Email Integration Increases Salesforce Utilization and Increases Sales

Recently, during a job interview, a candidate for the Match My Email sales team put me on the spot. He asked me to give him the Match My Email elevator speech. Caught off guard, I thought for a moment then responded that Match My Email “increases the return on investment of any Salesforce deployment”. The interviewee looked at me a bit confused and cautiously asked: “How?”.

The value of a Salesforce customer record is directly proportional to the information it contains. If Salesforce contains more information about the customer relationship than any other system, users will gravitate towards Salesforce and the CRM will improve the sales process. A key aspect of any customer interaction is email traffic so having a complete record of all emails in Salesforce greatly improves the utility of Salesforce. That is where Match My Email comes it. It is an Integration as a Service app that automatically populates Salesforce records with important customer data, that is, emails. Since Salesforce records can be shared, the user can see both his or her emails and those of other members of the sales team.

Now, some people think that emails should only be added selectively to Salesforce; they believe only the important emails are really necessary. But what we have found is that an email syncing app needs to capture and file every email into every relevant record, what we call MultiMatch or multiple email address and object matching. Otherwise, users can’t trust the email data in Salesforce and the value of the Salesforce platform is diminished.

In fact, the utility of Salesforce is so diminished that users start working almost exclusively in Gmail or Office 365. This is not optimal because Gmail and Office 365 aren’t true collaboration apps. They organize email information in user silos. They don’t support email sharing. They make emails harder to find because the emails are not organized by customer record. Nor do Outlook, MacMail or Gmail show emails sent and received by colleagues. Bringing Salesforce ‘context’ into the email client like Outlook or Gmail or MacMail looks good at first glance, but in the longer term, it reduces productivity and Salesforce usage. Salesforce becomes a secondary tool instead of the primary sales tool.

Email Integration as a Service is the new frontier of cloud-based productivity for Salesforce users

From a sales management standpoint, sales operations need to capture every inbound and outbound email in Salesforce in order to track the frequency and intensity of customer interactions. Match My Email generates meta-data that can be used to track email activity by user or report type in reports, dashboards and List Views. Sales managers can see at a glance which customers are interacting with the sales team – Hot Leads, Contacts, Accounts or Opportunities – and which customers are not – Cold Leads, Contacts, Accounts or Opportunities.

Since Match My Email generates reliable email data automatically and in near real time, sales managers can rely on the data they are seeing and measuring in the CRM. I know sales manager who use Match My Email every day to track sales rep email activity and the app saves them hours of time each week digging into what is going on with a particular customer.

I know that what I just said is longer than the proverbial 15-second elevator speech. That is one of the challenges we face with Match My Email. It can do so much and help in so many ways that it is difficult to tell the full story in a few words. That is why we try to get customers to attend a Live Demo. It lets us show the user what the app looks like embedded in Salesforce and its many features.

To schedule a Live Demo of Match My Email please use the scheduling tool on our website at https://www.matchmyemail.com/schedule-your-live-demo/ .

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