Grow Faster With The Right Data Best practices for growth through the right strategies at the right time

Harish Peri, Salesforce.com Fran Blumenfeld, Meridian Group Intl

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Session Participants

Harish Peri

Product Marketing Director, Data.com

Fran Blumenfeld

Corporate Communications Director, Meridian Group International

Agenda

  The Growth Question(s)   The Four Categories Of Growth

  Meridian Group Intl – Scalable Business Case Study

  Data, People & Process Best Practices

  Key Takeaways & Next Steps

The Growth Question(s)

  What’s the secret to sustainable growth?

  Do I have the right strategy in place to grow my organization?

  How do I allocate resources to grow the right way?

No ‘One-size-fits-all’ Answer Depends on where you’re focused as an organization

The Four Categories of Growth

Hustling Startup Focus: Building Demand Challenges: -  Find customers -  Establish foothold in market -  Stay lean and fast

Growth Machine Focus: Keep Momentum Challenges: -  Balance growth and control -  Improve communication -  Increase productivity

Scalable Business Focus: Strategic Expansion Challenges: -  Scale efficiently -  Integrate processes/data -  Organizational siloes

Optimized Enterprise Focus: Sustainable growth Challenges: -  Manage channels/partners -  Organizational overhead -  Innovation over intertia

Meridian Group International A ‘Scalable Business’ Case Study

Better data visibility for improved cross-selling

Fran Blumenfeld Corporate Communications Director

Who We Are Meridian Group is an organization of companies

helping businesses around the world optimize the strategic value of their IT investments.

 Privately held; founded in 1979   Foundation in equipment leasing and brokerage  Global reach  Over 1300 technical certifications across multiple vendors

The CHALLENGE Continual growth by acquisition presents challenges when trying to present “one face” to our customers

 Prospect and account duplicity   Inaccurate data  Mapping Meridian to our customers

The SOLUTION Create a single view of our customers for marketing and sales, allowing us to track and drive business

across our portfolio as a unified enterprise

 Salesforce.com – platform for customer data  Data.com – improved customer insight  Pardot – ongoing customer communication  People/Process – Marketing owns customer data stewardship across all units; map customers to D&B DUNS hierarchy to understand our relationships

Data, People & Process Best Practices

Category 1 – The Hustling Startup

Data Strategy

  Use CRM aggressively   Define and experiment with titles & industries   Data acquisition plan

Process Strategy

  Demand gen tactics   Enforce CRM usage   Define & enforce KPIs

People Strategy

  Hire hunters   Outsource non-core functions   Define sales roles you need

  Its all about ‘test, measure & refine’

Category 2 – The Growth Machine

Data Strategy

  Focused data cleansing   ‘Smart’ data – adjacent verticals & decision makers   Reporting

Process Strategy

  Establish best practices: lead gen, lead flow, hand-offs   Data governance 101   Enforce CRM usage

People Strategy

  Invest in Sales Ops   Invest in Marketing: ops, customer references, lead gen   Invest in CRM admin

  You’re nailing it. Now do what’s working, over and over and over

Category 3 – The Scalable Business

Data Strategy

  Single source of truth   3rd party data standard for - territory planning - whitespace - lead routing   Data ‘priority’

Process Strategy

  Audit data flows   Define data quality & survivorship rules   Implement consistent processes for territory planning, seg. analysis

People Strategy

  More defined sales support roles – channel mgrs, sales strategy, enablement   Set up dedicated data stewardship team – need exec sponsorship   Establish CF committee for data governance

  Take a moment, and get your house in order

Category 4 – The Optimized Enterprise

  Double down for long-term growth

Data Strategy

  Enterprise-grade single source of truth   Automated CRM data cleansing strategy   Invest in data analytics

Process Strategy

  Internal data ‘SWAT’ team:  document system architecture  data flow around CRM   Regular data audits & process reviews

People Strategy

  Focus on specialization   Build out operations, strategy & business analyst roles   Identify Centers of Excellence to champion DQ initiatives

Key Takeaways & Next Steps

  Download the Grow Faster with the Right Data eBook   bit.ly/eBookRightData

  Continue conversation on Twitter: #growwithdata

  Take this back to your workplace   Setup a kickoff meeting with the key stakeholders

  Decide which category you’re in

  Craft a 30-60-90 day action plan that keeps data+people+process consistent

  Implement in small pilots and show measurable wins

Q&A