The Challenge
Salesforce Premier Success (PS) is an enhanced-support service that can be purchased as an add-on to the main Salesforce.om CRM licence. The product is sold though across EMEA through an international base of 320 Salesforce Account Managers. While the main focus of the Account Managers is to sell Salesforce.com licences, the product manager for Premier Success wanted to get Account Managers who had never sold Premier Success before to start selling it, and to increase the sales of PS from Account Managers who were already selling it.
The incentive had to target a profile audience of young, predominantly male salespeople across EMEA, mainly based in Ireland, UK and Germany.
The Programme
Amplify created a unique, and uniquely desirable, prize draw incentive every quarter, based on events that the typical Salesforce account manager would love. For example, quarterly prizes have included – a trip to the UEFA Champions League final; a winter sun break in Morocco; a VIP trip to the Sziget Music Festival in Budapest; tickets for the Rugby World Cup Final in London; a VIP experience at the St. Patrick’s Day Parade in Dublin.
Gamification of the incentive saw Account Managers participating in “Qualifiers” by selling Premier Success licences. The more licences they sold during the sales quarter, the more entries they would have in the prize draw. Amplify produces a series of digital marketing material which the client communicated to the target audience with their internal comms system.
The winner is drawn at the end of each quarter and announced via a company presentation in EMEA HQ. The winner’s prize typically includes flights, transfers, hotel accommodation and tickets for 1 – 4 people. Amplify handles all bookings and customer service for the winner.
The Result
These prize draw incentives designed by Amplify have achieved the highest engagement of any incentive run previously in that target segment in Salesforce. The percentage of first time sellers of the PS products has increased by 20% and overall sales of PS in the quarter increased by 15%. Awareness of the add-on among Salesforecom.com Account Managers has risen sharply.
Amplify’s ideas are fresh, exciting and get our Sales teams enthused. The rewards we are able to offer our employees by partnering with Amplify are really diverse – from UEFA Champions League incentives to Festival VIP packs. Working with the team in Amplify is an absolute joy – they take the budget and ideas and create magic! Thank you Amplify.
Muriel Molloy, Solution Advisor EMEA, salesforce.com
