Using Data to Drive Sales & Marketing Effectiveness

Customer Hero Theater

Michele McMahon: The NetworkJohn Boney: The Network

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Michele McMahonJohn Boney

The Network

All About The Network, Inc.

.

• Go-Live in 6 weeks from contract sign to go-live! • Data Strategy critical component to SFDC justification,

implementation, and marketing & sales strategy• Integration and automation of all key applications,

including data, mission critical• Account & Contact build-out strategy

The Network, Inc. helps thousands of organizations, including half of the Fortune 500, mitigate risk with a full suite of governance, risk and compliance (GRC) solutions

The Network’s Digital Backbone: Live in 6+ Weeks

Social Media

Data Hygiene

CommunitiesAnalytics & ProspectingData Management

Salesforce Labs

Adoption Dashboards

Competitive Object

Other Apps

FormFactory

Account StrategyHoovers

Account Strategy: What We Did

Created “shell” accounts in SFDC for

target audience

Leveraged Hoovers info as source of

truth for industry, employee size, etc.

Worked with Sales regarding

Account fields they would like to see

Leveraged DUNS Number

Evaluating other data providers for

2011 (Hoovers, OneSource)

Contact StrategyJigsaw For Salesforce.com

Contact Strategy: What We Did

Updated existing contacts and

created new contacts focusing on

key fields including email

Insight into “graveyard”

Flexible rules for real time updates

Integrated into SFDC for use by

Marketing, Sales and Lead Gen

Marketing En Mass Data Build

Individual Prospecting Lead Gen

Data Hygiene

Recruiting

“Data quality decays rapidly & enterprises should follow a methodology for….regular measurement…..data quality….goals for... process improvements & technology”

What Did We Do?

Secured Executive Sponsorship

Created Integrated Digital Backbone

Licensed the Right Tools

Expectation Setting and Lots of Prep

Decisions on Lead vs. Contact

Benchmark Current State

Created Data Strategy for Accounts &

Contacts

Sign-off across the organization

Field Mapping Across All Systems

Technology Information

Insight

Strategic Vision Strategic Decision Support

Full Integration with back end systems

Customer LifeTime Value Modeling

Profitability-Focused Acquisition

Progressive Profiling

Marketing Automation

Using Data to accelerate pipeline

9

Strategic Decisions

Tactical Decisions

Operational Decisions

Phase I: Results

Liability

Missing 60% of Target Audience

Key Demographic Fields (employee,

state, industry) 78% complete

78% of contacts, including customers,

did not have email address

Discovered 14% of contacts

“graveyarded”

Lack of confidence in existing data

Didn’t have right CRM tool (pre-

SFDC)

No data strategy

Strategic Competitive Weapon

90%+ Target Accounts in SFDC

Key Demographic Field completion

increased to 92%+ for all accounts,

Contacts w/ email doubled. Goal is

90%+

Target Contacts increased by 32%.

Still increasing.

Integration with Marketing Automation

System (Silverpop)

Integrated Accounts & Contact real-

time insight and updates

Data Strategy first time in 30 years

What Went Well & Lessons Learned

What Went Well– Lots of external expertise available – just ask!

– Internal Executive Sponsorship: Organizational Initiative

– Only One Surprise

– Lots of Prep = smooth data go-live

– Unbelievable responsiveness & expertise across all teams

(SFDC, Jigsaw, DemandTools, etc.)

Lessons Learned– Don’t push people too hard

– Don’t do it on a weekend

– Lots of work but worth the effort

QUESTIONS?

The Network, Inc.

Michele McMahon

Vice President, Revenue Generation

404.229.8890 / Michele_McMahon_USA@yahoo.com

Michele McMahon

John Boney

Financial Analyst & Salesforce.com Admin

770.409.5042 / JohnBoney@tnwinc.com

John Boney