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Currently, companies are seeking tools to improve their results in sales and customer acquisition. This is because the optimization, integration, and agility of processes are essential to provide an incredible experience to customers.

In this scenario, Salesforce stands out as one of the main protagonists in the global market, directly addressing essential demands. The customer relationship management system plays a fundamental role in increasing sales, customer loyalty, and gaining an overall perspective of the business, contributing to more precise and informed decisions. Keep reading and learn more!

What is a CRM?

Before we delve into the software itself, it’s important to understand the concept of CRM. The acronym stands for Customer Relationship Management. It is a set of techniques, strategies, and technologies aimed at managing and analyzing interactions with consumers and optimizing the relationship between brands and the public.

CRM systems help put this goal into practice in an automated way, storing valuable data from both existing customers and potential consumers, as well as all contacts made through various service channels.

In this way, it is possible to map the customer accurately through documentation of activities, notes, detailed history, among other information. Additionally, it is known at which stage of the sales funnel each of them is located. This knowledge brings numerous advantages to various sectors, reflecting in the optimization of the company’s results.

What is Salesforce? 

Salesforce is one of the leading technology companies in the market and was a pioneer in the software-as-a-service (SaaS) business model. It stood out for its cloud-based approach, allowing customers to access tools and data from anywhere, at any time.

The company offers a wide range of services and products related to customer relationship management (CRM), among other cloud-based business solutions.

Currently, Salesforce provides tools and platforms to assist in sales operations, marketing, customer service, and much more. Thus, it enables companies to manage and analyze customer interactions at various stages of the relationship cycle.

Within the same ecosystem, it is possible to track leads, manage sales opportunities, automate marketing processes, provide customer support, and offer valuable insights through analytics and reports.

The company is also known for its emphasis on usability, customization, and constant innovation in its offerings.

Discover Salesforce products

Salesforce Sales Cloud: It is the primary sales automation solution that helps teams manage leads, opportunities, accounts, and customer contacts. Sales Cloud also provides tools to track sales activities, revenue forecasts, and collaboration between teams.

Salesforce Service Cloud: Focused on customer service, Service Cloud enables companies to offer efficient and personalized support. It includes features to manage incidents, support requests, live chat, automation of service processes, and a knowledge base to help customers find answers.

Salesforce Marketing Cloud: A tool designed for marketing automation and the creation of personalized campaigns. It allows companies to segment audiences, create and manage marketing campaigns via email, social media, online advertising, and more.

Salesforce Commerce Cloud: It is an e-commerce platform that helps companies create and manage their online stores. It offers features for customizing shopping experiences, inventory management, order processing, and integration with various sales channels.

Salesforce Platform: A development platform that allows companies to create custom applications to meet their specific needs. It provides low-code and high-performance app development tools, enabling the creation of mobile, web, and desktop applications.

Salesforce Data Cloud: An innovative platform for customer data management. It integrates and harmonizes information from various sources, creating unified customer profiles. With AI and data analytics features, it allows for more precise decision-making and customization of marketing and sales strategies while maintaining a high standard of data security and ethics.

Salesforce Einstein: Einstein is Salesforce’s artificial intelligence (AI) platform. It brings AI and machine learning features to various Salesforce solutions, enabling data analysis, sales predictions, process automation, and insights into customer behavior.

The advantages of the Salesforce ecosystem

Customer focus and specificity-centered organization define the nature and reputation of Salesforce. Based on the cloud, it offers businesses multiple options through an easy and practical platform to find and qualify potential customers and grow their business. Additionally, Salesforce relies on a CRM framework that connects sales, marketing, help desk, and other business processes within a single platform. Check below for other advantages of using a leading market platform:

Flexibility: The Salesforce ecosystem is known for its flexibility. The platform provides a variety of solutions that can be customized to meet the specific needs of different types of businesses. Whether adapting workflows, creating custom fields, or developing custom applications, Salesforce allows companies to adjust tools according to their unique operations.

Accessibility and security: The platform offers a cloud-based approach, meaning users can access their tools and data from virtually any device with an internet connection. This provides mobility and ease of access. Additionally, Salesforce places a strong emphasis on security, adopting rigorous data protection measures and compliance with industry standards.

Collaborative platform: Salesforce solutions are designed to promote collaboration between teams and departments. Integration of collaboration features, such as information sharing, news feeds, and activity tracking features, helps improve communication and teamwork.

Infinite possible applications: The Salesforce ecosystem is incredibly versatile, offering solutions for sales, marketing, customer service, app development, data analysis, and more. This means that companies of different sectors and sizes can find ways to use the platform to enhance their operations and processes.

Ease of integration: It provides tools and resources that facilitate integration with other platforms and systems. This is crucial for companies that already have systems in operation and want to incorporate Salesforce solutions into their existing workflows. The ability to integrate data and processes from different systems saves time and increases efficiency.

As we’ve seen, the advantages are numerous, but it’s important to reinforce that each of them can also present challenges depending on the specific needs and circumstances of each company. Excessive customization, for example, can lead to complexity, and the flexibility of the tools may require a certain level of technical expertise to be fully utilized. Therefore, companies should carefully consider their needs and goals when adopting the Salesforce ecosystem.

How does Salesforce deployment work?

The system implementation involves a series of steps to ensure that Salesforce solutions are configured and customized effectively, according to the specific needs of each company:

Planning and strategy

  • Definition of objectives: Clear identification of the deployment objectives, such as improving sales management, optimizing customer service, etc.
  • Requirements assessment: Gathering business and process requirements that the Salesforce solution needs to meet.

Design and configuration

  • Customization: Configuration of Salesforce solutions, including custom fields, objects, validation rules, and workflow automation.
  • Data modeling: Structuring data according to the company’s requirements.
  • Integration: Configuration of integrations with third-party systems, such as ERP systems or databases.

Development (if necessary)

Development of custom applications: If Salesforce standard solutions do not fully meet the company’s needs, it may be necessary to develop custom applications using the company’s development platform.


  • Unit testing: Individual testing of components and functionalities.
  • Integration testing: Verification of the integration between different parts of the system.
  • User testing: Testing conducted by end-users to ensure that the solution meets their expectations.


User training: Preparation of users to work with the new Salesforce solutions, including training on navigation, data entry, and the use of specific features.


  • Data migration: Transfer of relevant data to the new system.
  • Configuration in the production environment: Deployment of configurations and customizations to the production environment.

Monitoring and optimization

  • Monitoring: Monitoring the performance of the solution after deployment.
  • Continuous optimization: Making adjustments and improvements based on user feedback and achieved results.

Post-deployment support

  • Support and assistance to users as they begin to use the new Salesforce solution.
  • Troubleshooting and implementation of updates when necessary.

It’s important to emphasize that the implementation of Salesforce can vary depending on the needs and complexity of each organization. Companies may choose to carry out the implementation internally, rely on Salesforce partners, or even a combination of both approaches to ensure a successful deployment aligned with their business objectives.

Learn more about Salesforce and BRQ’s partnership by visiting our website.