ARMS Reliability began using Sales Cloud more than ten years ago when it replaced an in-house CRM which was no longer effective and frequently crashed. Sales Cloud was initially used to maintain customer records but this changed as the company’s needs evolved.
"We were growing exponentially and wanted to connect everyone on one platform to manage sales, marketing, finance and engineering," said John McIntosh, Chief Information Officer at ARMS Reliability. “We also wanted to improve the experience for customers and employees by reducing the manual steps involved in moving from lead to opportunity to sale and build.”
To achieve this, ARMS Reliability first focused on simplifying their sales processes and using Sales Cloud to manage opportunities. It transitioned to Sales Cloud Lightning and adopted the Sales Console App to help sales reps surface and update customer records more easily. It also began using dashboards to track opportunities and identify trends like sales cycle length and the average number of opportunities per each deal won.
The efficiencies gained have helped each rep save up to 30 minutes per day on email and admin, and they’re able to sell smarter and faster. In fact, win rate has improved by 19% from 2011 to 2019 and time to close sales has reduced by 30% in the last four fiscal years.
ARMS Reliability has more recently switched on Einstein Activity Capture in Sales Cloud so that email communication related to leads and opportunities flows straight into Sales Cloud. It can then be analysed to score leads and guide reps to the next best action.
“It is so easy to spin up a dashboard on the fly that you almost forget how valuable they can be for decision makers. Additionally, working in an engineering company, everyone wants to see data validated and Einstein Activity Capture will help us a lot with that,” said McIntosh.