Making Sense of Yesware Data for Salesforce Administrators and Sales Operations Managers
If you’re using Yesware Enterprise, you’re likely familiar with our Salesforce sync capability, which syncs all of your team’s email activity and calendar activity from Gmail into Salesforce.
This is a huge win for you for a few reasons: you can trust that the data in your Salesforce instance is both all-encompassing and accurate, and you can keep track of every one of your team’s sent messages, message opens, link clicks, attachment opens, and replies.
Yesware’s Salesforce sync delights your sales representatives, too, because they no longer need to log their email activities into Salesforce. All they have to do is activate the Salesforce sync in their Yesware accounts when they first install Yesware! Here’s how you can instruct them to activate the sync:
1. Click on the Yesware button in the top right corner of your screen, and then click Preferences.
2. Click on the Salesforce tab.
3. Switch on Send to Salesforce, and then Save and Reload Gmail.
Once all of your sales representatives have activated the Yesware Salesforce sync, you can start to manipulate Yesware data in Salesforce to gain insight into your team’s sales process: what’s working, and what isn’t.
Yesware syncs email activities as tasks, and calendar events as events in Salesforce. The sync differentiates different types of email activities from one another in Salesforce by adding type-specific prefixes to the subject lines of tasks.
To report easily on your sales team’s activity using Yesware data, you will want to build workflow rules that parse task subject lines to distinguish different Yesware activity types from one another. With those workflow rules built and activated, you will be able to analyze lead and contact engagement, activity ratios, and contact preferences. Note that workflow rules can only be built in Salesforce Enterprise and Performance editions.
Here are some examples of insight you can gather using the Yesware Salesforce sync in conjunction with workflow rules in Salesforce:
The charts below show the outbound activity breakdown by type for top sales representatives this month, compared to the outbound activity breakdown by type for the whole sales team. Because the two breakdowns are drastically different, with the top sales representatives sending many more emails than does the team as a whole, the sales manager of this team would likely encourage his or her sales representatives to shift their efforts towards sending more emails.
The chart below shows the devices used by contacts to open all of the team members’ emails over the last week, broken down by account type. Because partners opened 80% of the team’s emails on mobile devices this week, the sales manager of this team would likely encourage his or her sales representatives to send short, to-the-point emails when contacting partners.
The chart below displays overall reply rates to the team’s emails sent this month, broken down by contacts’ account types. Because, in this case, customer accounts have been more responsive than have reseller accounts to sales representatives on the team this month, the sales manager of this team would likely encourage his or her sales representatives to focus more effort on selling to customers rather than resellers, or to create more effective templates to send to resellers.
You can add custom differentiators into your team’s workflow in Gmail to break down your activity types even further in Salesforce. For instance, you can add unique identifiers to the subject lines of your calendar invites to distinguish qualifying calls from demos and closing calls.
Once you customize your Salesforce instance using workflow rules to break down your Yesware data in a way that makes sense for your team, the analytical possibilities are endless.
Here are a few examples of how our customers leverage the Yesware Salesforce sync in a customized way to gain insight on their teams’ sales processes:
The sales team in the examples below used unique identifiers in the subject lines of events in their Google calendar to differentiate qualifying calls from demos and closing calls, and then built workflow rules in Salesforce to correlate subject line contents with activity types.
The chart below displays the number of meetings booked by each sales representative on the team this year, broken down by meeting type. This visual gives the team’s sales manager insight into the activity levels, as well as types of activity, executed by each sales representative this year compared to one another.
The chart below displays the number of meetings booked by the sales team with each prospect role this year, broken down by meeting type. This tells the sales manager and his or her team which prospect roles are most receptive to qualifying calls, demos, and closing calls. Such insight will limit the number of people each sales representative will need to contact within an account before successfully booking a meeting.
Learn how to make our best practice workflows by watching the video below:
Have a question that wasn’t covered in any of the above? Feel free to view our FAQ and submit a question through our Help Center. We’re here to help and we’d love to hear from you!