Here’s how Lenovo’s Executive Briefing Center worked with our partner VisitOps to implement FormAssembly and increase visibility into briefing session requests.
About the Lenovo Executive Briefing Center
Lenovo’s Executive Briefing Center assists Lenovo sellers and business partners in providing their visiting customers with enough information to make informed buying decisions. Sales Reps and Business partners request briefings for their customers, and Lenovo designs the experience, plans the briefings, provides the resources, and coordinates subject matter experts.
“At the end of the day, our hope is that we’ve answered all of their questions so they can make a decision and when they do, that decision includes Lenovo,” said Steve McKinney, briefing manager.
In the Spring of 2015, Lenovo’s Executive Briefing Center began working with VisitOps, a native Salesforce application that helps companies manage all aspects of customer visits and briefings, including scheduling, managing rooms, building agendas, sending surveys, and running reports. Sellers that have Salesforce IDs can use the VisitOps app to request briefings.
The ability to link briefing information to critical sales data in Salesforce is a huge benefit for a company like Lenovo that seeks to understand how briefing programs fit into the larger sales process, according to Diane Lubinskas, President of VisitOps.
“The first step is to make sure that as briefings are conducted, you can track them throughout their lifecycle and include them when developing sales strategies and solutions to address customer needs. In the past, briefing data has typically been missing from customer journey mapping because there was no direct connection to opportunities. Now, that’s a thing of the past,” she said.
VisitOps gave the Executive Briefing Center a level of visibility into the value of their program that they hadn’t had previously, but they wanted to include the value they bring to their partners as well. They needed a way to connect with their business partners that didn’t have Salesforce IDs and couldn’t enter requests in VisitOps
Solution: FormAssembly’s Seamless Salesforce Connection and Powerful Form Building Tools
Diane worked with Lenovo to find a form solution that could bridge the gap between sales information stored in Salesforce and the actions of business partners that weren’t Salesforce members. Her goal was to find a tool that enabled “flexibility, configurability, and the deep… connection with Salesforce.”
Diane considered other apps, but ultimately opted for FormAssembly, which Lenovo has been using for roughly the past year. In addition to the strong Salesforce integration, Diane appreciated the knowledge and engagement of the sales team, the responsiveness of FormAssembly’s support professionals, and the power of the form building tool itself.
“Your customer service is outstanding. It’s one of the best I’ve ever seen,” Diane said. “If I have a question, you get a response immediately.”
The Lenovo Executive Briefing Center now uses a web portal, created by VisitOps, that allows non-Salesforce users to request briefings through FormAssembly forms. The web portal is used in the U.S. at two Raleigh locations, Lenovo’s Stuttgart, Germany office, and in two China locations.
Beyond the seamless Salesforce connectors, Diane also said Lenovo benefits from the many different features of the FormAssembly Form Builder:
- Multiple Languages: FormAssembly’s language capabilities support dual languages for Lenovo’s international locations.
- Repeatable Sections, Multiple Pages, Picklists: The Form Builder’s many different features make forms easier to fill out and better able to handle multiple pieces of information.
- Salesforce Connectors: The Salesforce Connectors, including prefill and submit, allow for seamless information transfer to the VisitOps app.
- Redirects and Formulas: The Form Builder’s powerful features allow the creation of simple, user-friendly workflows without prior coding knowledge.
With the new web portal featuring FormAssembly forms, Lenovo’s Executive Briefing Center can improve communication with non-Salesforce users, who make up about a quarter of briefing requests, and join their data with the rest of their sales information.
“To me the role that FormAssembly plays is a communications link between us and non-Salesforce users that want to bring customers to the Briefing Center. It opens up opportunities to drive more business for Lenovo. The use of FormAssembly has created a communication link we did not have otherwise,” Steve said.
Once this communication channel was opened through FormAssembly, Steve said, it gave Lenovo a comprehensive view of business opportunities and provided a complete picture of the program’s overall value.
Through the combined use of VisitOps, FormAssembly, and Salesforce, Lenovo has moved closer to their goal of creating a deep link between briefings and sales and measuring the impact their program has on business. Connecting this previously disparate information has given them new analytics, which will drive the evolution of the program in the future, Steve said.
“Lenovo’s vision is to lead the way in how a connection between briefing and Salesforce information can be used to create new customer insights and drive business. The joining of this data opens up a plethora of new analytics and metrics that help them create focused, high-impact briefing experiences for their customers,” Diane said. “And FormAssembly became a huge enabler in helping them achieve that vision.”
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