CRM Sales: A Business-First Approach
Master the real-world sales processes that CRMs don’t teach you
Confident with CRM theory but unsure how to apply it to real sales situations? You're not alone. Many CRM professionals struggle to bridge the gap between what they know and how businesses actually sell.
CRM Sales: A Business-First Approach was built to solve that problem. It moves beyond the software to give you a practical understanding of how real sales operations work—and how to align CRM solutions with business needs. Through real-world examples and insights, you'll gain the clarity and confidence to lead sales-related CRM projects with impact.
Gain practical skills to solve real-world sales challenges
Master the sales process
Clearly articulate end-to-end B2B and B2C sales processes to stakeholders.
Optimize lead management
Learn proven strategies for effectively gathering, qualifying, and converting leads.
Understand account management
Navigate the complexities of different account types like Bill-To, Ship-To, and Person Accounts.
Manage diverse sales contacts
Efficiently organize and leverage contacts to improve daily sales operations.
Harness the power of sales pipelines
Use pipelines to forecast accurately, manage deals effectively, and drive revenue growth.
Integrate products and quotes seamlessly
Learn how quotes, product management, and revenue recognition directly impact sales effectiveness.
Drive performance with metrics
Identify and utilize key sales metrics to enhance performance and achieve business goals.
Master CRM integrations
Seamlessly connect CRM systems with broader business operations and improve cross-departmental collaboration.
Learn with real-world applications, not just theory
Self-paced learning
Progress through the material at a speed that suits you.
Video lectures
Access step-by-step guidance through informative online sessions.
Case studies
Explore real-world examples to see how concepts are applied in practice.
Cheat sheets
Access quick-reference guides that simplify complex topics.
Certificate upon completion
Showcase your achievements and validate your skills.
Who should enroll in this course?
This course is perfect for CRM professionals at all stages of their careers who want to bridge the gap between theoretical CRM knowledge and practical sales execution:
- CRM Consultants aiming to align technology effectively with real business challenges.
- CRM Administrators focused on streamlining sales operations and enhancing CRM impact.
- CRM Business Analysts seeking to deeply understand sales processes within CRM contexts.
- Graduates and Junior CRM Professionals looking to establish a robust foundation in sales-centric CRM practices.
Ready to truly understand how sales work?
Stop relying solely on theory.
Master real-world CRM sales processes and confidently deliver practical, impactful solutions.
Gain the practical knowledge and skills to transform your CRM expertise into real business results.
Course Outline
Lesson 1
- a. Materials:
i. Video lecture
ii. Downloadable resource: “Key Differences Between B2B and B2C Models”.
iii. Activity: Reflect on whether your current/target business operates as B2B, B2C, or both.
b. Topics:
i. What is CRM
ii. CRM’s role in centralizing data and enabling informed decision-making.
iii. Overview of B2B vs B2C: Key differences and their impact on CRM design.
Lesson 2
- a. Materials:
i. Video Lecture
ii. Downloadable Resource: “Lead Qualification Frameworks: A Quick Guide”.
iii. Activity: Participants will score and qualify sample leads based on BANT criteria
b. Topics:
i. What is a lead? Differences between marketing-qualified leads (MQLs) and sales-qualified leads (SQLs)
ii. Lead sources: How to track and categorize leads (e.g., web forms, cold calls, referrals).
iii. Lead qualification: BANT and CHAMP frameworks.
iv. Converting leads into opportunities: The decision-making process.
Lesson 3
- a. Materials:
i. Video Lecture
ii. Downloadable Cheat Sheet: “Types of Accounts and Their Use Cases”.
iii. Case Study: Organizing accounts for a global company with subsidiaries and multiple payment structures
b. Topics:
i. Types of accounts: Ship-to, Bill-to, Payer, Parent vs. Subsidiary accounts.
ii. Introduction to Person Accounts (used in B2C scenarios). - iii. Data relationships between accounts (hierarchies and rollups)
iv. Contacts within B2B and B2C contexts. - v. Managing roles and relationships between accounts and contacts.
Lesson 4
- a. Materials:
i. Video Lecture
ii. Downloadable Resource: “Pipeline Management for Beginners”
iii. Activity: Create a sales pipeline using provided templates
b. Topics:
i. Stages of an opportunity
ii. Best practices for managing multiple opportunities. - iii. Building a structured pipeline: Examples of common sales stages.
- iv. Forecasting techniques using opportunity data
Lesson 5
- a. Materials:
i. Video Lecture
ii. Downloadable Template: “Quote Creation Checklist”
iii. Activity: Build a quote for a sample opportunity using given product data.
b. Topics:
i. Products: Managing a product catalog in CRM (Product families, bundles, etc).
ii. Quotes: Generating quotes based on opportunities and maintaining version control.
iii. Revenue Recognition: How closed deals impact revenue reporting.
Lesson 6
- a. Materials:
i. Video Lecture
ii. Downloadable Guide: “Top 10 Sales Metrics for CRM Users”.
iii. Practice Activity: Analyze provided reports and suggest areas for improvement.
b. Topic:
i. Sales Metrics (Pipeline velocity, conversion rates, win/loss analysis, etc.) - ii. Reports: Examples of useful CRM reports (e.g., Opportunity Pipeline, Top Accounts, etc).
Lesson 7
- a. Materials:
i. Video Lecture
ii. Downloadable cheat sheet: Sales Integrations best practices
b. Topics:
i. What is CRM
ii. CRM’s role in centralizing data and enabling informed decision-making.
iii. Overview of B2B vs B2C: Key differences and their impact on CRM design.
Lesson 8
- a. Materials:
i. Video prompts: Outline of the project and expectations
ii. Video Debriefs: Explanation of the recommended solution
b. Topics:
i. Apply everything that was learned in a real-life business scenario.
Meet your CRM Sales Business course instructor
Esteban Gonzalez brings over a decade of real-world consulting and sales experience directly into this course. Having started his career managing sales with Salesforce in the Data Center infrastructure sector, Esteban deeply understands the challenges faced by sales professionals. His unique journey from frontline sales user to seasoned Salesforce consultant equips him with invaluable insights you simply won’t find elsewhere.
Esteban has successfully delivered Salesforce solutions across diverse industries, including Sales, Service, Manufacturing, Experience, and Commerce Clouds, guiding global businesses and non-profits to real CRM success.
