This Week in Publish or Perish: How to Measure the ROI of Social Selling in Salesforce

Sales leaders are moving away from volumetric models and focusing in on more meaningful, value-driven relationships. The problem is, volume is easy to predict and measure–social selling, not so much.

Is social selling impossible to measure? In this week’s episode of Publish or Perish, host Jeff Leo Herrmann interviews Tara Hall—Fathom’s expert Salesforce Consultant with Admin and Salesforce Cloud certifications—on how to track social selling in Salesforce.

Check out the podcast now or read the interview below to find out how you can prove the value of social selling in your organization.

JH: Many sales leaders use LinkedIn as their primary social selling tool. It’s not as easy to move data in and out of LinkedIn, though. Can you tell us about the history of the gaps present between Salesforce and LinkedIn?

TH: Salesforce just phased out LinkedIn from its social contact component in the Winter 2015 update. LinkedIn has an app that closes this gap a little bit by allowing administrators to create a dashboard in Salesforce with information about a LinkedIn contact.

JH: That’s really helpful. Wouldn’t it be cool if there was a button in LinkedIn Sales Navigator that you could just press to add a contact to Salesforce?

TH: It would be. There are some options out there that would make that possible, but the functionalities are not great. Also, Salesforce has a robust data import wizard, which has a connection the LinkedIn Sales Navigator. Uploading the data from Sales Navigator is a manual process but Salesforce easily walks you through it.

JH: We always recommend adding social selling as a source in Salesforce, which allows users to track it in the same way they would a web lead. How hard is it to add this?

TH: For a Salesforce admin this is a 2-second operation—it’s a no-brainer. So, breaking away from volumetric models is as easy as adding social selling as a source. I think that any sales manager would much prefer their people to be building relationships based on what’s effective, not necessarily just look at volume.

By tracking social selling, you can show that you made 20% fewer calls but were 20% more successful in your conversations. Once you have this tracking set up, you’ll be able to use more sophisticated tools and within a quarter or two you should be able to see higher conversion rates.

JH:  You’re a big advocate for using campaigns in Salesforce. Can you tell us what is so great about embracing the campaign module in Salesforce?

TH: When using campaigns, ROI calculations on marketing investments are so much easier because Salesforce does the work. You’ll also be able to see accurate conversion rates. Once you can prove conversion rates and ROI you can get more sophisticated with the campaign – there is no end to how detailed you can get.

Listen to the Publish or Perish podcast now and reap the rewards of social selling tracking in Salesforce.

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