Ideas for Seperating Sales and Account Management Functions (Activities, Opportunities,Etc.) - Answers - Salesforce Trailblazer Community
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Samuel O'DonnellSamuel O'Donnell 

Ideas for Seperating Sales and Account Management Functions (Activities, Opportunities,Etc.)

I'm trying to develope a process and procendure outline for management. Below is my high level overview of the outline as it relates to Sales and Account Mangement functions. Wanted to know if anyone has any ideas to add, share, etc. 

One of my reasons for doing this is to lay out how Sales and Account Management roles should be recording activities, and interacting with opportunities. 


Salesforce Standard Operating Procedure Outline

Purpose & Structure:

To create uniform standards around the input of data into our CRM across all departments utilizing the database.

Reinforcement of these uniform standards will be bolstered by creating Standard Operating Procedure documents for each job function utilizing the database. The Standard Operating Procedure documents will act as an instruction manual with guidelines, tutorials, and examples for how, where, and under what circumstances to input data. 

In this outline we will go over each Role utilizing the database, and briefly describe the primary objects* that will be used in said role, as well as best practices for the input of records into Related Lists**, and the primary fields pertaining to. 

Lastly, these guidelines set forth by the Standard Operating Procedure should detail the lifecycle of each departments goal of using salesforce from lead inception, to opportunity, to closed deal, to account farming, to account support. 

Current Roles Utilizing Salesforce:

•    Sales Executive Role
•    Account Development Role
•    Customer Support & Implementations Role
•    Management
•    Marketing (Admins)

Sales Executive Role:

Primary Objects Used:

•    Accounts
•    Opportunities
•    Leads 
•    Contacts

The Account is the master Salesforce object; with the exception of a few independent objects, most major Salesforce Objects, such as Opportunities, are Related Lists of Accounts.  

Sales Cycle:


The account record will be the start of the prospecting process for the Sales Executive. 
The lead records in our particular Salesforce Org. contain what’s called a lookup filter, which is a custom field on the lead record, what this lookup filter does is give the ability for a lead to relate to an account record. The aforementioned point, along with the fact that our Sales Executives have Zoominfo seats, which allow them to peruse the Zoominfo database directly from the Account Record further reinforces that the prospecting cycle starts by going to an account of interest. 

    The Standard Operating procedure will go over how a Sales Executive can use Salesforce to prospect. The document will contain a step by step approach on how to navigate to an account, utilize the Zoominfo VisualForce page within the account record, and how to utilize the Lead Related List to find potential touch points at the firm. 

    The document will go over all of the important fields to take into consideration when interacting with objects to prospect. This would include going over the information we bring in from SNL, such as asset size, loan-to-share, field of membership; as well as fields within the Lead record, which is primarily a digital business card – name, email, phone number, etc. The document will also depict how we convert Leads into opportunites and contacts, and the do’s and don’ts of editing these fields. 

Once in the pipeline:

    Once an account has entered the Sales pipeline, the Sales Executive will start using the Opportunity and Contact records to keep track of progress of the deal, and the key people related to the deal at the firm. 

    Any leads that were identified as key contact points at the firm will become Contacts of the account. The Lead object has a specific functionality called “Lead Conversion” to transfer relatively cold folks at the firm into Contacts, and an option to convert into an Opportunity. The SOP document will go over the lead conversion process in detail. 


    Contacts in our Org. are folks that have been identified as key individuals that we have a relationship as it pertains to sales. The SOP document will go over the fields on the account records, and how and what roles should be editing information.

    The opportunity object is going to be where the Sales Executive does all of the work on deals that are in their pipeline. All forecasting, pipeline reports, and activity reports will be derived from information inputted to the opportunity object. The opportunity Object and its related lists are going to be the preverbal meat and potatoes of the Sales Executives SOP document. 

    The SOP documents go over the following fields that need to be updated by the Sales Executive i.e probability to close & Stage, Close date, Program interest and next steps.

    The SOP document will also go over all of the Related Lists associated with the Opportunity. A few Opportunity Related lists important to note:

•    Contact Roles
o    Assign Contacts related to the account to different roles at the organization ex. Decision maker, Business user, Executive Sponsor
o    This allows us to keep track of the contacts involved in the process without going through the notes
•    Activities
o    We will create guidelines and tutorials on how to log calls, meetings, etc.
o    All revenue generating interactions with an account should be logged within the opportunity activities NOT the account activities
•    Products
o    The product lookup function relates to the opportunity; each product has an internal revenue forecasting model that Mike Stallmeyer created, and I transferred his model into the opportunity product record
o    Guidelines on how to enter and update the fields

The SOP document will also include best practices for recording notes. The SOP can take best practice examples directly from Salesforce, and also best practices of what management wants to ascertain from this section. 


Account Development Role

Primary Objects Used:

•    Accounts
•    Opportunities
•    Contacts
•    Student Commitments
•    Consolidation Commitments
•    Cases***

Account Development has two roles, to act as the primary expert on our relationship with that client, as well as upselling the client. The blend of these two functionalities into one Role creates conflicts around where tasks are recorded, and how and when to set up opportunities. That makes it imperative to define these functions and how to utilize the objects in the system. 

The Account will be used to view all SNL data on the credit union, as well as navigate to its related lists. 

Related Lists Covered in the SOP:

•    Opportunities
o    The Account Development Role will create opportunities similar to the sales executive around all potentially revenue generating items
    Increasing commitments
    Moving to a new program/term
    Adding a new asset class
o    All activities related to the aforementioned items will be logged under an opportunity
    This will be vital for pulling reports on account development activities 
•    Contacts
o    Will go over all of the fields, both standard and custom that we currently use
o    A lot of the custom fields in Contacts come from the setup sheets that go out to the lender, this information is of high priority to cover in the SOP document for the Account Dev. Rep
•    Commitments
o    The commitments directly reflect the information on committed capital that is released from Greenhouse Daily
o    The SOP will cover each field, and what they mean
•    Cases
o    Because of the dual nature of the Account Development Role, they may often times will look to cases to communicate the resolution of issues
    *Tom Bohache is looking to move to Email-to-Case in the coming future, this will be especially paramount after that

Reporting, Dashboards, and Analytics:


•    Create Tutorials on the cannel reports in the report folders and how to navigate the reports folder
•    Create tutorials on how to pull simple reports
o    Current Clients
o    Accounts the rep owns


•    Go over each element of their Dashboards
o    Pipeline
o    Activities 
MiglenaMiglena ( 
Hello Sam,

The following resources might be helpful:
BEST PRACTICES: Sales & Marketing Overview:

BEST PRACTICES: 5 Steps To Effective Lead Management:

I'd also suggest you join the Salesforce Best Practices group: ​

Thank you!