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CRM Fundamentals and Practice: Salesforce Reports, Objects, and Data Management

Continue learning how to use Salesforce in this course covering Salesforce reports, Salesforce objects, data management and more.

Someone writing and using a tablet to look at some charts.
  • Duration

    4 weeks
  • Weekly study

    4 hours

This course covers fundamental Salesforce functionality for learners who want to develop their CRM skills and knowledge. It is the second in the CRM Fundamentals and Practice ExpertTrack. You will continue to learn how to use Salesforce, building on the introductory CRM skills covered in the first course.

Improve your CRM skills to boost your employability

The CRM industry is growing rapidly. The global CRM market is estimated to be worth $50 billion, and is forecast to create 3.3 million additional jobs between 2016 and 2022.

Growing your skills in Salesforce or other CRM platforms will contribute to building competitive advantage through improved customer service, offering value to potential employers and your overall career goals.

Discover how to use Salesforce to generate high quality customer data

You’ll learn about Salesforce objects. These are collections of customer data filed according to category, including leads, contacts, and opportunities. These important data points are designed to help you organise your relationships and activities to enhance them.

You’ll then discover how to create Salesforce reports and dashboards, which can help you understand what your customer data is telling you. These can play a central role in data-driven decision making and driving improvements such as greater customer loyalty and sales.

You will also explore how to manage your data in Salesforce, and how to gauge data quality to ensure your data is complete and accurate. This is key, as it is on this customer data that you will be building your CX strategy.


  • Week 1

    Introduction to the course and object customisation

    • Introduction

      Introduction to Week 1

    • Object customisation

      You’ll learn how to customise objects, accurately enter data, configure fields, and maintain multiple business scenarios with record types and business processes

    • Wrap up

      To complete the week, let’s discuss and recap the learning outcomes for the week.

  • Week 2

    Data management

    • Introduction

      Introduction to Week 2

    • Data management

      You’ll continue to support your users as they import, update, transfer, and back up information on the platform. You’ll also learn how to import, export, transfer, and delete data.

    • Wrap up

      To complete the week, let’s discuss and recap the learning outcomes for the week.

  • Week 3

    Sales and marketing

    • Introduction

      Introduction to Week 3

    • Sales and marketing

      You will learn to optimise leads and opportunities and implement marketing campaigns.

    • Wrap up

      To complete the week, let’s discuss and recap the learning outcomes for the week.

  • Week 4

    Reports and dashboards

    • Introduction

      Introduction to Week 4

    • Analytics: reports and dashboards

      Good news! Your Salesforce organisation is coming together very well. You’ll be able to understand, organise, create, and run reports while maintaining a clear dashboard.

    • Wrap up

      Complete the graded course test and reflect on what you've learnt this week.

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Define what objects are and how they are used
  • Articulate how to manage data and data quality
  • Recognise how to manage leads, opportunities, accounts and contracts
  • Articulate how to run reports and create dashboards

Who is the course for?

This course is aimed at professionals seeking to improve customer experience and success through using CRM systems. It would be suitable for early-career professionals, those looking to move to CRM roles, or biz dev, product, or marketing professionals.

What software or tools do you need?

During the ExpertTrack we’ll be using the Salesforce Trailblazer platform.

Who will you learn with?

Experienced Salesforce consultant and project manager. Passionate about the Salesforce ecosystem and well versed in multi-cloud implementations. Certified Scrum Master and 4x Salesforce Certified.

Who developed the course?


FutureLearn is a leading social learning platform and has been providing high quality online courses for learners around the world over the last ten years.

In collaboration with

Salesforce logo

Endorsers and supporters

endorsed by

Coventry University logo

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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