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Global Agency Aims for Greater Rigor for Sales Leveraging Salesforce
Salesforce to manage brand and agency relationships and activities to reduce institutional knowledge flight.
Relationship intelligence turned into an operating asset
In an agency holding company, revenue lives in relationships that are held by individuals. The RevOps objective was to move that knowledge into the operation itself so pipeline and coverage survived staff and office changes.
A relationship model capturing client, prospect and contact coverage across offices.
Consistent new-business discipline and stage definitions applied across a federated organization.
Sales leaders given reporting worth using, which is what makes the rigor stick.
The Challenge
After years of successful but less organized business development activities, a well-known agency holding company, made a decision to introduce more rigor and transparency around its critical sales processes. Spreadsheets were voluminous and sharing of data across offices was limited. Key data from meetings both with prospects and existing clients was not being captured in a centralized system and remained in notebooks and scattered documents.
The Approach
V2 agreed to leverage its D(3P) management consulting framework alongside a rapid-prototyping methodology to build and launch an agency-specific design, supporting the unique needs of the client. While standard Salesforce objects like Accounts, Contacts, and Opportunities were heavily leveraged, V2’s design incorporated many details around picklist values, Brand and Agency relationships, classifications around meeting purposes, and other agency-nuanced design elements.
Existing Brand, Agency and historical Opportunity data analyzed, cleaned and merged.
A custom Train-the-Trainer program enabling the client Program Lead to train end users.
Meeting purposes classified and business development activity captured centrally.
An agency-specific Salesforce design built by rapid prototyping.
A relationship model built to stop knowledge flight
- Relationship model surfacing past and present Brand and Agency relationships
- Custom tracking of Agency Offices and Office Participation
- Silos broken down between offices
- Agency-nuanced picklists and meeting classifications
- Brand, Agency and historical Opportunity data cleaned and merged
- Reports and Dashboards replacing locked-up spreadsheets
- Train-the-Trainer program and documentation
V2 designed a relationship model aimed to reduce knowledge flight and surface past and present Brand and Agency relationships which could be leveraged for business development activities. In addition, V2 designed a unique custom solution which tracked Agency Offices and Office Participation data for Opportunities to enable the agency to break down silos between offices.
From a data and reporting perspective, V2 analyzed, cleaned, and merged existing data including Brand and Agency information as well as historical Opportunity data. Reports and Dashboards were built to provide graphical representation of data which had previously been locked up in various spreadsheets.
As agreed upon with the client, V2 created a custom Train-the-Trainer program to enable the client Program Lead to train end users. V2 provided training documentation outlining key flows and screens to support the training and go-live process.
While standard Salesforce objects like Accounts, Contacts, and Opportunities were heavily leveraged, V2’s design incorporated many details around picklist values, Brand and Agency relationships, classifications around meeting purposes, and other agency-nuanced design elements.
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