Expert Panel on Data Management
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The panel discussed challenges with data management in large enterprises and solutions they implemented using Salesforce. ADP addressed issues like duplicate records, stale data, and merging datasets. Cognos populated over 350k accounts from D&B and migrated opportunities/contacts while integrating with Oracle and MS Outlook. Both companies oversee ongoing data maintenance and use apps like Data Loader, DemandTools, and replication services to ensure quality.
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Expert Panel on Data Management
- 1. Expert Panel on Data Management Scott Johnson, salesforce.com, Moderator Ilene LaBarbera, ADP Inc Sandra Brogie, Cognos Inc Track: Large Enterprise Deployments
- 2. Safe Harbor Statement “ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking 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. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include - but are not limited to - risks associated with the integration of Sendia Corporation’s technology, operations, infrastructure and personnel with ours; unexpected costs or delays incurred in integrating Sendia with salesforce.com, which could adversely affect our operating results and rate of growth; any unknown errors or limitations in the Sendia technology; any third party intellectual property claims arising from the Sendia technology; customer and partner acceptance and deployment of the AppExchange and AppExchange Mobile platforms; interruptions or delays in our service or our Web hosting; our new business model; breach of our security measures; possible fluctuations in our operating results and rate of growth; the emerging market in which we operate; our relatively limited operating history; our ability to hire, retain and motivate our employees and manage our growth; competition; our ability to continue to release and gain customer acceptance of new and improved versions of our CRM service; unanticipated changes in our effective tax rate; fluctuations in the number of shares outstanding; the price of such shares; foreign currency exchange rates and interest rates. Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time, including our Form 10-K for the fiscal year ended January 31, 2006. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com/investor . Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.
- 3. Agenda Introduction and the Importance of Data Customer Case Study - ADP Customer Case Study - Cognos Moderator Questions to the Panel Questions and Answers
- 4. Ilene LaBarbera Director of Sales Automation Sandra Brogie VP, Global Sales Operations Scott Johnson Principal Consultant salesforce.com Moderated By:
- 5. Importance of Data Bad information takes time from all parts of your organization Everyone gets frustrated, you lose valuable by-in 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…….
- 6. Ilene LaBarbera Director, Sales Automation
- 7. 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 PRODUCT(S) USED: SFA, Marketing, Service & Support, AppExchange # USERS: 6500
- 9. 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
- 10. 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
- 11. Sandra Brogie VP, Global Sales Operations
- 12. 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 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: Opportunity Management Account and Contact Management Closed-Loop Lead Management INDUSTRY: Software EMPLOYEES: 3,000 GEOGRAPHY: Global PRODUCT(S) USED: SFA & MA # USERS: 1300
- 13. Accounts Data Population 3 rd Party Data Provider: D&B Oracle Worldbase linkage record D&B credit ratings, Kanji names, etc. Target Market Universe Definition HQ and Single Locations whose annual revenues >$100M Plus all active customer & partner sites Salesforce AppExchange Data Loader tool 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 Transparency with global read sharing rule Data Maintenance 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 Automated Data Console tool to handle on-going data transformations Parent hierarchy, Regional & G3500 flags, Account Types and Customer #s Use of AppExchange CRM Fusion’s DemandTools Identification of missing parent accounts & dupes based on Duns # to fuzzy search on address
- 14. Over 350K accounts in Salesforce
- 15. Opportunities Data Migration Onyx CRM conversion 100% migration of active opportunities Salesforce AppExchange Data Loader Consistent, global sales methodology Sales cycle stage, probability of close & forecast category Opportunity Naming Convention Acct Name_Project_Product Go-live Training included: 2 hours of opportunity validation & completion of missing opportunities Sox compliance signoff form by every opportunity owner Data Maintenance Compliance Reports List of opps with a past close date List of opps where opp owner not equal to account owner 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 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.
- 16. Contacts Data Migration & Population 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 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 Data Maintenance 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 Mass update of Contact ownership as fiscal year turns over For attrition, contact ownership follows account ownership
- 17. 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).
- 18. 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
- 19. Ilene LaBarbera Director of Sales Automation Sandra Brogie VP, Global Sales Operations QUESTION & ANSWER SESSION
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