Presentation by Tom Engelhardt at the Buffalo Salesforce User Group meeting on how they used gamification of Salesforce to improve activity and opportunity management.
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Sales Gamification Case Study: Lawley Insurance
1. Gamifying Activity Logging and
Opportunity Management
Salesforce Buffalo User Group Meeting / October 9, 2012
Presented by: Tom Engelhardt, Salesforce Solution Architect, Lawley
2. Our Problem
• Inaccurate forecasts due to “messy” pipelines
– Expired Close Dates
– Lack of proper staging
• Lack of activity logging
– Who is doing what, when?
– Stewardship reporting, which should be easy, was
practically impossible
3. The BIGGER Problem?
• Nicely asking them wasn’t producing results.
• Their “praise” of the system proved to be lip service, and we
began to question whether they saw the value of the system.
• Instead of jumping on board when a data request could not be
fulfilled, some jumped to the conclusion that the system is
flawed and Salesforce isn’t all it’s cracked up to be.
We needed a new strategy to convince them of
the value.
4. Our Approach
• At the end of the day, we’re talking about
good, clean data entry
• Make data entry for our worst system
adopters fun!
5. Gamification
• Hot topic in CRM adoption and ROI
• 10+ sessions at this year’s Dreamforce
– Informatica and Comcast two case studies for
gamifying sales
6. LevelEleven’s Compete
• Native app
• Point-and-click setup
• Gamify practically any system behavior using
advanced filtering capabilities
• Affordable
7. Our 2-week Pilot Program
Behaviors we wanted to motivate:
1. Clean Up the Pipeline!
a. Move the Stage of your Opportunities to
anything but “Nurture” (even Closed Lost), and
you get 50 points
b. Update the Close Date to 9/1/2012 or greater
and get 50 points
c. Log Prospect phone calls for 25 points
d. Log Prospect meetings for a big 75!
8. Activity Logging Results
• Between 1/1/2012 and 8/17/2012, these users
created a total of 1,259 activities.
– This time span represents roughly 33 weeks. 1259 / 33 =
approx. 38 activities created/week.
• In the 2-week period of the contest, they created
196.
– 196 / 2 = 98 activities created/week
• During the 2-week contest, these users created the
equivalent of 257% of the average weekly activities
created in the prior 7.5 months.
9. Close Date Update Results
• Between 1/1/2012 and 8/17/2012, the Close
Date was updated 202 times.
• During the 2-week contest, it was updated
307 times.
• This represents 152% of the Close Date
updates that occurred in the prior 7.5
months in a 2-week period.
10. Stage Update Results
• Between 1/1/2012 and 8/17/2012, Stage
updates occurred 171 times.
• During the 2-week contest, 188 updates
occurred.
• This represents 110% of the Stage updates
that occurred in the prior 7.5 months in a 2-
week period.
11. Today?
• Still a struggle, but they’re starting to get it.
– Pipelines and their use in closing gaps
– Activity reporting in the click of a button
• Never-ending process
• Use the app whenever possible to encourage
adoption.