Four steps to transform disparate data into actionable insights.

With CRM Analytics, STANLEY Healthcare empowers sales to take action on their data — all in the flow in their work.

Time to read: 4 minutes

STANLEY Healthcare, a Stanley Black & Decker division, provides thousands of healthcare organizations visibility and analytics solutions for data insights, improved security, and increased operational efficiency. Connecting caregivers and their care networks with the essential data they need helps to deliver more productive and safer care.

The company’s commercial sales business team faced multiple challenges using their sales data, including disparate data sources, slow manual processes, and lack of visibility across teams and functions.

Though the company used Sales Cloud, they lacked a central governance method for standardizing data entry into their many systems, leading to mismatched and “dirty” data across multiple sources.

What they needed was a single source of truth that brought their data together: bookings and pipeline data, accurate sales numbers, ERP systems, legacy data, and external files. It was a tall order and STANLEY needed help.

“We had a lot of different data sources and lacked good processes. Our data was messy, and we had a lot of stale reporting, so the team has spent a lot of time cobbling stuff together in Excel just to get any visibility to the sales and exec teams.”
Steve Mascola, Senior IT Director
Table of Contents

Step 1: Understand your data challenges fully.

Based on BI knowledge from the business and technical teams, it was decided to adopt a CRM-native analytics solution that would enable Sales Cloud users to have access to embedded insights in the flow of their work. However, the process would require some finesse, because they didn’t want to simply move old dashboards into the CRM. They engaged with their longtime partner, Atrium, to take the first step in their data transformation journey to design a CRM Analytics-based solution that met their needs and workflows.

They started by performing an in-depth analysis of their sales reps, leaders, operations, and financial and sales teams. They uncovered core questions that would help to aid the unification into the native Salesforce Analytics platform.

“We didn't want to just recreate all the old dashboards for the new system. Instead, we dug deep and asked stakeholders, who are the people using these dashboards, and what fundamental info do they need from them?”
Steve Mascola, Senior IT Director

Step 2: Design dashboards for your internal customers.

Through the in-depth analysis, the collective team identified key use cases for their sales and sales operations teams: to view quarterly progress, pipeline-to inventory analysis, and capacity planning. The team then designed easy-to-read embedded dashboards to meet these needs and enable their CRM users to drill down to get more insights for their organization.

With CRM Analytics, STANLEY was able to combine disparate data sources including data from outside of the CRM, centralize data management, and support flexibility for future expansion. The result was overwhelmingly positive and teams were equipped with more efficient tools to achieve success.

Beyond the faster and more dynamic access to reliable data, the new solution delivered sales-centric insights where sales reps work – the CRM: solution-based account analysis, stacked rankings for healthy sales teams competition, and true-versus-weighted pipeline measurement to understand unique variables impacting a rep's accounts.

“We built new dashboards with new widgets and new reports. It kind of blew my mind on the type of things that we could show that I'd never seen before.”
Steve Mascola, Senior IT Director

Step 3: Shift from past performance to forward momentum.

Before the team had one source of truth in CRM Analytics, they relied on prior performance indicators and sheer guesswork to make future sales strategy decisions. Armed with new insights, analytics predicted where progress is going at that moment.

“With real-time access to our pipeline, it was more dynamic than anything the sales teams had seen previously,” said Jamie Moss, STANLEY Healthcare Director of Commercial Finance & Operations. “Because of this, we not only get higher-quality reporting, but the sales reps are also much more engaged with the data. They can use it daily to manage their quotas and make realistic strategies for attainable goals.”

Moss added that her team’s time savings were significant since they no longer had to do manual reporting. Now the team can see their data anytime—from compliance numbers to capacity planning for service reps, and even provide key pipeline information sales managers can use to coach employees in real-time. She said CRM Analytics is also visually pleasing and easy to understand.

“We don’t use PowerPoints in reviews anymore. Our sales leader calls Salesforce ‘the center of our universe.’ If it's not in Salesforce, it doesn't exist. And that was just a wonderful breath of fresh air for me to hear.”
Jamie Moss, Director of Commercial Finance and Commercial Operations

Step 4: Train and engage your data consumers.

STANLEY Healthcare invested heavily in training for all users and even brought in their professional training team for STANLEY Healthcare customers to build the curriculum. Their approach included working in a chaptered format, adding interactivity, and an “element of fun,” as Mascola put it.

“We used our powerhouse technical training group to ensure everyone was comfortable and productive with the new solution. The trainers and stakeholders did a superb job, and it made all the difference for a successful adoption.”

The team continuously monitors new content and rolls out updated materials periodically. “We want this to be iterative, so we always take feedback that will make CRM Analytics better,” Mascola said.

CRM Analytics has enabled a new level of visibility and proactivity, significantly boosting the efficacy of sales operations at STANLEY Healthcare. These improvements also help the sales team work more efficiently with healthcare organizations to improve quality and safety that drive better patient care outcomes.


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