Big part is the data componentIntegrated systems/tools
Brought in target data…Used Demand Tools for dedupingFilledi n the blanskdemogratphics info
Notes: Field Mapping,…marketing automation, customer support, web to lead (standard) etc. Vision of where we are going with IT…our data strategy was not an IT intiatiive, but we algned with IT and the next phase is to integrate all systems, including transational data from our customers and pull it into a simple system for analysis. Where data gets really strategic.
IT integrating all systems.
Still going live now….still in Phase I….Point 1 – Built Target Accounts so we could have a “home” for contactsPoint 2 – Not only updated existing accounts but had complete data for new accountsPoint 3 – Focused Titles…not just anyone. Graveyard RateHard Bounce RatePercent Build Rate Accounts and ContactsOthers
Data strategies dreamforce_2010_michele_mc_mahon
Using Data to Drive Sales & Marketing Effectiveness<br />Customer Hero Theater<br />Michele McMahon: The Network<br />John Boney: The Network<br />
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All About The Network, Inc.<br />.<br />The Network, Inc. helps thousands of organizations, including half of the Fortune 500, mitigate risk with a full suite of governance, risk and compliance (GRC) solutions<br /><ul><li>Go-Live in 6 weeks from contract sign to go-live!
Data Strategy critical component to SFDC justification, implementation, and marketing & sales strategy
Integration and automation of all key applications, including data, mission critical
Evaluating other data providers for 2011 (Hoovers, OneSource)</li></li></ul><li>Contact StrategyJigsaw For Salesforce.com<br />Contact Strategy: What We Did<br /><ul><li>Updated existing contacts and created new contacts focusing on key fields including email
Recruiting</li></ul>“Data quality decays rapidly & enterprises should follow a methodology for….regular measurement…..data quality….goals for... process improvements & technology”<br />
What Did We Do? <br />Secured Executive Sponsorship<br />Created Integrated Digital Backbone<br />Licensed the Right Tools<br />Expectation Setting and Lots of Prep<br />Decisions on Lead vs. Contact<br />Benchmark Current State<br />Created Data Strategy for Accounts & Contacts<br />Sign-off across the organization<br />Field Mapping Across All Systems<br />Insight <br />Technology <br />Information <br />
Strategic Vision<br />Strategic Decision Support<br />Full Integration with back end systems<br />Customer LifeTime Value Modeling<br />Profitability-Focused Acquisition<br />Progressive Profiling<br />Marketing Automation<br />Using Data to accelerate pipeline<br />9<br />
Phase I: Results<br />Liability<br />Strategic Competitive Weapon<br />Missing 60% of Target Audience <br />Key Demographic Fields (employee, state, industry) 78% complete<br />78% of contacts, including customers, did not have email address<br />Discovered 14% of contacts “graveyarded” <br />Lack of confidence in existing data<br />Didn’t have right CRM tool (pre-SFDC)<br />No data strategy<br />90%+ Target Accounts in SFDC<br />Key Demographic Field completion increased to 92%+ for all accounts,<br />Contacts w/ email doubled. Goal is 90%+<br />Target Contacts increased by 32%. Still increasing.<br />Integration with Marketing Automation System (Silverpop)<br />Integrated Accounts & Contact real-time insight and updates<br />Data Strategy first time in 30 years <br />
What Went Well & Lessons Learned<br />What Went Well<br />Lots of external expertise available – just ask!<br />Internal Executive Sponsorship: Organizational Initiative<br />Only One Surprise<br />Lots of Prep = smooth data go-live<br />Unbelievable responsiveness & expertise across all teams (SFDC, Jigsaw, DemandTools, etc.)<br />Lessons Learned<br />Don’t push people too hard<br />Don’t do it on a weekend<br />Lots of work but worth the effort<br />