How Salesforce Customization May Ensure the Success of Your Business

It’s no secret that using Salesforce CRM benefits companies in many different ways. Marketing and sales teams especially may feel the positive impact of Salesforce implementation.

According to statistics, Salesforce Marketing Cloud helps businesses achieve a 25% increase in marketing ROI, while Sales Cloud allows businesses to achieve 25% more revenue.

The truth is that you may achieve more significant results after Salesforce customization. Customization involves writing custom code to change the functionality of your Salesforce platform. This allows companies to expand the technical capabilities of the program and tailor the tool to specific business objectives.

In this article, we will explain why companies customize Salesforce and how it can benefit your business.

Why Companies Call for Salesforce Customization Services

There are two solid reasons why companies hire Salesforce customization experts.


  • Customization allows businesses to improve revenue

Standard functionality may not be enough for you to attract the maximum number of leads and make them your customers. Only if Salesforce meets all the requirements of your business can you use the system’s  potential to the maximum. To do this, customization may come in handy.

Customization experts can add multiple features to the existing system; for example, they can use JavaScript to add capabilities.

  • Customization allows businesses to improve the ROI of Salesforce implementation

Salesforce can be very expensive to use, so it is essential to make sure that every invested penny pays off. You will be able to achieve the maximum ROI rate only if Salesforce is fully tailored to your working processes. For example, after the implementation, your employees may have to spend a lot of time to find the necessary data, so they won’t want to use Salesforce as they consider it inconvenient. As a result, you will have wasted the money spent on Salesforce implementation.

Customization experts can figure out what’s wrong and make the system convenient for your employees.

How Salesforce Customization May Benefit Your Business

There are several advantages of customization that you may discover immediately after its completion.

  1. Customization may optimize your platform’s usability

Salesforce isn’t that simple to use, and one of the biggest hurdles to user adoption and retention is usability. If your team members experience difficulties while working with Salesforce, your company may lose time and money. For example, with sales teams, problems with usability may add unnecessary steps when pursuing and closing a deal.

Customization experts may optimize the system to make it easier for your staff to use it. As an option, the experts may customize the interface using VisualForce (a front-end framework platform) and APEX (a programming language).

  1. Customization may help integrate Salesforce with other systems you use

You can use the data and functionality of other apps along with Salesforce. This will help increase the productivity of your staff and improve operations, letting your sales team close more sales.

Experts can provide customization that will help integrate the system with your cloud apps. For example, they may make the system work together with your email, Google apps, or HubSpot.

  1. Customization may improve your analytics

Sporadic reporting may make your business lose money. Ideally, your CRM should track all the significant activities of your sales team. For instance, Salesforce should indicate all the times your sales team touches a potential customer through drip marketing, meetings, social media, personal emails, and calls. This data helps your specialists improve their strategy and close more deals. Otherwise, your team members may miss a lot of potential customers.

Experts will be able to customize the system so that your salespeople always receive relevant information about their activities. Your reps will be able to use activity reports to adopt the strategy that will best increase sales.


Although the standard functionality of Salesforce may help your business increase sales and marketing revenues, you can make this CRM even more valuable. Thanks to Salesforce customization, businesses can earn even more money and increase the ROI of Salesforce implementation.

These are the benefits that customization may bring your business:

  1. Customization may make your Salesforce easier and more convenient to use.
  2. Customization will allow you to integrate Salesforce with other tools and applications.
  3. Customization may make your analytics and reports more precise and actionable.

If you want to know more about how customization can help your business or find out where to start, feel free to contact us now.