Salesforce Cloud Personas PDF

Salesforce Cloud Personas ========================= **Sales Cloud** - Sales Leader - Deal Closer - Data Expert - Pipeline Builder - Trusted Advisor **Service Cloud** - Case Solver - Expert Agent - Team Leader - Service Admin **Marketing Cloud** - Marketing Manager -...

Salesforce Cloud Personas ========================= **Sales Cloud** - Sales Leader - Deal Closer - Data Expert - Pipeline Builder - Trusted Advisor **Service Cloud** - Case Solver - Expert Agent - Team Leader - Service Admin **Marketing Cloud** - Marketing Manager - Strategic Leader - Marketing Specialist **Experience Cloud** - Designer-Developer - IT Services - Site User - Community Manager - Site Admin - Site Builder Sales Cloud ----------- **Sales Leader** - Sales Leaders primarily focus on managing, coaching, and training sales reps, while also handling tool and process management. - Their main activities involve viewing and creating reports, administering Salesforce, and collaborating with colleagues to ensure their team meets quotas. However, their work is less quota-based compared to other personas. **Deal Closer** - Deal Closers dedicate significant time to preparing for sales calls, meetings, and demos, aiming to close deals through in-person interactions. - Their main activities involve logging sales activities, updating prospects and customers, entering new leads, and maintaining relationships with existing customers while being highly revenue-driven. **Data Expert** - Data Experts primarily invest a significant amount of time in reporting and sales forecasting, with an additional focus on managing the sales pipeline and tools for the sales team. - Their main activities involve viewing or creating reports and dashboards while customizing and administering Salesforce. **Pipeline Builder** - Pipeline Builders dedicate significant time to finding and qualifying new leads for the sales team and prospecting for new opportunities within existing accounts. - Their main activities involve entering new prospects and customers, updating existing leads, and logging sales activities. **Trusted Advisor** - Trusted Advisors focus on nurturing and expanding relationships with existing customers, dedicating over 3 hours daily to upselling, deal growth, and managing renewals. - They also prospect within existing accounts and gather requirements from potential clients. Service Cloud ------------- **Case Solver** - Case Solvers are experienced agents providing customer support, handling escalated cases through various communication channels like phone, email, live chat, and occasionally social media. - They spend a significant portion of their day, usually 5 or more hours, logged into Salesforce, primarily engaging in activities such as logging activities, troubleshooting customer issues, updating existing customers, viewing case statuses, and collaborating with colleagues to resolve cases. **Team Leader** - The Team Leader oversees and trains agents but spends less than 5 hours daily in Salesforce. - During this time, they mainly focus on viewing case statuses, creating and viewing reports and dashboards, collaborating with colleagues to resolve cases, troubleshooting customer issues, and changing case ownership to supervisors or other agents. **Expert Agent** - Expert Agents handle escalated cases, contribute to their company\'s knowledge base through knowledge article creation and editing, and provide training to other agents. They primarily interact with customers via phone or email; some also offer live chat or social media support. - Their main activities during this time include troubleshooting customer issues, viewing case statuses, logging activities, collaborating with colleagues to resolve cases, and creating support cases. **Service Admin** - The Service Admin manages and maintains their organization\'s Service Cloud instance, including creating reports and dashboards. - Spending 5 or more hours daily in Salesforce, they primarily perform administration tasks such as customizing and administering the platform, creating users and accounts, viewing case statuses, and troubleshooting customer issues. - Additionally, about half of Service Admins regularly modify Salesforce, while others make modifications less frequently or not at all. - They also handle other Salesforce products like Chatter, Sales Cloud, Salesforce mobile app, Digital Experiences, Knowledge articles, Live Agent, and Einstein Analytics. Marketing Cloud --------------- **Marketing Manager** - The Marketing Manager plays a crucial role in overseeing teams and projects while crafting and executing marketing strategies. - They dedicate about 3 hours per day in Salesforce, focusing on coordinating cross-channel messaging, approving content, and analyzing campaign metrics to drive revenue growth and enhance customer experience through individualized and real-time marketing campaigns. **Strategic Leader** - The Strategic Leader, an experienced marketer, employs data to create their company\'s marketing strategy and offers strategic direction to the marketing team, exploring innovative uses of Salesforce. - They dedicate around 2 hours daily to Salesforce, primarily reviewing dashboards for customer engagement and ROI insights and approving content for significant campaigns, all driven by their commitment to significantly impacting their company\'s success. **Marketing Specialist** - The Marketing Specialist excels in executing cross-channel marketing campaigns and utilizing data for valuable insights. - They primarily focus on campaign execution, developing and sending marketing communications, analyzing data, and monitoring campaigns, driven by their passion for successful marketing outcomes. - They aspire to be more involved in strategic decisions and eventually advance to the role of Marketing Manager. **Designer-Developer** - The Designer-Developer specializes in creating and coding marketing assets for single-channel marketing, focusing on lifecycle and segmented campaigns. - Spending around 6 hours daily in Salesforce, they primarily design marketing assets, code and test emails, and coordinate approvals for current marketing materials. **IT Services** - The IT Services employee primarily supports marketing data operations, specializing in real-time, lifecycle, and segmented marketing on a single channel, with limited Salesforce interaction (1 hour or less) mainly through the API. - Most of their time is devoted to managing organizational infrastructure, creating APIs for data integration with the Marketing Cloud, and debugging automations and journeys, driven by their motivation to enhance the organization\'s infrastructure and provide support to the marketing team and Marketing Manager. Experience Cloud ---------------- **Site User** - Site Users encompass partners, customers, and employees utilizing portals, sites, and communities to collaborate, obtain support, and acquire knowledge. - Their behaviors differ across site types, use cases, and levels of engagement. For instance, those using sites for collaboration spend most of their time browsing and reading feeds, interacting with content, collaborating with colleagues to work jointly on projects or ideas, seeking solutions, and managing account-specific information or resources. **Community Manager** - Community Managers oversee Experience Cloud sites, ensuring adherence to standards, offering member support, and managing content. - They spend most of their time moderating forums, running health reports, and communicating with members. Many also handle administrative tasks and have basic knowledge of the Salesforce platform. Over half use Experience Workspaces, and most track metrics weekly. **Site Admin** - The Site Admin is responsible for managing member access, permissions, and platform settings, focusing on controlling the sitemap, defining access permissions, and managing the information architecture. - They are typically experienced Salesforce administrators with approximately 60% proficiency in utilizing all Salesforce administrative features, including Visualforce. **Site Builder** - The Site Builder customizes community appearance and functionality using Community Builder and Visualforce tools. - They focus on building components, customizing layouts, and modifying the community\'s appearance. Many Site Builders are Salesforce consultants. Applications of Personas in an Organization ------------------------------------------- - **Targeted Research** - **User Story Creation** - **Create Prioritization Matrix** - **Road Mapping** - **Map Users to Salesforce Personas** - **Tailored Trainings, Events, and Activities** - **Map Users to Salesforce Personas** - **PERSONA-USER MAPPING**\ A user or group of users needs to be mapped to personas to utilize personas in user stories and clarify user requirements. The Salesforce Personas serve as a baseline and can be modified according to how an organization works. - **METHODS**\ A survey or an interview can be conducted to see how personas are mapped to the users in an organization. - **Users Stories and Personas**\ A user story is a specific task or activity presented from the viewpoint of the end user or customer. - **USER STORY COMPONENTS**\ A user story is a narrative told from the perspective of a persona, incorporating essential details such as the persona, its primary activity, motivations, and goals. Adding these elements makes the user story more vivid and contextual, enhancing its impact and understanding. **User Story Template** ❖ **USER STORY FORMAT**\ A user story usually follows the following format:\ *"As a \[Persona name\], I want to \[Task I want to do\] so that I \[Impact of completing this task\]."* ❖ **EXAMPLE USER STORY**\ Below is an example of a user story using the **Case Solver** persona:\ *"As a Case Solver, I want to keep track of the minutes I spend completing a case so that I can make sure that I deliver the service to the customer efficiently."* **Prioritization Matrix using Personas**\ Personas can be utilized to assess product priorities during the design and development process. ❖ **INTRODUCE PERSONAS**\ The team is encouraged to introduce the Salesforce personas to their colleagues responsible for implementing or updating the Salesforce org. They can schedule a meeting to share relevant personas and collaboratively create user stories. Additionally, they are advised to post the persona decks in work areas and meeting rooms for easy access. ❖ **PRIMARY PERSONA**\ In the prioritization process, the team should work together to identify the primary persona, and potentially secondary personas, who share the same user interface (UI). Using the primary persona\'s needs as a guiding factor, the team can make informed decisions on which updates to prioritize, ensuring a more focused and practical approach. **Prioritization Matrix Example**\ A prioritization matrix is a tool used to systematically assess and prioritize different options or tasks based on specific criteria. **Value to Primary Persona** **Technical Difficulty** **Prioritization** ------------------------------ -------------------------- --------------------------- High Easy **Do it!** High Hard **Try to make it happen** Low Easy **Don't bother** Low Hard **Nope** **Key:** - **Do it!** -- High value and low technical difficulty; prioritize it immediately. - **Try to make it happen** -- High value but technically difficult; pursue with caution. - **Don't bother** -- Low value with low technical difficulty; avoid or deprioritize. - **Nope** -- Low value and high technical difficulty; do not pursue. **Other Applications of Personas** ❖ **Roadmap Decisions**\ Personas can help the team decide on the roadmap, such as purchasing, licensing, and custom feature development. By understanding the unique needs of different personas, the team can prioritize which features to develop or purchase, ensuring alignment with user requirements and maximizing value. ❖ **Customized Training, Events, and Activities**\ Personas enable customized training, events, and activities for users, aligning with their specific needs and ensuring a more relevant and efficient experience. Tailoring these experiences enhances user engagement and helps individuals or teams learn how to use the platform more effectively. ❖ **Targeted Research**\ Personas aid in conducting targeted research by selecting appropriate participants for testing specific features. This leads to higher feature adoption among relevant users, as the personas ensure that the research is focused on the right individuals who will benefit most from those features.