Building support framework in business with updated sales strategy
Increasing Sales 

How to achieve 3 of the most urgent business priorities now

When budgets and margins are tight, leaders have to prioritise carefully. Merlin Luck, former small business owner and Salesforce Australia’s Regional VP, SMB, gets down to brass tacks about three of the most urgent business priorities and the solutions that can help you make the biggest impact right now.

This article is sponsored by

When it comes to protecting your business, careful prioritisation and planning are key. Yet working on the business instead of in the business can feel like a luxury during times of challenge or uncertainty. 

It’s not an easy balancing act, but it’s a necessary one. And there’s a reason why digital technology is increasingly at the centre of so many solutions. Research suggests 88 per cent of customers expect companies to accelerate digital initiatives due to COVID-19. Customers are no longer comparing your business to your direct competitors alone – they’re also comparing each business interaction with the seamless experiences provided by digital leaders, regardless of industry or product.

So how can your business meet these expectations and know which digital solutions to prioritise? Let’s look at three of the most common – and most urgent – business goals and specific solutions that can make the biggest impact. 

1. Improving your forecasting

Already a longstanding challenge, accurate forecasting is arguably harder now than ever. Luckily, there are ways to take back control and get a clearer picture of risks and opportunities. 

AI-powered tools can reduce a lot of manual work and human error, with high-performing businesses 2.8 times more likely to use AI than underperformers. Because forecasting relies so heavily on accurate sales data, automated forecasting tools in platforms like Sales Cloud can address immediate risks while helping you scale in the future.

For example, insurance broker Insure 247 uses Sales Cloud to manage all quotes, policies, claims and renewals in a single place and feeds their payment processing platform Stripe through Salesforce. This means fewer human errors and greater compliance within a heavily regulated industry, along with greater visibility into their risks – a must for a business that routinely works with micro-businesses and deals with lower policy margins than other brokers.

2. Finding more customers fast

Need to find better leads faster, or cut down the length of your sales cycle? You’re not alone, but you’ll have a leg up if you can personalise experiences for your most promising leads. Platforms like Pardot do exactly this, helping you quickly rate lead quality and personalise everything from emails to dynamic web content, which automatically responds to a lead’s changing score.

Because they support educators with personalised learning plans, it only made sense for Australian startup Maths Pathways to apply this sort of personalisation to their own prospects and customers. The business uses Pardot and its lead nurturing engine Engagement Studio to create personalised landing pages, dynamic web forms, and tailored messages. The result? They’ve doubled their marketing email open rates, while sales cycles are six months shorter on average.

That’s a win for the business right now and also means they can keep scaling without getting bogged down in one-off, bolt-on solutions.

3. Empowering teams to work more efficiently

Prioritising the right digital solution has the benefit of enabling smarter priorities among employees, too. Without accurate customer data, marketers and sales reps are often left chasing dead-ends. But a unified, 360-view of your customer helps employees prioritise opportunities that actually pay off. 

As an example, Aussie business ModularWalls used the Lightning platform to create an interactive calculator that allows customers to generate their own quotes. It helps customers understand what ModularWalls can do and captures critical customer data that feeds into their marketing platform. While lead generation dipped, conversion rates jumped from 20 to 40 per cent – in other words, the business is reaching the right leads at the right time, reducing the number of resources spent on less qualified leads.

Need to do all of the above? 

If you find it difficult to narrow your business needs down to a single goal, that hardly means you’re bad at prioritising - it means you recognise the growing interdependence of sustainable growth, efficient processes and fantastic customer experiences. 

A customer relationship management (CRM) solution can help you address multiple urgent goals simultaneously and set you up for success in the long run. Find out how to get started in the CRM Handbook.