Customer 360 Guide For Consumer Goods - Salesforce
Customer 360 Guide forConsumer GoodsSalesforce, Spring ’22@salesforcedocsLast updated: November 10, 2021
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CONTENTSCustomer 360 Guide for Consumer Goods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1Industry Blueprint for Consumer Goods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1Reference Architecture for Consumer Goods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Business Scenarios for Consumer Goods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6Solution Architecture for Consumer Goods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42Explore Solution Kits for Consumer Goods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
CUSTOMER 360 GUIDE FOR CONSUMER GOODSIntegrate your route to market by planning, executing, and servicing B2B customers to drive business growth.The assets in this Customer 360 Guide help consumer goods companies build a vision and make a plan for digital transformation. Learnwith TrailheadArchitectural diagrams and business scenarios show you how Salesforce products combine with industry best practices to expand yourbusiness capabilities. Solution Kits show you how to implement Salesforce-recommended cross-cloud solutions to common retail usecases.Industry Blueprint for Consumer GoodsExamine the Salesforce view of strategy, product innovation, and partner relationships to enable B2B and B2C business processeson an integrated platform in the consumer goods industry.Reference Architecture for Consumer GoodsMap specific Salesforce products to the functional capabilities and operational activities of consumer goods organizations.Business Scenarios for Consumer GoodsBusiness scenarios help you bridge the gap between your organization's business capabilities and the solutions needed to achieveyour goals. For each scenario, discover a variety of Salesforce solutions that reduce your time to value and allow you to define aroadmap to build out your organization’s functionality.Solution Architecture for Consumer GoodsIdentify the specific tools and resources that can help you deliver comprehensive automation solutions for your consumer goodsbusiness.Explore Solution Kits for Consumer GoodsEnhance your cross-cloud business by implementing one or more solution kits. Get product recommendations, workflow details,and instructions to help you implement the solution from start to finish.SEE ALSO:Customer 360 Guide for Retail Banking Learning MapCustomer 360 Guide for Discrete Manufacturing Learning MapCustomer 360 Guide for Retail Learning MapCustomer 360 Guides: Quick LookIndustry Blueprint for Consumer GoodsExamine the Salesforce view of strategy, product innovation, and partner relationships to enable B2B and B2C business processes on anintegrated platform in the consumer goods industry.The industry blueprint describes the end-to-end consumer goods customer lifecycle. Use the industry blueprint to understand howSalesforce Customer 360 platform capabilities help structure, organize, and support digital transformation. Map customer-facing business capabilities that are common to consumer goods stages of the customer lifecycle across planning,marketing, transacting, servicing, and the workforce experience. Determine which capabilities are most important to your organization, and prioritize implementation accordingly.1
Customer 360 Guide for Consumer GoodsIndustry Blueprint for Consumer Goods Organize projects that deliver business value with maximum benefit. Gain alignment among key business process stakeholders. Understand the high-level platform capabilities and the Salesforce partners that power your organization’s business needs.Contact your Salesforce account team or a Salesforce partner for help with assessing the business and platform capabilities most suitedfor your organization.The typical lifecycle of a consumer goods customer relationship has five process groups. Each major process group contains a numberof business processes that together fulfill a business need or industry imperative.1. Enable Agile Operations: Optimize the value chain. Grow and protect the brand through real-time collaboration across functionalboundaries. Proactively use data while building a sustainable business.2. Integrate the Route to Market: Become the brand of choice by letting account and field teams plan and execute. Drive salesgrowth through data-driven insights. Integrate all B2B sales channels. Gain a single source of truth with key account management,field execution, customer service, and channel partner incentives on the Salesforce platform.3. Cultivate Loyal Consumers: Make each consumer digital interaction with your company easy, connected, and personalized. Drivethe right data strategy to simplify experiential, personalized, and consistent engagement. Turn individuals into loyal and repeatconsumers, no matter where they engage.4. Connect the Consumer Experience: Deliver an Omni-Channel shopper experience that adapts to the rapidly changing paths topurchase. Let the shopper select, find, and buy products that are relevant, desired, and aligned to their values.5. Empower the Connected Employee: Equip employees with digital tools that enhance productivity and drive growth with yourcustomers. Digitize your HQ and field operations through connected systems and collaboration.Salesforce partners with independent software vendors (ISVs) and consultants to extend platform capabilities that suit business processes.Other industry-specific integrations and complete solutions are important in a typical business context. To learn more about ready-to-installapplications, solutions, or consultants, check out AppExchange.2
Customer 360 Guide for Consumer GoodsReference Architecture for Consumer GoodsNote: To understand which business capabilities, solutions, and Salesforce products can help your organization achieve thebusiness needs identified on the blueprint, review the Business Scenarios for Consumer Goods on page 6.Platform Enablers, API, and Data Sources are common across all lifecycle stages and business processes. Use platform enablers, APIs, anddata sources as a baseline of functionality to support tailored solutions.Note: To understand how industry and business requirements link to the underlying technologies that support them, review theReference Architecture for Consumer Goods on page 3. Use the industry blueprint as a framework for creating a referencearchitecture for planning customer experience enhancements.SEE ALSO:Industry Blueprints for PartnersReference Architecture for Consumer GoodsSolution Architecture for Consumer GoodsSalesforce Architectural Diagrams: Quick LookReference Architecture for Consumer GoodsMap specific Salesforce products to the functional capabilities and operational activities of consumer goods organizations.Salesforce provides configurable product solutions that support a consumer goods company’s ability to effectively engage their customersand partners. The reference architecture helps communicate the vision and strategy of a solution to business executives and stakeholders.Learn with Trailhead.Our reference architecture presents Functional and Platform capabilities. Each layer contains a representative subset of systems orcapabilities that are most relevant for consumer goods organizations. It doesn’t list all possible systems or capabilities.3
Customer 360 Guide for Consumer GoodsReference Architecture for Consumer GoodsPlatform CapabilitiesThese components form the underlying technology base for achieving your goals. Each layer in the platform builds on top of the next.B2B systems typically rely on these elements.Data SourcesData sources are systems that create, collect, and manage various types of data. These systems can act as systems of record. They’reoften purpose-built to handle particular functionality and data requirements, but some provide general system needs.IntegrationsIntegrations include tools and routes that connect systems of record with each other or with higher-level experiences. Integrationscan include varied tools like APIs that connect separate systems, single sign-on services to manage customer identity across differentsystems, and customer data platforms that segment customers.IntelligenceSmart automation like machine learning and AI helps you optimize your use of customer data. To enhance your customer relationshipsand drive sales, the intelligence layer serves functions like delivering actionable customer insights, personalized productrecommendations, and improving real-time customer interactions.AnalyticsAnalytics helps you better understand your data and make smart business decisions. Descriptive analytics summarize existing data to help you better understand the current state or past activities. Descriptiveanalytics typically answer “What?” questions about your data. Diagnostic analytics use the output of descriptive analytics to identify patterns and outlier data. Diagnostic analytics typicallyanswer “Why?” questions about your data. Predictive analytics use historical data to anticipate future outcomes, such as the likelihood that a subscriber opens an email. Prescriptive analytics suggest courses of action based on your existing data. Prescriptive analytics typically answer “Should?”questions about your future actions.Platform EnablersUse common capabilities that drive the business processes across the enterprise. Build a unified profile using a customer dataplatform. Drive workflows and engagement based on that unified profile.Functional CapabilitiesBusiness-specific elements at the functional capabilities level are connected more directly to the customer’s experience and measuredin terms of maturity. Successful implementation of functional capabilities depends heavily on implementation of the platform capabilities.The consumer goods industry is evolving to handle disruption and change. The traditional integrated route to markets focused the B2Bbusiness model on key account management and field retail execution via sales channels. The industry is now starting to engageend-consumers directly via B2C Commerce and self-service models in partner systems. The recent evolution of privacy is also drivingmarketing changes to understand consumer behavior more directly by gathering more first-party data.To identify strategic goals around which to focus your implementation, review common B2C Business Scenarios for Retail and theirincluded functional capabilities.A Business Capability Maturity Assessment arranged by your Success Manager or Account Executive can help you determine which areasof your business can benefit from more focus.4
Customer 360 Guide for Consumer GoodsReference Architecture for Consumer GoodsMapping Platform Capabilities to SalesforceSpecific Salesforce products handle each of the needs identified at the platform capability level.Identify gaps in your underlying capabilities by customizing this model to include other Salesforce products or third-party systems inyour current technology stack.To explore the reference architecture specific to your business, contact your Success Manager or Account Team.Tip: Business Scenarios for Consumer Goods on page 6 help you better understand your business capabilities and find solutionsthat support your business goals.Learn more about Salesforce products in this industry. Consumer Goods Cloud CPQ Mulesoft Commerce Experience Cloud Service Field Service Sales Analytics Work.com5
Customer 360 Guide for Consumer GoodsBusiness Scenarios for Consumer Goods MarketingSEE ALSO:Salesforce Architectural Diagrams: Quick LookIndustry Blueprint for Consumer GoodsSolution Architecture for Consumer GoodsBusiness Scenarios for Consumer GoodsBusiness Scenarios for Consumer GoodsBusiness scenarios help you bridge the gap between your organization's business capabilities and the solutions needed to achieve yourgoals. For each scenario, discover a variety of Salesforce solutions that reduce your time to value and allow you to define a roadmap tobuild out your organization’s functionality.Successful execution of core functions requires an organization to have certain expertise, or business capabilities. Understanding whatbusiness capabilities are needed to achieve this scenario helps cross-functional teams in your organization align and better strategizearound technology solutions.Get the Most Out of Best PracticesFollowing best practices, and selecting the right solutions and products for your organization are key to a successful implementation ofbusiness scenarios. Follow these steps to make use of business scenarios.1. Review business capabilities required to achieve this business scenario.2. Assess the maturity levels of your organization’s business capabilities.3. Review the best practices with minimum maturity level to understand how your business can improve in each area of capability.4. Review products and solutions to get quick time to value and build a roadmap as you increase your maturity.To arrange a Business Capability Maturity Assessment, contact your Success Manager or Account Executive.Explore Retail Banking Business ScenariosManage Key AccountsAccelerate digital alignment to fuel growth for consumer goods companies. Transform how you manage accounts to support jointgo-to-market success between consumer goods brands and channel partners such as distributors, wholesalers, and retailers.Optimize Field ExecutionEmpower your consumer goods products field reps to get the most out of every outlet. Mobile devices help reps manage lead-to-orderand perfect execution while enabling them to be more consultative throughout the selling process.Transform B2B CommerceProvide consumer goods channel partners seamless, collaborative experiences by delivering a consumer-grade digital B2B commerceexperience.6
Customer 360 Guide for Consumer GoodsManage Key AccountsIncentivize Channel PartnersOffer enhanced experiences to consumer goods partners to improve indirect sales performance, influence partners’ behavior, andbuild B2B loyalty.SEE ALSO:Manage Key AccountsOptimize Field ExecutionTransform B2B CommerceIncentivize Channel PartnerManage Key AccountsAccelerate digital alignment to fuel growth for consumer goods companies. Transform how you manage accounts to support jointgo-to-market success between consumer goods brands and channel partners such as distributors, wholesalers, and retailers.What was once a cumbersome manual process often managed with many spreadsheets, account management can now be streamlinedto produce better, more efficient outcomes. Using analytics customized for the consumer goods industry, account managers can workwith customers and their category buyers to enable more savvy business decisions and effective negotiation tactics. Companies andtheir channel partners also have access to powerful tools that can turbocharge visibility, collaboration, and productivity.Managing key accounts allows brands to: Design smarter territories that positively impact sales performance and revenue growth. Unlock account collaboration to increase productivity with shared tools. Engage in joint business planning, integrating channel planning and budgeting. Optimize trade promotions to achieve a 360-degree view of spend and return on investment (ROI). Forecast customer demand to gain complete commercial visibility and drive transparency and profitability within accounts.Key Performance Indicators (KPIs)Understand success in this area with these four KPIs. Growth: Nurture growth on metrics such as sales volume, revenue, and margins. Metrics can be based on a region, account, orproduct category mix. Revenue: Reach a sales volume figure in your accounts. In cases where there’s a universal unit of measure across multiple categories,revenue can also be measured by volume. Margin: Deliver the growth and revenue targets in accordance with a certain margin goal. Trade Spend: Trade spend budgets are fixed or derived from a live rate percentage of revenue available to reach targets for the yearto date.To find the best ways to measure the success of your key account management, review Calculate Key Performance Indicators.ProductsThese products can help you manage your key accounts. Consumer Goods Cloud, including Salesforce Maps Key Account Management Add-on Accenture Trade Promotion Management7
Customer 360 Guide for Consumer GoodsManage Key Accounts Enterprise Territory Management Tableau CRM for Consumer Goods Pardot CPQ Chatter Quip Experience CloudSolutionsSalesforce recommended solutions are linked to business capabilities. To help you find solutions that your business is ready for rightnow, we divide resources into three levels depending on complexity. Choose from solutions that you can implement immediately, andput together a roadmap to build out more mature capabilities over time. For more information about solutions, contact your SuccessManager or Account Executive.Business CapabilitiesFor each capability, whether it’s undeveloped or industry-leading, we provide implementation information, metrics to evaluate success,and recommended solutions. View additional details to learn about maturity levels and best practices for these capabilities.Table 1: Business Capabilities for Managing Key AccountsCapabilitysuccess metricsrecommended solutionsTerritory Management Approach Increased number customers per rep BeginningAssign sellers to accounts, and ensure that Increased productivity based on amount Sales Maps Configurationstandard objects have a master-detailof sales per repGet started with Salesforce Mapsrelationship with accounts. Create necessarysharing records, and provide a roll-up Territory Management Basicsmechanism for reporting and forecasting.IntermediateLearn More on page 12 Enterprise Territory ManagementDefine the area that your reps areresponsible for targeting Salesforce Maps Territory PlanningAnalyze and design your salesterritoriesAccount and Contact ManagementApproachEstablish roles and responsibilities. Create,augment, govern, and manage accounts.Learn More on page 12 Increased pipeline volume Increased opportunity volume Decreased time at stageBeginning Consumer Goods Cloud Data ModelGet to know the consumer goodsdata model Accounts and Contacts in RetailExecution8
Customer 360 Guide for Consumer GoodsCapabilityManage Key Accountssuccess metricsrecommended solutions Sales Cloud: Considerations forAccounts and Contacts(Accelerator) Deploy and Use Analytics forConsumer GoodsGet insights on your territory, stores,and sales rep performance withAnalyticsAccount Planning Increased opportunity volumeFoster team selling, increase customer Reduced customer attritionsatisfaction, and decrease customer turnoverusing a living account plan and businessreviews. Learn More on page 12Beginning Deploy and Use Analytics forConsumer GoodsGet insights on your territory, stores,and sales rep performance withAnalytics Sales Team CollaborationUse Salesforce Collaboration Toolsto sell as a team QuipUse Quip to sell as a team Get Started with Sales AgreementsTrack target metrics for retail,HoReCa, and professional channelsIntermediate Calculate Key Performace IndicatorsLearn the definitions andcalculations of key metrics shownin Einstein Analytics for ConsumerGoods Dashboards Explore Einstein Object Detectionand Tableau CRM AnalyticsImprove in-store checks andmaximize efficiency Collaborate with QuipLearn how your team can workbetter together with Quip Use Prebuilt Assets from Mulesoft(AppExchange)9
Customer 360 Guide for Consumer GoodsCapabilityManage Key Accountssuccess metricsrecommended solutionsSales Forecasting Approach Increased pipeline funnel healthUnderstand the concepts and methods Increased sales productivitynecessary for successful forecasting. Learn Decreased seller administration timeMore on page 12 Improved forecast accuracy Increased quota attainment Increased sales revenueBeginning Leads & Opportunities for LightningExperience Sales Accounts and Forecasting Get the Most out of Forecasting(Accelerator) Collaborative Forecast SetupIntermediate How to use Einstein PredictionBuilder for Opportunity Scoring How to use Einstein PredictionBuilder to Predict OpportunityAmounts Territory Based Forecasting (video)Manage your reps more effectivelyacross territories Territory ForecastsAdvanced Einstein Opportunity ScoringOpportunity and Pipeline Management Approach Create opportunity stages, define entry and exit criteria to move from stage to stage,and use a sales coaching process to help sellers effectively move opportunitiesthrough the pipeline. Learn More on page12Lead GenerationIncreased pipeline volumeBeginningAccelerated sales cycle Collaborate with QuipReduced time at each opportunity stage Build Great APIs and Integrationswith MulesoftIncreased win rate Increased number of leads or prospects BeginningAttract prospective customers to engage Increased number of new customerswith your brand. Capture prospectivecustomers as prospects or leads. Learn Moreon page 12 Sales Cloud: Manage Leads(Accelerator)Learn about effective leadmanagement Generate Leads from Your Websitefor Your Sales Teams Get to Know Marketing CloudIntermediate Salesforce & Pardot Integration10
Customer 360 Guide for Consumer GoodsCapabilityManage Key Accountssuccess metricsrecommended solutionsAlign Marketing and Sales Teamswith Pardot Integration Generate Leads with PardotLanding Pages and Forms B2B Marketing Analytics Basics Pardot: B2B Marketing AnalyticsAdvanced Use Pardot with SalesforceStreamline your sales and marketingefforts into one platform Take on B2B and B2C Marketingwith Pardot and JourneyBuilder(Solution Kit)Quote Management Accelerated sales cycleCreate, send, and store quotes. Learn More Reduced number of discounts givenon page 12Beginning Configure Price Books, Templates,and ContractsIntermediate Get Started with CPQ(Accelerator) Get Started with Guided Selling(Accelerator) Create and Manage an OptimizedProduct Catalog (Accelerator) Best Practices for Price RulesProvide a seamless reorderexperience using the negotiatedSales Agreement object inManufacturingSystem Integration Increased revenue and profit from anSupport planning by giving employees andenhanced supply chaincustomers the same view of sell-in and Reduced costs on manual alignment,sell-out data, promotion/planogramreporting of data, and systemscompliance, stock outs, and trend analysis Improved forecast accuracyfor volume planning. Learn More on page12Beginning Get Started with Sales AgreementsTrack target metrics for retail,HoReCa, and professional channelsIntermediate Build Great APIs and Integrationswith Mulesoft Use Prebuilt Assets from Mulesoft11
Customer 360 Guide for Consumer GoodsManage Key AccountsCapabilitysuccess metricsrecommended solutionsData Visualization Increased number of sales per sales rep BeginningUse visual elements to better express thesignificance of data. Learn More on page12 Explore with Tableau CRMIntermediate Success with Einstein Analytics Deploy and Use Analytics forConsumer GoodsUse KPIs and data visibility foraccountabilityCustomer Communities Increased revenue and profit fromCreate and maintain communities in whichenhanced supply chainyou can collaborate with your customers on Reduced costs on manual alignment,a unified platform to createreporting of data, and systemscustomer-specific sales agreements and Improved forecast accuracyjoint business plans. Learn More on page12Beginning Improve Partner Collaboration withExperience Cloud Community Cloud: Plan YourChatter Adoption (Accelerator)Business Capabilities for Manage Key AccountsGet a detailed view of maturity levels, best practices, and recommended solutions for enhancing sales capabilities for consumergoods organizations.Business Capabilities for Manage Key AccountsGet a detailed view of maturity levels, best practices, and recommended solutions for enhancing sales capabilities for consumer goodsorganizations.Use maturity levels to determine your organization’s progress in each capability area. Implementing best practices and recommendedsolutions improve maturity in each area.These capabilities represent the most critical capabilities in this business area.1. Territory Management Approach2. Account and Contact Management Approach3. Account Planning4. Sales Forecasting Approach5. Opportunity and Pipeline Management6. Lead Generation7. Quote Management8. System Integration9. Data Visualization10. Customer Communities12
Customer 360 Guide for Consumer GoodsManage Key AccountsTerritory Management ApproachAssign sellers to accounts, and ensure that standard objects have a master-detail relationship with accounts. Create necessary sharingrecords, and provide a roll-up mechanism for reporting and forecasting.maturity levelsbest practicesrecommended solutionsMinimum Level: PracticingBeginning Invest time in crafting a balancedReporting and forecasting needs areterritory management strategy. Sales Maps Configurationmet using Territory Management, but Specify which sellers sell what productsGet started with Salesforce Mapsthe setup and design of territories in theto which customers.CRM doesn’t support the company’s Territory Management Basics Establish confidence that the territoriesgo-to-market strategy.are balanced and that each seller has IntermediateRecommended Level: Optimizedsufficient and equal opportunity to Enterprise Territory ManagementTerritory management setup supportsreach their goal.Define the area that your reps arethe go-to-market strategy. The process Collaborate and communicateresponsible for targetingto make updates is cumbersome andtransparently to align with the rest oftime-consuming, and delays arethe organization on business impact. Salesforce Maps Territory Planningcommon. Establish a consistent territoryAnalyze and design your salesmanagement process based on theterritoriescompany’s go-to-market strategy. Establish an account segmentationapproach. Define and document territory policiesand exceptions. Establish a data-centric territorymanagement process with workflowsthat allow for flexibility and automation.Make data-driven decisions to establishand optimize territories.Account and Contact Management ApproachEstablish roles and responsibilities. Create, augment, govern, and manage accounts.maturity levelsbest practicesMinimum Level: PracticingDetailed account profiles provide aholistic view of the customer, such asbookings, account relationships,segment, tier, news, and more. To ensure effective account and contact Beginningmanagement, foster the right culture. Consumer Goods Cloud Data Model Align on the roles within the accountGet to know the consumer goodsand contact management process, anddata modelassign specific resources to those roles. Accounts and Contacts in Retail Align on expectations by role for theExecutionaccount and contact managementRecommended Level: OptimizedA 360-degree view of the customerexists in a CRM system, including linksrecommended solutionsprocess. Sales Cloud: Considerations forAccounts and Contacts13
Customer 360 Guide for Consumer Goodsmaturity levelsManage Key Accountsbest practicesrecommended solutionsto other applications and systems with To encourage collaboration, createaccount information.account teams. Establish a consistent account andcontact management approach. Define a process to create an account.Align on the criteria for an accountprofile and what fields must bepopulated during creation.Strategies for using account data toclose deals Deploy and Use Analytics forConsumer GoodsGet insights on your territory, stores,and sales rep performance withAnalytics To relate accounts to each other, createan account hierarchy. Set up a data governance team thatowns and maintains account ownershipand rights to creation, editing, anddeletion. Determine a modern data management(MDM) strategy for accounts andwhether to maintain accounts inSalesforce or an outside database. To measure the success of account andcontact management, align on theleading and lagging indicators. Set up the reports and dashboardsrequired to run the business as it relatesto account and contact managementAccount PlanningFoster team selling, increase customer satisfaction, and decrease customer turnover using a living account plan and business reviews.maturity levelsbest practicesrecommended solutionsMinimum Level: Practicing Establish a consistent account planning BeginningAccount plans follow a standardizedapproach, including aligning on the Deploy and Use Analytics forprocess in the CRM system, but theybenefits and cadence of accountConsumer Goodsaren’t automatically connected with theplanning.Get insights on your territory, stores,account record information. Determine which components of anand sales rep performance withaccount plan template the internal teamRecommended Level: OptimizedAnalyticsand the customer must populate.Account plans are living, meaning that Sales Team Collaborationthey’re collaborative and linked with the Craft an online user experience thataccount record, which drivesallows the account plan to beUse Salesforce Collaboration Toolsgoal-setting and knowledge-sharing.collaborative and living.to Sell as a Team Ensure that account plans define value Salesforce Anywhere for Customerrealization (renewal-driven) and net36014
Customer 360 Guide for Consumer Goodsmaturity levelsManage Key Accountsbest practicesrecommended solutionsnew business, and plan
Sep 14, 2021 · Examine the Salesforce view of strategy, product innovation, and partner relationships to enable B2B and B2C business processes on an integrated platform in the consumer goods industry. Reference Architecture for Consumer Goods Map specific Salesforce products to the functional capabilities and operational activities of consumer goods .
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by Customer 360, sales and support staff can rely on CRM to get the best information when engaging with a customer. #2: CUSTOMER 360 IS DIFFERENT FROM A UNIFIED DATABASE. Customer 360 is about delivering timely information assembled from all relevant data sources, internal and external. Databases don't come with this functionality.
