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Relevant Use Cases for Salesforce Einstein

By Miko DiGiacomo-Castillo | Updated November 5, 2020

Introducing AI to a business's workflow is a big consideration—a few relevant use cases about Salesforce Einstein could help clarify the decision. Ideally, these intelligent tools should seamlessly integrate with existing platforms and deliver the most value when it matters most, like intelligent market monitors that work directly in Salesforce and offer key sales recommendations at point-of-impact.

What's inside this article:

Salesforce Einstein Is AI for Everyone

Since 2017, Salesforce customers have used Einstein tools to level up the cloud computing experience. It's regularly listed as one of the most popular BI systems with users and for good reason. Offering a range of AI features that work directly in other Salesforce products, there is a lot to understand about Salesforce Einstein. The start of any new work process begins with a business challenge, that's why a list of relevant use cases is a valuable resource at this stage of AI adoption.

Start With the Use Case

Salesforce says that every great Artificial Intelligence project starts with a great use case. Using a top-down approach, Salesforce helps narrow down the most relevant use cases based on department and critical KPIs. This is incredibly valuable for businesses considering new AI processes or are wanting to expand efforts into additional intelligent tools.

Einstein Can Transform Any Department

Salesforce Einstein's AI features can transform nearly every department within a business, including commerce, finance, and human resources. This overview will focus on sales, service, and marketing. The managers and team members in each of these departments can realize their potential when they have the right tools. In these three parts of an organization, there is an immense opportunity for intelligent technology like machine learning to serve the ultimate goal of improving work.

Focus on Critical KPIs

Although AI can benefit any part of a business, each department will have different priorities. The most critical KPI to a team is probably where AI can help the most. Consider sales teams interested in the opportunity to win ratio versus marketing teams concerned with campaign ROI. For each of these metrics, Salesforce Einstein has an intelligent solution that can augment the expert skills of employees.

Every Use Case Needs a KPI

The use cases introduced later in this article are excellent descriptions of how Salesforce Einstein can lead to improved metrics and have a positive impact on clients, employees, and the bottom-line. Each of Einstein's features leverages the AI capabilities to improve what it means for teams to accomplish their work. This starts with the critical KPIs that a department is prioritizing, a few of which are listed below.

  • Opportunity to win ratio
  • Forecast accuracy
  • Manager and salesperson productivity
  • Customer satisfaction (CSAT)
  • Average resolution time
  • Customer retention
  • Lead generation
  • Campaign ROI
  • Conversion rate

Einstein Is Made for Sales

Salesforce Einstein is particularly well-designed for sales teams and their top concerns like maximizing CRM investment. Salespeople need the best tools to perform their most meaningful work—AI helps them do so. From valuable insights to time-saving automation, Einstein can change what it means to create successful client relationships. The next three use cases cover familiar scenarios for a sales team.

#1: Opportunity to Win Ratio and Scoring Likelihood to Convert

Accurate and reliable data is a must for making business decisions. This is particularly true for expensive decisions like hiring amid rapid growth. With looming fears of over hiring, an Einstein feature like Opportunity Scoring can better equip sales teams to improve their sales execution, deal size, and win rates. Identifying and prioritizing opportunities with an AI tool like this ultimately creates a better sense of a business's health and performance, in turn making hiring decisions that fuel sustainable growth.

#2: Forecast Accuracy And Predicting Revenue Targets

Efficient CRMs should be a single source of truth that requires little manual data entry. If not, a business can start to run into problems with accuracy and efficiency. To remedy this, Salesforce Einstein and other AI tools work with existing platforms to provide insights based on the streamlined data. This allows intelligent features to predict revenue targets and generate highly accurate individualized forecasts.

#3: Productivity and Automatically Prioritizing Inboxes

Expert salespeople know what they need to accomplish their best work—this includes the proper amount of time for cultivating positive client relationships. For many sales teams though, they have to spend hours a week manually inputting data or sorting through spreadsheets. When inefficiencies around sales planning and duplicating data capture occurs, Salesforce Einstein can step in. By automatically prioritizing inboxes, salespeople will never get lost in the sales process again.

Well-Equipped Service Teams Can Use Einstein

Salespeople know a thing or two about creating positive client experiences. For larger organizations with dedicated service teams, they become experts in exceeding client expectations. If excellent service is built on human connections, how could AI help? Because intelligent tools can better equip teams to focus their uniquely human qualities on the tasks that matter.

#4: Customer Satisfaction and Predicting CSAT Scores

Customer satisfaction (CSAT) scores can optimize a service department's internal processes to better serve clients. Salesforce Einstein Discovery uses service data to predict the development of key figures. This is ideal for teams who want to take advantage of AI technologies without investing the incredibly valuable time and financial resources needed to create their own intelligent procedures.

#5: Average Resolution Time and Predicting Case Resolution

Consider a service team that does not yet track resolution time per case. This means managers would have no insights as to how efficiently the team is working. Again, Einstein Discovery can be introduced in this instance to predict average resolution time for each member of the service team. From this point, managers can better assign cases to team members, thus more efficiently allocating resources and dropping the average resolution time per case.

#6: Client Retention and Anticipating Churn

In this third service use case consider a service team that wants to predict the likelihood of a particular client to churn. Salesforce describes a nonprofit that tracks a risk score assessing students' likelihood of dropping out of college. Instead of complicated spreadsheet data that may eventually make its way into Salesforce, the nonprofit can use Einstein Prediction Builder to track its metrics and learn from valuable insights.

Salesforce Knows Marketing Is Important

KPIs for a marketing team can range from lead generation to campaign ROI to conversion rates. Marketers are concerned with these metrics and with good reason. With a strong start to the sales process, salespeople and service teams can better serve clients. Much of this can depend on the work of marketers.

#7: Lead Generation and Predicting Lead Generation per Tactic

One of the most important KPIs for marketing teams is lead generation. When quarterly performance slows, teams that track this metric can see if it's because of low lead generation rates. In this instance, marketing teams can use Salesforce's Einstein Prediction Builder to predict the number of leads a given tactic would produce. With this knowledge, marketers can move forward with more assurance that they're using their time and resources most efficiently for the benefit of the larger sales process.

#8: Campaign ROI and Campaign Forecasting

Along with lead generation, marketing teams also take on the challenge of monitoring campaign ROI. This is made easier with campaign forecasting features that predict the performance of new campaigns. If a marketing team is producing several campaigns with little return, they can use Einstein Discovery to understand more effective run times or tactics. With these intelligent insights, marketing teams can more confidently run campaigns and begin to see increased campaign ROI of 25% in one quarter, according to Salesforce.

#9: Conversion Rates and Delivering Personalized Product Content

Marketing teams perform their best work when they understand their audience. Personalized content and targeted messaging may be a priority for businesses wanting to expand their reach and exceed expectations. By anticipating preferences or habits, marketers can customize marketing content at the point of conversion. This could mean the difference between standard and above-average client engagements.

Use Salesforce Einstein to Do More

To fully take advantage of Salesforce Einstein's intelligent features and transform your CRM, consider adding intelligent market monitors that process the external data points that count. At Aptivio we understand how to harness the power of sales AI tools to fuel efficient growth. Our Aptivio Intelligent Market Monitor for Sales creates simple dynamic digital sales playbooks from billions of buying signals to maximize your CRM investment.

Transform the performance of your sales team with impactful action cards generated by analyzing 150 proprietary signals from billions of external data points. With seamless integration directly into Salesforce, Aptivio is the missing link to creating a digital sales machine. Ready to learn more? Get started for FREE today!

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