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1. Education on Demand
Track: Nonprofit, Government and
Education
Bob Weir, Northeastern University
Marc Sternberg, Bronx Lab School
Trevor McDougall, IDP Education Australia
Daniel Strunk, DePaul University

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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
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3. BOB WEIR
Vice President, Information Services
bobweir@neu.edu

4. All About
Founded in 1898 in Boston, Northeastern is the 5th largest private university
in the United States and is renowned for:
 Experiential Learning (#1 in Coop per US News and World Report)
 Interdisciplinary Research (over $70 million sponsored annually)
 Urban Engagement in the heart of Boston
• Industry: Higher Education
• Community: 20,000+ students, 3000+ faculty/staff, 180,000+ alumni
• SFDC Focus: Contributor and prospect relationship management
• Prospects/contributors: 275,000 individuals, foundations, corporations
• Users: 150 University Advancement staff, administrators, and executives
www.northeastern.edu

5. Case Study – Key Northeastern Challenges
 Business Challenges
• Renewed emphasis on university advancement
• New President plus Senior Vice President for Advancement
• Distribution of responsibility (& staff) into colleges/units
• Includes internal and external cultural change
• Ability for one-to-one connection & management at scale
• Strict contact and fiscal management plus security
 Technology Challenges
• 100 day development cycle during organization transformation
• Shift system/service perspective from ‘system out’ to ‘customer in’
• Bi-directional integration with ‘back-end’ PeopleSoft systems

6. Case Study – The Northeastern Solution
 How did we address these challenges?
• Adapted SFDC sales management functionality to fundraising
• 100 day project (from idea to production deployment)
• Engaged SFDC services team including dedicated project lead
• Assigned NU project management & enterprise systems resources
• Created representative knowledge worker/executive steering team
• Rapid prototyping with concurrent information architecture
development and enterprise systems integration
• Policy and practices decisions ‘on the fly’ with later confirmation
• Eventual reliance on Cast Iron integration appliance technology

7. Case Study – The Northeastern Benefits
 Quick enablement of a completely new organizational structure
with evolving objectives, structures, processes, hiring…
 Unprecedented user acceptance
 Ease of use
 7X24 availability anytime, anywhere
 Up to the minute information
 Knowledge worker direct client information update
 One tool for all staff functions (dev’t, alumni, mgmt, etc)
 Dynamic evolution
 Division calendar for all events, conferences, etc.
 Added ‘Northeastern Ambassador’ field in one day
 Growing use of workflows and alerts

8. Northeastern’s salesforce.com Future
 Continued evolution of the Advancement SFDC
 Support for mobile devices
 Standard reports for cross-organization consistency
 Executive and knowledge worker dashboards
 Events calendar integration with Lotus Notes
 Transparent replacement of the ‘back-end’ system
 Additional Salesforce CRM application pending
 Student ‘Early Warning’ System
• Faculty/Advisor communications and management tool
for student progress & performance concerns

9. MARC STERNBERG
Founder and Principal
marc@bronxlabschool.org
Presented by:
Michael Roth
salesforce.com

10. All About Bronx Lab School
Founded 2004, Bronx Lab is a college preparatory school located in the Central
Bronx that currently serves 420 minority, under-resourced high school students
from across New York City.
• INDUSTRY: Secondary Education
• EMPLOYEES: 52
• GEOGRAPHY: New York City
• # USERS: 52
• PRODUCT(S) USED: CRM functionality “Principalforce”, Crystal Reports
integration for student transcripts

11. Case Study – Key Challenges
 Business Challenges
• Having a single-source record for basic student contact data
• Collecting data on grades, attendance and behavioral information
• Tracking student progress across teachers
• Creating and sharing student transcripts
 Technology Challenges
• City mandated system (ATS) for student attendance
• Built in 1978 in DOS – only 5 resources for 1,400 schools
• One way data flow – data goes in but doesn’t come out
• Not customizable – doesn’t allow non-traditional reporting
• Inability to access systems from off school premises
• Moving away from Excel & paper-based record keeping with non-tech
savvy user base

12. Case Study – Key Challenges, Cont.
 Summary of Challenges
• Difficulty collecting and sharing student information
across different teachers, counselors etc.
• Inability to track non-traditional metrics
• Innovative educational processes hamstrung by
traditional, legacy systems

13. Case Study – The Solution… “Principalforce”
 How did we address these challenges?
• Treating students as clients and using robust CRM system to manage all
aspects of the student experience
• Basic contact information
• Student behavior
• Credit accumulation
• Grades – immediate dissemination and historical analysis/comparison
• Multiple teacher input for parent meetings
• Use Crystal Reports to generate student transcript (given to student every 4
wks)
Deployment Details
#Users - ~800
Training - Friday morning bagels
Ongoing improvements – Project
management application, grade book
integration, parent access

14. Case Study – Results
 What were the results?
• ~30 NYC schools now using Salesforce.com
• 800 users using one instance
• Ability to perform non-standard reporting including
“narrative grading”
• Better accuracy with data submitted to City

15. TREVOR MCDOUGALL
MIS Manager
trevor.mcdougall@idp.com

16. All About IDP & IELTS
IDP is a global company offering student recruiting and testing
services around the globe. IDP is part-owned by 38 universities
in Australia and represents all education sectors.
 International student services
 Assessment and evaluation services for education and
immigration
IELTS is the International English Language Testing System
owned by IDP and used in 120 countries worldwide.
 Recognised by over 1000 U.S. higher education institutions
 Located in Pasadena, CA

17. Case Study – Some Key Challenges
• INDUSTRY: Education – student recruitment and language testing
• EMPLOYEES: 700
• GEOGRAPHY: Global, HQ Australia
• # USERS: 500
• PRODUCT(S) USED: SFA, Service & Support, ExactTarget
 Business Challenges
• No visibility of student information
• Poor student qualification
• Ad-hoc approach to marketing
• Complexity of business rules
 Technology Challenges
• Multiple systems for collection
• Internet speed
• Failed “Global Apply Online” project

18. Case Study – The Solution
 How did we address these challenges?
• Simplified “Counselling” process using SFA
• Coordinated management of campaigns
• Implemented AppExchange Exact target email marketing tool
• Mangers have visibility of sales and support performance via Dashboards
• Migrated all data from old systems and removed them
• Contracts with institutions and business rules managed within SFDC
• No upgrade to comms required
Deployment Details
•400 network users, 100 corporate users
•Over 50 global offices
•2 month design, 1 pilot office, 4 month rollout
•2.5 staff full-time deployed and supported
•Integration with legacy finance system
•Initial onsite training onsite during rollout
•Over 40 CRM champions trained

19. IDP - Student Recruitment process
Lead Generation and Management Contact/Acct Opportunity Management
Management
Campaign Contact Opportunity
Lead Product Interest
CAMPAIGNS are any A CONTACT is An OPPORTUNITY is a
A list of each of the
marketing activities that A LEAD is a prospect Qualified Leads [Student sale or deal or promise
products (from IDP product
you undertake to or potential student or Contact] of potential sale for an
suite) that the particular
generate interest in IDP buyer of IDP services. IDP product or service.
student is interested in.
products or services and Typically a person who There are currently 5
Opportunities are created
build brand awareness expresses interest in opportunity types:
from a Product Interest.
or generate leads (new IDP products & 1) Course Applications
prospective students) services. 2) Visa Service
for the business. 3) Accommodation
Account
4) Tour
5) Customised Services
An ACCOUNT a
Household of a Student
[Customer]
IDP Products
IDP Invoice
All IDP products including
courses, on-campus, IDP INVOICES - are
transnationals and other created from and written
products such as back on a daily basis from
accommodation, the financial system.
orientation tours etc.

20. Case Study – Results
 What are the results?
• Increased visibility
• Accuracy of student information has increased
• Availability to see accurate conversion rates ( which is
an important KPI for the business)
• User adoption has been excellent
• Rollout completed in April 2007

21. Lessons learned @ IDP
 Some of things we have learned
• Have business users work closely with people
configuring SFDC
• Setup designated “SFDC Champions” in the business
• Keep the number of required fields to minimum
• Do not under estimate change management required
– different national cultures at IDP

22. Daniel P. Strunk
Director Partnership Development
dstrunk@depaul.edu

23. About me: Daniel P. Strunk
 Director Partnership Development – Sales Leadership
Program
 35 years experience in sales & marketing
 Sales
 Marketing
 Consulting Clients
 Co-Author – Principles of CRM,
Thomson-Southwestern 2007

24. About DePaul University:
 Largest Catholic University in the USA.
 23,000 undergraduate students
 Rated “the most diverse college campus in America” by the Princeton
Review in 2006.
 We currently have 480 students taking sales leadership classes.
 We graduate 160 students form the program annually.
The Mission of the Center for Sales Leadership:
To prepare graduating seniors with the attitudes and skills necessary to meet the
challenges of the sales profession today.

25.  In 2003 the Center for Sales Leadership had 3
CRM challenges:
1. Teach the benefits of CRM and SFA,
2. Manage the business of partner acquisition, and
3. Develop a relationship with our growing alumni population.
 We met these challenges through our emerging
relationship with

26.  Why ?
 The right people. Mr. Dan Dal Degan Central Regional Vice
President
 The Sales Leadership Program is a complex business.
 At a University IT support isn’t always an option
 The solution is easily learned and more importantly easy to
use.
 Today system usage is 100%
 Because of our involvement two other programs within the
university have become customers of

27. What action did we take?
 In 2005 we began to:
 Use the Enterprise Edition of to
manage our program
 Teach in our Sales Strategy &
Technology course.

28. What action did we take?
 In 2006-2007
 With the support help of we developed
the first interactive on-demand sales case.
• The case environment:
– Accommodates 42 students,
– Uses 84 accounts,
– Contains 162 different buyer profiles,
– Identifies 320 sales opportunities, and
– Results in a sales presentation to a buyer
 Managed the acquisition of 12 new partners and
developed an alumni campaign management
strategy

29.  What are our results with ?
 The management of our program has been simplified.
 Our graduates have become leaders in CRM at their new
employers.
 The case has evolved into a sophisticated selling tool.
• 15 universities have adopted the system and the case in the U.S.
 This fall we will begin campaign management with our
alumni.

30. Moderated By:
Tucker MacLean
Sr. Director, Nonprofits & Higher Ed
Panelists:
Bob Weir
VP, Information Services
Marc Sternberg
Founder and Principal
Trevor McDougall
MIS Manager
Daniel Strunk
Director, Partnership Development

31. Don’t miss these Activities:
Visit our Nonprofit, Government and
Education Expo
 17 Partner Solutions
 Enjoy a Latte and Network in our
Industries Lounge
Meet over 300 Nonprofit, Government and
Education Attendees
 Industry Networking Event: Dinner &
Cocktails: Tue 6:00pm
 salesforcefoundation.org/npdreamforce07

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