RingLead Chief Product Officer Michael Farrington teamed up with RingLead power-user Jason Paquette to give an overview on implementing long-standing data quality processes

1. Clean Data:
A Journey, Not a Destination
Jason Paquette
DocuSign | Salesforce.com Project Manager
Michael Farrington (@michaelforce)
RingLead | Chief Product Officer
Qandor | Founder

2. Safe harbor
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3. Jason Paquette
Salesforce.com Project Manager

4. Michael Farrington
RingLead | Chief Product Officer
Qandor | Founder
@michaelforce

5. All About DocuSign
DocuSign® is the leader in eSignature transaction
management, and the global standard for eSignature®.
DocuSign helps customers accelerate transaction times to
increase speed to results, reduce costs, and delight
customers with the easiest, fastest, most secure global
network for sending, signing, tracking, and storing
documents in the cloud.
 250 Users across Sales Cloud, Service Cloud, and Force.com
 Integrations with DocuSign.net, Eloqua, Zuora.
 Several AppExchange & Home Grown Apps
 Currently retooling for scalability

6. All About Ringlead
RingLead offers a full suite of cloud-based duplicate
removal and prevention tools. Our customers receive
access to an algorithm that has been continuously improved
by developing matching scenarios for some of the largest
multinational corporations in the world. Our easy-to-use
applications for Salesforce have helped thousands of
companies across the globe - from Fortune 500 entities to
small businesses in 22 countries across five continents.
 Integrations with Eloqua, Marketo, Pardot, Genius, ExactTarget
and more.
 Dupe Dive (Coming Soon!) is a Free Duplicate Diagnostic
Application

7. Data Problems
Duplication & Fragmentation Manifestations

8. The Genesis of This Session...
“What tools do you use for deduping?”
“How do you convert a
Contact back to a Lead?”
Sales: “Marketing shouldn’t be
emailing my Opportunities!”
Marketing: “We only sent it to
closed Leads!”
“Accounts are for Customers,
Leads are for everyone else...”
“My Campaigns look like
they influenced $0...”
“When should I
Convert a Lead?”
“We dedupe by
Email...”

9. Relationship between Touches, People, Companies
Data model needs to
support reliable
reporting on:
Inquiries/Touches
Unique People
Unique Companies
... From 1
Company...
... From 3
People...
6
Inquiries...

10. Salesforce Lead-Account-Opp Workflow
• Each inquiry/submission creates a new Lead record
• Additional submissions from existing Leads or Accounts don’t append
existing existing records and duplicates are created
• Out of the Box solution relies on manual deduping.

11. Problems due to Merging & Conversion
Merge Leads...
Can only pick one Value to keep...
Lose data in
Merge
No “quality control” over which value is more important and
should survive...
Need Source/Influence Data to Survive Merges & Conversions...

12. Problems due to Merging & Conversion
Opportunity
Lead Source B
Convert Lead to
Opportunity...
Only one “Lead
Source” preserved.
There may have been multiple touches,
but “Lead Source” only shows one.
Need Opportunity to Credit Multiple Touches

13. Problems due to Merging & Conversion
Convert Lead to
Existing Contact...
Won’t overwrite
Contact Value
No “quality control” over which value is more important and
should survive...
Need Source/Influence Data to Survive Merges & Conversions...

14. Campaigns help prevent Source/Influence Loss
Merge Leads:
Campaigns on each Lead...
... Preserved
on Merged
Lead
Convert Lead to Existing
Contact Preserves All
Campaigns AND the
original Source!

15. Campaigns make “Lead Source” More Reliable!
• As in previous examples, standard SFDC
Merge/Conversion could result in
incorrect Lead Source value.
• Utilizing full Campaign history, can see
Earliest vs. Most Recent Campaign, etc.
A
Campaigns help prevent Source/Influence Data Loss...
But...

16. Duplicates cause missing Campaign Influence
Unconverted/
Unmerged
Duplicate
Lead...
Campaign NOT
brought to Contact...
Converted Lead... Campaigns ARE
brought to Contact...
Opportunity
Campaigns brought to Opportunity by
Contact Roles if Campaign Attached to
Contact
Missing Campaign Influence on Opps
due to unconverted Duplicates
Incomplete
picture of
Influence/Source
due to Lead
Source &
Campaigns on
unconverted
Leads not
rolling up to the
Contacts &
Opportunities
Webform Campaign
Missing Webinar Reg
Missing Tradeshow
Trial Campaign

17. Dedupe Provides Complete Campaign Opp Influence
Opportunity
With complete
picture of Source &
Influence, now can
make choice about
which Campaign to
Credit...
i.e. Earliest, most
recent, weighted
attribution, ignore
non-responded
campaigns, etc
Webform Campaign
Webinar Registration
Trial Campaign
Tradeshow Campaign

18. Problems due to Convertion
• Converted Leads split up into
Account + Contact +
Opportunity.
• Leads can be Converted
without Creating an
Opportunity
• If no Opp created, Lead fields
mapped to Opps will lose the
data.
Opportunity

19. Leads vs. Accounts/Contacts
“Accounts are for companies you are engaged with...
Leads are for people you aren’t engaged with yet...”
• What about multiple people from one Company?
• What about Lost Opportunities?

20. • With Duplicate Leads/Contacts,
can’t see Activity History in one
place...
• Have to look in multiple places to
see who did what and when...
• Reps may be stepping on each
other’s toes
Can’t look in one place to see Activity History
Email
Voicemail
Phone Call
Leads Contact(s)

21. Dedupe to see full History in one place...
Email
Voicemail
Phone Call
Leads Contact(s)
Voicemail
Voicemail
Email
Phone Call
Email
Email
• Best to see full Activity History of
who did what and when in one
place...

22. Duplicates Affect Lead Scoring
• One person could perform
multiple actions.
• Fragmented duplicates may
score those activities
separately, diluting their
true score.
... From 1
Company...
... From 3
People...
6
Inquiries...

23. Duplicates affect even Round Robin Distribution
• Inquiries routed to different Reps
(A, B, & C), but discover they’re
related to an Account that Rep B is
already working...
• Reps A & C don’t get to work the
Leads they were assigned and lose
their Round Robin Assignment for
a new Lead.
OR
Reps A and/or C call into the name
that Rep B is already working,
causing issues.

24. Duplicates can affect targeted communications
• Duplicate Leads to Existing
Contacts/Accounts not reflected
as “Customer”...
• Customers may be receiving pre-
sales communication
• Customers may be missing post-
sales communications because
they aren’t attached to the
Customer Account record.
Contacts:

25. “But we dedupe by email address...”
If Email address is different, then it won’t match even if other factors like
Name, Company Name, Phone Number, etc are the same.
rsmith@acme.com roberts@acme.com

26. So what can you do about it?
Steps you can take to mitigate or solve these problems

27. Decouple Business Terms & SFDC Functions
Business Nomenclature != Salesforce Nomenclature
• “Lead”
• “Convert”
Suspect Lead Prospect Customer

28. Look beyond Email-only...
• Look at additional criteria like Name, Company, Phone, Email Domain, etc.
• Fuzzy matching can find “Acme Corp” = “Acme, Inc.” or “Robert” = “Bob”
• Can match to Existing Contacts, New Contacts against Existing Account, and Existing Leads before
creating new Lead
rsmith@acme.com roberts@acme.com
Choose a solution that can detect that these are duplicates even
though Name, Company, and Email were not exact matches.

29. Duplicate Prevention: Points of Insertion
SFDC
List Import
Manual
Entry
Webforms
Direct
Integration
Don’t forget to
dedupe the
existing data!

30. rsmith@acme.com
Robust Deduping on Insert into SFDC
If existing record already exists, append existing Record with
Campaign(s)/Task(s)/Activity(ies), don’t create a new Duplicate Lead.
Webform/List Import
Robert Smith
Acme Corp
rsmith@acme.com
(206) 555-5555
roberts@acme.com

31. Process Implications
• Need Lead/Contact Agnostic Follow-up process
• May not be able to rely on Lead Routing, Queues, Alerts, etc to ensure
Sales knows to follow-up with an Inquiry.
Deduped Inquiry could
append existing Contact or
Account, not new Lead...

32. Tasks
• Can link to both Leads
& Contacts
• Can be created by
integrated systems
• Deduping
• Mktg Automation
• Workflow Rules
• Apex
• No Task Routing,
simple assignment to
named users or record
owner.
Campaign
Members
• Both Leads & Contacts
can be Members
• Supported by
integrated systems
• Deduping
• Mktg Automation
• Web to Lead
• Mitigates reporting
across Leads &
Accounts+Contacts
• No Routing, simple
assignment to named
users or record owner
Opportunities
• Can be created by
Mktg Automation by
Lead Score or simple
Apex.
• Third Party Routing or
SFDC Territory
Management
• Mitigates need to
report across multiple
objects.
Account &
Contact Routing
• Third Party Routing or
SFDC Territory
Management can
allow Accounts &
Contacts to be routed
like Leads.
• Needs tighter process
& data management
to ensure no
unintended
reassignments
Ideas for Lead/Contact Agnostic Processes...

33. Data to Survive Conversions
• Map Lead fields to Account &
Contact to ensure not lost in
Conversion if no Opportunity
created.
• Account Fields accessible in
all Opportunity Reports.
• Use Workflow Field Updates
or Apex to port values from
Account to Opportunity.
Opportunity

34. Use Campaigns & Related Objects
Opportunity
Webform Campaign
Webinar Registration
Trial Campaign
Tradeshow Campaign
• Campaign Membership,
Activities, Custom Objects,
etc survive merging &
conversion.
• Contact Roles bring
Campaigns to Opportunity

35. Data to survive merges
Any data that is important for workflow,
reporting, etc needs to survive merges.
Data fields on records may not
survive merging.
• Source, Touch, Influence: Campaign
Membership
• Tasks/Activity History
• Custom objects
Campaigns
Whitepaper
Activity History
Phone Call
Email
Event
Custom Object
Record 1
Record 2

36. Deduped Campaign Reporting
 Not Deduped, can only see 6
records, but not the
relationship between those 6
records.
 When Deduped, can now see
relationship as 6 inquiries from
3 people at 1 company...
 Can report on number of
Inquiries based on Campaigns
instead of Leads
 Can identify multiple touches
from one Company.

37. In Summary...
• Use Campaigns & Opportunity Contact Roles for Campaign Influence
• Important data must survive merging
• Be aware of all points of entry
• Move beyond Email Address for more robust Deduping
• Lead/Contact Agnostic Sales Rep Follow-up Process
• “Owner”/Policing of Data & Process beyond the Admin

38. Jason Paquette
DocuSign
Michael Farrington
@MichaelForce