Measuring the ROI of Salesforce CRM

May 20, 2019 | Article

Investing in a CRM is one of the most costly decisions a business will make. But it can also be one of the most beneficial. Here’s how you can make an informed decision.

Whenever you’re looking at a new technology for your business, bottom line results reign supreme. You need to know what type of return you can expect from your investment. This is particularly true when implementing a key business system like an ERP or CRM solution.

The value of a CRM system like Salesforce is widely discussed, but how does it really stack up? What is the expected ROI from implementing Salesforce? Would your organization benefit from using a CRM?

Weeding through the hype can be difficult. Investing in a CRM is one of the most costly decisions an organization will make. You want to ensure your selection will drive results and provide a real return on your investment.

There are a lot of claims out there that say Salesforce CRM is a “magic elixir” for business. While we know this certainly can be true—in fact, we see great results with our clients—there are a number of factors that go into its success in your business. From going about the implementation correctly to making sure your users adopt the system, there’s a fair amount of risk that comes with a Salesforce CRM implementation.

A common concern we hear from potential clients: What if Salesforce doesn’t work like we need it to?

Not seeing the results you expect or realizing the return you need to be able to justify the expense are concerns that remain in the forefront during the early phases of a Salesforce implementation. Picking the right Salesforce consulting partner for your business has a lot to do with the results you’ll see. But it’s also good to understand what others have seen and experienced with Salesforce. How did Salesforce work for others in your industry? Can Salesforce really increase your revenue? What are the benefits of adding additional Salesforce clouds?

The Benefits of Customer Relationship Management

The first step in determining the ROI of Salesforce is to understand the benefits of CRM. Your customer is your business. Whether you are a B2B or a B2C organization, understanding and serving your customer is the key to success today. A CRM is a system for just that. It aims to make it easier to build quality relationships with your new and existing customers. The resulting benefits of implementing CRM are quite significant.

   Better Data & More Insights

When all your key business information is stored and managed in one place, you gain better analytics and reporting. With full views to your customer data, you can sell smarter, service faster and market easier.

   Efficiencies Through Automation

Streamline your business processes, from selling to customer service, by building automated workflows for your team. Not only will this make your team more productive (and increase your revenue over time), but it improves the overall quality of your business data and operations. This leaves you with more time to focus on actually running your business, instead of those daily tedious tasks.

   Improved Team Collaboration

Great things happen when teams work together. The research on this fact is prolific. But there are still a number of organizations that operate in daily silos. Perhaps your customer service team uses one tool, and your accounting another. How would one ever know what’s happening in the other? While this may not seem necessary, consider the benefits of your customer service rep being able to see billing and refund history for a customer, along with any open support tickets. When you enable your team to problem-solve faster, they’re happier. And so are your customers.

   Ability to Strategically Up-Sell and Cross-Sell

When you have complete views to your customers, you can better predict their needs. The ability to analyze trends and recognize up-sell and cross-sell opportunities is a key benefit of using a CRM to drive revenue in your business.

   More Effective Marketing

With the help of a CRM, you can better understand your customer, including what they need, what they want and their buying behavior. And when you can see the patterns, you can adapt your marketing campaigns to target them more effectively.

   Better Customer Experience

This all boils down to a better customer experience—and higher revenues. Don’t believe us? Research shows that three out of every four customers say they will spend more with a business because of a positive experience. If that doesn’t showcase the benefits of using a CRM, we’re not sure what does.

The ROI of Salesforce

Anticipated benefits aside, return on investment should be tracked with any technology implementation. You can break these down in both quantitative and qualitative results.

Key Metrics to Measure ROI

By the Numbers

Key Business Metrics

  • Profit gains
  • Cost savings
  • Process improvement
  • Efficiency savings
  • Team or department productivity
  • Break-even point on investment

Key Sales Metrics

  • Sales cycle efficiency
  • Total number of sales calls against total sales
  • Time to close
  • Close rate
  • Sales revenue increase
  • Margin rate
  • Number of products per customer

Key Marketing Metrics

  • Number of leads generated
  • Cost per lead
  • Revenue generated by campaign

Key Service Metrics

  • Number of cases by agent
  • Cases closed the same day
  • Average time to resolve
  • Customer satisfaction level

By the Benefits

  • Team morale
  • Customer experience
  • Improved visibility
  • Better data management
  • Single source of truth

What you track will vary by the results you hope to see in Salesforce, but the important thing is to measure where you are today against the results you see over six, 12, 24 months with Salesforce. That’s the only way to truly measure the ROI of Salesforce.

Real Business Results of Implementing Salesforce CRM

Want to see the data from your peers? We’ve compiled the real business results of implementing Salesforce CRM into an “ROI of Salesforce” infographic. These results include the common “break-even-point” when investing in a CRM, the realized five-year return on investment of salesforce, and how salesforce impacts revenue and customer service.

Investing in a CRM is one of the most costly decisions a business will make.

Download the ROI of Salesforce Infographic.

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