Creating an Effective MDM Strategy for Salesforce

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Post on 05-Dec-2014

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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

  • 1. Strategies for Salesforce Master Data Management (MDM) facebook.com/perficient linkedin.com/company/perficient twitter.com/Perficient
  • 2. About Perficient 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.
  • 3. Perficient Profile 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
  • 4. Salesforce Practice 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!
  • 5. About Informatica The #1 Independent Leader in Data Integration Founded: 1993 2013 Revenue: $948.2 million 8-year Annual CAGR: 17% per year Partners: 500+ Major SI, ISV, OEM and on-demand leaders Customers: Over 5,000 Customers in 82 Countries Direct Presence in 28 Countries Employees: 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)
  • 6. Speakers Shankar RamaNathan Sr. Solutions Architect Information Governance | Enterprise Information Solutions CWP Perficient Randall Gayle Informatica Practice Director Perficient Simon McVeigh Director of Cloud Product Specialists Informatica
  • 7. 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
  • 8. CRM Trends Salesforce Trend: Salesforce is the worldwide leader in CRM software, with 16.1% market share. Salesforce grew 24.7% faster than its nearest competitor from 2012 to 2013, attaining 30.3% growth in worldwide revenues. Forbes
  • 9. 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
  • 10. 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 CRMs 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
  • 11. 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
  • 12. 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 Limited Shell Energy Trading Shell Global Solutions (US), Inc. Shell Information Technology International, Inc. Shell International Exploration & Production (SIEP) Shell Oil Company Shell Oil Products US Shell Projects & Technologies Shell Projects & Technologies [Consulting] Shell Projects & Technologies [Logica] Shell Upstream Americas Shell 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
  • 13. MDM Challenges: M&A Example 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 Company 1 Company 2 Customer: Shell Oil Company Customer: Shell Oil Company 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
  • 14. Data Quality Multiple versions of the truth Multiple systems and sources Duplicate data for the same thing No standardizatio