How to Create Top Sales Dashboards

							How to Create Top Sales Dashboards
Track: Sales Operations

Thomas Tobin, salesforce.com
Ashley Landry, SunGard
Jennifer Wobser, FFF Enterprises
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                                                                                                                                        2
Creating Dashboards
 Where did dashboards originate?
 The process to create a good dashboard
 SunGard and sales executive dashboards
 FFF Enterprises and sales dashboards
 Questions and Answers




                                           3
The origin of Dashboards
 LEO: 1951
   Lyons – tea and cake chain in UK
   Weekly output
     • Over-and-under average pay per
       bakery
     • Production summaries
   Structured reports from
    accounting and transactions
 Spreadsheets
   Model-driven simulations


                                        4
Same set of questions as in 1951
 The consumer
 The business question
 Why do they want to know?
 What shape should it be?
 Where does the answer come from?
 What questions will there be from this number?
 What can they do to change it?




                                                   5
Same set of questions as in 1951
 The consumer
 The business question
 Why do they want to know?
 What shape should it be?
 Where does the answer come from?
 What questions will there be from this number?
 What can they do to change it?




                                                   6
Same set of questions as in 1951
 The consumer
 The business question
 Why do they want to know?
 What shape should it be?
 Where does the answer come from?
 What questions will there be from this number?
 What can they do to change it?




                                                   7
Same set of questions as in 1951
 The consumer
 The business question
 Why do they want to know?
 What shape should it be?
 Where does the answer come from?
 What questions will there be from this number?
 What can they do to change it?




                                                   8
Same set of questions as in 1951
 The consumer
 The business question
 Why do they want to know?
 What shape should it be?
 Where does the answer come from?
 What questions will there be from this number?
 What can they do to change it?




                                                   9
Same set of questions as in 1951
 The consumer
 The business question
 Why do they want to know?
 What shape should it be?
 Where does the answer come from?
 What questions will there be from this number?
 What can they do to change it?




                                                   10
Same set of questions as in 1951
 The consumer
 The business question
 Why do they want to know?
 What shape should it be?
 Where does the answer come from?
 What questions will there be from this number?
 What can they do to change it?




                                                   11
Ashley Landry
Project Manager – Salesforce.com
Operations Team

ashley.landry@sungard.com




                                   12
SunGard Data Systems
   Global leader in integrated software and IT
    services
      25k customers in over 50 countries including
       the world's 50 largest financial services
       companies
      Supply solutions to the financial services
                                                      INDUSTRY: Software & IT Services
       industry, higher education and the public
       sector                                         EMPLOYEES: 16000
      Provide solutions to information dependant
       enterprises of all types to maintain the       GEOGRAPHY: Global
       continuity of their business through
       information availability services              # USERS: 1000+

                                                      PRODUCT(S) USED: SFA,
   Privately Owned Company                           Service & Support, 3
      Annual revenue of $4 billion                   AppExchange Applications
      Global infrastructure spanning 50+ business
       units




                                                                                         13
SunGard Standard Dashboards
                             Executive
           Corporate         Adoption
                             Marketing



                             GAM Account Dashboard – All Accounts
         Global Account      GAM Account Dashboard
          Management         Individual GAM Dashboard




                                          Executive
                                          Adoption
                          Group
                                          Marketing
                                          Sales Analysis




                                                      Executive
                                  Business Unit       Adoption
                                                      Marketing


                                                                     14
Key Challenges
 Global Account
  Management Across 40
  Independent Business
  Units                      Low customer service
 Lack of…                   Reduced revenue
   New Deal Awareness       Inefficiency
   Solution Selling         Poor account planning
   Meeting Collaboration
   Pipeline Views
   Quota Management



                                                     15
The Solution - How did we address the challenges?

 Global Account Dashboards
    Global Account Managers need to know…
      • What‟s about to close?
      • What‟s new?
      • Who‟s meeting with who?

      • How are deals progressing?

      • Are we reaching our goals?
    Based on the following custom fields:
      • Ultimate Parent
      • GAM Account
      • GAM
      • Quotable Revenue

               *Open sharing model for relationship exposure

                                                               16
Short-Term
 What‟s about to close?




 Who‟s meeting with who?




 What‟s new?




 What‟s big?



                            17
Big Picture
 How are things progressing?
 Pipeline by
    Account
    Stage
    Type – focus on new
     business
    Business Unit –
     solution selling,
     cluster products,
     gaps




                                18
Long-Term
 Are we reaching our
  account management goals
  – pipeline and actual?
    Quarterly
    Annually




                             19
Full View of Their World…




                            20
Results
 What were the results?
   Higher customer satisfaction
   Visibility for improved
     • Solution selling
     • Relationship leverage
     • Quota management
     • Account planning




                                   21
In the Future…
 In the News (Factiva) –
  What are the top stories for
  my accounts?




 Account Status – Integrate
  project management tools




                                 22
Jennifer Wobser
Business Systems Analyst and
Salesforce.com Administrator
jwobser@fffenterprises.com




                               23
FFF Enterprises
 The Nation’s Largest
  Bio-pharmaceutical Distributor
    Nationwide distribution of
     biopharmaceuticals, plasma
     products, vaccines, and trial drugs
                                           INDUSTRY: Biopharmaceutical
    Commitment to making a difference     Distribution
     in healthcare                         EMPLOYEES: 200+
                                           GEOGRAPHY: Headquarters based
 Privately Owned Company                  in Temecula, CA
                                           # USERS: 90+
    Founded in 1988
                                           PRODUCT(S) USED: Premium
    Four Corporate Divisions
                                           Support, AppExchange Mobile,
    40 Outside Field Sales Reps/10        and 6 AppExchange Applications
     Inside Sales Reps




                                                                            24
Key Challenges
 Executives
   Needed view over field
    and house reps
   Missing metrics on time      Unpredictable revenue
    invested vs. revenue         Lower accountability
 Reps                           View only extends to
   No view over                  the edges of the desk
    product/territory revenue
    split
   Accounts being
    untouched


                                                          25
What did people want?
 I had a personal view of the problem
    Spent 2 years in sales
    Started doing admin work and tracking the metrics on what I
     wanted for myself when I was in sales
    Analyzing what activity/account information was available to the
     reps within salesforce.com
    Built the dashboards
 Talked to my executive users
    Talk-and-tweak
    Regular changes after listening to their experience of
     Salesforce and business processes




                                                                        26
Where did the data come from
 Internal ERP (Movex)
    Data loaded each night using
     custom process
    Loads customer info
    Loads orders and items history into
     custom objects


 Salesforce.com
    Logs Activities
    Analyzes Sales




                                           27
How did we organize it?
 Created Dashboard folders
    By Role: Management,
     Sales, CS, etc.
    By Metric: Activities,
     Sales, Territory, etc.


 Standardized Templates
    Each sales rep received
     the same dashboards
    Management can also
     access sales dashboards




                               28
Deciding what people see
 User profile/target audience
 Do they know how to decipher
  data?
    Multi-variable graphs, stacked
     bar charts or just line graphs?
 First divide dashboard using
  columns
    Weekly, monthly, quarter
    2006,2005,2004
 Then by component
    Product group, topic, activity



                                       29
FFF Example – Management Activity Dashboard
Monthly View
    Graphical
     representations
     of total activity
     goals
    Summaries by
     department,
     facility type, &
     users with the
     most activities
     logged




                                              30
FFF Example – Sales User Activity Dashboard
Overall View
    Total accounts
     owned with
     logged activities
     vs accounts
     without activities
    Summary of
     activities by
     month and week
    Click on any
     component to
     obtain the target
     report underneath


                                              31
Instant Dashboards on the Appexchange
 Easy to find
    Go to the
     AppExchange
    Type in
     „Dashboards‟
 Get it now
    Instant reports
     and folders are
     created
    Won‟t interfere
     with existing
     reports or
     dashboards



                                        32
How did it work?
 Metrics on success
    Management tracked activities = 50% rise in logged activities
    Additional10% increase in activities after dashboard on sales
     performance by territory
 Sales reps
    Now easily find where to get low-hanging fruit = increased profitability
 Execs
    Can review sales activity performance daily from any computer
    Increased communication - everybody knows what‟s measured and
     how
 Unexpected Bonus
    Sales support center gets 80% less calls by sales reps for account
     sales statistics and invoiced account orders




                                                                                33
QUESTION & ANSWER
     SESSION


Jennifer Wobser
IT Administrator

Ashley Landry
Project Manager

Thomas Tobin
Product Manager


                    34
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