Sponsored Content October 2008 3 Salesforce Integration – It’s not just for IT any longer The CRM system contains one of the integrate with back-office systems and other most important databases in any enterprise. applications soon surfaced— just as it had But to effectively deliver that information with traditional premise-based CRM DATA LOADER CASE STUDY when and where it’s needed, the CRM systems. While Salesforce Administrators system must integrate with back-office could manage their CRM systems, they systems and other applications. This requires lacked the proper tools needed for something more sophisticated than “swivel- integration. They had to hire an outside An international technical services chair” integration where someone swivels consultant to do the work, or it was back to company wanted to boost the back and forth from terminal to terminal to the IT queue. manually capture and enter information productivity of its remote offices between systems. NOW INTEGRATION IS ON DEMAND and build deeper customer In the past, CRM systems were on- Informatica has changed all of that. premise and owned and managed by the IT Leveraging 15 years of experience as the relationships through Salesforce. organization. Sales and Marketing users leading independent data integration The company needed to maintain historically depended on IT to perform market leader Informatica has developed integration or make changes, writing custom the industry’s first true SaaS integration the existing level of integration code and/or leveraging their EAI or ETL offering that is extremely easy to use and between a customer quote enterprise integration platforms. This cost-effective. Salesforce integration – it’s demanded technical skill sets well beyond not just for IT any longer. application and SalesLogix, while the range of line-of-business users. Informatica addresses the three critical at the same time migrating to Integration was hard, it was complicated areas of Salesforce integration: importing and, frustrating for Sales and Marketing data into Salesforce, extracting data from Salesforce—and they needed to users, and it was time-consuming, placing Salesforce, and bi-directionally synchronizing complete the migration within a their CRM projects in a perpetual IT queue. Salesforce data. And as you see later, also the fourth critical area, data quality. two-day window! Software as a Service (SaaS), and Salesforce, came along and empowered business users. These truly user-friendly IMPORTING DATA INTO SALESFORCE Setting up a Salesforce CRM system is The firm chose Informatica On systems enabled Sales and Marketing to set up, implement, operate, and administer their relatively quick and straightforward. But Demand Data Loader Service due CRM systems with minimal help from IT. getting all the existing account, contact, and to its superior database access As business users began to scale up their product information into the system may CRM systems, however, the need to not be as easy. Pulling data from a legacy and automation features. Data Loader also removed the resource requirement for internal data synchronization with Salesforce. Following a six-week analysis and integration rollout, the company moved from SalesLogix to Salesforce within 48 hours. Data Loader enabled direct database access to synchronize account and contact data from SQL Server into Salesforce in a “set and forget” production environment. The Informatica On Demand Data Loader Service provides a simple, yet powerful, visual mapping tool to synchronize Salesforce data with back office databases and applications 4 October 2008 Sponsored Content CRM system, consolidating information enterprise. What most Salesforce across various back-office systems and administrators need is a simple, intuitive DATA REPLICATION databases, as well as a myriad of way to replicate Salesforce data to import spreadsheets, mapping the data, the field into the systems inside their firewall. CASE STUDY names, data types, and field lengths Informatica’s Data Replication Service between the old system and the new streamlines the often complex tasks of Salesforce system may seem overwhelming. mapping Salesforce account, contact, A data security solutions company Migration is something administrators only opportunity, and lead data to the structures do once, and they need to get it right the of SQL databases, file systems, or even wanted to create an on-demand first time. With the right tools and services, Google Spreadsheets. Once mapped, the dashboard for sales information. a properly executed data migration project Data Replication Service automatically can make all the difference in the success transfers Salesforce data to those back- The data needed to be reliable and adoption of the new CRM system. office databases inside the firewall—a and available in a timely manner. Informatica’s On Demand Data Loader simple, set and forget approach to an The company wanted to avoid a Service, a data migration and import tool, oftentimes repetitive task. The Data streamlines complex mapping processes, Replication Service frees business users solution that was difficult to run decreasing the risk and minimizing the from reliance on the IT organization to and configure or involved errors inherent in data migration projects. copy or archive Salesforce data. At the same time, the solution reduces the The simple Web-based interface allows custom coding. costs of data migration projects by users to transfer Salesforce data into a streamlining data discovery and information local file or database for reporting, review, improving business-IT collaboration, forecasting, and scorecarding; archive data, After considering available and incorporating proven best practices. In including custom objects and fields; and options, the company addition, direct integration with popular back up data to comply with internal or SQL databases, file systems and Excel regulatory requirements—all from their implemented the On Demand spreadsheets simplifies data importing from Web browser. Users never have to worry Data Replication Service from legacy corporate databases. whether their data was captured for archive Informatica. The service is The Informatica Data Loader Service and backup. Changes to the Salesforce makes it easy to map source and destination schema are automatically detected and AppExchange-certified and through a wizard-based visual interface. incorporated, ensuring that information requires no hardware or software. And existing maps from Salesforce Apex is always up to date. Data Loader can be imported and reused Business analysts and CRM It replicates data in both full and accelerating time to results. It also has the administrators can create as many separate CDC (changed data capture) ability to apply expressions to the process, replication groups as they want and run such as concatenating separate first and last them on whatever schedule they prefer. For extract mode. name fields or separating city, state and zip example, new customer orders can be codes into seprate fields, avoiding the need replicated to the manufacturing system to massage data in Excel or another hourly, new opportunities can be replicated The Informatica solution was able database before importing. See Migration to the BI data warehouse every four hours, to replicate Salesforce data case study sidebar. and the entire Salesforce database can be archived daily. through the corporate firewall EXTRACTING DATA FROM SALESFORCE Because the Data Replication Service is with just a Web browser. A full Managing Salesforce CRM data can be a on demand, there is no software or copy of sales data was available complex, labor- and time-intensive hardware or cumbersome appliance to process, yet it’s a necessary effort because install, maintain and manage, easing the within minutes of signing up for that data drives the rest of the administrative burden by avoiding upgrade, the service and executive organization. Whether transferring new platform support, and compatibility issues. orders from Salesforce to Accounting or New fields can be quickly and easily added dashboards were in full production ERP systems, moving new opportunity without reconfiguring the service, saving in less than one month of the start data to the data warehouse for analysis, or time and effort. Handling large data archiving Salesforce data for compliance volumes can be reduced by limiting capture of the project. and security purposes, replicating and transfer to changed records, further Salesforce data is crucial to the overall easing administrative burdens. See Data success and adoption of Salesforce by the Replication case study sidebar. Sponsored Content October 2008 5 SYNCHRONIZING SALESFORCE DATA Salesforce administrators. While most Keeping Salesforce CRM data synchronized organizations care about the quality of their with the rest of the company’s business data, CRM systems have been an inherent DATA SYNCHRONIZATION systems can be a complex process. Along weak link in overall data quality partially with managing a myriad of data, Salesforce due to manual data entry, the constant CASE STUDY administrators typically must deal with changing of data, and the wide variety of multiple data formats and structures and data import sources, formats, and content. different system interfaces, while meeting Duplicate leads, accounts, and contacts the varying data needs of many different waste valuable marketing and sales cycles A large pharmaceutical firm groups. It’s important that CRM data is as sales reps may post activity data (calls, wanted to drive down IT costs by both consistent and timely across many emails, etc) to independent duplicate applications and systems. As CRM data records. With data in two or more places, moving its CRM system to a SaaS drives the organization, getting new order it’s easy to end up with inconsistent or environment. Highly sensitive and data to accounting or manufacturing is conflicting data leading to costly mistakes critical to a smooth operation. Keeping or embarrassing errors. Incomplete records, important medical data needed to account data, such as names, addresses and for example, a record with an email address be migrated from a custom-built key contacts in Salesforce synchronized with and phone number but no mailing address, a corporate master database is important to become problematic when a lead becomes J2EE application to Salesforce. assure sales reps have the latest and most a sale and the critical shipping or billing accurate information at their fingertips. address is missing when the record is The firm searched for a solution Equally important, external financial, replicated to the accounting system. that would allow a phased business, and market data need to be Inconsistent data, such as an improperly imported and kept up to date to improve the formatted part number, produce similar integration, supported by known overall performance of the sales team. problems when later transferred to an ERP technology now and Web services Informatica On Demand Data Loader system for processing, further delaying Service provides bidirectional order processing. Data Quality is a major when they were ready. synchronization between Salesforce problem that often starts with the CRM accounts, contacts, opportunities, and leads, system and can lead to poor user adoption. as well as custom fields, and back office And quality issues don’t just impact the The company chose a Data databases and files through a simple, “set it CRM system. Incomplete or inaccurate and forget it” Web-based environment. The data can proliferate like a virus throughout Integration solution from Data Loader Service syncs Salesforce the enterprise once systems are integrated. Informatica to migrate the highly CRM data between databases and file Informatica has also developed an on- systems, to do such things as import new demand solution for data quality customized and hard-to-maintain sales leads or update shipping records, assurance. The Informatica On Demand assuring that critical business information Data Quality Assessment Service for legacy CRM data to Salesforce. is consistent, accurate, and timely to Salesforce minimizes the risk and costs of Master data was then guarantee business continuity. populating ERP, accounting, and other The Data Loader Service is easy to business applications with inaccurate or synchronized across Salesforce. deploy, configure, and maintain. There is no duplicate data. The Data Quality software or hardware to install or support, Assessment Service puts Salesforce and the intuitive, drag-and-drop, Web-based administrators and business analysts in The project was completed on interface and integration wizard are easy to control of data quality processes. An time and on budget, providing an set up. Out-of-the-box database connectivity informative and easy-to-use dashboard eliminates the need for hand coding to presents a complete picture of overall data integration platform for sensitive access or manipulate dataset records. quality and an automated scheduler Integration processes can be run nightly, enables trend reporting to highlight medical, patient, and employee hourly, or down to the minute with the problems as they occur so as to be data that can be used across built-in scheduler. See Data corrected quickly. Problem records are easy Synchronization case study sidebar. to identify, extract, cleanse and upload applications as well as data back into the system. With no hardware warehouse analytics. BEFORE YOU MOVE IT—CLEAN IT UP or infrastructure to install, organizations Next to data integration, data quality is can focus on resolving data quality issues typically the biggest problem area for and not on system maintenance. 6 October 2008 Sponsored Content DATA QUALITY ASSESSMENT CASE STUDY An insurance firm wanted to increase the productivity of its agents with the help of an on- demand CRM application. The firm needed a low-cost method of updating data from multiple systems into Salesforce from proprietary back office systems, sales lead systems, and others, and it had to have minimal impact on the firm’s IT group. It also needed to improve data quality and enrich The Data Quality Assessment Dashboard displays metrics about Salesforce data such as data with Geocode information to top issues and assessment scores, as well as ongoing trends. aid in sales call planning. The firm surveyed the market, selecting both the Informatica On An intuitive dashboard, accessible Data Loader, Data Replication, and Data Demand Data Loader Service and anywhere through a Web-based browser, Quality Assessment Services together into tracks quality metrics and quickly the Informatica On Demand Data Data Quality Assessment Service identifies duplicate, incomplete, and Integration Suite. Each Service in the Data for Salesforce. The combined inconsistent records for extraction, cleansing, Integration Suite operates independently to services provide common data and updating. The dashboard lists top data accomplish a particular set of tasks and synchronization routines across issues in Lead, Opportunity, Contact, and together they address every step from initial Account objects, and delivers trend analysis, migration and data loading, replication and multiple disparate backend providing actionable proof and real-time extraction, data quality assessment and systems and consolidates, cleanses, validation of data issues within the Salesforce cleansing to complete bi-directional and enriches all required data database. The dashboard offers choice of application synchronization. imported into the CRM system. action to mitigate errors and can run All of the Informatica On Demand automatically for ongoing monitoring to Services are true web-based services offered measure, track, and sustain data quality on a cost effective monthly subscription The Data Assessment Service improvements over time. See Data Quality basis, just like Salesforce. Free trial accounts identifies duplicate data, validates case study sidebar. are available at address information, and checks www.InformaticaOnDemand.com. for completeness of data. The DATA INTEGRATION SUITE Integration isn’t just for IT any longer. As the tasks described above occur in company is also able to enrich virtually every Salesforce implementation, Don Nanneman, Senior Director of Marketing, data with Geocoding information, Informatica is now offering a complete Informatica On Demand and assures data consistency ‘suite’ of admin productivity tools to address through common data the complete data integration lifecycle. It’s Learn how Informatica On Demand can help no longer necessary to use a PC based your company address the complete data synchronization routines across import tool from one vendor, an on-premise integration lifecycle. their backend systems. synchronization appliance from another vendor, and a separate data quality tool from Visit: www.InformaticaOnDemand.com for yet another. Informatica has bundled its more information.