Blog

by Michael Idinopulos
on February 5, 2015

New Salesforce App Integrates Social Selling with CRM

It’s official: PeopleLinx has launched a new social selling app in the Salesforce AppExchange!

This is the moment that sales leaders have been waiting for. In one fell swoop, the new app overcomes the single biggest barrier for teams who want to practice social selling: CRM integration.

Why is this such a big deal? Because the new social selling app does three things that are hugely, wildly important for the future of social selling:

  • Integrates social selling into the sales process
  • Finds sales reps where they live
  • Measures social activity and real ROI

Integrate social selling into sales process

High-performing sales organizations obsess over process: capturing, qualifying, and nurturing leads, scheduling calls, advancing opportunities, sending proposals, closing contracts. They track every step in that process and measure it obsessively: pipeline, activity, deal advancement, deal sizes, win rates, quota achievement.

That applies to social selling, too.

Social selling is more than a sales rep being on LinkedIn or Twitter. Social selling happens when reps use those social networks systematically to generate leads, build relationships, and close deals.

In other words: Social selling happens when social becomes part of the sales process.

In order to be part of the sales process, you have to be in the CRM.

CRM is the tool that Sales and Sales Ops use to manage all this process. It’s where they define the workflow, capture the data, and generate the metrics required to implement and optimize sales process.

Pick your favorite metaphor: CRM is the key, the backbone, the bible, the system of record that drives everything a high-performing sales team does.

PeopleLinx’s new AppExchange app puts social selling into CRM and the sales process. The system automatically guides sales reps to take the right actions on social at the right times, based on the opportunities and contacts in their sales pipelines.

For the first time, social selling is part of the sales process. That finally puts it in a position to really move the needle on sales performance.

Find sales reps where they live

I’ve heard it a hundred times: “Don’t give me another tool.”

Social selling is all about changing reps’ behavior. In social marketing, you can provision a Twitter handle, hire a few millenials, and let them loose on social. Social selling is different. Your sales reps need to change the way do things, interact with their buyers. It’s a behavior change.

When you’re trying to change rep behavior, telling them to adopt a new tool is rarely a winning strategy. Wait for them to come to you, and you may be waiting a very long time.

That’s reason #2 why the AppExchange app is a game changer: It integrates into the Salesforce front end.

Sales reps are already in Salesforce. Whether they want to be or not (and many of them don’t), they have to use Salesforce. So they do.

With the AppExchange app, reps don’t need to learn another tool. Social selling guidance appears automatically in Salesforce opportunities. Notifications about new actions to take automatically show up in the rep’s inbox.

It’s minimally invasive change management.

For the sales leader, the story gets even better. Leaders of sales/sales ops/sales enablement are already tearing their hair out trying to get reps to spend more time in Salesforce (or whatever CRM they use.) They want reps to do a better job logging call notes, capturing contact information, and updating pipeline status. Adding social selling guidance to the CRM experience makes it that much more of a magnet for rep attention, which drives sales process compliance.

Measure social selling activity and real ROI

ROI: Three letters that generate so much anxiety and confusion.

Let’s break it down.

There’s only one way to measure the real ROI of any sales investment: show contribution to deals won.

To measure the ROI of a conference, you look at the closed won deals sourced or influenced by your team’s activity at the conference. To measure the ROI of a white paper, you look at the closed won deals sourced or influenced by the white paper.

So to measure the ROI of social selling? You guessed it: look at the closed won deals sourced or influenced by social selling.

That’s exactly what the social selling app does. Integration with Salesforce allows the PeopleLinx app to correlate social selling activities with sales pipeline. Out-of-the-box reports and a social selling dashboard show you exactly which deals were influenced by which social actions.

It’s seriously awesome.

Want to see it in action? Check it out on the Salesforce AppExchange, or shoot us a demo request. We love talking about this stuff! (You probably guessed that already…)