Core CRM Objects
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Core CRM Objects
• Topics covered in this video:
• Lead object and features
• Account object, types and features
• Contact object and types
• Opportunity object and features
• Case object and features
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Lead object
Lead:
• Prospect that you’ve identified as a potential customer
• Used to host your list of unqualified prospects
• Separate unqualified prospects from qualified prospects that represent a real sales opportunity
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Lead features
• Web-to-Lead: Generates HTML that you can use in any webpage. This HTML contains code by Salesforce, and
when a person fills this form and submits it, a new Lead is created in Salesforce.
• Lead Auto-Response rules: Automatically determine which email templates to use when sending auto-response
messages to new leads.
• Lead Assignment rules: Specify how Leads are assigned to Users or Queues based on certain criteria
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Lead features
• Lead Queues: distribute and assign records for teams who share workloads. Queues are like holding areas in your
CRM, where records wait for a user to pick them up, assign them to an owner and work on processing them.
• Queue members: public groups, Roles and Subordinates and Users –
• When Queue created, a View also created for it
• Member of the queue can accept any Records in it
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Lead features
• Lead has done its job when Status is closed
• Only leads that are qualified and of high data quality should be closed-converted to: Account, Opportunity,
Contact. Conversion
• Lead Conversion takes the field values from the Lead, and use them generate a new Account, Contact and
Opportunity:
• Contact is mandatory
• Account is optional (you can choose an existing Account, or create new one)
• The Opportunity can be omitted
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Lead features
• Can also map custom fields from lead to custom fields on Account, contact or Opportunity
• Validation rules should also be passed before the creation of Account, contact or Opportunity
• The lead is then flagged as converted which removes the record from search results, and the lead can no longer be
viewed.
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Account object
Account:
• Organization or person involved with your business (such as customers, competitors, and partners)
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Account types
• Business Accounts: store information about companies, not individuals. Used for B2B.
• Person Accounts: store information about individuals, not companies. Used for B2C. A Person Account is a Contact
record and Account record that have been merged into one single record in Salesforce. Each Person Account is
representative of ONE Person.
• Person accounts are forever. After they're turned on, you can't turn them off.
• If your organization uses both business accounts and person accounts, you’ll have to select which type of account you’re
creating whenever you add an account.
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Account features
• Contacts to Multiple Accounts: each contact has a primary Account (lookup field). But a contact may belong to
more than 1 Account, a VP can also be a board member of another Account.
• Account Settings: select Allow users to relate a contact to multiple accounts
• Account Hierarchies: Accounts can be linked through the Parent Account field to form an Account hierarchy.
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Account features
• Account Teams:
• An Account team extends the record-level privileges to the team’s
members
• Provide a clear way to document the roles of multiple users in the
management of a single Account.
• Account Team disabled by default. To enable it: Setup – Feature
Settings – Sales – Account Teams
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Contact object
Contact:
• People who work at your accounts are called Contacts.
• Each account has at least one contact person, and each contact is related to an account.
• Contacts are people in these accounts who matter to your business. Ex: decision makers, influencers, and partners.
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Contact types
• Business Contacts: a contact belonging to an Account
• Private Contact: Contacts without accounts – orphan contacts.
• They’re hidden from all users except their owner and system administrators.
• Better to always associate contacts with an account
• To enable Private Contacts, you should make the Account Lookup field NOT mandatory on the contact Object.
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Opportunity object
Opportunity:
• Deals with potential revenue that sales reps track through the Sales Cycle until the deal is closed.
• Sales reps use opportunities to track deals, generate pipeline, forecast revenue and determine that’s needed to
keep the sales cycle moving.
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Opportunity features
• Opportunity Teams
• An Opportunity team extends the opportunity record-level privileges to the team’s members
• A user can define their own team: Default Opportunity Team in My Settings
• This is another way to let other people have access to Opportunity
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Case object
Case:
• Tracks and describes a customer issue, complaint, request.
• All information about a customer is stored on a case, including account, contact, product, and history data so that
anyone on your service team can jump in to help.
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Case features
• Web-to-Case: Generates HTML that you can use in any webpage. This HTML contains code by Salesforce, and
when a person fills this form and submits it, a new Lead is created in Salesforce.
• Case Auto-Response rules: Automatically determine which email templates to use when sending auto-response
messages to new cases.
• Case Assignment rules: Specify how Cases are assigned to Users or Queues based on certain criteria
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Case features
• Case Queues: distribute and assign case records for teams who share workloads.
• Queue members: public groups, Roles and Subordinates and Users –
• When Queue created, a View also created for it
• Member of the queue can accept any Records in it
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Case features
• Omni-Channels & Digital Engagement
• A case can be received by different channels: email,
phone call, web chat, social media, or text message
• A case can be automatically assigned using queue
and skilled-based routing
• Agents can engage with customers on their favorite
channels, devices, or apps to provide a great service
experience.
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Case features
• Case Escalation Rules:
• Automatically reassign and notify individuals when a case is not closed within a specific period of time.
• The existence of case escalation rules ensures that Cases should not remain unresolved indefinitely
• This also ensures better customer support.
• Create a rule and follow an entry criteria for that rule and assign an action
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Case features
• Case Entitlement Processes:
• Timelines that include all of the steps (or milestones) that your support team must complete to resolve cases
• Verify if your customers are eligible for support
• Create and maintain service contracts for your customers
• Specify unique service levels for each customer, such as first response and resolution times
• Enforce service levels with time-dependent, automated processes that instruct agents how to resolve cases
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Summary
In this chapter, you learned:
• Core CRM Objects: Lead, Contact, Account, Opportunity and Case
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Core CRM Objects
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