Expert Panel on Data Management

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Expert Panel on Data Management
Track Large Enterprise Deployments

• Scott Johnson, salesforce.com, Moderator
• Ilene LaBarbera, ADP Inc
• Sandra Brogie, Cognos Inc

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Agenda

• Introduction and the Importance of Data
• Customer Case Study - ADP
• Customer Case Study - Cognos
• Moderator Questions to the Panel
• Questions and Answers

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Moderated By
Scott Johnson
Principal Consultant
salesforce.com
Ilene LaBarbera
Director of Sales Automation
Sandra Brogie
VP, Global Sales Operations
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Importance of Data

• Bad information takes time from all parts of your
  organization
• Everyone gets frustrated, you lose valuable by-in
  and adoption
• Understanding your customer is impossible
• Analysts rate bad data as one of the top 3
  reasons for CRM failure
• Lets see how to make it work.

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Ilene LaBarbera
Director, Sales Automation
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Company Introduction

• ADP employer services provides your business with
  leading payroll, benefits, HR and tax solutions.
• New Expansion into on-Demand market

INDUSTRY Business Software and Services
EMPLOYEES 40,000
GEOGRAPHY Global
USERS 6500
PRODUCT(S) USED SFA, Marketing, Service
Support, AppExchange
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ADP DATA LANDSCAPE
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CHALLENGES FROM BIG TO SMALL.

• National Accounts
• Volumes Low
• Corporate Families Important
• Large Contact Account Ratio
• Small Business Services
• Volumes HIGH (9M)
• Duplicates
• Get Stale Data Out
• Get Fresh Data In

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SOLUTIONSFROM SMALL TO D B

• National Accounts
• Quarterly D B Updates
• One Source AI integration
• Small Business Services
• Quarterly Merge, Match
• Ongoing Purges of Stale Data
• Weekly Imports of New Businesses
• SMALL DB external data warehouse

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Sandra Brogie
VP, Global Sales Operations
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Company Introduction

• Leading provider of Business Intelligence
  (Reporting Analysis) Solutions
• Sales, Pre-sales, selling-side of services,
  business development, FA and marketing users
• Multi-tier, matrix sales organization
• October 1, 2005 go-live date
• Rolled out in 4 waves over 4 months from Onyx
• Use authentication and DB replication services
• User Adoption is our key metric of success
• Phase I Scope
• Opportunity Management
• Account and Contact Management
• Closed-Loop Lead Management

INDUSTRY Software
EMPLOYEES 3,000
GEOGRAPHY Global
USERS 1300
PRODUCT(S) USED SFA MA
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Accounts

• Data Population
• 3rd Party Data Provider DB
• Oracle Worldbase linkage record
• DB credit ratings, Kanji names, etc.
• Target Market Universe Definition
• HQ and Single Locations whose annual revenues
  gt100M
• Plus all active customer partner sites
• Salesforce AppExchange Data Loader tool
• Account ownership reviewed by sales management
  (Geo, Area, Region)
• Salesforce sales user can create a new account
• Triggers alert as a newly created account which
  needs data population by their Data Steward
• Transparency with global read sharing rule

• Data Maintenance
• Quarterly refresh from DB
• Creation of central Data Steward team
• Validation of account ownership
• Create -gt Approved Cycle
• Single-point for Salesforce data issues
• Accountability for data quality
• Automated Data Console tool to handle on-going
  data transformations
• Parent hierarchy, Regional G3500 flags, Account
  Types and Customer s
• Use of AppExchange CRM Fusions DemandTools
• Identification of missing parent accounts dupes
  based on Duns to fuzzy search on address

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Over 350K accounts in Salesforce
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Opportunities

• Data Migration
• Onyx CRM conversion
• 100 migration of active opportunities
• Salesforce AppExchange Data Loader
• Consistent, global sales methodology
• Sales cycle stage, probability of close
  forecast category
• Opportunity Naming Convention
• Acct Name_Project_Product
• Go-live Training included
• 2 hours of opportunity validation completion of
  missing opportunities
• Sox compliance signoff form by every opportunity
  owner

• Data Maintenance
• Compliance Reports
• List of opps with a past close date
• List of opps where opp owner not equal to account
  owner
• Application Support Manager handles attrition of
  account and opportunity owners
• Accts opps move to Regional Sales Managers for
  re-assignment
• Merge accounts handle related lists
• Data Steward reviews Opp Names
• Closed Opportunity Detail Reviews
• Regional sales administrators verify amount and
  close date in Salesforce with FA. Phase II
  plans to feed Oracle Financials data into
  Salesforce.

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Contacts

• Data Migration Population
• Migration
• Any contact of a customer/partner
• Any prospect contact who had activity with us in
  the last 24 mos
• Required Direct Phone or Email
• Used DB match services to tie contact to account
• Salesforce AppExchange Data Loader
• Population
• Provided Excel import templates for mass uploads
  by Data Stewards after verification of account
  details with DB
• MS-Outlook Integration for contact
  synchronization

• Data Maintenance
• MS-Outlook Integration introduces dupes
• Use of AppExchange CRM Fusions DemandTools
• On-going data maintenance, cleansing
  verification
• Postal code address verification for US Canada
  contacts
• Mass update of Contact ownership as fiscal year
  turns over
• For attrition, contact ownership follows account
  ownership

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Extending the Value of Salesforce for

• NEXUS Customer Data Warehouse Solution
• Cognos DecisionStream ETL Tool
• Salesforces DB Replication Services
• Oracle Database
• Cognos EBI Reporting Analysis Solution
• Shared security model with Salesforce
• Expands information usage beyond Salesforce users
• Allows for more complex reporting analysis with
  other transactional data sources (Oracle
  Financials, PSFT HRIS, and Legacy systems).

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Resources Beyond the Customer Case Studies

• http//success.salesforce.com/
• Search data quality
• www.appexchange.com
• Sales ? Data Cleansing
• The Partner Pavilion and review some
  extraordinary solutions and methodologies

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QUESTION ANSWER SESSION
Ilene LaBarbera
Director of Sales Automation
Sandra Brogie
VP, Global Sales Operations
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