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Work Background
MarketSource Inc.Salesforce Business Analyst
Jan. 2020 - Mar. 2024Alpharetta, Georgia, United StatesImproved data quality and call productivity by improving the integration between Client’s propriety Sales Registration system, Salesforce and SalesLoft with new custom fields and automated workflow updates. Prior to these improvements, Reps calls and emails were at 25% bounce rate and 33% at Wrong Number/No Longer with Company. After these enhancements were advised and programmed by me, the Email Bounced Rate dropped to below 5% and the average No Longer with Company rate dropped to 12%. Improved quality of call and email messaging by defining a Relevant Business Reason for the call - the current and disparate spend on the Client's services across the organization as a whole. The 360 View of Accounts was achieved by automating updates on Account record with information populated in related custom object records that held data regarding spend, frequency of spend, and the various site location spend under the Parent Account Hierarchy. This was achieved by creating custom fields, custom formula fields and process builder updates. Improved Content Marketing capabilities by writing automated field updates based on Title to augment list segmentation and targeted messaging. Pioneered the use of Zoom Info Business Intelligence data with custom objects and fields that held the pain point and internet search activity data in Zoom Info. Reps were able to retrieve and organize their call lists and target their messaging based on custom fields created from the meta-data and business intelligence in Zoom Info. Created Home Pages in Lightning for Reps to have one point of reference to measure their productivity each day, organize their call lists each day, and optimally research the next best set of targets.
Liaison TechnologiesBusiness System Analyst
Oct. 2018 - Jul. 2019Greater Atlanta AreaLiaison Technologies Acquired by OpenText December 2018
Problem: Workflow programmed to send notification email to the assigned rep upon Web Lead creation for purpose of expedited response to website inquiries. However, the Marketing Manager also regularly imported an Excel file with 100 - 800 new Leads. Email notifications were too numerous for reps to follow up with efficiently. Solution: Communicated with Marketing Manager to alert Admin prior to import. Admin paused Workflow rule. Admin set up a Lead List View so reps could keep track of new Leads by Campaign in a more organized manner.
Problem: Discrepancy between Activity totals in SalesLoft & Salesforce. Discovered that SalesLoft Synch Errors were caused by incomplete or incorrectly formatted data in SalesLoft and not fulfilling the required fields in Salesforce. Solution: Instituted a process for reps to check their SalesLoft error log daily, fix errors and prevent errors.
Declarative Salesforce Programming including: workflow rules for field updates and email notification, build processes with Process Builder, set field level security and page layout assignments, create custom fields including formula fields, changed page layouts, created validation rules, permission sets, sharing rules and email templates.
Worked with Managers from Marketing, Lead Generation, Sales Ops and Finance to gather requirements in an effort to enhance the functionality of the platform and visibility of data to the various business units.
Utilized Application Lifecycle Management to test new features
Design custom Lightning Pages per job function and trained users on new UI.
Stay current on new Salesforce features by studying Release Notes and attending events.
MarketSource Inc.Salesforce Business Analyst - Axalta Coating Systems Program
Jul. 2017 - Oct. 2018Alpharetta, GA Problem: Lead Generation reps were using the Opportunity object to create top of funnel Leads. Opportunity Pipeline was 63% at Stage 1 Prospecting and Opportunities did not progress through the funnel. Solution: Led Requirements Gathering session with Sales Managers and Directors. Based on findings, created a New Lead Business Process with Stages that captured the previously un-documented stages of the Distributor vetting of these New Leads. Communicated requirements to Developer for creation of a Flow.
Problem: Sales Director wanted a report to learn which customers could only be reached by voicemail each cycle. Solution: Led a Requirements Gathering Session with Sales Director and Sales Managers. Decided on two new fields: Last Live Contact and Unsuccessful Reason picklist field. Created these two fields, and a related validation rule. Communicated requirements to Developer to write a Trigger to update the Last Live Contact field based on the value of the Unsuccessful Reason field. Built a List View for the reps based on Last Live Contact greater than one cycle.
Worked with Project Manager, Business Stakeholders and IT Department to communicate and continually clarify requirements, assign incremental development tasks among team, test, troubleshoot and approve for release.
Build new features in dev box and write testing scripts, trouble shoot errors and approve for release.
Created Lightning Custom Pages and Consoles after gathering preferences from Users.
Declarative Salesforce Programming including: workflow rules for field updates and email notification, build processes with Process Builder, set field level security and page layout assignments, create custom fields including formula fields, changed page layouts, created validation rules, permission sets, sharing rules and email templates.
Direct a small team of Jr. Data Analyst on data matching projects between Salesforce and external databases.
MarketSource Inc.Salesforce Business Analyst - AT&T Avaya Sales Center Program
Mar. 2015 - Jun. 2017Alpharetta, GA Problem: Built a report that revealed that the Opportunity Stage "Proposal" was being misinterpreted by different levels of Sales team. The Technical Consultant was using it to signify that the Quote was built and he sent it to the AE to include in the Prospect's Proposal. But, the AE interpreted the Stage value "Proposal" to mean the Proposal was sent to the Prospect already. Therefore Opportunities were getting lost and stuck in the Pipeline. Solution: Created new values in the Stage Field: "Quote Complete" to be used by the Technical Consultant after he generated the Quote and sent to the AE and "Proposal Sent" to be used by the AE when he sent the Prospect the entire document including product features and the Quote.
Problem: Client had an External database for Techs to enter new customer referrals, or product upgrades for current customers. For every referral that resulted in a Closed Won Opportunity, the Techs would receive incentive points. There was not a process in place to identify the Closed Won Opportunities in Salesforce in a timely manner and the incentive payments were significantly delayed.
Solution: Created a new field "Referral ID" on the Opportunity object and instructed reps to enter the Referral ID number from the External Database. Created report based on criteria "Referral ID" not equal to Blank, and Stage = Closed Won, Last Modified Date = Last Week. Ran the report once a week and Closed Won Opportunities were reported in the External database as Sold. The Techs received their incentive points in much more timely manner.
Develop, document, implement and train sales team in new Salesforce business processes.
Renova TechnologySalesforce Marketing Manager
Jan. 2013 - Mar. 2015Norcross, GA Problem: Prior to migration to Salesforce, Renova used SalesNexus as their CRM and also used it to send email blasts. However the send time was not programmable in SaleNexus. After migration to Salesforce, we temporarily used an external email blast program that allowed programmed send times. However, recording opens and clicks in Salesforce was completed manually.
Solution: Reviewed the Salesforce App Exchange for email blast offerings that automatically recorded activity on the Salesforce Record. Chose Makesbridge - (like Pardot but not as robust since it was a small sales team). Email activity including sent, opened, clicked links were now recorded in each Salesforce record and Leads could be placed on a drip marketing campaign based on links clicked.
Problem: Low ROI on marketing efforts.
Solution: Created reports based on Industry field. Identified that most of the Target Pool was 40% Accounts with underperforming Industries. Utilized Jigsaw and Equire (Salesforce Add-on that automatically added Linked In profiles as Contacts in the Salesforce) to build more Target Pool Accounts records with the higher ROI Industries. Resulted in significant increase in Marketing ROI. Salesforce App Exchange Oversaw the integration of these Salesforce Apps: Data.com - reduce time spent on data entry with click to create Contact
Equire - reduce time spent on data entry with automatic mapping of Connections to Contacts
Makesbridge - email marketing program, create targeted messages to Contacts using Segmentation, employ Drip Marketing driven by opening rates
Renova TechnologyMarketing Assistant
Jan. 2011 - Dec. 2012Norcross, GAResponsible for the restructuring of marketing approach and re-branding of marketing collateral. Results included expansion into new markets and development of new value-add services contributing to the overall growth of the company. Reduced dependence on cold calling campaigns and allocated resources to content marketing, drip marketing, case study publishing, data sheet library development, and website updates. Maintained relationships with marketing vendors including website designers, graphic designers, printers, content publishers, and trade show exhibition companies.
Independent ContractorMarketing Communications
May. 2009 - Jan. 2011• Write e-mail blasts, e-newsletters, press releases, web content and brochures.
• Clients include: EJL & Associates, Graystone, The Yacht Week, The Clean Academy, Premier Energy Services, Note School, Lean Offices, and Spectrum Design Group
FastenalInside Sales Specialist
Jan. 2007 - Apr. 2009• Supported a team national account salesmen
• Wrote telesales scripts and email campaigns
• Research target lists utilizing business database programs such as Hoover’s and One Source
• Created Power Point presentations for field salesmen
• Relationship Building – Trusted with corporate to corporate prospecting campaigns to C level executives
MarketSource Inc.
Alpharetta, Georgia, United States
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