m a s007 plotczyk 091807
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Full session information and video available on successforce.com.TRANSCRIPT
Data Quality: Who Doesn’t Want It?
John Brooke, Billian’s HealthDATA
Scott Fletcher, Misys
Teresa Nykilchuk, Seagate
Matthew Reznick, 3N: National Notification Network
Hernan Vera, Ryder Transportation & Logistics
Track: Marketing II Advanced Strategies
Safe Harbor Statement
“Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This press release contains forward-looking statements including but not limited to statements regarding our expected future revenue, GAAP diluted earnings per share, expected tax rate, anticipated shares outstanding, and concerning the potential market for our existing service offerings. All of our forward looking statements involve 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.
The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain profitable, breach of our security measures, 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 service, customer and partner acceptance of the AppExchange, successful customer deployment and utilization of our services, 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, 2007. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com/investor. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.
Safe Harbor Statement
“Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements including but not limited to statements concerning the potential market for our existing service offerings and future offerings. All of our forward looking statements involve 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.
The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain profitable, breach of our security measures, 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 service, customer and partner acceptance of the AppExchange, successful customer deployment and utilization of our services, 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. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com/investor. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.
JOHN BROOKEGM, SALES & MARKETING
SCOTT FLETCHERCRM PROGRAMME MANAGER
TERESA NYKILCHUK SR PROJECT MANAGER, CUSTOMER ADVOCACY
Lisa PlotczykSr. Manager, Marketing Operations
SALESFORCE.COM
Moderated By:
MATTHEW REZNICK MARKETING EVANGELIST
HERNAN VERA DIRECTOR MARKETING, SUPPLY CHAIN SOLUTIONS
Billian’s HealthDATA
• INDUSTRY: Publishing
• EMPLOYEES: 50
• GEOGRAPHY: North America
• # SALESFORCE USERS: 29
• PRODUCT(S) USED: SFA, Service & Support, 1 downloaded AppExchange
application
Billian’s HealthDATA is the leading provider of comprehensive market intelligence about the healthcare industry across the continuum of care.
Billian’s HealthDATA – Data Quality Key Challenges
Summary of Challenges
• Inaccurate pricing metrics• Lower revenue due to bad information
• Ideal Customer Profile spot unidentified• Were we chasing deals we had no way to win?
• Were we missing deals we should be focusing on?
• Was our marketing focused on our sweet spot?
• Reliant on tradeshows, website and calls for lead ID
Billian’s HealthDATA – The Solution
How did we address these challenges?
• Implemented AppExchange Access Hoover’s
• Cleansed and Enriched existing Accounts
• Identified Leads matching our Target Profile
• Integrated to Salesforce SFA
Deployment DetailsAppExchange Access Hoover’s6 UsersBuilt-in Integration pointsNo Training RequiredOngoing improvements in Quality of new Account information
Billian’s HealthDATA – Data Quality Results
What were the results?
• Updated account records for over 1,000 organizations in two weeks
• Added and enriched contact records for hundreds of decision makers
• Identified over 1,500 new prospects that met our Target Customer Profile
• Increased revenue from more up-to-date pricing metrics
• Accurate customer revenue and employee counts
Imagine it. Learn it. Use it.
How to apply what you’ve learned when you get
home
• Automate
• Centralize
• Implemented
• Integrate
All About Misys Plc
• INDUSTRY: Software
• EMPLOYEES: 5,500
• GEOGRAPHY: Global. Emerging markets esp. important for banking unit
• # USERS: 985 Banking/TCM; 530 Healthcare
• PRODUCT(S) USED: SFA, Service & Support, DemandTools, QueryAmp
Misys is a leading software and services provider serving customers in banking, treasury and capital markets, and healthcare. With over 25 years as a public company (London: MSY), Misys offers unparalleled domain knowledge in these highly specialised markets.
Misys – Data Quality Key Challenges
Summary of Challenges
• High level of account and contact duplication
• Frequent changes in business organisation
• Constant need for small-scale modifications and
clean-ups
• Very hairy one-off clean-up projects, e.g., surgically
deleting all opportunity line items and replacing with
line-items with different pricebook entries
Misys – The Solution
How did we address these challenges?
• DemandTools for de-duping, PeopleImport utility
• QueryAmp for wide range of more-complex tasks,
large and small
Deployment DetailsQueryAmp 1.2.8Three usersBusiness Units: Banking, TCM
Misys – Replacing Obsolete Opportunity Line Items
1. Query for line items by currency in “Oppties with LIs” sheet
2. Query for Pricebook Entries in same currency in “Main Template” sheet
3. Delete obsolete LIs
4. Insert new LIs using Pricebook Entry IDs pasted from “Main Template” sheet
Misys – Data Quality Results
What were the results?
• Ability to dismantle old, poorly structured
Products/Pricebooks data and substitute improved
structure: prerequisite for implementing PS and
recurring-license pipeline management
• Big improvement in turnaround time on masses of
ad-hoc clean-up needs, from transferring
opportunities to interim pipeline-health reporting
Imagine it. Learn it. Use it.
How to apply what you’ve learned when you get
home
• Automate
• Centralize
• Implemented
• Integrate
Seagate Technology
• INDUSTRY: High Technology
• EMPLOYEES: 41,000
• GEOGRAPHY: Global
• # SALESFORCE USERS: 187
• PRODUCT(S) USED: SFA, Demand Tools, People Import, Trillium
Seagate is the worldwide leader in the design, manufacture and marketing of hard disc drives, providing products for a wide-range of applications including Enterprise,
Desktop, Mobile Computing, Consumer Electronics and Branded Solutions.
Seagate – Data Quality Key Challenges
Summary of Challenges
• Multiple sources and types of customer data
• Volume of sales data
• Little ownership of data
• Poor data quality at source
• Double byte character language support
Seagate – The Solution
How did we address these challenges?
• Standardize address data with Trillium
• Match and assign a unique customers number
across distributor data through Trillium
• Control quality of bulk list imports through marketing
with People Import
• De-duplication and data correction of user/system
entered data with Demand Tools
Seagate – The Solution
How did we address these challenges?
• Go back to source for improvements/process
correction
• Nominate Data Stewards in each region
• Emphasize business user involvement
• Link basic data quality to high-value intelligence
Seagate – Data Quality Results
What were the results?
• 10s of thousands of duplicate accounts and contacts
removed from SFDC using Demand Tools
• Better de-dupe on import by People Import
• More than 1M unique customer names processed by
Trillium
• Marketing ROI projects relying on data
• User adoption
Seagate - Summary
Find the data advocates and enlist support
Try to improve quality at source at every
opportunity
Emphasise that all users have some involvement in
data quality – “do no harm” to “patrol duties” to
“The Cleaner”
Don’t be afraid to use multiple tools with different
competencies for data management
Imagine it. Learn it. Use it.
How to apply what you’ve learned when you get
home
• Automate
• Centralize
• Implemented
• Integrate
• INDUSTRY: Technology – SaaS
• EMPLOYEES: 50
• GEOGRAPHY: Global
• # SALESFORCE USERS: 32
• PRODUCT(S) USED: SFA, Campaigns, Service & Support, RingLead,
Google AdWords, Spoke, Exact Target
3n® (National Notification Network) is the leading global provider of mass notification solutions to Global 2000 corporations, government agencies, healthcare systems, and educational institutions in more than 70 countries with the ability to communicate in more than 230 countries worldwide.
3n (National Notification Network)
– Data Quality Key Challenges
Summary of Challenges
• Cleaning the starting data
• 2 business units
• 2 separate websites
• 40 tradeshows per year
• 30 webinars per year
• De-duping every record
• Lead generation vs. lead nurturing
– The Solution
How did we address these challenges?
Every record gets tagged with a
campaign
• Web to Lead
• Auto assignment and salesperson
notification
• Validar – Tradeshow lead capture
• RingLead mass list
• Implemented email marketing campaigns
Deployment Details
RingLeadWeb to
LeadMass List
ValidarExact Target
What were the results?
• De-duping average tradeshow list from 10 man hours to 10
minutes
• Overall tradeshow-to-salesperson process
• 5 to 7 business hours to several hours
• Sales people contacting prospects while the prospect is still on
the website
• Sales people have confidence in the lead quality
• Market share improvements
• Identifying hunting leads from farming leads
– Data Quality Results
Imagine it. Learn it. Use it.
How to apply what you’ve learned when you get
home
• Automate
• Centralize
• Implemented
• Integrate
About Ryder
• INDUSTRY: logistics, supply chain and transportation management solutions • EMPLOYEES: 28,600
• GEOGRAPHY: Global (Concentration in the U.S., Canada, Mexico, Brazil,
Argentina, Chile, UK, Germany, Singapore, China)
• # USERS: 200+, 12 currencies
• PRODUCT(S) USED: SFA, Salesforce Mobile, Territory Management, 11
downloaded AppExchange applications
Ryder is a Fortune 500 provider of leading-edge transportation, logistics and supply chain management solutions worldwide.
RYDER – Data Quality Key Challenges
Summary of Challenges
• Starting from scratch, wanted to make data quality cornerstone
of our implementation
• Obtaining a singular view of the customer globally
• Our Implementation
• 5,000 Account records
• Inbound lead volume 150 per month
• Average 1-2 contacts per Account
• Private Sharing Model
RYDER – The Solution
Well planned data model
Tag and enrich ALL leads and accounts with a DUNS# and
Parent linkages up through Global Ultimate Duns, DUNS
Demographics (Revenue, Industry, etc.)
“On The Fly” linkage to family tree within salesforce.com
powerful incentive to enter Accounts
Data Hygiene reports run
Workflow when a record is created
Notifying creator of incomplete fields
Assigning a task to Data quality administration to Tag/Enrich
record
Diamond Data – DUNS Linkage
Customer Connect
application populates D&B
data to salesforce.com on-
demand
Only selected data is
brought over from D&B.
Additional data is
appended quarterly as
needed
Validates selected data we
gathered
Field-level security
controls who sees what
Up-to-date global hierarchy
maintained daily
Diamond Data – DUNS Linkage
Diamond Data
application allows for
100% matching to D &B
Family tree links
maintained daily
Data Hygiene – Exception reports
Daily
Account creation, Account duplicates and DUNS matching
Contact creation and duplicates
Weekly
Account type validation
Account Address
Lead completeness
Monthly
Opportunity data validations
Expiring/Expired contracts
Ownership of Accounts, Opportunities, Contacts, Contracts
Summary
Managing data and ensuring data quality is our most important (and time consuming) activity
Manual touch is critical, even with automation tools
Evaluating time investment trade-off regularly
Clear data model up-front helps
Organization stamina currently high
IT currently not involved. They will be as we get to the 360° view
Organization is addicted, not just adopting, to salesforce.com
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QUESTION & ANSWER SESSION
JOHN BROOKEGM, SALES & MARKETING
SCOTT FLETCHER
TERESA NYKILCHUK SR PROJECT MANAGER, CUSTOMER ADVOCACY
MATTHEW REZNICK MARKETING EVANGELIST
HERNAN VERA DIRECTOR MARKETING, SUPPLY CHAIN SOLUTIONS
CRM PROGRAMME MANAGER