Smart Furniture Drives Lead Generation for Triple-Digit Sales Increase Using Salesforce and Salesforce for Google AdWords

“In my vision, the vast majority of our employees should never touch another system aside from Salesforce. We are committed to driving everything out of Salesforce, the nerve center of our organization.”


Challenge
  • Smart Furniture.com—an Internet-based customized furniture and fixtures design company—wanted a comprehensive and easy-to-use CRM solution to track leads and accelerate the sales pipeline
  • A standalone NetSuite system proved too cumbersome and failed to integrate with the company’s workflow processes
  • With no viable means of tracking leads, the company relied heavily on individual reps and customers
  • A long sales cycle made it difficult to tie key words to closed deals and prove search engine marketing dollars were spent wisely
  • As a small company poised for growth, Smart Furniture needed an on-demand solution that eliminated the need for costly infrastructure and could scale as business revved up

Solution
  • Smart Furniture considered developing a CRM system in-house, but Salesforce met all its requirements; the company swapped out NetSuite for Salesforce Professional Edition, easily deploying it to 28 users
  • A subsequent upgrade to Unlimited Edition provided the company with Successforce Premier Support, limitless tabs, and access to a wealth of AppExchange apps
  • Salesforce integrates with Commerce Server to categorize offerings on the Smart Furniture Web site and push them through a content management system; the company will eventually integrate Salesforce with a third-party financials system
  • Web-to-lead capabilities push leads from the company’s site directly into Salesforce
  • Using Salesforce for service and support streamlines returns—detangling what was once a disorganized process
  • Salesforce empowers the company with customized tabs such as “The Vault”, which holds vendor names and passwords, and “Returns”, which manages returns information
  • Installed from the AppExchange marketplace, the following apps extend the solution set inherent in Salesforce:

- Salesforce for Google AdWords maximizes the effectiveness of the company’s Web lead generation—associating key search terms with actual sales 

- VerticalResponse enables Smart Furniture to create customized email marketing campaigns and track post-launch statistics

- Jasper4Salesforce allows the company to create ready-to-print reports using any combination of standard and custom objects and fields

- Scribe Sales Order Component converts the company’s opportunities to orders in Salesforce and automatically passes those orders back to its back-office ERP system


Results
  • Triple-digit sales increase stems from Salesforce’s ability to help the company proactively track and follow up on leads
  • In associating key words with actual sales, Salesforce for Google AdWords helps the company improve ROI on ad word spending
  • AppExchange applications elevate Salesforce’s capabilities with solutions that meet the company’s specific business needs
  • As Smart Furniture increasingly utilizes Salesforce’s analytics functionality, it expects to see even greater returns in six months
  • Companywide integration with Web and back office instances will make Salesforce the nerve center of the organization on which all information will reside
 
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