How to Create Top Sales Dashboards Track: Sales Operations

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How to Create Top Sales Dashboards
Track Sales Operations

• Thomas Tobin, salesforce.com
• Ashley Landry, SunGard
• Jennifer Wobser, FFF Enterprises

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Creating Dashboards

• Where did dashboards originate?
• The process to create a good dashboard
• SunGard and sales executive dashboards
• FFF Enterprises and sales dashboards
• Questions and Answers

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The origin of Dashboards

• LEO 1951
• Lyons tea and cake chain in UK

• Weekly output
• Over-and-under average pay per bakery
• Production summaries
• Structured reports from accounting and
  transactions
• Spreadsheets
• Model-driven simulations

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Same set of questions as in 1951

• The consumer
• The business question
• Why do they want to know?
• What shape should it be?
• Where does the answer come from?
• What questions will there be from this number?
• What can they do to change it?

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Same set of questions as in 1951

• The consumer
• The business question
• Why do they want to know?
• What shape should it be?
• Where does the answer come from?
• What questions will there be from this number?
• What can they do to change it?

7
Same set of questions as in 1951

• The consumer
• The business question
• Why do they want to know?
• What shape should it be?
• Where does the answer come from?
• What questions will there be from this number?
• What can they do to change it?

8
Same set of questions as in 1951

• The consumer
• The business question
• Why do they want to know?
• What shape should it be?
• Where does the answer come from?
• What questions will there be from this number?
• What can they do to change it?

9
Same set of questions as in 1951

• The consumer
• The business question
• Why do they want to know?
• What shape should it be?
• Where does the answer come from?
• What questions will there be from this number?
• What can they do to change it?

10
Same set of questions as in 1951

• The consumer
• The business question
• Why do they want to know?
• What shape should it be?
• Where does the answer come from?
• What questions will there be from this number?
• What can they do to change it?

11
Same set of questions as in 1951

• The consumer
• The business question
• Why do they want to know?
• What shape should it be?
• Where does the answer come from?
• What questions will there be from this number?
• What can they do to change it?

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Ashley Landry
Project Manager Salesforce.com Operations Team
ashley.landry_at_sungard.com
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SunGard Data Systems

• Global leader in integrated software and IT
  services
• 25k customers in over 50 countries including the
  world's 50 largest financial services companies
• Supply solutions to the financial services
  industry, higher education and the public sector
• Provide solutions to information dependant
  enterprises of all types to maintain the
  continuity of their business through information
  availability services
• Privately Owned Company
• Annual revenue of 4 billion
• Global infrastructure spanning 50 business units

INDUSTRY Software IT Services
EMPLOYEES 16000
GEOGRAPHY Global
USERS 1000
PRODUCT(S) USED SFA, Service Support, 3
AppExchange Applications
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SunGard Standard Dashboards

• Executive
• Adoption
• Marketing

• GAM Account Dashboard All Accounts
• GAM Account Dashboard
• Individual GAM Dashboard

• Executive
• Adoption
• Marketing
• Sales Analysis

• Executive
• Adoption
• Marketing

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Key Challenges

• Global Account Management Across 40 Independent
  Business Units
• Lack of
• New Deal Awareness
• Solution Selling
• Meeting Collaboration
• Pipeline Views
• Quota Management

• Low customer service
• Reduced revenue
• Inefficiency
• Poor account planning

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The Solution - How did we address the challenges?

• Global Account Dashboards
• Global Account Managers need to know
• Whats about to close?
• Whats new?
• Whos meeting with who?
• How are deals progressing?
• Are we reaching our goals?
• Based on the following custom fields
• Ultimate Parent
• GAM Account
• GAM
• Quotable Revenue
• Open sharing model for relationship exposure

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Short-Term

• Whats about to close?
• Whos meeting with who?
• Whats new?
• Whats big?

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Big Picture

• How are things progressing?

• Pipeline by
• Account
• Stage
• Type focus on new business
• Business Unit solution selling, cluster
  products, gaps

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Long-Term

• Are we reaching our account management goals
  pipeline and actual?
• Quarterly
• Annually

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Full View of Their World
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Results

• What were the results?
• Higher customer satisfaction
• Visibility for improved
• Solution selling
• Relationship leverage
• Quota management
• Account planning

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In the Future

• In the News (Factiva) What are the top stories
  for my accounts?
• Account Status Integrate project management
  tools

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Jennifer Wobser
Business Systems Analyst andSalesforce.com
Administrator
jwobser_at_fffenterprises.com
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FFF Enterprises

• The Nations Largest Bio-pharmaceutical
  Distributor
• Nationwide distribution of biopharmaceuticals,
  plasma products, vaccines, and trial drugs
• Commitment to making a difference in healthcare
• Privately Owned Company
• Founded in 1988
• Four Corporate Divisions
• 40 Outside Field Sales Reps/10 Inside Sales Reps

INDUSTRY Biopharmaceutical Distribution
EMPLOYEES 200
GEOGRAPHY Headquarters based in Temecula, CA
USERS 90
PRODUCT(S) USED Premium Support, AppExchange
Mobile, and 6 AppExchange Applications
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Key Challenges

• Executives
• Needed view over field and house reps
• Missing metrics on time invested vs. revenue
• Reps
• No view over product/territory revenue split
• Accounts being untouched

• Unpredictable revenue
• Lower accountability
• View only extends to the edges of the desk

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What did people want?

• I had a personal view of the problem
• Spent 2 years in sales
• Started doing admin work and tracking the metrics
  on what I wanted for myself when I was in sales
• Analyzing what activity/account information was
  available to the reps within salesforce.com
• Built the dashboards
• Talked to my executive users
• Talk-and-tweak
• Regular changes after listening to their
  experience of Salesforce and business processes

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Where did the data come from

• Internal ERP (Movex)
• Data loaded each night using custom process
• Loads customer info
• Loads orders and items history into custom
  objects
• Salesforce.com
• Logs Activities
• Analyzes Sales

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How did we organize it?

• Created Dashboard folders
• By Role Management, Sales, CS, etc.
• By Metric Activities, Sales, Territory, etc.
• Standardized Templates
• Each sales rep received the same dashboards
• Management can also access sales dashboards

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Deciding what people see

• User profile/target audience
• Do they know how to decipher data?
• Multi-variable graphs, stacked bar charts or just
  line graphs?
• First divide dashboard using columns
• Weekly, monthly, quarter
• 2006,2005,2004
• Then by component
• Product group, topic, activity

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FFF Example Management Activity Dashboard

• Monthly View
• Graphical representations of total activity goals
• Summaries by department, facility type, users
  with the most activities logged

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FFF Example Sales User Activity Dashboard

• Overall View
• Total accounts owned with logged activities vs
  accounts without activities
• Summary of activities by month and week
• Click on any component to obtain the target
  report underneath

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Instant Dashboards on the Appexchange

• Easy to find
• Go to the AppExchange
• Type in Dashboards
• Get it now
• Instant reports and folders are created
• Wont interfere with existing reports or
  dashboards

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How did it work?

• Metrics on success
• Management tracked activities 50 rise in
  logged activities
• Additional10 increase in activities after
  dashboard on sales performance by territory
• Sales reps
• Now easily find where to get low-hanging fruit
  increased profitability
• Execs
• Can review sales activity performance daily from
  any computer
• Increased communication - everybody knows whats
  measured and how
• Unexpected Bonus
• Sales support center gets 80 less calls by sales
  reps for account sales statistics and invoiced
  account orders

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QUESTION ANSWER SESSION
Jennifer Wobser
IT Administrator
Ashley Landry
Project Manager
Thomas Tobin
Product Manager
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