Sales Cloud for Marketing 4: Sales Insight

Being where I am now in my admin career of both Salesforce and Marketo, it’s difficult to remember a time when I didn’t know what Sales Insight is. It’s even harder to understand why it wasn’t in use when I took the helm.

If you have Marketo and Salesforce and your sales team does not have access to this tool, then you are about to be a superhero.

Sales Insight, well, I mean, it’s kind of in the name. Essentially, it gives your Salesforce users insight into what’s happening with their contacts/leads in Marketo. If a lead clicks a link on an email, attends a webinar, visits a key website – Sales Insight will capture it and create an “Interesting Moment,” which then appears (magically!) in Sales Insight in Salesforce.

insights

Marketo pushes interesting moments based on what you want to flag

Users can see all of their contacts/leads in one place under the Marketo tab. They can also see an individual’s Interesting Moments on the record page.

And in case that’s still too much work, users can subscribe to RSS feeds and be emailed every time a contact/lead does something that they want to be notified about. Observe:

leadfeed

Under the Marketo tab, the Lead Feed appears on the right side. Users can click the Subscribe link to subscribe to the feed.

One note: the lead feed will only show activity within the past two weeks. Encourage your users to use this tool holistically, in order to not miss important milestones.

subscribe

There are 4 types of alerts users can receive, to as many emails as they like, and even to their phone

Subscribing to an individual will send a user alerts on that lead alone.

Subscribing to an Account will send a user alerts on any activity by any contact in that Account.

Subscribing to the Type will send a user alerts on any activity of that type – for instance, if they want to see email interaction, they could subscribe to the “Email” type and receive any and all notifications regarding emails.

Subscribing to the Description will send a user alerts on activity that meets that description. Super important note: if they subscribe to an Email subscription, they will only receive alerts that match that email description exactly. So if they subscribe to “Clicked on email, email was Email 1”, they will only be alerted when people click on Email 1. Use this subscription with caution!

Sales Insight is an amazing tool, but like any other amazing tool, you might struggle getting people to adopt it. If you can find even one example of how it’s been used, that can be HUGE…so here’s one you can borrow.

The first time I showed this to one of my sales reps, we were look at the Anonymous Web Activity tab of Sales Insight. One Account showed up as having had visitors to many of our key web pages. This particular Account was one he had been trying to go after for a long time, had been turned down, and hadn’t approached in about a year. Here they were, actively looking. He pointed at it and said, “I have to call them! I bet their contract is almost up with [whatever competitor he mentioned]!”

BAM! The power of Sales Insight.