One of the most important components of developing a social selling program: tracking progress.

No matter which CRM software you use, an existing CRM is a powerful way to track your investment in LinkedIn Sales Navigator. Learn how to use your CRM to measure social selling progress.

Benefits of CRM Tracking

Determine what success means for your business, and how to set up your CRM for success.

Monitor new leads generated from Sales Navigator directly in your CRM.

Record your team’s activities to learn how social selling helps grow and close new business.

Create reports to analyze Sales Navigator influence to share with our internal stakeholders.

Leads: Find the Right People

Lead Source field

Sales Navigator helps you find new prospects. From here, through the qualification process, new leads will be added to the CRM and entered in your pipeline.

CRM Recommendation:

  • Add LinkedIn as an option within the Lead Source field.
  • Set Lead Source as a required field.
  • Instruct your team to select LinkedIn for any leads found on Sales Navigator.
  • Use Lead Source to track the number of leads, decision makers, and new companies generated as a result of initial activities on Sales Navigator.

Contacts: Build Relationships

Sales teams will be connecting with prospects and adding additional decision makers recommended by LinkedIn Sales Navigator.

These individuals should be tracked as a contact met through Sales Navigator by adding LinkedIn as a contact source.

CRM Recommendation:

  • CRM best practice is to carry the lead source from the lead record to the contact record when a lead is converted.
  • If your process is automatic, test that the lead source is LinkedIn is visible when the lead is converted to a contact.
  • If this is a separate process, add LinkedIn as an option within Contact Source field:

1. Set Contact Source as a required field.

2. Instruct your team to select LinkedIn for any contacts found on Sales Navigator.

3. Use Contact Source to track the number of new decision makers generated as a result of initial activities on Sales Navigator.

Activities: Build Rapport

Spotlights

If a sales representative uses Lead Builder and finds a new prospect, sends the prospects an InMail message, and receives a response, this should be an activity in your CRM.

CRM Recommendation:

  • Add LinkedIn as an option within the Activity Type field.
  • Set Activity Type as a required field.
  • Create a new field Social Selling Type.
  • Select the specific social selling activities you would like to track (i.e. InMail, TeamLink).
  • Add the specific social selling activities you would like to track as options within the Social Selling Type field.
  • Set Social Selling Type as conditionally required (based on LinkedIn selected in Activity Type).
  • Educate your team on these two new activity fields.
  • Use Activity Type and Social Selling Type to track the number of social selling activities it takes a successful sales rep to close a deal.

Opportunities: Grow the Pipeline

The ultimate goal of tracking is to understand if your investment in social selling is creating real opportunities and closed deals.

CRM Recommendation #1:

1. Add LinkedIn as an option within the Opportunity Source field.

2. Set Opportunity Source as a required field.

3. Instruct your team to select LinkedIn for any deals influenced.

4. Use Opportunity Source to track the number of new opportunities added to the pipeline and won.

CRM Recommended #2:

1. Add LinkedIn as an option in the Reason Won field.

2. Set Reason Won as a required field when closing an opportunity as won and educate your team.

3. Monitor all deals that have a won reason of LinkedIn.

CRM Recommendation #3:

1. Keep it simple. Ask your sales team to add #LinkedIn in the opportunity name.

2. Create a report that shows every opportunity with #LinkedIn in the opportunity name field.

Activities: Build Rapport

Tracking enables you to run reports on a regular cadence to determine what business came in or was impacted by Sales Navigator.

Many of our clients have gained strong executive and leadership buy in by exporting this data from their CRM.

CRM Recommendation:

  • Evaluate the number of prospects and new decision makers sourced from LinkedIn within the month/quarter/fiscal year.
  • Review won deals within the month/quarter/fiscal year as a result of LinkedIn.