeIdentify how fast a lead is contacted, speed of response is one of the key factors of closing deals
Lead conversion rateIndicate the lead quality given the source
Contact frequency and follow-upIdentify how frequent a lead is contacted and follow-up, use sales automation tool to achieve it
Opportunity winning percentageDetermine the effectiveness of a sales rep when closing opportunities
Number of closed deals per sales repDetermine the effectiveness of a sales rep when closing opportunities
Number of closed deals per customerRecognize high-value customers who require special measures to maintain and nurture relationships
Customer valueIdentify the high-value customer based on the products and services purchased
Sales growthAnalyze the pace of sales revenue growth over period of time, it is important to help company in strategic and decision-making
Sales targetIndicate whether the sales rep has met the sales target set by the organization

Business Challenges

Business ChallengeDescription
Low number of leadsSet up marketing campaign, use social networking tools, implement lead generation strategies
Low lead data qualityValidate contact info, detect spam, cleanup data regularly
Sales and marketing alignmentDefine a clear goal for sales and marketing, refine criteria for lead transfer and measure success, improve communication
Achieving sales targetUp-sell/cross-sell, conduct sales training
Closing opportunitiesConduct sales training, learn to use available tools to maximize effort
Disjointed process flowStandardize sales process, use sales automation tool, conduct more training
Forecasting and planning accuracyUse algorithm for forecasting, analyze past sales performance, analyze prospect's activity
Sales productivityUse tools to improve communication and automate tasks, access to resources at ease
Adopt new techProvide user training, access to knowledge base, use automation tools

Sales Process

Standard Sales Process

  1. Lead Generation
    • generate lead through marketing campaigns, such as mass-email, tradeshows, events, social networking, online ads, website and etc.
  2. Lead Qualification
    • establish contact and work on getting more information, such as product interest, business type and etc.
  3. Lead Conversion
    • qualify the lead and convert to contact, account and opportunity
  4. Opportunity Management
    • nurture the opportunity
  5. Opportunity Closure
    • closed won/lost the opportunity

Sales Methodologies

  • Target Account Selling (TAS)
    • break down large deals into manageable components
    • aim to increase efficiency of resource allocation and shorten selling cycles
  • Value Selling
    • leverage capabilities of the company and the buying process of the customer to create a plan for closing deals
    • place emphasis on understanding and reinforcing why certain offer is valuable to the customer
  • Solution Selling
    • address the issues experienced by the customer by offering appropriate solutions
    • sell solution may or may not constitute a product or service
  • SPIN Selling
    • SPIN stands for Situation, Problem, Implication and Need-payoff
    • ask questions based on SPIN to identify buyer's situation and needs, getting the buyer to identify the benefits of the solution
  • SNAP Selling
    • SNAP stands for Simplicity, Invaluable Information, Alignment with beliefs, and Prioritization
    • focus on increasing the speed of the sales process as modern buyers are too busy to grasp complex information
    • focus on providing simple and unique information
  • Conceptual Selling
    • place emphasis on effective management of the decision makers involved in a customer's buying process, and gathering of relevant information about the customer's concept of the product to close deals
    • based on the idea that a customer buys the concept of a solution to an issue rather than a product or service.
  • Customer Centric Selling
    • place emphasis on presenting a solution rather than a product or service to the customer
    • focus on collaboration with customers and becoming their trusted advisors
  • Challenger Selling
    • focus on following a teach-tailor-take control process for selling effectively
    • sales teach and tailor their prospects about business problems and solutions rather than a particular product or service
    • end goal is to close the deals, not just being liked by prospect
  • MEDDIC Selling
    • stands for Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain and Champion
    • used when the business is interested in tight control of the pipeline by utilizing automation to direct the best sales representatives
  • Sandler Selling
    • focus on identifying the needs of the customer and create sales pitch based on their needs
    • buyer and seller need to be equally invested in the process of selling
    • sales raise and assess obstacles to completing early sales, then provide solutions for overcoming those obstacles

Marketing Process

Standard Marketing Process

  • Marketing Process refers to a set of activities that are utilized by a company to identify, anticipate and satisfy the needs and wants of customers profitably.

  • Core Marketing Process:

    • Campaign Management:
      • design and implement marketing channels
        • ex: email, website, online ads, trade show, and etc.
      • design campaign development process
        • ex: concept, design & development, testing, deployment
      • execute online and offline campaigns
      • outline the roles and responsibilities of people involved
    • Lead Management:
      • capture lead from various sources, primary through marketing channel
      • design process of lead creation, routing, tracking, and generating related notifications
      • design the required import process and integration(s) for generating more leads
      • define various lead statuses and criteria for lead scoring, lead qualification and related metrics
    • Content Development:
      • define all content-related operations
        • ex: strategy development, ideation, storage, delivery
      • consists of components such as content delivery calendar, definition of content architecture, identification of subject matter experts, content engagement tracking and etc.
    • Analytics:
      • define data sources, reporting standards, reporting frequency and etc.
      • identify the media to be used for reporting and who to create and utilize the reports
      • outline strategy for distributing reports and dashboards
      • outline the process for archiving reports and dashboards
  • Strategic Marketing Process:

    • Mission and Objectives
      • define mission statement and corporate objectives
    • Marketing Analysis
      • identify opportunities for marketing products
    • Marketing Strategy
      • consists of components such as measurable goals, target audience and budget development
    • Marketing Mix Planning
      • create marketing mix of components
        • ex: product, price, place, promotion
    • Implementation and Control
      • execute marketing plan and monitor the result
  • Marketing Lead Flow:

    1. Unified Lead Identification
      • marketing users can collaborate and ask questions
        • ex: lead qualification, activities, prospect activity alerts, steps for closing deal, content and lead generation campaigns
      • establish lead qualification and define lead scoring to prioritize leads
    2. Strategy Development
      • distribute and route the leads to appropriate users once they have been qualified and outline how to follow up with them
    3. Communication and Evaluation
      • evaluate and adjust lead process periodically
      • analyze lead data to identify patterns and key indicators
  • Marketing Process Implementation:

    • Elements of Successful Marketing Process
      • design effective strategies through careful observation and understanding of key metrics
      • oversee implementation by paying attention to customers' responses
      • evaluate the result to determine business growth and ROI
    • Effective Lead Management
      • objectives of sales and marketing should be aligned
      • generate more quality leads and clean lead data regularly
      • use lead score to prioritize the lead and route to appropriate users through lead assignment rules
      • track and identify lead sources
    • Marketing Automation
      • make use of marketing automation features such as marketing intelligence, prospect tracking, lead routing, easier follow-ups, lead quality analysis
      • steamline segmentation, target processes to determine the right audiences, tailor messaging to each customer, create relevant and personalized messaging, deliver personalized experiences for the customer
    • Smart Marketing Campaigns
      • set up parent-child campaign relationship to make reporting easier
      • standardize naming conventions to find and organize campaigns
      • score contacts and leads to help marketing users prioritize and understand prospects better

That's all about it! See you in next post!

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