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Messaging applications like Slack and Microsoft Teams are increasingly becoming the digital space where work gets done. This is why Salesforce, according to CEO Marc Benioff, is “rebuilding” their platform to be Slack-first. Meanwhile companies are still struggling to have a full understanding of what is happening across the customer life cycle in their CRM systems.

 

Within the last year, Troops conducted a study of over 200 companies, mostly enterprise. In this study, much was uncovered about how and why companies integrate their CRM and messaging applications. As stated in the report, titled System to Human: The State of CRM + Messaging, “there’s an enormous opportunity to leverage messaging platforms to increase visibility into customer needs, improve productivity and engagement, and build stronger, more strategic customer relationships.”

 

So, what benefits are companies reaping from integrating Salesforce with Slack or Microsoft Teams?

 

We’re going to break this down into easily digestible categories based on Troops’s System to Human: The State of CRM + Messaging Report:

 

Better Visibility 

 

The importance of having a thorough understanding of what customers need, expect, and want has always been important for GTM teams.

 

However, it’s become difficult as B2B technologies, primarily SaaS platforms, originally designed to help support this important understanding have actually created their own set of issues and hurdles. This usually presents itself in unintentional data silos, inefficiency in workflows, context-shifting overload, and reduced visibility and collaboration across and between different departments.

 

All of these departments typically share some similarities that can be taken advantage of in an effort to solve these GTM technology-induced problems. For example, if the average Slack user has the program open for over 9 hours per day, regardless of department, it can be helpful to have GTM technologies and associated workflows brought into Slack.

 

 

By bringing common tasks and workflows that would be done outside of Slack into the messaging platform while putting it front of the people that would benefit from seeing them or interacting with them as they’re completed, organizations can break down communication barriers, improve efficiency, reduce unnecessary context-shifting, and increase overall visibility and collaboration.

 

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Improving Data Quality

 

Better visibility through a proper integration strategy comes with an added perk when done correctly: improved data quality.

 

By making it easier, faster, and more natural to update information in flow directly from the messaging interface while simultaneously increasing visibility, you’re also allowing for others to course-correct on actions being taken and data being entered through consequential communal accountability.

 

There are various concepts within integration strategies one can implement to enable data quality improvement:

 

  • Signals and alerts that remind and enable revenue professionals to keep data current.
  • Including direct access to tools and technology within the reminders sent to streamline the workflows while reducing context shifting. Less context shifting leads to improved data entry.
  • Create automated signals that alert relevant users that data is becoming out of data or exceeding expected parameters. For example, an opportunity’s potential revenue being entered as $500,000 when $50,000 would’ve been a normally expected value.
  • Put these Salesforce-related signals in public or infront of multiple users in specific channels within Slack as a way to get more eyes on the data. This exposes Salesforce data to both Salesforce and non-Salesforce users in Slack and therefore leads to better data hygiene. 

 

Improved data means improved GTM actions and strategy, such as when to reach out to prospects and what to say when you do so. It also means a better experience for customers and prospects as they’re reached out to in a thoughtful, timely way that is relevant to the stage of the customer journey that they’re in.

 

This is so powerful that 44% of respondents claimed that improved data quality was the primary benefit of integrating Salesforce with Slack or Microsoft Teams, according to Troops’s report.

 

 

Executive Engagement In Deal + Improved Collaboration = Faster Sales Cycles & Increased Deal Sizes

 

Your executive team more than likely has a strong network and expertise that can be valuable to your sales team’s performance. If your customer success or net-new sales teams are interacting with customers that could see benefit with intel or engagement from certain executives, this can be game-changing for your game-changing strategy.

 

With this strategy, executives can quickly step in to provide any additional context, information, etc. that means opportunity to increase close ratios or increase deal-sizes for the Account Executives or Account Managers working with these customers or prospects.

 

This goes beyond executives quite often. Sales managers, sales enablement, and other internal leaders can provide faster, better coaching as they’re in the loop of how each opportunity is progressing. By improving enablement and coaching, close ratios improve, deal-sizes increase, and sales cycles get faster.

 

Customer Experience: Because It’s Ultimately About Them

 

The customer experience is an important part to consider when creating your integration strategy. Improved visibility and data quality will allow your GTM and non-GTM teams to interact more effectively with customers and prospects. This is a result of having a fuller understanding of what is happening, when all of that is happening, and how it’s happening. This quality workflow boost will not only increase the revenue your team is generating, but also the happiness and satisfaction your customers have with the value your team is providing.

 

Furthermore, this visibility boost improves the handoff process as your deals move from stage to stage within the CRM. By improving the handoff process, your customers will experience a far less clunky, significantly smoother interaction with your team. The adoption of this process change can be made easily with an integration strategy, as these systems can be rolled out at both the user level by the individual contributors themselves, or at-scale in an organization or team-wide rollout.

 

No-Code = More Agile & Empowered Workforce

 

It’s not new to say that the future is codeless; but that doesn’t make it not worth bringing up its importance. For enterprise companies, 63% of integration management is handled by GTM ops teams.

 

Potentially surprising to some: 33% of integrations and automations are in fact built and managed by people outside of ops and IT. These folks, typically frontline managers, typically rely on third-party tools to achieve this.

 

So, how are they doing it if these roles are typically not ones that involve a lot of coding experience?

 

They’re choosing integration strategies that are codeless. The benefit of going codeless means that more people in your organization are empowered to deploy workflows and integrations between Salesforce and your messaging platform(s), Slack or Microsoft Teams.

 

By empowering more individuals with code-free integration enablement, each user can create workflows that boost their ability to be more productive, improve data quality, boost efficiency, and increase transparency and collaborative conversations.

 

Alternatively, if you decide that your company is going the code-required route, you’re slowing down this process and oftentimes unintentionally siloing it to those that aren’t on the frontlines where it often matters the most.

 

 

Going Forward

 

The benefits of integrating Salesforce into the world of business messaging platforms like Slack or Microsoft Teams are continuing to grow. They’re growing so much that even Salesforce’s CEO, Marc Benioff, said “We’re going to rebuild all of our technology to be Slack-first.”

 

 

As more integration strategies and options become readily available, such as the leading human workflow provider Troops, there’s never been a better time to start reaping the benefits of CRM & Messaging integration.

 

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Evan Patterson

Written by Evan Patterson

Content & Community Evangelist at Troops

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