Microphone

AMERICAN BROADCAST COMPANY RIDES THE SALESFORCE WAVE WITH ANALYTICS

Services

  • Management Consulting
  • Employee Engagement
  • Data & Analytics
  • CRM
  • Marketing
  • Quote-to-Cash
  • Architecture & Integration

Solutions

  • Salesforce
  • Tableau

MANAGING THE PROSPECT-TO-CASH FLOW VIA SALESFORCE SALES CLOUD + TABLEAU

 

 

 

 

The Challenge

A large, national broadcast radio company was struggling with an inadequate CRM solution provided by its traffic solution vendor. There was little uniformity in processes, data capture, and seller best practices across 25 markets. In addition, an inside sales team was having challenges adequately reporting on its activities and results and finding that handoffs to field sellers were inefficient at best. Account data from the traffic CRM solution was poorly structured to a point where it limited sellers ability to identify proper accounts to which attribute key activities and opportunities.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The Results

V2 leveraged its D(3P) Managing Consulting framework within the technical blueprinting process to identify process and change management challenges which could be discussed and optimized as part of the Salesforce launch. Working with a key Sales executive who was committed to rigor across the prospect-to-cash flow, V2 first began mapping out the inside sales process flow and MQL to SQL handoff from a procedural, data flow and technology perspective. Salesforce Leads and Activities were leveraged as were early stage Opportunities. Next, the joint V2-client team focused on a major restructuring of Account data from an order management format into a CRM seller friendly format. It was critical that each market could see only its respective view of an Account and related Activities and Opportunities while still providing corporate a global view of Accounts underneath an ultimate. This new structure opened the doors for improved end user sentiment and proper pipeline and forecasting.

V2 also focused significant time designing and building an Opportunities design optimized to capture revenue by product family groupings such as spot, digital, non-spot, play-by-play, and other media types by market. This new design was a breath of fresh air to sellers who previously had been asked to enter very detailed order data into CRM, causing major adoption issues. This new design was both easy to use and provided a clean data set to visualize in the client’s existing Tableau deployment.

In addition, V2 saw an opportunity to leverage the Salesforce platform to track events and the sponsorships pitched for each. This custom solution provided a centralized location to manage each event like a project and avoid overbooking of a single category’s sponsorship per event.

Given the organization’s poor adoption of CRM historically, V2 focused much attention on devising an effective go-live and training strategy. V2 provided training across three pilot markets and equipped end users with quick reference guides as well as identified superusers in each market who could provide further in-market support to local end users. Once the pilot markets were successfully launched, V2 organized a train-the-trainer summit where a group of 20+ other super-user representatives came together in-person to learn the platform get trained and help deploy the solution to their respective markets. V2 provided extensive train-the-trainer documentation and provided as was ongoing support to such superusers to traverse the training period. This measured approach worked well and drove high user adoption immediately coming out of the gate.

To close out the project strong, V2 worked with the radio organization’s BI team to ensure Salesforce data could be joined with existing traffic data in Tableau in a reporting format optimized for sales executives and managers to leverage during weekly one-on-one sessions. Through intelligent Account ID mappings, this was achieved and the Tableau report joining both systems data became the new source of truth.

Who We Are

V2 is a leading boutique management & technology consultancy in the Salesforce ecosystem. Since 2005, we’ve built a respectable client list of well-known brands and fostered a culture of excellence, diversity, inclusion, and growth.

What We Do

V2 supports business and technology transformation initiatives across a range of industries. We take a holistic approach to solving client challenges by focusing on people, processes, data and platforms, and partner with best-in-class technology solutions including Salesforce and Snowflake.

How We Operate

V2 is an independently owned consulting firm that delivers a unique customer experience by combining proven enterprise capabilities, fair & reasonable pricing, a flexible delivery model, and a white-gloved approach to client success.

Industries

V2 understands the nuances of your industry including key trends, process flows, roles & responsibilities, data structures, and technology integrations. We’ll speak your language on day one and share proven, innovative approaches to help you drive business and digital transformation in a competitive landscape.

Featured Insights

V2 believes that providing world-class consulting services begins with a passion to listen, learn, analyze, debate and share. While we certainly retain some of our “special sauce” for clients, we feel it’s important to highlight our perspective and insights on a range of relevant topics.