Salesforce Data Quality Series: Sales Rep Churn

How Sales Churn Impacts… Sales

Customer retention is hinged on the customer experience.

Walker predicts that the customer experience will overtake both price and product by 2020 (that’s next year!) and 33% of Americans will switch companies based on a single negative experience. Finding ways to improve the customer experience is a mission-critical component of every successful business’s strategy.

But, improving your relationships with customers requires thoughtful, connected, and accurate data. The modern sales pipeline is synonymous with a tech stack. Your consumers have gone digital and you need to utilize all of the rich digital tools to convert, convince, and close. For most sales teams, that digital tool is Salesforce.

With over 150,000 customers, 20% of the entire CRM market, and over 25,000 employees — Salesforce has become the go-to sales CRM for many brands. You can get a top-down view of your pipeline, manage leads, check opportunity scores, contact and manage accounts, and handle plenty of other must-have features all within the same toolkit. Really, Salesforce is the engine that powers successful sales teams.

So, when a sales rep leaves your company, what happens to all of their Salesforce data? If data is the fuel that gives Salesforce its sales oomph, what do you do when a massive pool of data suddenly disappears?

Sales Churn and Salesforce Data

In the event that a sales team member does leave, finding a way to resync all of their data across the correct channels can be a massive headache.

First, you have to go through their calendar data. Scheduled contacts with customers (future and past,) notes, activities, etc. will all have to be cataloged and tied to the appropriate Salesforce channels. Next, you’ll have to think about all of the data in their inboxes. To say that the average inbox has some data is certainly a misnomer.

The average sales rep spends 28 hours a week emailing customers. We aren’t talking about drips of data here — you’re looking at an ocean. Who did the rep communicate with? What did they say? What kind of interactions did the reps have? What was said in those interactions? Herein lies the problem.

You can’t possibly analyze all of that data, determine what’s critical and what’s stale, and appropriate that data to the correct channels.

It’s just not possible.

So, what happens when you don’t utilize all of that data? Your customer experience suffers. Suddenly, all of the customers that the long-gone sales rep even interacted with have incomplete profiles.

Your sales reps aren’t going to know where they’re at in the funnel, what interactions they’ve had, or the makeup of their wants and needs. All of the engagement between the churned rep and your customers is gone. And, when that next customer interaction happens, your current sales reps are going to be in the dark.

What’s the Solution?

What if all of your sales rep calendar data and inbox data could be instantly synced to the appropriate Salesforce channels? What if all of that rich data hiding in the cracks and crevices of Salesforce could be appropriated throughout your pipeline in a way that makes it immediately impactful?

That would be kind of a big deal, right? Well, that’s what we’re here for. Ebsta captures all of the data points that exist outside of Salesforce’s microscope and brings them into your pipeline by gluing them to the appropriate Salesforce operations.

So, when that sales team member churns, you don’t have to worry about poring over their data. Instead, all of that data will already be synced to the appropriate channels, and all of your sales team members will be able to instantly access that crucial data. In other words, Ebsta gives you 3D Salesforce specs.

Better yet, Ebsta can leverage all of this data to accurately portray customer engagement scores via our “Ebsta Score” feature. Every meeting, call, and email that took place between your churned rep and your customers is visible, calculated, and analyzed to give you a clear, detailed, top-down view of your customers.

So, when that customer is contacted again, your sales reps can start with a warm introduction instead of a cold guess. Not only that, but Ebsta also finds all of those hidden inbox clients that your rep could have been hiding and spreads them throughout your team.

Not only do these contacts represent customer touchpoints, but losing them could interrupt workflows and possibly even lose clients. Oliver Squires shows us how Ebsta does this here:

Final Thoughts

Sales rep churn is an inevitable part of the sales team lifecycle. People come and go, but your customers shouldn’t. The last thing you want is for a churned rep to impact customer retention rates or sales team productivity.

Since the modern sales cycle is hinged to the customer experience, ensuring that you have the appropriate data to deliver that experience is key. With Ebsta, you can sync all of your reps’ calendars and inboxes — which gives you a clearer view of all of your customers — and bake them into your everyday Salesforce workflows.

So, what are you waiting for?

Don’t take our word for it! Check it out for yourself.

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