Salesforce-Certified-Business-Analyst test prep - Salesforce Certified Business Analyst Updated: 2023

Salesforce offers everything from basic lead management to advanced workflows and sales pipeline customizations. While it’s not the easiest CRM to use, it might be the most intuitive. It is more like a complete business ecosystem if you use all of the available tool options. Let’s take a look at how all of the major features stack up and how each works.

Ease of Use

Once you have Salesforce correctly set up, it’s not difficult to train people how to use the software. However, the customization is very difficult to do and it isn’t always the most user-friendly platform. The more complicated the sales pipeline to implement, the more difficult it can be to use the software. Salesforce does not rank high on our list of easy-to-use CRMs.

Customization

One of the true wins for Salesforce is its ability to customize just about anything in your sales pipeline. Many CRMs can be difficult to use because they aren’t able to fully customize to your pipeline. Salesforce typically doesn’t have that problem as it’s one of the most customizable options on the market today.

Features and Capabilities

Salesforce offers basic lead management tools like any other CRM, however, it doesn’t nearly stop there. The platform is one of the most comprehensive tools on the market today. Here are some of its best features:

• Forecast management
• Quoting
• Contracting
• Customizable reports
• Customizable dashboard
• Pipeline management
• Advanced permissions
• Integrations with more than 1,000 other platforms
• Marketing campaign management
• Lead auto-assignment
• Mass emailing

There is a good chance that if a feature doesn’t exist, it can be built to sync with the out-of-the-box tool.

Workflows and Automation

Salesforce offers a lot of different options for automation, not just being limited to automatically assigning leads as they come in. The workflows are customizable and are very much dependent on how you’re able to implement the software for your needs. For both of these features, Salesforce offers a developer sandbox for your tech team to work on continuous improvement.

Third-Party Integrations

The sheer volume of third-party integration options makes it an excellent choice for those needing to piece together a few different solutions. You can easily search for add-ons or other platforms that you can integrate with, at any time. Salesforce now has more than 3,000 integrations to discover other platforms that can help your processes.

From marketing automation to scheduling software, Salesforce is able to integrate with the leading platforms used for most purposes. Some of the most popular integrations include Slack, Calendly, DocuSign, QuickBooks, LinkedIn, HubSpot and more. You can check out the app exchange from Salesforce to learn more.

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With its ability to supercharge human capabilities, AI should be used as a tool to empower the workforce rather than hindering or replacing them.

Sujith Abraham

Salesforce

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Shift to skills-based hiring 

To rank the best Salesforce alternatives of 2023, Forbes Advisor looked at data across a distinct set of categories. Every platform was awarded a certain number of points in each category, which were then added and averaged to create a final score. We scored these contenders across five categories looking at 17 different metrics that were weighted to favor features that small business owners find valuable in a CRM.

Pricing

The main consideration we looked for in a provider is what its starting price was. Those that had low or moderate entry-level pricing plans fared best in our survey. Another key pricing metric for our experts was the number of pricing plans available, the range of prices between those plans and the feature benefits that each upgrade brought to the user. Finally, if the provider offered a free version or free trial of its CRM, it also scored bonus points. This accounted for 10% of our weighted scoring.

Features

There are certain amenities that we considered to be must-have features of a CRM and some that we considered to be nice to have. The providers that included these features automatically in their plans―as opposed to changing an additional fee for them or, worse yet, not having them at all―fared the best in this category. The features we considered essential include providing pipeline management, custom dashboards, analytics tools, a document library, access to a mobile app and third-party integrations. Some additional features we wanted to see in a CRM provider included email marketing tools and multicurrency support. We weighted all features at 55% of our total score.

Third-party reviews

What real users of the CRM platform thought about it was important to us, so we turned to online review sites, such as Capterra and G2, to gauge customer response. We looked for solid reviews by users, looking at those that scored at least 3.5 or higher out of 5 on each site. These real user reviews accounted for 5% of the total score.

Expert analysis

Looking closer at customer reactions, our expert panel reviewed other key factors related to CRM to determine the best ones on the market. These factors included ease of use, stand-out features, value for the money and popularity. These final criteria made up 30% of the total score.

One of the most challenging aspects of purchasing a successful company, especially when you pay billions, is finding ways to integrate it successfully with your own. Melding products and operations without crushing what made the acquired company successful in the first place requires finesse, and it’s not an easy balancing act.

Over the last several years, Salesforce has made several mega-purchases. In fairly quick succession the company paid $6.5 billion for Mulesoft in 2018, dished out $15.7 billion for Tableau in 2019 and then $27.7 billion for Slack in 2021. In fact, the pace at which Salesforce bought other companies was something that activist investors complained about earlier this year, leading to the dissolution of its M&A committee in March.

Sure, these companies helped Salesforce grow revenue, but critics suggested that the CRM giant wasn’t integrating the acquisitions into its broader organization. While there was some crossover with the core Salesforce platform, the blending of the acquired companies into Salesforce more broadly has felt surprisingly slow.

One of CIO Juan Perez’s early mandates was to Boost the mingling of these acquired companies, he said. “From the day that I started, one of the number one objectives that was given to me as the new CIO was that the organization wanted to Boost our overall M&A integration process, from both a business process standpoint, but also from a technology-integration standpoint.”

It’s normal for mature companies like Mulesoft, Tableau and Slack to want to continue operating the way they have always done, doing what made them successful, said Perez, who was hired last year after more than 30 years at UPS.

“These organizations have their own culture, they have their own approach to doing things, they have their own infrastructure to support their business. And there’s this natural tendency of wanting to stay in their lane and not integrating with the [parent] company,” he said.

That’s expected to an extent. Speaking at Dreamforce in 2016, then company president, vice chairman and COO Keith Block talked about the challenges a company like Salesforce faces when purchasing a company, and that was long before Salesforce started looking at much higher-priced targets.

“If you drive growth and experimentation, you might not get leverage into the installed base. If you push too hard on integration, you get cost savings, but you might hurt innovation,” Block said at the time. That’s as true today as it was back then.