Expert Panel on Data Management

Expert Panel on Data Management Track: Large Enterprise Deployments Scott Johnson, salesforce.com, Moderator Ilene LaBarbera, ADP Inc Sandra Brogie, Cognos Inc Safe Harbor Statement “Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forwardlooking statements the achievement of which involves risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make. 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Salesforce.com, inc. assumes no obligation and does not intend to update these forwardlooking statements, except as required by law. 2 Agenda  Introduction and the Importance of Data  Customer Case Study - ADP  Customer Case Study - Cognos  Moderator Questions to the Panel  Questions and Answers 3 Moderated By: Scott Johnson Principal Consultant salesforce.com Ilene LaBarbera Director of Sales Automation Sandra Brogie VP, Global Sales Operations 4 Importance of Data  Bad information takes time from all parts of your organization  Everyone gets frustrated, you lose valuable byin and adoption  Understanding your “customer” is impossible Analysts rate bad data as one of the top 3 reasons for CRM failure Let’s see how to make it work……. 5 Ilene LaBarbera Director, Sales Automation 6 Company Introduction  ADP employer services provides your business with leading payroll, benefits, HR and tax solutions.  New Expansion into on-Demand market INDUSTRY: Business Software and Services EMPLOYEES: 40,000 GEOGRAPHY: Global # USERS: 6500 PRODUCT(S) USED: SFA, Marketing, Service & Support, AppExchange 7 ADP DATA LANDSCAPE 8 CHALLENGES: FROM BIG TO SMALL….  National Accounts  Volumes Low  Corporate Families Important  Large Contact: Account Ratio  Small Business Services  Volumes HIGH (9M)  Duplicates  Get Stale Data Out  Get Fresh Data In 9 SOLUTIONS…FROM SMALL TO D & B  National Accounts  Quarterly D & B Updates  One Source AI integration  Small Business Services  Quarterly Merge, Match  Ongoing Purges of Stale Data  Weekly Imports of New Businesses  SMALL DB – external data warehouse 10 Sandra Brogie VP, Global Sales Operations 11 Company Introduction   Leading provider of Business Intelligence (Reporting & Analysis) Solutions Sales, Pre-sales, selling-side of services, business development, F&A and marketing users  Multi-tier, matrix sales organization INDUSTRY: Software EMPLOYEES: 3,000 GEOGRAPHY: Global # USERS: 1300 PRODUCT(S) USED: SFA & MA  October 1, 2005 go-live date  Rolled out in 4 waves over 4 months from Onyx    Use authentication and DB replication services User Adoption is our key metric of success Phase I Scope: 1. Opportunity Management 2. Account and Contact Management 3. Closed-Loop Lead Management 12 Accounts Data Population 1. 3rd Party Data Provider: D&B   Oracle Worldbase linkage record D&B credit ratings, Kanji names, etc. HQ and Single Locations whose annual revenues >$100M Plus all active customer & partner sites Data Maintenance 1. 2. Quarterly refresh from D&B Creation of central Data Steward team     Validation of account ownership Create -> Approved Cycle Single-point for Salesforce data issues Accountability for data quality 2. Target Market Universe Definition   3. 4. Salesforce AppExchange Data Loader tool 3. Account ownership reviewed by sales management (Geo, Area, Region) Salesforce sales user can create a new account  Triggers alert as a newly created account which needs data population by their Data Steward Automated Data Console tool to handle on-going data transformations  Parent hierarchy, Regional & G3500 flags, Account Types and Customer #s 5. 4. Use of AppExchange CRM Fusion’s DemandTools  Identification of missing parent accounts & dupes based on Duns # to fuzzy search on address 6. Transparency with global read sharing rule 13 Over 350K accounts in Salesforce 14 Opportunities Data Migration 1. Onyx CRM conversion   100% migration of active opportunities Salesforce AppExchange Data Loader Data Maintenance 1. Compliance Reports   List of opps with a past close date List of opps where opp owner not equal to account owner 2. Consistent, global sales methodology  Sales cycle stage, probability of close & forecast category Acct Name_Project_Product 2 hours of opportunity validation & completion of missing opportunities Sox compliance signoff form by every opportunity owner 2. Application Support Manager handles attrition of account and opportunity owners  Accts & opps move to Regional Sales Managers for re-assignment Merge accounts handle related lists 3. 4. Opportunity Naming Convention     Go-live Training included: 3. 4. Data Steward reviews Opp Names Closed Opportunity Detail Reviews  Regional sales administrators verify amount and close date in Salesforce with F&A. Phase II plans to feed Oracle Financials data into Salesforce. 15 Contacts Data Migration & Population 1. Migration:      Any contact of a customer/partner Any prospect contact who had activity with us in the last 24 mos Required Direct Phone # or Email Used D&B match services to tie contact to account Salesforce AppExchange Data Loader Data Maintenance 1. MS-Outlook Integration introduces dupes Use of AppExchange CRM Fusion’s DemandTools   On-going data maintenance, cleansing & verification Postal code address verification for US & Canada contacts 2. 2. Population:  Provided Excel import templates for mass uploads by Data Stewards after verification of account details with D&B MS-Outlook Integration for contact synchronization  3. Mass update of Contact ownership as fiscal year turns over  For attrition, contact ownership follows account ownership 16 Extending the Value of Salesforce for NEXUS Customer Data Warehouse Solution  Cognos’ DecisionStream ETL Tool  Salesforce’s DB Replication Services  Oracle Database  Cognos’ EBI Reporting & Analysis Solution  Shared security model with Salesforce  Expands information usage beyond Salesforce users  Allows for more complex reporting & analysis with other transactional data sources (Oracle Financials, PSFT HRIS, and Legacy systems). 17 Resources Beyond the Customer Case Studies  http://success.salesforce.com/ • Search data quality  www.appexchange.com • Sales  Data Cleansing  The Partner Pavilion and review some extraordinary solutions and methodologies 18 QUESTION & ANSWER SESSION Ilene LaBarbera Director of Sales Automation Sandra Brogie VP, Global Sales Operations 19 Session Feedback Let us know how we’re doing! Session ID: 177 Save time! 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