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BEST PRACTICES: Beyond login rates - Three Key Areas for Measuring Adoption

Knowledge Article Number 000025306
Salesforce Success Services

Beyond Login Rates

Now that your Salesforce CRM application is implemented and set up for your business needs, it’s time for your users to dive in and start using it. But how do you know if your users are really getting the most from Salesforce CRM? The best way to tell is to proactively measure adoption rates.
Tracking user logins is a good start, but it’s not enough. Because it can be confusing to figure out what to measure, you need to develop a framework of key performance indicators (KPIs). To come up with these metrics, we recommend involving key stakeholders—managers, senior managers, and executives—to determine KPIs based on business benefits and desired process performance. If you don’t define and regularly monitor KPIs by incorporating the reports and dashboard features in Salesforce CRM, you may find that adoption, consistent usage, and data quality will suffer.
If you haven’t done so already, check out the AppExchange for adoption dashboards to track login activity and new records added by users.
Choosing adoption metrics
Consider these three key areas when choosing metrics to measure user adoption:
  1. Usage
  2. Data quality
  3. Business Performance
1. Usage
Your first measurement of adoption—and a basic indicator of success—is login rates. You also need to ensure that users are actively and consistently updating data and creating new contacts, opportunities, and/or cases, depending on their roles in the organization.
Below is a list of suggested baseline metrics to track usage. Which metrics to use and how often to track them depends on your unique requirements, but we’ve provided some guidelines to get you started:
Users logged in – last 7 daysWeekly
Users not logged in by last name – last 7 daysWeekly
Users never logged inWeekly
Accounts created by owner role – last 120 daysMonthly
Opportunities created by owner role – last 60 daysMonthly
Contacts created by owner role – last 120 daysMonthly
Activities completed – last 60 daysMonthly
Accounts last modified by owner – last 120 daysMonthly
Neglected opportunities by role – next 60 daysMonthly
Open tasks by assigned role – current and previousQuarterly
2. Data quality
Data quality is a valuable metric for measuring adoption. Looking at critical fields and making sure users complete them correctly is important. If certain fields are not filled out, or are filled out incorrectly, it may compromise user adoption. Designing a protocol to ensure users fill out all fields in a consistent and accurate manner creates strong data integrity and reliability, which translates into higher user confidence and adoption.
Below is a list of suggested baseline metrics to get you started in tracking data quality:
Opportunities with a close date – last 60 daysMonthly
Stage opportunities are enteredMonthly
Prospect accounts missing # employees – last 60 daysMonthly
Lead rating on converted leadsMonthly
Accounts with all key fields populatedMonthly
Accounts missing rating fieldMonthly
Key, non-required fields filled outMonthly
3. Business performance
Usage should also reflect business performance and compliance. Ensure that your users are not just logged in, but are using the application in a way that enhances business effectiveness. For example, measuring the types of calls, as well as the level at which calls actually close the deal, is more effective than just measuring the number of calls. You should also build analytics that will uncover patterns and trends that track performance levels and identify trouble areas.
Pipeline by owner or owner roleMonthly
Monthly sales trendsMonthly
Activity type by assigned ownerQuarterly
Win ratio for current and previous fiscal yearQuarterly
Open leads by owner role – open not contactedQuarterly
Deal type by owners winning – current and previous quartersQuarterly
Deal type by owners losing – current and previous quartersQuarterly
Successful adoption is critical to your CRM success. It gives you an overall sense of your organization's health from the top down. As you gain experience with adoption metrics, you can prioritize these areas where you need to focus, adjust, and improve. Whether you're just rolling out Salesforce CRM or have used it for a while, drive up your user adoption rates to get the most from your solution.

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