Financial firms operate in a volatile environment. Client’s needs change, markets shift, new regulations are born every year and so on. To stay ahead, banks, insurers, wealth managers and other fintech firms need to have an access to clear and timely information and execution. They need Real time insights instead of outdated data or juggling multiple spreadsheets.
This is where salesforce makes a massive impact. With tools and applications such as salesforce financial services cloud, salesforce order management and more, financial firms can see vital data as it happens. This enables great insights leading to faster and easier decision making. Salesforce Financial Services CRM connects the three critical wings of financial operations—pre-sales, sales, and post-sales—streamlining processes and simplifying workflows in the fintech space.
In this blog, we will walk through each of these phases and understand how salesforce makes things lot easier and effective. We will also have a look at the diverse range of tools and applications in salesforce that cater to different needs.
Turning Marketing Leads into Sales Opportunities (Pre-Sales Phase)
- Customer Segmentation – Segmentation of the audience lays the foundation for targeting the right customers. Salesforce Marketing Cloud allows you to segment different types of customers, such as retail banking clients, small business borrowers, wealth management prospects, and more, using demographic, behavioural, and lifecycle data. This approach allows tailored messaging for each segment based on financial needs, risk appetite, and eligibility, leading to lower acquisition costs and stronger campaign engagement and performance.
- Email Marketing & Automation – By implementing Customer Segmentation alongside Personalised Email Marketing and Automation, organisations are able to deliver highly relevant, timely communication throughout the customer journey. The combined impact of these capabilities leads to more relevant campaigns, a lower cost per qualified lead, stronger conversion from initial enquiry to sales-ready opportunities, and faster, more efficient lead nurturing across all stages of the funnel.
- Lead Capture & Management – Capturing leads ensures potential customers are identified and tracked from the start. The sales cloud captures relevant fintech leads from online applications, website forms, financial advisory sign-ups, etc. Each lead comes with rich contextual information, including origin, past interactions, product preferences, and indicators of readiness, providing sales teams with clear insights before they make contact. This allows sales teams to spend less time qualifying leads and achieve faster conversions.
- Lead Scoring & Qualification – In a competitive space like fintech, prioritizing leads helps focus on the most promising opportunities. The Marketing Cloud Account Engagement (MCAE) formerly known as Pardot, helps prioritize high-value fintech clients. It scores leads automatically based on engagement, product interest, and eligibility. As a result, sales teams spend less time on unqualified leads, allowing them to focus on high-potential prospects and ultimately improving overall pipeline efficiency.
- Handoff from Marketing to Sales – Smoothly transferring leads ensures effective engagement by the sales team. The MCAE integration provides a smooth transition of leads from marketing to sales. Salesforce provides full real time visibility of each fintech prospect, including interactions and behaviour, so relationship managers can engage them effectively. As a result, lead leakage is minimized, ensuring that every prospect is properly managed and effectively engaged by the sales team.
Moving from Conversations to Conversions (Sales Phase)
- Account Management (Sales Cloud) – Managing customer’s accounts is crucial in keeping all the interactions and information organized. The Sales Cloud keeps all customer accounts in one place avoiding messy and scattered data. Salesforce for financial services allows individuals and firms to track loans, investment portfolios, and banking relationships, giving your team a complete visibility of every client.
- Price & Discount Management – Effective pricing and discount configuration is critical to ensuring accurate and competitive deals. Gaps in pricing information often lead to repeated revisions of configurations and quotes, wasting time for both sales teams and buyers and potentially impacting customer confidence. With Salesforce Revenue Cloud Advanced (RCA), pricing, discounts, and incentives can be centrally managed and automated. RCA enables the configuration of personalized pricing models—such as customer-specific rates, fees, or promotional offers—based on predefined rules and eligibility criteria. This automation reduces manual errors, streamlines the quoting process, and accelerates deal closure while maintaining consistency and compliance across all revenue transactions.
- Contact Management – Tracking contacts allows for personalized communication with decision-makers. The Sales Cloud stores and organizes all client information. In fintech, this ensures you can track individuals and businesses while meeting KYC and AML compliance requirements. Every interaction with a contact can be tracked and linked to follow-up actions and reminders. It uses a single, shareable database, thus eliminating confusion and keeping everyone automatically on the same page.
- Tasks & Follow-up Automation – Automating workflow helps to take timely actions and not missing any opportunity. Salesforce’s Flow and automation tool automates reminders and next steps for sales reps. Salesforce ensures timely follow-ups for loan approvals, account upgrades, or investment offers, improving customer engagement and increasing the chances for a lead to convert.
- Closing & Win Tracking – Tracking wins and losses helps evaluate sales performance and improve plans. The Sales Cloud Opportunity Management & Reports tracks when deals are won or lost. It gives a real time visibility into account openings, loans funded, or fintech product subscriptions, helping teams analyse performance and change or enhance strategies if needed.
Keeping Customers Engaged and Expanding Opportunities (Post Sales Phase)
- Customer Onboarding – A seamless onboarding process lays the foundation for lasting relationships. Onboarding guides new customers to start using products and services successfully. Here salesforce can help fintech companies create an effortless start for new clients. Experience Cloud can connect customers, partners, and employees, while Service Cloud centralizes support across channels for faster assistance. Flow automates KYC verification, welcome emails, and portal access, providing real-time visibility and a smooth, engaging onboarding experience.
- Order Management – Managing orders ensures products and services are delivered correctly without any mismatch. Salesforce Order Management can help with tracking orders for fintech products like loans, insurance policies, or investment plans. Salesforce ensures every product is accurately recorded and delivered on time thus making it a preferred choice as a financial services CRM.
- Customer Support & Ticketing – Support tickets are a much-needed feature to solve customer issues. The Service Cloud resolves post-sales issues efficiently. Salesforce centralizes support tickets of all clients, helping teams manage transaction issues, account problems, or digital platform queries, etc. This ensures faster resolutions, better customer satisfaction, and a great support experience for every customer.
- Customer Analytics & Reporting – Analytics gives a clear view into customer behaviour and product usage. Salesforce tools like Tableau formerly known as Einstein Analytics along with core tools like Reports & Dashboards can help financial firms identify trends, monitor churn risk, and spot upsell opportunities for financial products. This real time visibility aspect arms fintech companies to change or adapt to the customer behaviours and needs.
- Renewals & Contract Management – Strategic handling of renewals and contracts supports long-term customer retention and revenue growth. Tools like CPQ and Salesforce Contract management for fintech industry can manage recurring subscriptions, insurance renewals, and loan or investment contracts and more things. These tools track timelines, automate reminders, and reduce the risk of missed renewals, providing teams with real-time visibility and greater control over critical financial agreements.
Conclusion
Real-time insights are no longer optional for financial firms. They are essential. Clients expect fast, informed, and personal service. Leaders need clear data to guide decisions.
Salesforce CRM brings these needs together in one platform. It offers live sales tracking, predictive insights, deep client analytics, and unified views. It also improves efficiency through automation and shared dashboards.
When implemented well, Salesforce helps firms
- Move from reactive to proactive.
- Teams act on insights as they happen.
- Clients receive better service.
- Businesses grow.
For financial firms aiming to stay competitive, Salesforce CRM is more than a tool. It is a launchpad for smarter, and faster decision-making.
With over 25 years of experience, we at GREYTRIX are a trusted partner for businesses looking to grow and streamline their operations. Our expertise in Salesforce CRM consulting services helps fintech and other industries implement, optimize, and maximize their Salesforce solutions giving them greater efficiency, actionable insights, and a stronger connection with their customers.
Book a demo and experience how Salesforce can power smarter decisions for Financial Firms!
About Us
Greytrix – a globally recognized and one of the oldest Sage Development Partner and a Salesforce Product development partner offers a wide variety of integration products and services to the end users as well as to the Partners and Sage PSG across the globe. We offer Consultation, Configuration, Training and support services in out-of-the-box functionality as well as customizations to incorporate custom business rules and functionalities that require apex code incorporation into the Salesforce platform.
Greytrix has some unique solutions for Cloud CRM such as Salesforce Sage integration for Sage X3, Sage 100 and Sage 300 (Sage Accpac). We also offer best-in-class Cloud CRM Salesforce customization and development services along with services such as Salesforce Data Migration, Integrated App development, Custom App development and Technical Support business partners and end users. Salesforce Cloud CRM integration offered by Greytrix works with Lightning web components and supports standard opportunity workflow. Greytrix GUMU™ integration for Sage ERP – Salesforce is a 5-star rated app listed on Salesforce AppExchange.
The GUMU™ Cloud framework by Greytrix forms the backbone of cloud integrations that are managed in real-time for processing and execution of application programs at the click of a button.
For more information on our Salesforce products and services, contact us at salesforce@greytrix.com. We will be glad to assist you.