Optimizing Adyen's Sales Processes with Salesforce

What challenges did Adyen face?

Adyen positions itself as THE payment platform for growth. They understand that growth requires change. When we first met Adyen in 2018, Salesforce management was decentralized, with admins spread across the globe.

Salesforce adoption was low, and there was a need to optimize the sales process, supported by a central Salesforce team in Amsterdam. The main goals were: 1) to automate processes within the sales process, 2) to improve data quality, and 3) to increase Salesforce adoption.

How did BRITE tackle this?

Together, we tackled the entire sales process. This included handling incoming leads, managing opportunities, onboarding customers, and processing sales commissions. At every step, we made the process more efficient, automated more steps, and reduced the number of systems a sales rep at Adyen had to use. This allows them to move through the sales process more quickly. For example, as soon as a sales rep is about to onboard a customer, they can easily request onboarding resources or an account manager directly from Salesforce. In addition, sales effectiveness dashboards now provide insights to management, and employees can learn from one another and continuously improve their performance.

In addition to increasing process efficiency, we also wanted to improve data quality. Because leads and customer requests came in through different channels, this led to duplicate data in Salesforce. As a result, sales reps struggled to find accurate and reliable information. This was resolved by implementing a set of rules to prevent duplicates in the process and ensure that incoming leads were automatically assigned to the appropriate sales rep for follow-up. That sales rep now has all relevant, reliable data about their customer at their fingertips, allowing Adyen to maintain a “clean” Salesforce database.

Finally, we wanted to increase the use of Salesforce. To that end, we looked for innovations that would make it appealing for salespeople to use Salesforce. As the company continues to grow, there is a greater need for online content and learning. By using MyTrailhead within Salesforce, users can find the relevant information they need whenever it’s most convenient for them.

All of this was achieved in close collaboration with Adyen, through which a central Salesforce Excellence team was jointly established, equipped with numerous Salesforce best practices.