July 12, 2023

Maximizing ROI with Salesforce and AI: Cost Reduction and Revenue Growth

EMPAUA Salesforce Partner

Holding a substantial 19.8% share of the CRM vendor market, Salesforce is a pioneer in adopting AI capabilities and technologies. A tool that helps companies and small businesses track their customer relationships is Salesforce CRM. AI, on the other hand, uses data to make smart predictions and automate tasks.

Both are becoming more important as businesses must stay competitive and meet customer expectations in our fast-paced digital world.

These tools can help businesses understand their customers better, streamline their sales process, and tailor their offerings. This leads to happier customer interactions, more sales, and better return on investment (ROI) spent on these technologies.

Understanding Salesforce and AI Synergy

Salesforce and AI make a great team in managing customer relationships. Salesforce is like a control center for all customer-related activities, and AI helps to understand and predict what customers might want or do.

A key AI tool within Salesforce is Einstein GPT.

It's the first built-in AI for CRM that gives smart suggestions based on a company's customer data. This helps businesses know customers' needs, tailor their marketing, automate tasks, and make better decisions.

Image Source: Salesforce

Einstein has ready-to-use AI solutions for sales, marketing, and customer service. It can automate sales data entry, personalized customer journeys, and handle customer service tasks efficiently.

Many businesses have grown by using Salesforce and AI together. 

A furniture retailer, Room & Board, used Einstein to understand its customers better. It helped them personalize their marketing and predict future sales. In its first year of using Predictive Intelligence, Room & Board saw a staggering 2,900% return on investment.

How to maximize sales with Salesforce and AI

AI in Salesforce, especially Salesforce Einstein, helps make selling smarter and more efficient. It uses machine learning, which means it can learn from data to make predictions and suggestions.

Einstein can score leads and determine which potential customers will most likely buy something. This helps salespeople focus on the right leads and increases their chances of making a sale.

Another great thing Einstein can do is sales forecasting. It looks at past sales and market trends to predict future sales. This can help businesses plan their sales strategies and use their resources better.

To use predictive analytics for sales forecasting, remember these tips:

1. Make sure you have lots of good-quality data

The foundation of effective predictive analytics is high-quality data. This means accurate, up-to-date, and relevant data to your sales goals. So, gather as much sales data as possible, ensure it's accurate and clean, and then use this data as the base for your predictive analytics.

2. Combine all relevant data sources into Salesforce

Once you've gathered your data, you must combine it in Salesforce. This could include data from different parts of your business, like sales, customer service, and marketing, but also external data like market trends and industry reports. 

3. Keep your data models updated to match the current market conditions

As your business and the market change, your data models must also change. You may need to tweak your models to reflect new products, changing customer preferences, or economic trends. This keeps your sales forecasts accurate and relevant.

4. Use predictive modeling techniques

Predictive modeling techniques help you see patterns in your data, which you can use to predict future sales. 

Einstein can use techniques like regression analysis and decision trees to make predictions based on your data. It's a matter of setting up these tools in Salesforce and letting them analyze your data.

5. Use the predictions to develop a sales forecast

Now, it's time to use your predictions to make a sales forecast. This forecast can guide your sales strategy. It can help you decide where to put your resources, how to prepare for demand, and what sales goals to set. 

Streamlining Customer Service With Salesforce And AI

According to the State of Service report by Salesforce, a majority of service leaders, about 56%, are looking into the application of AI in their operations. However, only 24% are using it presently.

AI helps customer service by automating simple tasks, answering customer questions faster, and providing personalized service. For example, AI chatbots can answer simple customer questions every day. This leaves customer service agents free to deal with harder problems. AI can also predict what a customer might need before asking, allowing for proactive service.

Einstein has special features for customer service. Einstein Bots can answer customer questions, guide them, or send them to a human agent if needed. Another tool, Einstein Case Classification, uses AI to send customer cases to the best agent to handle them.

To start using AI in Salesforce for customer service, follow these steps:

1. Figure out where AI could help most

AI chatbots can answer common questions, provide information about products or services, and even help with order tracking. AI can predict customer needs based on past behavior, enabling proactive service. 

Spend time understanding your customer service workflow, and identify the top 10 questions customers ask. Look for areas that could benefit from predictive analysis, and consider implementing AI solutions.

2. Teach your customer service team how to use the AI tools

Once your data is prepared, train your customer service team to use the AI tools. Provide them with the necessary training resources and support to use Salesforce and any AI tools effectively in their day-to-day operations. 

This might include training sessions, tutorials, or hands-on workshops.

3. Keep an eye on your AI tools to make sure they're helping improve customer service

Use metrics such as resolution times, customer satisfaction scores, and call volumes to assess whether the AI tools improve customer service. Remember, implementing AI is not a one-and-done deal. It's a process of continuous improvement. 

If the AI tools aren't delivering the expected benefits, adjusting your approach, refining your AI algorithms, or providing additional training to your staff may be necessary.

3 tips for enhancing marketing efforts with Salesforce and AI

AI can make Salesforce Marketing Cloud even better, especially when creating personalized customer experiences. Salesforce's AI tool can learn from data about what customers like and what they buy. Then, it can use these insights to recommend products, create personalized content, and offer special deals. 

This can make customers feel special and encourage them to buy more.

AI can also help find the right people to target in marketing campaigns. It looks at customer data, like age, what they've bought before, and how they've interacted with your business. Then, it can predict who's most likely to be interested in a certain campaign. 

This means businesses can focus their resources on the people most likely to become customers, making their marketing efforts more efficient and increasing the return on investment.

Here are some simple tips for using AI in Salesforce for marketing:

1. Use AI for smarter audience segmentation

AI can help you understand your audience better, find new sub-groups, and target them more effectively. AI can tailor their marketing messages accordingly, making their communications more relevant and personal. 

Plus, AI can predict the likely responses to your messages, helping you fine-tune your approach.

2. Connect with customers on their terms with AI

AI can also guide you on the best channel, time, and frequency for reaching your customers. It can analyze your past communication patterns and customer responses to predict what will work best. 

AI might suggest reaching them through a social ad or mobile message if customers rarely open emails. AI can also optimize the timing of your communications for maximum attention.

3. Deliver personalized content using AI

Finally, AI can help you create more engaging, personalized content. If you have a large number of products and customers, AI can suggest the most relevant products for each customer segment based on their browsing behavior and preferences. 

AI can also personalize other elements of your campaign, like banner ads, making them more likely to catch your customer's interest. 

4 tips for cost reduction with Salesforce and AI

When you use Salesforce and AI together, you can automate many tasks, getting them done faster and with fewer errors. AI can automatically enter data, predict market trends, or determine customer behaviors. This can help businesses plan better and solve problems faster, saving time and money.

For example, AI can handle tasks like data entry and answering routine customer questions. It can also help with sales and marketing activities. 

To start using AI to automate tasks in Salesforce, follow these tips:

1. Automate data entry 

You can use Salesforce to decrease manual data entry tasks that span different systems, saving time and improving customer interactions. A one-click feature in Salesforce can start an automation that moves data from various software systems into Salesforce. 

This feature works by creating a workflow rule or process that triggers the transfer of data when a certain event occurs.

2. Automate common requests

Salesforce AI can learn to understand common customer requests and automate the responses. By training your AI model to recognize certain phrases or requests, it can automatically reply or make the required updates in Salesforce. 

You can use tools like Salesforce Einstein to set up rules that identify key phrases in customer requests and trigger appropriate automated actions, whether it's changing an address or providing a price quote.

3. Maintain data quality

If an employee forgets to input a new contact, Salesforce can create an automation that promptly detects this missing information and inputs it into the database. 

This can be done by configuring Salesforce to monitor certain fields or activities and trigger an update or alert when discrepancies are detected. These updates can run independently, or an employee can review them to ensure accuracy.

4. Structure unstructured data 

You can use Salesforce's AI capabilities to analyze and extract important information from these documents. 

You can set up an AI model to identify and extract key details from scanned invoices or notes and update your Salesforce records accordingly.

How to measure Salesforce and AI ROI 

When businesses spend money on tools like Salesforce and AI, it's essential to understand whether these tools bring good returns. We call this Return on Investment (ROI). ROI metrics help us see if the tools work well and make the business more profitable.

Salesforce has tools that can help you measure ROI. 

Tools like Salesforce Reports, Dashboards, and Einstein Analytics can show your performance numbers, track progress, and help you understand how effective Salesforce and AI are.

Image Source: Salesforce

Here is how to measure you ROI:

  • Set your goals and budget. This helps you assess if your investments are effective.
  • Use Salesforce to track your marketing activities, like email campaigns or social media posts, by creating a 'tag' or campaign. This collects data like customer information for future ROI reports.
  • Apply a campaign tag to any pages or forms related to your marketing activities. This could be a landing page, email series, or a downloadable resource. Salesforce will use this tag to gather the necessary data.
  • Run your marketing activities as usual. Salesforce will collect the data, analyze it, and generate an MROI report, which you can find in the Reports dashboard. 

The simple way to calculate MROI is to subtract the cost of marketing from its value, then divide it by the cost of marketing.

The following strategies can help for continuous ROI improvement through Salesforce and AI:

  • You should keep measuring, analyzing, and making changes to improve ROI.
  • Always monitor your performance numbers and use the insights to make improvements.
  • Look for more ways to automate processes, make experiences more personalized, and make smarter decisions with AI.


Using AI with Salesforce is a great way to save money and increase sales, which means a better return on your investment. 

There are successful steps to implement Salesforce and add AI to your work. Using Salesforce and AI together can make your business better and more profitable. 

To make the most of AI in Salesforce, remember these tips:

  1. Make sure your data is clean and accurate. AI works best with good data.
  2. Have clear goals. Know what you want to achieve with AI.
  3. Keep checking how well things are going and make changes if needed.

You can also check out Salesforce's official guides, training courses, and online forums to learn more about using AI in Salesforce. These can give you helpful advice and examples.


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