How to manage and access real-time data with Salesforce

In a digital-first world, the ability to capture, manage, and act on real-time data has become a critical asset for businesses. Salesforce, with its comprehensive suite of tools and features, empowers organisations to leverage this data, turning real-time insights into actionable strategies. 

This blog post builds upon our recent report on Salesforce and sales automation. We dive deeper into the practical action points of managing and utilising real-time data with Salesforce. 

What is Real-Time Data? 

Real-time data refers to information that is updated instantaneously as changes occur. This includes everything from customer interactions and sales figures to market trends. Salesforce’s robust infrastructure is designed to capture, process, and present this data in real-time, ensuring that businesses can respond to changes.

The Power of Real-Time Data 

It’s not just about having data; it’s about leveraging it for a competitive edge. Salesforce stands at the forefront of this paradigm, transforming raw data into actionable intelligence with unparalleled efficiency. Its Sales Cloud and Data Cloud platforms are dynamic engines that drive informed decision-making and proactive engagement. Data Cloud, especially, is a real-time repository for customer information that sales teams can utilise in B2C and e-commerce businesses.

Salesforce isn’t just a tool; it’s the ally you need to master the art of real-time data and stay ahead in the game.

By integrating real-time data into the CRM, Salesforce ensures that customer profiles are up-to-date and actionable, enabling sales teams to strike precisely at that moment.

Accessing Real-Time Data with Salesforce

Access to real-time data empowers teams to make timely decisions. Salesforce facilitates this through the following:

• Dashboards and Reports: Salesforce’s dynamic dashboards and reports are central to accessing real-time data. They offer a visual representation of data and can be customised to display key metrics that matter to your business. Individual team members can also use these dashboards to monitor their performance and track their progress towards goals. Ultimately, real-time reports provide up-to-the-minute data, allowing teams to make informed decisions quickly.

• Salesforce Mobile App: With the Salesforce Mobile App, access to real-time data isn’t confined to the office. Sales reps in the field can access customer data, analytics, and dashboards from their mobile devices, enabling them to make informed decisions on the go.

• Real-Time Alerts and Notifications: Salesforce can be configured to send real-time alerts and notifications based on predefined criteria. For instance, sales reps can receive instant notifications when a high-value prospect takes a significant action, allowing them to respond immediately and capitalise on the opportunity.

• Einstein Analytics: Salesforce Einstein Analytics provides advanced AI-driven insights. It not only accesses real-time data but also interprets it to predict trends and recommend actions. This can be a game-changer in making proactive business decisions.

Managing Real-Time Data with Salesforce

Efficient management of real-time data within Salesforce involves a multi-faceted approach:

• Integration of Data Sources: Salesforce allows integration with various data sources, including ERP systems, marketing automation tools, and social media platforms. For example, data from your ERP helps you understand what customers have already bought from you, what they haven’t bought, total revenue to date, revenue YTD and so on. This type of data is extremely valuable to sales teams as it helps them have meaningful and impactful conversations with customers. By using tools like Salesforce Connect, businesses can ensure that data flows seamlessly into the CRM, providing a unified view of customer interactions.

• Customisation and Automation: Salesforce offers a high degree of customisation. Businesses can set up custom fields, objects, and workflows that reflect their unique processes. Automation features like Process Builder and Flow enable teams to automate data entry and management, reducing errors and freeing up time for more strategic tasks.

• Data Quality Management: Real-time data is only as good as its accuracy. Salesforce’s Data.com Clean and Duplicate Management features help maintain data quality by cleansing, deduplicating, and enriching CRM data, ensuring that sales teams work with the most current and accurate information.

Securing Real-Time Data in Salesforce

Managing and accessing real-time data also involves ensuring its security. After all, data ultimately belongs to customers.

Salesforce provides robust security features like field-level security, role-based access, and multi-factor authentication. It also complies with various data protection regulations, giving businesses and their customers peace of mind.

Encryption at rest and in transit adds an extra layer of protection, making sure that data is encrypted as it’s stored and as it moves through the system. Additionally, Salesforce’s regular security updates and proactive monitoring systems preemptively thwart potential threats and vulnerabilities.

In essence, Salesforce doesn’t just store data; it fortifies it, providing businesses with the assurance they need to operate confidently in a data-centric world.

Making the Most of Real-Time Data with Salesforce

Effective management and access to real-time data can transform how businesses operate and make decisions. Salesforce offers a rich set of tools and features to manage and access this data efficiently, securely, and in ways that align with business objectives. By leveraging these capabilities, businesses remain agile, informed, and ready to seize opportunities as they arise.

Interested in learning more about Salesforce?

We have explored several other Salesforce platforms on our blog and the best ways to use them – from Salesforce Marketing Cloud to Salesforce MCAE.

You can also read our latest report on sales automation to learn how to maximise your Sales Cloud potential to impact your sales performance.