sales force

1. Leading Salesforce Customer Engagement and
Data Management Practices
Mehmet Orun, CDMP
Salesforce Services, Data Strategy Leader
@DataMinstrel

2. Safe Harbor
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This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of
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3. Key Principles for Effective CRM
Leads
Accounts
Contacts
1. Know your Customer relationship
across channels, processes, records
2. Empower your employees with
integrated insights across
Marketing, Sales, Service…
3. Make finding, capturing, maintaining
data is as easy as possible

4. Customer (vs. Account) at
the heart of the model
Focus on Relationships vs
Golden Record
User, Architectural, and
Data Quality benefits for
better data management,
analytics, collaboration
Customer Centric CRM
CRM as Customer
Hub
CRM as System of
Engagement
Effective Customer CRM Requires Effective Customer MDM

5. Customer Centric CRM
Vision and Challenges with the Traditional Approaches

6. True Customer 360 is about the Holistic Relationship
Connected
Customers
Connected
Partners
Connected
Employees
Connected
Devices
Connected
Products

7. Common Challenge: Accounts vs.. Customers
Can you relate accounts for each
entity across CRM, ERP, …?
How do you detect and maintain
relationships?
How do you leverage your
understanding for Contact, Lead,
Account Team Management…?
How do you expose relevant
details to different user groups?
Who is your Customer and what is your overall relationship?
Salesforce.com, Inc
One Market St., Suite 300
San Francisco
ExactTarget
36 S. Pennsylvania
Indianapolis
Salesforce
1 California
San Francisco
Salesforce
50 Fremont
San Francisco

8. 1. MDM Implementation Priority:
Understanding Business Relationships over Golden Record mastery
2. Using cloud-based Data Services for faster Time-to-Value
3. CRM as System of Engagement for better collaboration, data quality,
adoption, investment value
With discussions on Data Architecture, Data Governance, Data Stewardship …
Key Messages of the Session
Leading Practices for Customer Data Management

9. CRM as a Customer Hub
Challenges with the Traditional Approaches
Cloud Based Services For Faster Time to Value
Co-Existence with the Greater MDM Echo System

10. ETL
Traditional Approach: Consolidation & Back Office Integration
Case Mngt
Contract
Mngt
ERP
Quote
Mngt
SFA
Application Integration (e.g. ESB)
Data
Warehouse
MDM Hub
Analytics
Reports
Data
Quality
Modules
Customer
Self Service
Portal?

11. Centralized
Governance
Definition
Implement
MDM Hub
Integrate
MDM &
Applications
Visible
Business
Value
Key Challenge #1: MDM Hub First Delays Business Value
Typical Rollout $1-5M (SW, HW, People, Data) + 9-18 Months
• ~3-6 months
• Important, Often Not Agile
• Risk: Focus on Definitions only
vs. Visible Results
• ~3-12+ months
• Focus on match % vs. matched
data quality
• Risk: X-Source reconciliation
vs. against reference data set
• Risk: Over-reliance on rules
without tribal knowledge
• ~3-12 months
• Many features to support:
Search Before Create
Duplicate Prevention
Ongoing Updates
Enabling User Feedback
Merge Support
• Separate effort for data cleanup
• Promise:
Integrated, quality Customer
and Transactional Insights
• Success drives new
requirements for additional
data sources, fields
CRM
MDM
Hub
ERP DW
BI
TCO Framework Business IT
Data Acquisition
Data
Stewardship
Data
Reconciliation
Data Delivery

12. Key Challenge #2: Technology Itself Is Not Sufficient
User Engagement + Reference Data is Essential To Quality Data
Source: D&B Sales & Marketing Research Institute
120 businesses change addresses
75 phone numbers change
30 new businesses are formed
20 CEO’s leave their job
1 company gets acquired or merged
In 30
minutes
Software Only Solutions Cannot Relate Different Location and Entities to “Customers”
Salesforce.com, Inc (HQ)
One Market St., Suite 300
San Francisco
ExactTarget (White Space)
36 S. Pennsylvania
Indianapolis
Salesforce
1 California
San Francisco
Salesforce
50 Fremont
San Francisco
Data Changes Often It is about Understanding Customers vs. cleaning records…

13. Alternative: Cloud Based Data Services for Faster Delivery
MDM Hub/Software Only approach:
+ Address standardization
+ Geo-coding (with geo-proximity search)
+ Fuzzy string matching configuration
+ Company name synonym setup & maintenance
Implementation:
• Cost: ???
• Predictability: ??
• Duration: ??
Cloud Services approach (e.g. Data.com):
• Integrated Trade Style matching
(Legal Name, DBA, PKA, AKA, Founder, Owner, ...)
• Integrated Geo-Proximity matching (incl to Prev. Address)
• Additional data enrichment with standardized data
Implementation:
• Cost: Depends on Use Case
• Predictability: Yes
• Duration: 1 day+  Identify the gap, prioritize, address
Not just B2B (Space is evolving)
• For HLS: Veeva, Reltio, …
• For B2C: Axciom…

14. Consumer Goods Manufacturer
Business Need:
Robust understanding of “Customers” including
Customer Stores that carriers its products
Challenge:
Point of Sale data not linked to what’s in SAP (orders) or
CRM (Sales Rep engagement)
SW Matching yielded 15% match rate after an unknown
months effort
Results:
Data.com Clean yielded 50% match rate in 8 days
(3 week PoC, ended early), including account record
affiliation to legal entities
Telecommunications Company
Business Need:
Understand relationships with national and multi-national
entities for effective segmentation, sales routing
Challenge:
Large stewardship team (20+) required to steward MDM
software results.
Batch processes time consuming, expensive.
Results:
Data.com Clean, custom UI & workflows engaged users,
provided “linked” (vs. overridden data) allowing more
business units to participate due to choice,
replaced and enhanced prior solution within 3 months
(vs. prior cancelled effort: 18+ months)
Cloud Based Services Deliver Real Results
Data.com Business Benefit Examples

15. Salesforce as System of Engagement
Sample Customer Data Architecture
Use Account Object as Registry, Use Configuration to Hide Complexity
Source
Account
Type
Account Transaction Type
SFA Customer Salesforce Opportunity
SFA Customer Exact Target Opportunity
ERP Sell To Salesforce.com Sale
ERP Sell To Salesforce Inc Sale
ERP Ship To Salesforce PTY Shipment
ERP Ship To Salesforce.com Shipment
ERP Ship To Salesforce Shipment
ERP Sell To ExactTarget Shipment
ERP Ship To Exact Target Shipment
Support Contact Salesforce Case
Account
Customer
Related
Accounts
Internal
Insights
External
Insights
Account
Team
Contacts

16. MDM Function Recommended Solution Why
Address Check/Standardization e.g. AddressDoctor Better data at source, Consistency
Initial Matching Data.com Rich matching, ability to bring in and build
parent/child hierarchies
Legal Name Cleansing Data.com Benefit of 3rd Party Reference Data
Data Enrichment (e.g. Firmographics) Data.com Fills gaps with Reference Data
Hierarchy Definition / Maintenance Start with Legal Hierarchy,
Rule driven automation TBD
Leverage D&B Family Tree, end user input
vs. back office function
Stewardship Report and Work Flows Where users work (with DDC) Focuses on data, with Tx context, routing
Secondary Matching Dedupe Tools, MDM Hub
(e.g. Infa Cloud MDM)
Handles records not found in D&B and/or
deeper granularity matching
Golden Record Maintenance MDM Hub Core competence
Global ID Maintenance MDM Hub Independence from 3rd party sets
Ongoing Data Updates Data.com (data)
MDM Hub (facilitate updates)
Reference Data Updates (e.g. alerts on
ownership change, OOB)
Merge & Integrate MDM Hub Facilitated
Apps must be capable
Core competence, use data from DDC
Salesforce B2B Sample Architecture
Best of Breed MDM Architecture with the Power of the Cloud

17. Key Message: Start with What’s Pre-Built for Faster Value
Add Capability & Enhance Over Time As Needed
Additional
Insights
+44%
Improved data
completeness
Increased Sales
Productivity
+37%
Increased sales
productivity
Pipeline
Growth
+29%
Increased sales
opportunities
While Improving Predictability and Flexibility of your Solutions
Source: Salesforce.com Customer Relationship Survey conducted April-May 2013 by independent third-party, Confirmit Inc.,

18. CRM as your System of Engagement
How to increase Employee and Customer Engagement,
and Data Quality through the Salesforce CRM platform

19. What are Systems of Engagement?
Source:
A Billion Smartphones Require
New Systems Of Engagement
Ted Schadler, Forrester,
February 14, 2012

20. Profile: Sales Rep
Incentive: Close deals, Make Club,
Avoid being blind sighted
Need: Simplified, Holistic
Understanding of their Customer:
• Past and Present Opportunities
• Service Satisfaction (SLAs, …)
• Product Growth Opportunity
(penetration & white space)
Profile: Service Rep
Incentive: Effective, efficient respond
to inquiries, meeting customer needs
Need: Rapid access to real time
Order, Shipment, Payment, … data
Able to bi-directionally communicate
with the customer, across channels.
Profile: Customer
Desire: Minimize time spent with
vendors, while maximizing value
Need: Simplify interactions, visibility:
• See my orders, status
• Initiate, track support cases
• Get relevant alerts
• Manage my preferences
securely, collaboratively
1. Users are Expected to Integrate Information
Challenges with Traditional IT Architecture
Challenges with Traditional IT Architecture
1. Users are Expected to Integrate Information
Persona vs. Technology Driven Customer 360 Planning
Identify Users’ Integrated Information Needs (What, When, Where…)
Common Desire: Avoid having to wade through many many disconnected records.

21. Even with MDM Hubs, Users and Information is Disconnected
Case Mngt
ERP
SFA
• Customers
• Opportunities
• Sold To(s) and
Sales
• Ship To(s) and
Shipments
• Cases
MDM
Reports
Data
Warehouse
Integration Layer
Phone, Email,
Social
Self Service?

22. Back Office Sources
CRM Platform
Common
“Product” View
Systems of Engagement
Unify Data, Engage Employees, Customers, Partners, Enable Collaboration
Sales View Self Service Service View
Common
“Account”
View
Cases
Opportunities
Sales Payments
Shipments Other
Just in Time Integration (Real Time & Batch)
Sales Ops
Partners

23. Salesforce as System of Engagement
Sample Customer Data Architecture
Use Account Object as Registry, Use Configuration to Hide Complexity
Source
Account
Type
Account Transaction Type
SFA Customer Salesforce Opportunity
SFA Customer Exact Target Opportunity
ERP Sell To Salesforce.com Sale
ERP Sell To Salesforce Inc Sale
ERP Ship To Salesforce PTY Shipment
ERP Ship To Salesforce.com Shipment
ERP Ship To Salesforce Shipment
ERP Sell To ExactTarget Shipment
ERP Ship To Exact Target Shipment
Support Contact Salesforce Case
Sales View
Simple aggregates
Ability to raise cases
Get alerts, updates
Customer View
See “my” interactions
New orders, cases
Service View
Fast, real time access
to current and
historical data

24. Develop UIs for Each Users Need
Combined With Security, Collaboration, Actionable Intelligence

25. Other Leading Practices

26. Social Data Stewardship
Empowering Employees to Leverage Tribal Insights

27. Customer Hierarchy Management
Business + Data Driven Techniques, Empowered by Data Governance Rules
Sutter Medical
Health
Alta Bates
Summit
California
Pacific Medical
Center
Locations
Pacific Campus
St. Luke’s
Accounts
ERP
CRM
Account Team
Customer
Contacts
Eden Medical
Ultimate Customer:
Parent organization of two or
more distinct customers
ERP Account (Sold To,
Ship To..):
One or more accounts
setup to track specific
transactions in ERP
Location/Facility:
A location Customer
conducts business. Used
for tracking location
specific firmographics,
installations…
Customer:
Legal entity with whom we conduct
business, typically a distinct legal
entity, identified by…

28. Co-Existence with MDM Hubs
Balancing Best of Breed and Time to Value
IDQ
Salesforce MDM Hub (e.g.
Informatica, Oracle)
Master Data
Management
Data.com
Clean
Data Steward:
Match, Accuracy Checks
Accounts
CDH
Data Steward:
Merge Mngt,
Granular Match
Async
integration
Transactional
Use
Contacts,
Acct
Teams
“Custome
r”
Accounts
Source
Accounts
“Custome
r”
Accounts
3rd Party
Data
Simple
(Text Based)
Search
Before Create
Address
Other
Validation
Services
Data
Driven
SBC
D&B
Matching,
Ongoing
Updates

29. Thank
you