I love both Moscows! The Russian capital and the project management prioritization technique. The latter is more correctly spelled MoSCoW and is an acronym for Must have, Should have, Could have, and Won't have. You can apply MoSCoW to any list but let's apply it a list of Sitecore to Salesforce CRM integration needs.
Like any project, integrations are subject to time, cost, and scope constraints. Since scope (or features) is the very reason for starting the project, it is important to define these first. Of course, you have unique requirements so I'd suggest you copy the needs list below and have fun applying your own MoSCoW assignments.
Sitecore Salesforce Integration Needs
Must: Map Sitecore Web forms to Salesforce Objects
Map and connect a Sitecore web form to any Salesforce standard or custom object. Typically forms are mapped to Leads, Contacts, Cases, or custom objects specific to your business processes.
Must: Sync Sitecore Profiles to Salesforce
Sync Sitecore visitor profiles to Salesforce lead or contact records. This makes the website browsing behavior visible to the sales team. Automate the data synch so the Salesforce data is always up-to-date.
Should: Personalize Sitecore Web Experiences from Salesforce
Sync profile information stored in Salesforce to Sitecore visitor profiles. Sitecore uses the profile to dynamically personalize the web experience to better support the sales team.
Should: Trigger Salesforce Actions based on Sitecore Goals
Create Sitecore goals to identify important website behavior e.g. view a high-value item, watch a video, or download a white paper. Trigger an action in Salesforce the visitor attains the goal e.g add them to a Salesforce campaign, send them a personalized email, or notify a member of the sales team.
Should: Use Website Engagement to Qualify Leads
Quickly responding to important leads is important and prioritizing inbound leads is much easier when their website behavior is available in Salesforce. There are several approaches including the use of a Salesforce report to show the level of Sitecore engagement or using workflow to alert the sales team if the engagement value is above a prefined threshold.
Could: Expose Salesforce Reports and Documents in Sitecore
Show Salesforce query results or report data in Sitecore public or private pages. Create a search that finds Salesforce Knowledge articles and provides links to them in Sitecore. Alternatively, display Salesforce Documents on a Sitecore page.
Could: Prefill Webforms from Salesforce Profile Data
Retrieve profile data from Salesforce leads and contacts and populate known form fields with the profile information.
Could: Create a Sitecore, Salesforce, Email Automation Journey
A customer journey can start from anywhere, an incoming email, a website visit, a phone call to a sales team, and more. Wherever the journey begins, the information gathered needs to be passed to other adjacent systems to support personalizing the customer journey. Each technology aggregates and extends the data and uses it to tailor the experience. A round trip journey might look like:
- A visitor arrives on the website and engages with the content
- Sitecore assigns a persona (eg. candlestick maker) and begins personalization
- The visitor submits a lead form
- A new Salesforce lead is created. It includes the persona and engagement values
- The level of engagement and persona cause the lead to be added to a Salesforce campaign
- The campaign members are imported in Pardot, Eloqua, Marketo, or Salesforce Marketing Cloud
- A Salesforce lead identifier is included in the automation system subscriber record
- A personalized email is created that matches the subscribers' persona
- The email contains a link to the website (click-through) that contains the identifier
- The emails are dispatched
- The subscriber opens the email and clicks the link
- Arriving on the website, Sitecore reads the identifier and updates the Salesforce lead record with the new behavior data
Could: Website Experience and Purchase History
Sitecore personalization is targeting a visitor with content that promotes a particular product. In the meantime, the visitor has purchased that product through another channel. Surfacing Salesforce consumer history in Sitecore provides an opportunity to target new products and cross-sell a product to support an existing purchase.
Could: Use the Website as a Visual Aid during Sales Calls
Reps on sales calls need simple, fast, and effective tools to deliver visual content to their prospects in real-time. Be it images, documents, web pages, or meeting invitations, the ability to instantly drive content to a prospect is a very powerful tool.
Could: Create a Secure Sitecore Portal for Salesforce Contacts
Allow Salesforce contacts to login to Sitecore portal pages to view restricted Sitecore content based on a user role set in Salesforce. Similar to Salesforce Communities, allow customers, partners, affiliates, students, or even internal staff, to see secure content based on their role. Personalize their experience entirely from Salesforce.
Won't: Transact by Syncing when Real-Time is Possible
Acquiring data in real-time is preferable to blind syncing for many reasons however it is not always possible. Always lean towards a real-time solution bearing in mind Salesforce API constraints and access performance.
This integration needs list has been compiled from Sitecore projects that FuseIT has implemented using S4S or we have worked with a Sitecore partner to implement. If you have Sitecore and Salesforce and engage with people, these list items WILL help your business although your MoSCoW will probably be different.
If you have a need and it is not listed, we'd love to hear about it (we get excited by new ideas). We'd also like to contribute to your discussion on how to make it work. Please contact us. It is, after all, what we do!
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