Salesforce Lightning for Enterprise: What Businesses Need to Know
By Maddy Osman on Sep 26, 2019
Change is never easy for businesses of any size — especially not enterprise businesses.
Once processes and technology have been ingrained into the everyday, it’s hard to take a step back. To evaluate operational habits with fresh eyes and see productivity gaps for what they really are: wasted resources.
More importantly, just because the technology exists doesn’t mean it’s easily adopted. Automation is certainly not a new concept and yet, studies show that 60% of occupations could save 30% of their time with it.
There’s work to be done in implementing new tech across organizations. If your team isn’t using maximizing their use of a tool or resource, then what’s the point?
Even well-known and widely-adopted software like Salesforce needs to be reviewed from time to time as it relates to the sales process. Especially with upcoming changes coming to the platform with the Lightning update.
What to Expect from Salesforce Lightning
Announced at the beginning of the year, Salesforce will be transitioning over to the Lightning Experience starting October 12, 2019. The update will auto-activate across their user base with full adoption projected for Winter 2020.
That’s right. We’re mere weeks away from major changes to the Salesforce platform — something your enterprise sales team is likely using on the daily.
At this point, your Salesforce Admin staff have probably been working to train reps on what to expect. In addition to mapping out an implementation strategy on the backend.
But before doing so, it’s worth clarifying some of the finer details. It’ll benefit everyone, in the long run, to get ahead of potential negative side effects of this new experience before they leave everyone scrambling for solutions.
The Salesforce Lightning Component Framework and App Builder
Salesforce Lightning is essentially a new coat of paint on the car. It’s an “improvement” to the interface — a transition away from the Classic dashboard.
This updated interface is comprised of two main elements: Lightning Components and Lightning App Builder.
Lightning Components are the building blocks of record pages and the App Builder is the mechanism for building your Salesforce experience. In Salesforce, note that the experience of looking at a record is referred to as an “App”.
While they add another layer of customization to the mix, it’s also another layer of complication for overworked Salesforce admins. Think less out-of-the-box and more self-serve.
Salesforce Lightning for Gmail/Outlook
Another functionality set worth getting ahead of is that of Lightning for Gmail/Outlook. These are the email integration products Salesforce will offer its user base.
This will be offered in addition to their other email and calendar integration products, including:
- Salesforce for Outlook
- Lightning Sync
- Salesforce Inbox
- Einstein Activity Capture
For high-velocity sales, Salesforce Inbox is often advertised as the solution to opt for in conjunction with their premium offering. While it’s currently a separate extension, it will become a paid “app” for Lightning Gmail/Outlook down the road.
Unfortunately, this toolset is not quite enterprise-ready. Einstein Activity Capture, for example, fails to offer a true sync from email and calendars to Salesforce. Changes to emails and events are simply stored as records in a Redshift server outside of Salesforce.
This is counter to something like Cirrus Insight, which offers full compatibility in updating records from your inbox to Salesforce. From custom fields to record types, teams can be confident that their Salesforce configuration will be supported and synced in real-time.
Key Salesforce-Email Integration Considerations for Enterprise Businesses
With the changes to come, enterprise teams have to be ready to meet them head-on. High-velocity pipelines won’t wait for you to figure out how to maximize them.
Salesforce Lightning certainly will offer benefits in terms of the user interface (UI). But there are some kinks in the system to be aware of — especially as they relate to a Salesforce-email integration.
Potential Impact on Data Quality
It’s worth pointing out that none of Salesforce’s email integration products provide a seamless sync experience.
Understandably, they want you to work within their platform. Focusing on improving sync capabilities doesn’t make sense when it allows for reps to kill two birds with one stone from their inbox alone.
But from a productivity and data quality standpoint, this isn’t optimal. Especially with a high volume of information being exchanged between reps and potential prospects.
Cirrus Insight’s main focus, on the other hand, is sync. Manual entry of emails and customer information is a waste of time and inefficient when it comes to maintaining data integrity.
A Decrease in Productivity for Both Salesforce Admins and Salespeople
Lightning for Gmail/Outlook also lacks in terms of productivity. As a free tool, it lacks the expanded functionality enterprise teams need to service the volume of sales being managed.
On the Salesforce Admin side, self-service customization means more of their time spent setting up experiences to your sales team’s liking. Unfortunately, if they can’t fulfill requests that actually improve the experience, it also means more frustration from every angle.
With the aforementioned superior sync experience, Cirrus Insight also provides tools for tracking email performance over time. On the enterprise side of things, the platform makes it easy for teams to set up large-scale drip campaigns, and even schedule more customer meetings with branded personalized event calendar pages.
Final Thoughts: What Enterprise Businesses Need to Know About Salesforce Lightning
The last thing your enterprise sales team wants as the end-of-year approaches is a shock to their process. Especially if changes implemented fail to actually help them in closing deals.
Luckily, there are ways to maximize Salesforce Lighting benefits while minimizing the downfalls. You just need to complement it with a tool that takes an inbox-first approach to customer relationship management.
Learn more about how Cirrus can keep your enterprise sales operations moving along smoothly, no matter what changes come your way. Sign up for a free 14-day trial!