creating an effective mdm strategy for salesforce

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Strategies for Salesforce Master Data Management (MDM) facebook.com/perficient twitter.com/Perficient linkedin.com/company/perficient

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As Salesforce has grown from a simple, standalone tool to a platform that touches every customer interaction, the data has grown more complex. This problem happens for many reasons including user error, adding other cloud apps requiring data integration, and business mergers and acquisitions that create multiple instances of Salesforce within an organization. A master data management (MDM) strategy is critical to helping companies solve challenges like providing enterprise analytics and creating a 360-degree view of the customer. With Informatica Cloud, companies are learning to address the challenges and explore alternatives including a cost-effective cloud MDM versus a full-blown MDM solution. During this webinar, our experts demonstrated the Informatica cloud MDM solution in action and showed how with an effective strategy, you can: -Support the business case for MDM consolidation of multiple instances -Create a customer 360-degree view in the cloud -Understand the use case, reference architecture, and why companies are choosing cloud-based MDM

TRANSCRIPT

Page 1: Creating an Effective MDM Strategy for Salesforce

Strategies for Salesforce Master Data Management (MDM)

facebook.com/perficient twitter.com/Perficientlinkedin.com/company/perficient

Page 2: Creating an Effective MDM Strategy for Salesforce

Perficient is a leading information technology consulting firm serving clients throughout

North America.

We help clients implement business-driven technology solutions that integrate business

processes, improve worker productivity, increase customer loyalty and create a more agile

enterprise to better respond to new business opportunities.

About Perficient

Page 3: Creating an Effective MDM Strategy for Salesforce

• Founded in 1997

• Public, NASDAQ: PRFT

• 2013 revenue ~$373 million

• Major market locations throughout North America• Allentown, Atlanta, Boston, Charlotte, Chicago, Cincinnati,

Columbus, Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis, Minneapolis, New York City, Northern California, Oxford (UK), Philadelphia, Southern California, St. Louis, Toronto, Washington, D.C.

• Global delivery centers in China, Europe and India

• >2,200 colleagues

• Dedicated solution practices

• ~85% repeat business rate

• Alliance partnerships with major technology vendors

• Multiple vendor/industry technology and growth awards

Perficient Profile

Page 4: Creating an Effective MDM Strategy for Salesforce

• More than 450 customers │Completed ~3,000 Salesforce engagements

• Expertise: Sales and Service Clouds, Chatter, Portals, Communities, Mobile and Custom Development on Salesforce Platforms

• Industry Strength: Healthcare, FinServ, Hi-Tech and Consumer/Retail

• ~ 80 certified consultants │ ~ 180 multiple certifications

• One of the highest Salesforce.com customer satisfaction ratings: 9.4 out of 10!

Salesforce Practice

Page 5: Creating an Effective MDM Strategy for Salesforce

About Informatica

Founded: 19932013 Revenue: $948.2 million 8-year Annual CAGR: 17% per yearPartners: 500+• Major SI, ISV, OEM and on-demand leadersCustomers: Over 5,000• Customers in 82 Countries• Direct Presence in 28 CountriesEmployees: 3,200+Technology Leadership:• Gartner positions INFA in leaders quadrant for

Data Integration, Data Quality, Enterprise Integration Platform as a Service, MDM –Customer Data, and Data Masking

• # 1 in TNS Customer Loyalty rankings (8 Years in a Row)

The #1 Independent Leader in Data Integration

Page 6: Creating an Effective MDM Strategy for Salesforce

Speakers

Randall GayleInformatica Practice DirectorPerficient

Shankar RamaNathanSr. Solutions Architect – Information Governance | Enterprise Information Solutions CWPPerficient

Simon McVeighDirector of Cloud Product SpecialistsInformatica

Page 7: Creating an Effective MDM Strategy for Salesforce

Agenda

Introduction Business challenges with Salesforce and MDM

Salesforce trends

Master Data Management trends

CRM and MDM challenges

Salesforce - Cloud MDM Solution Informatica Cloud MDM for Salesforce Solution

Architecture scenarios

Reference Architecture

Use cases

How does this work? (Demo) Walkthrough / Demo

Q & A

Page 8: Creating an Effective MDM Strategy for Salesforce

CRM Trends

Salesforce Trend:Salesforce is the worldwide leader in CRM software, with 16.1% market share.

Forbes

Salesforce grew 24.7% faster than its nearest competitor from 2012 to 2013, attaining 30.3% growth in worldwide revenues.

Page 9: Creating an Effective MDM Strategy for Salesforce

MDM Trends

MDM Trend:

By 2015, 10 percent of packaged MDM implementations will be delivered as SaaS in the public cloud.

Rising Adoption of MDM in the Cloud

• Currently, MDM is typically implemented in on-premises solutions.

• Many industries, such as financial services, are reluctant to place such important, heavily shared information as master data outside the firewall.

• Equally, there is resistance to the idea that the governance of one's primary information assets can be left to an outsider.

• Privacy issues have also dampened adoption of software as a service (SaaS).

• However, on-premises MDM solutions are increasingly being integrated with SaaS applications, and there are various cloud-sourced data services (such as data quality or data integration as a service) that can help with MDM implementations.

“On the supply side, very few MDM technology and service providers have, so far, developed specific MDM SaaS or PaaS products that are scalable, elastic and multitenant,” John Radcliffe said. “But when they do, we expect them to exploit the cloud computing value proposition and increase their marketing of MDM in the cloud.” - Gartner

Page 10: Creating an Effective MDM Strategy for Salesforce

Why CRM and MDM Strategies Go Together

Reality• CRM is typically the entry point for a new customer / prospect

• Many companies have multiple CRMs• Customer Information exists in multiple applications• Multiple hierarchies are a necessity and typically CRM’s are not meant for managing hierarchies

• Duplicate or incomplete customer information exists in many companies

• Often CRM implementation does not involve MDM strategy especially cloud solutions

Advantages of CRM & MDM Strategy• MDM provides a trusted CRM environment• MDM  consolidates and provides the best available Customer information that is reliable

• MDM improves the overall Data Quality of the CRM• MDM provides Hierarchy management and integration into CRM

“CRM leaders must understand the benefits of the MDM discipline to CRM and make it part of their CRM strategy.

MDM is critical to enabling CRM leaders to create the 360-degree view of the customer required for an optimized customer experience."

- Gartner

Page 11: Creating an Effective MDM Strategy for Salesforce

CRM and MDM Challenges

MDM Challenges:• Data Quality

• Multiple versions of the truth• Multiple systems and sources• Duplicate data for the same thing• No standardization• No standard hierarchies

• Data Governance• No rules for determining source of data • No rules for identifying correct version of

data• No rules for match and merge• No standardization rules• Hierarchies are not well defined

Salesforce Challenges:• Multiple entries for a single customer in one CRM• Multiple copies of a CRM system due to mergers

or acquisitions• Not integrated or kept in sync with other system • Data is not standardized• Incomplete or missing data• No standardized hierarchies for reporting

Page 12: Creating an Effective MDM Strategy for Salesforce

• Multiple entries for a single customer in one CRM• Multiple copies of a CRM system due to mergers or

acquisitions• Not integrated or kept in sync with other system • Data is not standardized• Incomplete or missing data• No standardized hierarchies for reporting

CRM and MDM Challenges

Shell Canada LimitedShell Energy TradingShell Global Solutions (US), Inc.Shell Information Technology International, Inc.Shell International Exploration & Production (SIEP)Shell Oil CompanyShell Oil Products USShell Projects & TechnologiesShell Projects & Technologies [Consulting]Shell Projects & Technologies [Logica]Shell Upstream AmericasShell Upstream Americas [Logica]….

MDM Challenges:• Data Quality

• Multiple versions of the truth• Multiple systems and sources• Duplicate data for the same thing• No standardization• No standard hierarchies

• Data Governance• No rules for determining source of data • No rules for identifying correct version of

data• No rules for match and merge• No standardization rules• Hierarchies are not well defined

Salesforce Challenges:

Customer Example

Page 13: Creating an Effective MDM Strategy for Salesforce

• Data Quality• Multiple versions of the truth• Multiple systems and sources• Duplicate data for the same thing• No standardization• No standard hierarchies

• Data Governance• No rules for determining source of data• No rules for identifying correct version

of data• No rules for match and merge• No standardization rules• Hierarchies are not well defined

CRM and MDM Challenges

Customer:

Shell Oil Company

Customer:

Shell Oil Company

Company 1 Company 2

M&A ExampleMDM Challenges:

Salesforce Challenges:• Multiple entries for a single customer in one CRM• Multiple copies of a CRM system due to

mergers or acquisitions• Not integrated or kept in sync with other system • Data is not standardized• Incomplete or missing data• No standardized hierarchies for reporting

Page 14: Creating an Effective MDM Strategy for Salesforce

• Data Quality• Multiple versions of the truth• Multiple systems and sources• Duplicate data for the same thing• No standardization• No standard hierarchies

• Data Governance• No rules for determining source of data • No rules for identifying correct version of

data• No rules for match and merge• No standardization rules• Hierarchies are not well defined

• Multiple entries for a single customer in one CRM• Multiple copies of a CRM system due to mergers

or acquisitions• Not integrated or kept in sync with other system• Data is not standardized• Incomplete or missing data• No standardized hierarchies for reporting

CRM and MDM Challenges

MDM Challenges:

Salesforce Challenges:

Tier LevelDiamond

Ruby

Sapphire

Company 1 Company 2

Customer Loyalty Example

Tier LevelGold

Silver

Bronze

Page 15: Creating an Effective MDM Strategy for Salesforce

• Data Quality• Multiple versions of the truth• Multiple systems and sources• Duplicate data for the same thing• No standardization• No standard hierarchies

• Data Governance• No rules for determining source of data • No rules for identifying correct version

of data• No rules for match and merge• No standardization rules• Hierarchies are not well defined

• Multiple entries for a single customer in one CRM• Multiple copies of a CRM system due to mergers

or acquisitions• Not integrated or kept in sync with other

system • Data is not standardized• Incomplete or missing data• No standardized hierarchies for reporting

CRM and MDM Challenges

MDM Challenges:

Salesforce Challenges:

System 1 System 2

Systems Examples

Customer

Shell Oil Company

Customer

Shell Oil Company

Page 16: Creating an Effective MDM Strategy for Salesforce

CRM & MDM Perception vs Reality

Modernize Your CRM In Six StepsSource: Forrester

Step 1 — Align Your CRM Strategy With Your Customer Experience Strategy

Step 2 — Focus CRM Outcomes On Revenue Uplift, Not Operational Efficiencies

Step 3 — Leverage CRM To Effortlessly Support The End‐To‐End Customer’s Journey

Step 4 —Use CRM To Deeply Personalize Engagement

Step 5 — Extend CRM Beyond Its Traditional Footprint By Leveraging Integrations

Step 6 — Combat The CRM “Hate Factor” By Engaging CRM Users Simply And Easily

MDM is Key to Customer Experience

Page 17: Creating an Effective MDM Strategy for Salesforce

CRM & MDM Perception vs Reality

CRM & MDM Perception

Page 18: Creating an Effective MDM Strategy for Salesforce

CRM & MDM Perception vs Reality

CRM & MDM Perception

Page 19: Creating an Effective MDM Strategy for Salesforce

CRM & MDMPerception vs Reality

CRM & MDM Perception

Page 20: Creating an Effective MDM Strategy for Salesforce

CRM & MDMPerception vs Reality

CRM & MDM Perception

CRM & MDM Reality

Page 21: Creating an Effective MDM Strategy for Salesforce

CRM & MDMPerception vs Reality

CRM & MDM Perception

CRM & MDM  Reality

Page 22: Creating an Effective MDM Strategy for Salesforce

CRM & MDMPerception vs Reality

CRM & MDM Perception

CRM & MDM The New Reality

Should be in Scope. On the cloud, minimal Data 

Governance

Minimal  OpEx Budget. Quick POC

Addresses Multi‐Org scenarios. Full MDM 

potential

MDM is not in scope for CRM or  IT is stretched already

MDM is expensive and it is a large undertaking

Lack of Budget / Understanding

Page 23: Creating an Effective MDM Strategy for Salesforce

CRM & MDMPerception Vs Reality

CRM & MDM Perception

CRM& MDM The New Reality

Page 24: Creating an Effective MDM Strategy for Salesforce

Informatica Cloud MDM for Salesforce

Match/ MergeMatch/ MergeDe‐DupDe‐DupHierarchyHierarchyPublicationPublication

Reference DataReference Data

Salesforce+ Informatica Cloud MDM for Salesforce

• Keep Multiple Salesforce Instances• Create a Master Salesforce instance

Benefits

• Global ReportingConsolidated Golden RecordCleansed recordChoose not to synchronizeKeep independent salesforce dataMinimal Data Governance

DisadvantagesNo SynchronizationDuplicate Customer Data

Global Reporting Solution

Page 25: Creating an Effective MDM Strategy for Salesforce

Informatica Cloud MDM for Salesforce

Match/ MergeMatch/ MergeDe‐DupDe‐DupHierarchyHierarchyPublicationPublication

Reference DataReference Data

• Keep Multiple Salesforce Instances• Make one of the Salesforce instance

as Master Salesforce instance

Benefits

• Global ReportingConsolidated Golden RecordCleansed recordSynchronized data for all instancesKeep independent Salesforce dataMinimal Data GovernanceNo Duplicate Customer Data

DisadvantagesNo integration to Enterprise data

Synchronized Multi-Org

Salesforce+ Informatica Cloud MDM for Salesforce

Page 26: Creating an Effective MDM Strategy for Salesforce

Informatica Cloud MDM for Salesforce | Enterprise

Complete MDM Solution

Custom App.

Match/ MergeMatch/ MergeDe‐DupDe‐DupHierarchyHierarchyPublicationPublication

Reference DataReference Data

Data Governance

StewardshipStewardship

Salesforce+ Informatica Cloud MDM for Salesforce

Page 27: Creating an Effective MDM Strategy for Salesforce

Informatica Cloud MDM for Salesforce | Use Cases

Data Quality• Incomplete Data• Inaccurate Data• De-Duplicate

Data• Validate Data

Data Quality• Incomplete Data• Inaccurate Data• De-Duplicate

Data• Validate Data

Consolidation of Data• Disjointed

Systems• Fragmented Data• Multiple

Salesforce.comOrgs

Consolidation of Data• Disjointed

Systems• Fragmented Data• Multiple

Salesforce.comOrgs

Hierarchy Management• Create more

robust Customer Relationships

• Multi-Dimensional

Hierarchy Management• Create more

robust Customer Relationships

• Multi-Dimensional

Page 28: Creating an Effective MDM Strategy for Salesforce

Informatica Cloud MDM for SalesforceDEMO

Learn more: www.informaticacloud.com

Page 29: Creating an Effective MDM Strategy for Salesforce

As a reminder, please submit your questions in the chat box

We will get to as many as possible

Page 30: Creating an Effective MDM Strategy for Salesforce

Daily unique content about content management, user experience, portals and other enterprise information technology solutions across a variety of industries.

Perficient.com/SocialMediaFacebook.com/Perficient

Twitter.com/Perficient

Community.informatica.com/social-media.jspaFacebook.com/InformaticaCorporation

Twitter.com/InformaticaCorp@informaticacorp

Page 31: Creating an Effective MDM Strategy for Salesforce

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