Salesforce for dummies

Use this book to find out how you can manage your customers and your teams and close more business transactions by using Salesforce:» If you’re a sales rep, this book shows you how to na

Salesforce ® Salesforce ® 7th Edition by Liz Kao and Jon Paz Salesforce® For Dummies®, 7th Edition Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com Copyright © 2020 by John Wiley & Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the Publisher Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at www.wiley.com/go/permissions Trademarks: Wiley, For Dummies, the Dummies Man logo, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc and may not be used without written permission Salesforce.com is a registered trademark of Salesforce.com, Inc All other trademarks are the property of their respective owners John Wiley & Sons, Inc is not associated with any product or vendor mentioned in this book LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING WITHOUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE.  NO WARRANTY MAY BE CREATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIES CONTAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THE UNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL, ACCOUNTING, OR OTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE IS REQUIRED, THE SERVICES OF A COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT.  NEITHER THE PUBLISHER NOR THE AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM.  THE FACT THAT AN ORGANIZATION OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCE OF FURTHER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSES THE INFORMATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT MAY MAKE. FURTHER, READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THIS WORK MAY HAVE CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN AND WHEN IT IS READ For general information on our other products and services, please contact our Customer Care Department within the U.S at 877-762-2974, outside the U.S at 317-572-3993, or fax 317-572-4002 For technical support, please visit https://hub.wiley.com/community/support/dummies Wiley publishes in a variety of print and electronic formats and by print-on-demand Some material included with standard print versions of this book may not be included in e-books or in print-on-demand If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com For more information about Wiley products, visit www.wiley.com Library of Congress Control Number: 2019953291 ISBN 978-1-119-57632-7 (pbk); ISBN 978-1-119-57633-4 (ebk); ISBN 978-1-119-57631-0 (ebk) Manufactured in the United States of America 10 Contents at a Glance Introduction Part 1: Introducing Salesforce CHAPTER 1: Customer Relationship Management at a Glance CHAPTER 2: Discovering Salesforce.com’s Products 13 Part 2: Understanding Salesforce Features 21 CHAPTER 3: Navigating Salesforce 23 CHAPTER 4: Personalizing Salesforce 41 CHAPTER 5: Working in Salesforce 55 CHAPTER 6: Collaborating in the Cloud 77 Part 3: Closing More Deals with Sales Cloud 97 CHAPTER 7: Tracking Leads 99 Using Accounts 121 CHAPTER 9: Developing Contacts 129 CHAPTER 10: Tracking Opportunities 141 CHAPTER 11: Tracking Products and Price Books 155 CHAPTER 12: Managing Your Partners 171 CHAPTER 8: Part 4: Providing Support with Service Cloud CHAPTER 13: Tracking 181 the Support Life Cycle with Cases 183 Your Support Channels 193 CHAPTER 14: Diversifying Part 5: Empowering Marketing to Generate Measurable Demand 203 CHAPTER 15: Creating Marketing Campaigns to Drive Demand 205 CHAPTER 16: Driving Sales Effectiveness with Salesforce Files and Content 219 Part 6: Mastering Basic Salesforce Administration CHAPTER 17: Performing Common Configurations Deeper into Standard Object Setup CHAPTER 19: Building Custom Apps CHAPTER 20: Accessing the Right Data with User Permissions CHAPTER 21: Managing Data CHAPTER 18: Diving 227 229 261 275 291 311 Part 7: Measuring Overall Business Performance 325 CHAPTER 22: Analyzing Data with Reports 327 CHAPTER 23: Seeing the Big Picture with Dashboards 345 Part 8: The Part of Tens 359 CHAPTER 24: Ten Ways to Drive More Productivity 361 CHAPTER 25: Ten Keys to a Successful Migration to Lightning 365 Index 375 Table of Contents INTRODUCTION About This Book Foolish Assumptions Icons Used in This Book Beyond the Book Where to Go from Here 3 PART 1: INTRODUCING SALESFORCE CHAPTER 1: Customer Relationship Management at a Glance Introducing the Customer Relationship Management life cycle Understanding your customer’s customer Centralizing customer information under one roof Looking to Customer Relationship Management to Solve Critical Business Challenges Expanding the funnel Consolidating your pipeline Collaborating effectively with your colleagues Working as a team 10 Extending your sales force with partners 10 Beating the competition 10 Improving the customer experience 10 Measuring the business 11 Selecting Salesforce as Your Customer Relationship Management System 11 CHAPTER 2: Discovering Salesforce.com’s Products 13 Using Sales Cloud to Win More Deals .14 Making sales groups more effective 14 Improving sales productivity 15 Generating Better Leads with Marketing Cloud 15 Managing email campaigns with Marketing Cloud .16 Improving marketing automation 16 Identifying qualified leads with Pardot 17 Providing Excellent Customer Service with Service Cloud 17 Managing customer interactions with cases 18 Interacting with the customer across multiple channels 18 Deciding Which Salesforce Edition Is Best for You 19 Table of Contents vii PART 2: UNDERSTANDING SALESFORCE FEATURES 21 CHAPTER 3: Navigating Salesforce 23 Getting Familiar with Basic Salesforce Terms Accessing Salesforce Setting up a password Logging in Explaining the Lightning Experience Navigating the Lightning Home Page Finding records with Search Defining Apps Uncovering the App Launcher Managing your calendar Tracking your tasks Navigating the tabs Accessing shorcuts from the navigation bar drop-down menus Discovering a tab home page Navigating a record in the Lightning Experience CHAPTER 4: 42 44 45 46 46 47 48 48 49 51 53 53 Working in Salesforce 55 Managing Records Creating records Resurrecting records from the Recycle Bin Detailing the Record Using links and buttons on the record page Modifying records with inline editing Capitalizing on related lists Looking things up with lookup hovers Reviewing Activities viii 34 35 38 Personalizing Salesforce 41 Completing Your Profile Page Using the Settings Menu Modifying Your Personal Information Updating your user information Customizing pages Granting login access Setting Up Salesforce for Your Mobile Device Downloading and installing Salesforce on your mobile device Configuring the Salesforce mobile app for your needs Navigating in the Salesforce mobile app Importing Your Contacts Working with Salesforce Remotely CHAPTER 5: 24 25 25 26 27 27 30 31 31 31 32 33 Salesforce For Dummies 55 56 56 57 58 59 60 60 61 P package, 289 Page Layouts feature about, 232–233 modifying, 246–247 pages, customizing, 46–47 Pardot, identifying qualified leads with, 17 parent/child relationships, building, 123–124 partner accounts creating, 174–175 defined, 173 Partner Communities, 177 Partner Relationship Management (PRM), 179–180 See also Partners Partner tiers Price Book, 166 partner users, 173 partners about, 171–172 accessing communities as a, 178 assigning leads to, 175 extending sales force with, 10 life cycle of, 172–179 managing, 171–180 measuring performance of, 176 roles and responsibilities of, 177–179 password, setting up, 25 Paz, Jon (author) Salesforce Service Cloud For Dummies, 17, 172 peers, connecting with, 373 people (Chatter), 80, 87–89 Perm Comparator, 364 permissions, Chat, 199–200 permissions, user about, 291 establishing data access concepts, 294–296 planning user access, 295 role hierarchy, 304–306 security controls, 306–310 setting up profiles, 299–303 sharing model, 296–299 user administration, 292–294 personal information, modifying, 45–48 personalization about, 41, 229–230 assigning layouts to profiles, 247–248 building fields, 235–239 completing profile page, 42–43 contact information, 130–131 creating actions, 258–260 creating dependent picklists, 244–245 dashboard components, 353–355 editing fields, 235–239 email settings, 72–73 evaluating current, 368–369 importing contacts, 53 Lightning App Builder, 249–250 list views, 240–241 managing approvals, 255 managing workflow, 253–254 modifying page layouts, 246–247 modifying personal information, 45–48 pages, 46–47 power of, 230–235 Process Builder, 256–258 records, 241–244 relevance and, 234–235 reports, 333–335 setting for service organizations, 271–273 setting up for mobile devices, 48–53 Settings menu, 44–45 for user relevance, 371–372 using record types, 250–252 working remotely, 53–54 planning change management strategy, 369–370 dashboards, 348–349 implementation, 194–195 products, 162 user access, 295 posts (Chatter), 81, 85–86 preparing data, 315–316 implementation of Partner Relationship Management (PRM), 179–180 Service Cloud strategies, 194–195 strategies for custom apps, 278–279 for Web-to-Case, 197 Index 387 Price Books setting up schedules, 164–166 about, 155–157 standard fields for, 157 adding products to custom, 168 tracking, 155–170 adding to standard, 166–167 using, 158–162 changing activation on, 169 profile page, completing, 42–43 cloning, 169–170 profiles creating custom, 167–168 about, 296 deleting, 170 assigning layouts to, 247–248 making global changes to, 168–170 Chatter, 80, 84 managing, 166–170 creating custom, 301–303 tracking, 155–170 setting up, 299–303 types of pricing, 158 using, 158–162 standard, 300–301 project teams, building, 368 pricing, types of, 158 prospects See leads prioritizing initiatives, 370–371 publishing, 288 privacy, contacts, 130 Private field, 143 PRM (Partner Relationship Management) See partners Q qualifying leads, 109–110 Probability field, 143 Quantity Scheduling Enabled field, 157 Process Builder, 256–258 Quarterly performance chart, 29 Processes option, 234 question mark icon, 76 Product catalog queues, 109, 113–114 adding products to, 163 building, 162–164 changing product details in, 163–164 Product Code field, 157 Product Description field, 157 Product Family field, 157 Product Name field, 157 productivity, driving, 361–364 products about, 13–14, 155–156 adding to custom Price Book, 168 adding to opportunities, 158–160 adding to Product catalog, 163 building Product catalog, 162–164 changing product details in Product catalog, 163–164 Marketing Cloud, 15–17 planning, 162 Sales Cloud, 14–15 Salesforce editions, 19–20 searching for, 162 Service Cloud, 17–18 388 Salesforce For Dummies Quick Find, 231 R Rating field, 123 read only profile, 300 reassigning record ownership, 241–242 Recent Records, 29 Recently Viewed Contacts list view, 138 Recents Lists, 35 Record Types feature, 234, 250–252 records about, 232 account, 122–124 associated, 33 changing status of multiple, 119 cloning, 242 creating, 35, 56 customizing, 241–244 defined, 24 detailing, 57–61 finding with Search, 30–31 managing, 55–57 Reports home page, 328–330 mass-deleting, 321–322 Reports tab, 34 mass-transferring, 320–321 Reports To field, 130 modifying with inline editing, 59–60 Re-sort function, 357 navigating in Lightning Experience, 38–39 resources, Internet reassigning ownership, 241–242 AppExchange, 74, 275, 285 recent, 35 cheat sheet, restoring from Recycle Bin, 56–57 Dreamforce, 362 updating, 243 Salesforce Developers, 324 Recycle Bin, restoring records from, 56–57 Salesforce platform, 314 related lists, 25, 60, 243–244 Salesforce release notes, 27 Related Lookup Filters, 233–234 Salesforce Trailblazer Community, 362 Related To field, 72 Salesforce Trailhead, 362 relationships, building, 282–285 Salesforce Trailhead Academy, 363 relevance, customization and, 234–235 Salesforce.com, 363 Remember icon, responses, tracking to marketing campaigns, 215–218 remote work, 53–54 restoring records from Recycle Bin, 56–57 removing Revenue Scheduling Enabled field, 157 account records, 128 Price Books, 170 reports about, 327–328 reviewing activities, 61–62 tasks, 33 roles adding campaign members from custom, 213 about, 294 building custom summary formulas, 341–343 contact, 149–151 changing filters, 338 clearing filters, 338 hierarchy of, 294, 304–306 Row Counts, 336 creating, 331–335 creating folders, 339–340 customizing, 333–335 determining folder access, 340 displaying, 330–331 exporting to Excel, 338–339 filtering, 335–338 hiding results, 335–336 installing sample, 349–350 maintaining report library, 340–341 mastering, 341–344 navigating Reports home page, 328–330 options for, 344 organizing, 339–341 showing results, 335–336 sorting results, 336–337 summarizing results, 336–337 S Sales Cloud, 14–15 sales groups, improving effectiveness of, 14–15 Sales Path, visualizing deals using, 149 Sales Price option, 158 sales processes, tracking, 265–267 sales productivity, improving, 15 Sales teams Price Books, 166 Salesforce See also specific topics accessing, 25–26 defined, 24 editions of, 19–20 platform (website), 314 selecting as customer relationship management (CRM) system, 11–12 sending emails from, 74–75 Index 389 Salesforce app, 48–53 Salesforce Colored Favicons, 363 Salesforce Content about, 219–220 creating libraries, 222–223 setting field-level security, 306–308 selecting default lead owners, 267–268 to use the Process Builder, 256 self-service options, 201 Salesforce Developers (website), 324 Send an Email activity, 62, 110 Salesforce Essentials, 19 sending emails from Salesforce, 74–75 Salesforce Files service agents, roles and responsibilities of, 184 about, 219–220 Service Cloud, 17–18, 194–195 adding files, 223–226 service organizations, setting customization for, 271–273 creating libraries, 222–223 using files, 221–222 Salesforce Service Cloud For Dummies (Paz and Kelley), 17, 172 Salesforce Trailblazer Community, 362 Salesforce Trailhead, 362 Salesforce Trailhead Academy, 363 Salesforce.com, 362–363 sales-specific settings, configuring, 262–267 Saved field (Account record), 122 Saved mode, for Lead records, 100 scatter charts, 347 scheduled report runs, 344 schedules adding default, 165–166 adding to Opportunities, 160–161 enabling, 164–165 setting up, 164–166 updating default, 165–166 updating on Opportunities, 160–161 scope, 370–371 Search bar defined, 25 finding records with, 30–31 Lightning Experience (LEX), 28 for products, 162 Search icon, 330 Search Layouts feature, 233, 248 Seasonality Price Book, 166 security about, 306 Chatter, 89 delegating administration, 308–310 logging in, 26 390 Salesforce For Dummies setting(s) customizations for service organizations, 271–273 dashboard refresh schedule, 356–357 field-level security, 306–308 marketing-related, 267–270 organization-wide defaults (OWDs), 296–298 personalizing for email, 72–73 Settings menu, 44–45 setup custom apps, 285–286 email, 72–74 help, 75–76 leads, 102–108 for mobile devices, 48–53 password, 25 profiles, 299–303 role hierarchy, 304–306 schedules, 164–166 Setup Home, 231 Setup Search, 231 Share (Chatter), 81 sharing model about, 294, 296 granting access with sharing rules, 298–299 setting organization-wide defaults, 296–298 sharing rules about, 296 adding, 298–299 shortcuts, accessing, 34–35 showing Opportunities, 125 report results, 335–336 reports, 330–331 View Hierarchy link, 262–263 home pages, 24, 35–38 navigating, 33–38 sidebar, 25 tab-specific buttons, reviewing, 36 skills, adding in Chat, 200–202 target lists, building, 210–213 solution managers, 300 target marketing, 131 sorting report results, 336–337 targeting campaign members, 212–213 Stage field, 143 standard objects about, 261 configuring sales-specific settings, 262–267 managing marketing-related settings, 267–270 permissions for, 200 setting customizations for service organizations, 271–273 Standard Price Book, 166–167 Standard Prices option, 158 Task view, 32 tasks about, 62 completing, 71 creating, 65–67 tracking, 32–33 teams opportunity, 151–152 tracking for accounts, 126–127 standard profiles, 300–301 teamwork, 10 standard users, 300 Technical Stuff icon, Start Date, End Date field, 207 templates, email, 73–74 status testing changing for multiple records, 119 Chatter, 85–86 imports of data, 316–317 Web-to-Lead forms, 218 Status field, 185, 207 Tip icon, stream (Chatter), 80, 91–92 To field, 72 Subtotals, 336 To Me view (Chatter), 83 success metric, 370 Today’s Events, 29 summarizing report results, 336–337 Today’s Tasks, 29 support channels tracking about, 193 account teams, 126–127 identifying, 195 leads, 99–120 multi-channel, 195–202 opportunities, 141–154 preparing Service Cloud strategies, 194–195 opportunities with Chatter, 153–154 support reps See service agents Price Books, 155–170 Support Settings, for cases, 271–272 products, 155–170 syncing calendars, 65 responses to marketing campaigns, 215–218 system administrators, 300 T tables, 347 tabs See also specific tabs sales processes, 265–267 support life cycle with cases, 183–191 tasks, 32–33 training plans, 372–373 creating custom, 286–287 transferring leads, 118–119 defined, 24 Type field, 123, 143, 185, 207 Index 391 U verifying contacts, 186–187 updating activities, 69–71 Chatter profile, 84 contact fields, 137 default schedules, 165–166 fields, 237–238 leads, 179 opportunity fields, 145–146 records, 243 schedules to opportunities, 160–161 user records, 46 uploading documents, 226 user access, planning, 295 user administration, 292–294 user permissions about, 291 establishing data access concepts, 294–296 planning user access, 295 role hierarchy, 304–306 security controls, 306–310 setting up profiles, 299–303 sharing model, 296–299 user administration, 292–294 user records, updating, 46 data, 318 vertical column charts/grouped charts, 346 vertical column stacked charts/stacked-to-100% charts, 346 View drop-down list, 36–37 View function, 357 View Hierarchy link, 262–263 viewing activities, 68–69 cases, 125–126 current custom apps, 278 dashboard lists, 357–358 deals using Sales Path, 149 fields, 237–238 leads, 179 Web-to-Lead forms, 218 Visualforce, 277 Visualforce Pages, 347 Volume discounts Price Book, 166 W Warning icon, websites user relevance, customizing for, 371–372 AppExchange, 74, 275, 285 users cheat sheet, about, 294 Dreamforce, 362 activating, 293 Salesforce Developers, 324 creating, 292–293 Salesforce platform, 314 deactivating, 293 Salesforce release notes, 27 freezing, 293–294 Salesforce Trailblazer Community, 362 Salesforce Trailhead, 362 Salesforce Trailhead Academy, 363 V validating contacts, 186–187 data, 318 vendors, 172 392 Salesforce For Dummies Salesforce.com, 363 Web-to-Case feature, 196–198 Web-to-Lead feature, 215–218 What I Follow view (Chatter), 83 workflow, managing, 253–254 About the Author Liz Kao: Liz was an enthusiastic early adopter of the software-as-a-service (SaaS) model and has been using Salesforce for more than twenty years An early employee of Salesforce, she built Salesforce-centric solutions for both external clients and internal teams, including launching over one-third of the original applications on the AppExchange Combined with a background in sales and marketing, she blends a hands-on perspective of business needs with using Salesforce (and now, other cloud products) to build solutions that scale A veteran of the enterprise software industry, Liz lives in San Francisco When she isn’t busy keeping up with the latest enterprise software cloud products and features, she’s enjoying all the culinary delights and Internet-signal-free natural surroundings of Northern California Jon Paz: Jon, a Salesforce consultant, has worked with enterprise clients to deliver world-class solutions to perplexing business challenges Previously, he worked as an editor for a major international organization After working with various ­clients and industries to implement cloud technologies, Jon has witnessed the transformative value of the product He is an avid globetrotter, can talk to you about your business in five different languages, and is a staunch advocate for the legalization of unpasteurized cheeses! Authors’ Acknowledgments Our most sincere thanks go out to family and friends, as well as anyone who has supported us throughout this not-so-insignificant endeavor Thank you to Ashley Coffey and Christopher Morris, as well as the great Wiley team that helped make this idea a reality We certainly could not have done any of it without your support, flexibility, and positive attitude And finally, thanks to the innovators and evangelists at Salesforce.com You made enterprise software applications fun to write about (we’re serious!), and your continuous innovation over the years keeps us eager to spread the good news of your products to the rest of the world Dedication To friends, family, and former coworkers who have supported me in this journey since the first edition Thank you for your wisdom, encouragement, insights, patience, and laughter every step of the way — Liz Kao To my family, friends, and those who blur the line between the two Thanks for putting up with me through the writing process, all the way to the finish line — Jon Paz Publisher’s Acknowledgments Acquisitions Editor: Ashley Coffey Technical Editor: Michael Wicherski Project Editor: Christopher Morris Production Editor: Magesh Elangovan Copy Editor: Christopher Morris Cover Image: © JuSun/iStock.com Take dummies with you everywhere you go! 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