2016 Opportunity Process 111116

Opportunity Process

For all Salesforce Users

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1. Create Opportunity (page 2-11)2. Add Opportunity Team (page 12-20)3. Add Contacts (page 21-29)4. Add Products [and Price Book if necessary] (page

30-55)5. Connect Implementations to Products (page 56-

70)6. Add Activities / Events (page 68-70)

Big Picture steps

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Start at the Account record: there are 2 ways to create an opportunity: 1. Hover over the underlined Opportunity at the top of the record and click the New Opportunity button.

Creating an Opportunity

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2: Scroll down to the Opportunities related list and click the New Opportunity button.


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Use the Price Book Opportunity record type*


*This is the default for all employees, so all you really need to do is click the Continue button!

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Generally, you only need to enter 7 fields*:Description

Opportunity NameProject Type

StageForecast

Close DateEstimated Monthly Volume


*See slide 7 and 10 for exceptions to this rule of thumb

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Let’s take a moment to discuss what these 7 fields represent.

Opportunity Field Explanations

Description: Summary and notes about the opportunity. Different from Activities and events. Activities are action items (to-do items) and events are meetings. Description is information about the opportunity that you may want to reference later, or that other users may need to know about. Free text. Not required but you may find it useful down the road, so recommended.

Opportunity Name: Partner = Partner Account Name – Account Name – Project Type – addtl details

Direct = Account Name – Project Type – addtl details

Project Type: There are 3 options. See Slide 8 for more details.

Stage: See Slide 9 for expectations of each stage.

Forecast: Will a decision be made in the timeframe indicated by the close date and will we win that decision. Both variables need to be satisfied for us to want to forecast the opportunity. Until we are confident in both, the deal is Active.

Close Date: Should be the estimated time frame the Prospect/Customer has for signing a contract. As you go through the Sales Process, this date may change several times. Once it’s Closed Won, it’s the date the contract was received; if it’s Closed Lost, then it’s the date you were notified.

Estimated Monthly Volume: Recurring monthly quantity. Exception for slide 6: You do not need to use this if your Opportunity is for a one time charge (i.e. Programming SOWs or End of Year mailings).

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New Business: Represents the first time an account does business with Apex, yet is also specific to a “channel”, i.e. a Price Book.

Let’s take an example:

Acme Health Ltd is a referral from Americollect and is using the Fitzgibbon pricing for paper statements. The first time this account Close WINS revenue via the Americollect-Fitzgibbon price book, the Project Type will be New Business.

Now, let’s say a year later, Acme Health Ltd uses the Parastar pricing for E statements. Because Parastar has its’ own Price Book, you might think this opportunity would ALSO be New Business. However, both Price Books are really Americollect price books, despite their sub category; thus, the E Statement opportunity would be coded as Addtl Business.

Now, let’s say a year after that, Acme Health Ltd decides to come directly to Apex for POS. They use the Healthcare Price book: 5,000-10,000. THAT Opportunity would be coded as New Business, because it’s the FIRST TIME Acme Health Ltd. Is using a Direct Healthcare Price Book.

Now, let’s say 6 months after that, Acme Health Ltd asks us to send out their EOY tax forms, for 2,500 patients. We use the < 5,000 Price Book pricing. Is this Opportunity New Business or Additional Business? (answer on page *)

Project Type

Addtl Business: The second plus piece of revenue sold via a Price Book

MSA stands for, “Master Service Agreement”. Theses are common with Resellers, Referrals, and (rarely) Health Systems (aka Affiliates). Essentially, we negotiate a group pricing plan. MSA should be used in conjunction with the Standard Price Book only and should only be used with the company signing the contract with Apex. MSA can be used for the initial contract, as well as for product / service upsells. It is not expected that MSA would be used by an Account Manager. If you are an Account Manager and you believe you have a reason to use the MSA Project Type, please contact your manager and the Salesforce Administrator.

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Stage expectationsPre Pipeline = Advancing but unqualified (no timeline or stated intent). Active engagement by 2+ buyers. You have 12 months to move to a Closed Status.

Sales Qualified = There is a stated intent to make a decision and a timeline exists. You have 2 weeks to move into Consultation or Close Lose it.

Consultation (Discovery)= Investigation stage (needs, pain points, budget, timeline, volume, etc); please guess at products and pricing.

Proposal = you’ve established a value proposition to the client (upsell) or Prospect (new business) and have SENT the proposal with pricing; attach the proposal to the opportunity and enter a Proposal Sent task; update monthly volume estimate; update products and pricing.

Negotiations = active discussions regarding products and pricing; update monthly volume and/or products/services, if applicable.

Verbal = prospect has communicated an intention to sign a contract; monthly volume estimate and products/services being sold should be firm.

Closed Won = prospect/client has signed a contract. This includes SOWs.

Testing (Pilot) = An unusual situation where a prospect has not yet signed a contract but they want to see how our services look and feel. Requires management approval.

Closed Lost = Account decides to not use Apex at this time; Closed Lost Reason required; the more data you can provide about WHY (Description) and WHAT (Products/volume), the better we can target them with campaigns and future products/services.

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Lead Source Definitions

Creating an Opportunity – Additional fields

Campaign: Opportunity resulted from a Marketing campaign via Pardot

Direct Inquiry: A contact randomly called in to inquire about products/services OR clicked on the Contact Us button on the website.

External Referral: If the client is an Affiliate, you will need to enter Lead Source = External Referral and Lead Type = [Affiliate]*.

Paid Program: Interest resulting from a white paper or event for which we paid for exposure: HIMSS, HFMA

IBD Generated: Cold call from IBD group that results in a held meeting.

Sales Generated: Cold hunted from the sales group that resulted in a held meeting. Includes Tradeshow leads worked directly by Sales.

Website Request: Contact visited, downloaded, or clicked on a link from the website but did not click the Contact Us button.

Tradeshow: Contact met and/or attended a Tradeshow (will normally be pre-populated by the Marketing group).

Partner: can be used to denote a client location of a Reseller or Referral. As of 3/2/16, this is not required but you are certainly welcome to enter it.

Available but specific use only: these Lead Sources are for very specific situations and should only be used when instructed.

Employee Referral: An extremely rare situation where a non Sales employee referred the Contact/Lead to Sales or Marketing.

Account Discovery: Discovered via a customer profiling campaign. Used only when explicitly requested to do so. *Affiliate list as of 6/23/16: subject to change at any time; please check the Price Book QA / FAQ group in Salesforce for additions or subtractions to this list.

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Creating an Opportunity – Additional fields

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Who gets added as an Opportunity Team depends on the client’s “channel” (i.e. Price Book), the Project Type (New Business, Addtl Business), and any help received across business units to close the deal.

New Business: generally entered by a Sales Rep, so you will enter yourself with a Role as Sales Rep. Other folks that may help you close a deal include Product Marketing, Executive Managers (Executive Sponsor), your Sales Manager (Sales Manager).

Addtl Business: generally, Account Managers will be responsible for Direct Addtl Business, so add the Sales Rep (Sales Rep), yourself (Account Manager), and anyone else that may be instrumental in the sales process (Marketing, Sales Manager, Executive Sponsor, Project Manager, etc). There are some exceptions, so if a Sales Rep is entering the Opportunity Team, they should follow the above instructions, as well.

Adding an Opportunity Team – Direct Channel guidelines

During employee transitions, if there is no Sales Rep assigned to the Account when the Opportunity is created, do not add them to the Opportunity Team. If there is no Account Manager assigned to the Account and the Addtl Business is an Upsell, add Manager of Customer Services with Role = Account Manager.

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Adding an Opportunity Team – Partner Channel guidelinesWho gets added as an Opportunity Team depends on the client’s “channel” (i.e. Price Book), the Project Type (New Business, Addtl Business, MSA), and any help received across business units to close the deal.

New Business / Addtl Business: Could be entered by a Sales Rep, an Account Manager, or a Project Member. So, add the Sales Rep, the Account Manager, and if you are a Project Member entering the opportunity, you will want to add yourself with the appropriate Role (Project Manager / Project Coordinator). Other folks that may help you close a deal include Product Marketing, Executive Managers (Executive Sponsor), Sales Manager (Sales Manager). See Appendix for AM upsell instructions.

MSA: Expected that a Sales Rep will only ever use this Project Type, so add yourself as the Sales Rep. Other folks that may help you close a deal include Product Marketing, Executive Managers (Executive Sponsor), Sales Manager (Sales Manager). During employee transitions, if there is no Sales Rep assigned to the Account when the Opportunity is created, do not add them to the Opportunity Team. If there is no Account Manager assigned to the Account, and it’s an Upsell opportunity, add Manager of Customer Services with Role = Account Manager.

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Adding an Opportunity Team

Start at the Opportunity record: there are 2 ways to add an opportunity team: 1. Hover over the underlined Opportunity Team at the top of the record and click the Add button.

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Adding an Opportunity Team

2: Scroll down to the Opportunity Team related list and click the Add button.

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The first time you add a person to an opportunity team, type in the first two letters of their first name, click the push-pin icon, and click on their name in the pop up window. After that, just type in the first two letters of the person’s name and it will pop up for you automatically.

Adding an Opportunity Team - Tips

In this example, I am trying to add Sam Kluck as a Sales Rep. I have never added Sam before, so I type in the first two letters of his first name and then click the push pin.

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A pop up window opens with users that have a name starting with “sa”. Just click on the name and it will populate in the Opportunity Team user field.


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Click the drop down in the Team Role field and choose the appropriate Team Role. In this example, I chose Sales Rep.


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Repeat the process for all Opportunity Team Members.


Don’t worry about the Opportunity Access. Everyone is allowed the same access, so you never have to do anything with that column.

If you have more than 5 team members, don’t fret! Simply click on the Save & More button!

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Adding an Opportunity Team – Final Result!

All the Sales and AM Upsell reports are pulled from Opp Team members so it’s vital that you add them!

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Contacts (aka Contact Roles) will eventually allow us to better communicate with those folks who make the important purchasing decisions. Since this is a new process as of Jan 1, 2016, we do not yet have a good handle of who the decision makers are; but we hope to eventually be really smart about our marketing communications, which is why we are asking you to enter this information.

Adding Contacts (aka Contact Roles)

Contacts (aka Contact Roles) will usually be from the Account itself but for Partner and Affiliate accounts, a Contact can also come from another account. For example, let’s say you are setting up a new Hospital Z location. Your Contact is at Hospital Z, not the new location itself, so you want to add your Hospital Z Contact to your Opportunity (see pages 25-27 for instructions).

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Adding Contacts

Start at the Opportunity record: there are 2 ways to add Contacts: 1. Hover over the underlined Contact Roles at the top of the record and click the New button.

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Adding Contacts

2: Scroll down to the Contact Roles related list and click the New button.

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When you click the New button, all the contacts at THAT Account will pop up. This makes it easy to add multiple contacts at one time. Your first instinct will be to check the radial button on the left to add Contacts – this is not correct. To add a Contact to your Opportunity, you simply give them a Role from the drop down list on the right. ONLY your PRIMARY contact should get the radial button and EVERY opportunity is required to have a Primary contact denoted.

Adding Contacts- Tips

Super Fly is my Primary

contact even though he is

not the Decision Maker.

Super Fly, Peter Pan, and Jolly St.

Nick are folks involved in this potential sale.

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If you need to add a contact from a different company, scroll down until you see a blank name field:


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Click the push pin icon


Start typing the name of your contact at another company (use the * for better search results) and click Go!

Once you’ve found your contact, simply click on their name.

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Give them a Role and voila! You’ve added a contact from an entirely different company.


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The available Roles are currently a preliminary list. As we released Contact Roles on Jan 1, 2016, we had to create a rough guess of what types of roles you would run into. So:

A) Choose the role that BEST reflects the Contact’s involvement in your potential sale, and;

B) Let your Salesforce Administrator know if you would like additional Roles.

Adding Contacts – Role definitions

Business Influencer: Responsible for researching and/or presenting product/services.

Business User: would use product/service: included to provide feedback to other contacts.

Compliance Influencer: Leads security and compliance requirements of products/services.

Economic Decision Maker: responsible for final purchasing decisions (there may be more than 1 of these).

Evaluator: Different from a User in that they don’t USE current or future products/services but are included to provide questions/feedback.

Executive Sponsor: High level contact who supports product/service purchase – may influence the Economic Decision Maker.

Marketing Influencer: Responsible for providing marketing specific impacts of product/service.

Technical Influencer: Responsible for providing IT specific impacts of product/service.

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Adding Contact Roles – Final Result!

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You may recall from earlier slides, that Estimated Monthly Volume is a requested (though NOT required) field on your Opportunity (except for one time revenue events). That monthly volume automatically assigns a Price Book to your Opportunity.

The Price Book assignment also uses the Industry field at the Account record (which is just one reason we ask you to make sure that field is filled in). So, Healthcare accounts will get a Direct Healthcare assignment; Dental will get a Dental assignment, and all other industries will get a Non Healthcare Direct assignment. Alas, for those of you working with Partners and Affiliates, you will need to manually override the default Price Book.

For current customers who are purchasing additional products/services, the previously used Price Book will automatically be assigned to new Opportunities.

While this automated assignment is awesome and saves you time, you should still eyeball what Price Book has been assigned to make sure it is correct.

Adding a Price Book – automated assignment guidelines

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There are 2 ways to eyeball what Price Book was assigned to your opportunity.

1. Look at the Price Book field:

Checking the assigned Price Book

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2. Scroll down to the Products related list

Checking the assigned Price Book

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If the assigned Price Book is incorrect, click the Choose Price Book button at the top of the Products related list…

Overriding the assigned Price Book

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…and find the correct Price Book from the list...

Overriding the assigned Price Book cont.

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…and click the Save button

Overriding the assigned Price Book cont.

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Direct Healthcare<5,000

5,000-10,00010,001-25,00025,001-50,000

50,001-100,000100,000+

Direct Price Book definitions

Direct Non HealthcareNon-Healthcare-XSmall-Direct = <=10,000

Non-Healthcare-Small-Direct = 10,001-25,000Non-Healthcare-Medium-Direct = 25,001-50,000Non-Healthcare-Large-Direct = 50,001-100,000

Non-Healthcare-XLarge-Direct = 100,000+

Direct DentalDental XSmall Direct = <=10,000

Dental Small Direct = 10,001-25,000Dental Medium Direct = 25,001-50,000Dental Large Direct = 50,001-100,000

Dental XLarge Direct = 100,000+

Print on Demant and Print Management

POD & Print Management

You may notice some spelling differences with the price books, like Non-Healthcare-XSmall-Direct has dashes in it, while the Dental XSmall Direct does not. You may also note that all Partner price books have a carrot ^ at the end of their name. This makes it easy to filter on different types of business without having to spell out all the price books.

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The Standard Price Book is only to be used for new MSA* relationships or for expanding a current MSA* relationship. It will primarily be used only by the Partner group and by a Sales Rep.

When do I use the Standard Price Book?

*see slide 8 for MSA definition

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Yes!We do have around 10% of our customer base utilizing our

products and services via different “channels”. So, we might have a Customer using Partner A for Statements but come directly to us for Postcards. Or we might have a customer using us directly for Statements, Invoices, and End of Year

mailings, but might also come to us for POD or Print Management business.

Could an Account have Opportunities with different price books?

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Adding Products to your Opportunity is both an art and a science. There are a lot of nuances that you will learn only as you gain experience. Even the MOST experienced still come across situations that can be perplexing.

Keep in mind that Proposals are not created in Salesforce and how a client or prospect sees pricing information is likely to be quite different than the way it’s entered in Salesforce. Do not panic if your products in Salesforce and actual proposal look completely different!

Utilize the Price Book matrix to provide yourself a starting place.

Guideline: only add those Products the customer/prospect is going live with right away AND/OR that are actively being worked (i.e. Customer may go live with statements first then MEV later – but Implementation is actively working on both at the same time). Just because a group of products is in the contract doesn’t mean the client is actually paying for them immediately. We only want to reflect revenue associated with Active or Live projects – not potential revenue that may never show up.

Adding Products - intro

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There are 2 ways to add Products to your Opportunity:1: hover over the underlined word Products at the top of your Opportunity and click the Add Product button:

Adding Products – Step by Step

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Scroll down to the Products related list and click the Add Product button.


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When you are adding Products for the very first time, I recommend setting up the view so that all Products are on 1 page. You do that by scrolling to the bottom of the page, and on the lower left hand side will be a 1-xx of x (where x is the total number of products) with a drop down arrow.

Adding Products – TIP!

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Click the drop down arrow and choose 200.

Adding Products – TIP!

This way, you will have all Products on one page!

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Your first instinct, to add Products, will be to click on the Product Name. You will have to fight your first instinct, because the way to add Products to your Opportunity is to CHECK the checkbox on the left of the product name.


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Products are in numeric-alpha order, so you simply scroll through the list of products and check the ones you want to add to your Opportunity. Then scroll to the top of your page and click the Select button.


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Adding Products – Product Grouping TIP!

There are 4 standard product categories in the price books:

Paper: which includes pricing for print-related items.

Apex Connect: which includes standard pricing for the various levels of segmentation and messaging, as well as analytics.

Electronic Services: which includes hosting and transactional fees for MEV and MSB products.

Professional Services: which includes hourly rates and standard set-up pricing.

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For the rare instances when products and services quoted to not fall within the standard price book line items, use the Misc products.

Misc Setup Fee Misc Transactional Misc One Time Misc Monthly (e)

For Misc Transactional, you will need to manually enter the monthly volume in the Quantity field.

All Misc items will require you to enter the price in the Sales Price field.

Adding Products – MISC Product Grouping TIP!

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For most opportunities, you won’t generally need to enter anything in the Quantity field of your products. Salesforce will automatically use your Estimated Monthly Volume number and enter the full volume or a % of volume (depending on the product) into the Quantity field FOR you.

However, some situations will require manually entering the quantity yourself (see slide 53 for an example). There is a handy cheat sheet on which products are a % of volume and what that % is, on the left hand side of your Salesforce screen.

Adding Products – Quantity

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There are 3 pricing fields that you may have to use: List Price, Sales Price, and Discount.

Adding Products – Price

List Price = Standard published priceSales Price = Increase from List PriceDiscount = Decrease (in integer format) from List Price

Manually change price to

the INCREASE

D price

Manually enter the

% of DISCOUNT from List Price. Do not need to use the % sign OR

enter a decimal in

front of the

number.

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Sales Reps: You can markup (Sales Price) or mark down (Discount) product pricing however you want. Discuss the best way to price products with your Manager.

Adding Products – Price

Account Managers: You also have some room to markup (Sales Price) or mark down (Discount) product pricing but you should definitely discuss the best way to price products with the VP of Customer Success.

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If you are uncertain about entering pricing, contact Randi immediately, via phone (x5188), skype

(Randi.thompson9), or email ([email protected])

Did you know? It takes more time to fix data incorrectly entered than it does to call Randi before

clicking the Save button? TRUE!!

mailto:[email protected]

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At times, a new opportunity will reflect multiple types of documents, such as:

- Statements (the most common)- Letters (second common)- Invoices- Postcards- Notices- Etc.

Adding Products – selling more than just Statements

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If your sale includes multiple document types, you will need to enter the same groupings of Products for each document item sold and use the Line Description to denote what document item it belongs to.

Adding Products – Line Description

This can be tricky the first few times you encounter this situation – please call Randi to help you walk through it.

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Adding Products – Final View!

Notice that there are 2 of each “grouping” of products – 1 for each document type.

These situations require manual entry of the Quantity, since the Estimated Monthly Volume is the TOTAL number of documents, not just statement volume. So, Statements might equal 3,000 a month and Invoices might equal 2,000 a month, for a total monthly volume of 5,000 (we are only counting first page totals).

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Once the Implementation has been created, it needs to be connected back to the Products the implementation represents. In most cases, there will 1 Implementation per Opportunity; but occasionally you will have multiple Implementations per Opportunity. The following slides illustrate both scenarios.

Connecting an Implementation to its’ respective Products!

Why do we want to connect Implementations to Products? Because it allows us to better understand when revenue is expected to come in.

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Let’s look at attaching 1 Implementation per Opportunity

Highlight and copy your Implementation name from the Opportunity record and then click the Edit All button in the Products section.

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Then simply paste your Implementation Name into the Product Implementation fields of your Products. Don’t forget to click the Save button!

Let’s look at attaching 1 Implementation per Opportunity cont.

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Voila! You have successfully connected your Implementation to your Products!

Let’s look at attaching 1 Implementation per Opportunity cont.

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Here we have 3 Implementations that will be connected with different groups of Products.

Let’s look at attaching multiple Implementations per Opportunity

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One Implementation has already been connected to its’ Products. Let’s attach the Connect Implementation to its’ Products. Highlight and copy the Connect Implementation and click on the Edit All button in the Products section.

Let’s look at attaching multiple Implementations per Opportunity cont.

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Paste the Connect Implementation name into the Product Implementation fields of the Products that are for Connect only. Click Save.


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Next, highlight and copy the AutoPay Implementation name and click the Edit All button in the Products section.


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Paste the AutoPay Implementation name into the Product Implementation fields of the Products that are for AutoPay only. Click Save.

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Let’s look at attaching multiple Implementations per Opportunity cont.Voila! You have successfully connected your Implementations to your Products!

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From page 8: Addtl Business – despite using the < 5,000 price book which is ostensibly different from the 5,000-10,000 price book, both price books are in the category of Direct Healthcare.

Answers

Documents

2016 Opportunity Process 111116