An interactive, story-driven curriculum used relatable scenarios to make new CRM processes easier to understand and apply.

BACKGROUND

A leading global medical technology company made significant investments in Salesforce technology to transform its digital and commercial infrastructure. The company wanted its U.S. sales teams to use Salesforce more consistently to modernize its global commercial operations, customer relationships, and data forecasting.

Leaders called for a global training initiative tailored to the way those teams managed customer information and sales activity. The program needed to work for associates with different levels of experience and remain useful as processes and Salesforce features changed.

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THE CHALLENGE

Many associates viewed Salesforce primarily as a reporting requirement and oversight tool rather than a resource for managing customer relationships and sales activity. Instruction alone was unlikely to motivate sellers to change how they used Salesforce or show how the CRM fit into their daily work.

The U.S. Commercial team needed a customized training solution that would turn​ subject matter expertise into an engaging learning experience.

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THE OBJECTIVE

To create a consistent, accessible Salesforce training program that helped sales associates understand core workflows and apply new practices in their day-to-day work.

STRATEGIC APPRAOCH

Developed in partnership with CRM subject matter experts, Salesforce Essentials was created. The program included six learning modules organized around the tasks associates needed to perform including getting started, managing accounts and contacts, recording customer events, working with opportunities, and handling inquiries. 

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The course followed a newly onboarded fictional character throughout each training module making the training modules relatable and showing users how to use Salesforce in realistic situations. Video demonstrations, audio narration, and knowledge checks broke down technical processes and reinforced key concepts throughout the modules.

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The training was designed as a lasting resource for new hires and existing associates. It launched as a cornerstone of the newly established Sales Enablement Academy which centralized key enablement training in a single destination. The Salesforce Change Hub housed shorter training videos about tool enhancements, giving sellers a place to find targeted help as the platform changed.

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Congratulations getting the [Salesforce Essentials] training upgraded. Between this and your communication updates, the impact you've had across the org has been fantastic to see! Thank you for all that you do to support the USR commercial teams.”

Emily G. | Commercial Operations

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DELIVERABLES​

• Six-module interactive Salesforce curriculum

• Story-driven learning experience built around a new associate’s daily workflow

• Video demonstrations, audio narration and knowledge checks

• Launch content for the Sales Enablement Academy

• Intranet hub for short videos on Salesforce enhancements

• Reusable training resources for new hires and existing associates

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Led by MCA’s founder while serving in an in-house communications role.