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  • Before I begin, let me inform you that salesforce.com is a publicly traded company. As such, it’s important that I remind you that any purchase decisions you make regarding salesforce.com, you should make solely on the basis of current products and services that we have released and not any future products. If you have any other questions on this matter, you can find our safe harbor clause located on our public web site.
  • The content management market is similar to the CRM market of several years ago. Lots of large companies have spent tons of money on enterprise content management systems, but have not deployed successfully. So the mass of business users are either using no content management system at all, or basic, ineffective solutions like shared network drives and intranets. Salesforce Content provides an easy-to-use solution that will get real adoption. Content helps you do more than just find documents. We drive collaboration across different parts of the organization, so everyone gets more value from your content and shares institutional knowledge. Content is integrated right into your CRM apps, so users can access the most relevant materials from right where they are working. Content can be sold to anyone, whether they have a platform or CRM license or not. That means every employee in your existing accounts is a potential selling opportunity, as well as prospects who might not want CRM but need content management. We will solve the storage problem and ensure that it is not an obstacle to people adopting Salesforce Content.
  • The content management market is similar to the CRM market of several years ago. Lots of large companies have spent tons of money on enterprise content management systems, but have not deployed successfully. So the mass of business users are either using no content management system at all, or basic, ineffective solutions like shared network drives and intranets. Salesforce Content provides an easy-to-use solution that will get real adoption. Content helps you do more than just find documents. We drive collaboration across different parts of the organization, so everyone gets more value from your content and shares institutional knowledge. Content is integrated right into your CRM apps, so users can access the most relevant materials from right where they are working. Content can be sold to anyone, whether they have a platform or CRM license or not. That means every employee in your existing accounts is a potential selling opportunity, as well as prospects who might not want CRM but need content management. We will solve the storage problem and ensure that it is not an obstacle to people adopting Salesforce Content.

Salesforce content best_practices_rollout_webinar_deck Salesforce content best_practices_rollout_webinar_deck Presentation Transcript

  • Best Practices Rollout Webinar Gregg Johnson
  • Safe HarborSafe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentationmay contain forward-looking statements that involve risks, uncertainties, and assumptions. If any suchuncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com,inc. could differ materially from the results expressed or implied by the forward-looking statements wemake. All statements other than statements of historical fact could be deemed forward-looking,including any projections of subscriber growth, earnings, revenues, or other financial items and anystatements regarding strategies or plans of management for future operations, statements of belief, anystatements concerning new, planned, or upgraded services or technology developments and customercontracts or use of our services.The risks and uncertainties referred to above include – but are not limited to – risks associated withdeveloping and delivering new functionality for our service, our new business model, our past operatinglosses, possible fluctuations in our operating results and rate of growth, interruptions or delays in ourWeb hosting, breach of our security measures, the immature market in which we operate, our relativelylimited operating history, our ability to expand, retain, and motivate our employees and manage ourgrowth, new releases of our service and successful customer deployment, and utilization and selling tolarger enterprise customers. Further information on potential factors that could affect the financialresults of salesforce.com, inc. is included in our quarterly report on Form 10-Q filed on October 31,2007 and in other filings with the Securities and Exchange Commission. These documents are availableon the SEC Filings section of the Investor Information section of our Web site.Any unreleased services or features referenced in this or other press releases or public statements arenot currently available and may not be delivered on time or at all. Customers who purchase our servicesshould make the purchase decisions based upon features that are currently available. Salesforce.com,inc. assumes no obligation and does not intend to update these forward-looking statements.
  • Welcome Webinar Attendees Webinar Attendees see 2 components: 1. Viewer Window 2. Control Panel Type your question here
  • Goals for Today’s Session  Discuss the key rollout decisions and how to evaluate them  Provide best practice guidance  Highlight key resources you can leverage  Answer any outstanding questions you may have We will not review how to perform admin setup in this session – we have provided online videos for this purpose
  • Share Any Content Find the Best Proactively Deliver Get More Value with Easily & Instantly Content Every Time the Right Content User Feedback Technology Can Provide the Tools to Help Cure Information Overload, But You Also Need Organizational Commitment to Change
  • The Five Questions You Need to Answer 1  How many workspaces do you need, and what workspace permissions should you create? 2  How do you want to use tags and content types to organize documents as you publish them? 3  How do you want to integrate Content with your other Salesforce apps? 4  How are you going to migrate your existing content? 5 How do you launch Content to the rest of your organization?
  • 1 What Are Workspaces, and How Do They Work?  Workspaces are “buckets” of content Sales Workspace  You decide which users or groups can see which sets of contentMarketing Sales  Each workspace can be configured differently in terms of users and how you organize content  Content is ‘owned’ in one workspace but can be shared with multiple workspaces  Users can have different rights in different workspaces
  • 1 How Do I Decide How Many Workspaces to Create?  Who do you want to access this content?  Other than simply viewing content, what other rights do you want each workspace member to have? Workspaces are similar to folders in terms of controlling access rights to documents; however, workspaces, unlike folders, are not the primary method of navigating to find content
  • 1 Best Practice Recommendations Start with a “Sales Content” workspace for “official” sales materials  Marketing and Sales Operations to have “author” permissions  Sales to have “view” (and potentially comment/tag) permissions Add a second “Marketing” or “Sales Collaboration” workspace second  Provide marketing with a “draft room” to collaborate on materials before sharing with sales  Enable sales teams to share their own “informal” materials (e.g., RFP responses) Use Public Groups to simplify user administration  Leverage existing groups, or create new ones using the role hierarchy  Add individual users as needed
  • 2 Multiple Ways of Finding Materials in Content Search Tags Content Fields Who can tag, What custom fields do and what tags you want to add, if any? can they use?
  • 2 What Are the Tradeoffs Between Tags and Filters? + Users can subscribe to them - Users cannot subscribe (today) + Are dynamic/flexible - Require admin setup, and are more “top down” + Visualize available content - Do not help visualize content - Cannot be “required” fields + Can be “required” fields - Are not mutually exclusive + Can be “dependent” fields + Can have mutually exclusive values
  • 2 What Options Do I Have for Tagging? Range of Tagging Options Open Tagging Guided Tagging Restricted Tagging • Users with tagging • Workspace admins • Workspace admins rights can enter create “suggested” create “suggested” any tags they want tags tags • Users choose • Users can only “suggested” tags or choose from list of add their own “suggested” tags
  • 2 What Types of Custom Fields Might I Create? Standard Custom Author Approved for external use ? File Type Product line Tag Competitors Workspace Review Date
  • 2 Use Content Types to Manage Multiple Custom Fields Admins: Think of Content Basic Document Types as “Record Types for documents” Content Types represent the different content within their Sales Product Reference Asset business  Sales Asset could have a ‘Product’ attribute  Resumes have an “education level” field Can define which content types can be used in each workspace
  • 2 Example: Internal Salesforce.com Configuration  40 teams using Content throughout company
  • 2 Example: Internal Salesforce.com “Sales Asset” Property Name Type Description Title Text The title of the content Description Text A description of the content Tags A list of Guided Tags A recommended list of guided tags relating to current product and marketing initiatives and product names. Sales Tool type Internal Prep Document, Describes the main type of the Datasheet, Client Presentation, asset. Whitepapers and Analyst Reports, Case Study, Competitive Products & Services Multi-select list of products The product(s) that the content relates to. Tip: Use same names as in CRM. Region Global, North America, EMEA, … For regional content Approved for Client Use Checkbox: Default is No Allows you to select whether (required) content is approved for client use Next Review Date Date (formula) Formula (e.g. 6 months from publishing date) to define when docs should be next reviewed
  • 2 Best Practice Recommendations Don’t overcomplicate categorization  With full-text search on key file formats, less of a need to add tons of metadata  More fields act as a barrier to contributing content Test your categorization with end-users before implementing  Add 15-20 documents, ask end-users to search/filter, and have them provide feedback  Use your existing categorization as a starting point, but take the chance to review it Use custom fields for mutually exclusive and non-keyword values  Create “review date” and “customer-approved” fields for sales assets  Make custom field values specific to a workspace (e.g., document type values) Use an categorization approach that is appropriate for the workspace  Workspaces with fewer members usually require less structure  Use different tagging approaches and custom fields for different workspaces Align your categorization model in Content with your data model in CRM and other areas  Use the same names with the same entities whenever possible (e.g., products, competitors)  Work with cross-functional teams to define appropriate values across departments
  • 3 Three Ways to Integrate Content with Other Apps Provide Access to Recommend Content Associate Content Content in Other Apps Based on Record Data with Specific Records • Expose selected • Suggest relevant • Link files as you Content tabs in other content based on publish them to apps specific fields on records in Salesforce commonly used Salesforce objects • Save users time by • Eliminate the need to • Establish logical eliminating the need search for content connections between to change when reps have data and documents, applications already “given” you like with campaigns key information and underlying • Improve chances of assets reps using “the right” content
  • 3 Recommend Content Based on Record Data Supported objects: opportunities, cases, accounts, leads, contacts, products, custom objects Fields that drive recommendations are defined today, configurable in the future Add ‘Related Content’ to the page layout
  • 3 Associate Content with Specific Records Use Case: Upload a creative asset and associate it with a marketing campaign Lookups available for standard and custom objects Note – security model driven by workspace, not by access to record Add custom “lookup” field
  • 3 Best Practice Recommendations Expose Content tabs in users’ “primary” applications  Use “Workspaces” as a content dashboard/starting point for reps (expose it in the Sales app)  Expose “Workspaces” and “Contribute” in the Marketing app for publishers Align your categorization model in Content with your data model in CRM and other areas  Use the same names with the same entities whenever possible (e.g., products, competitors)  Work with cross-functional teams to define appropriate values across departments Use notes and attachments for content “private” to a record  Only associate generic content with records in Salesforce Test “content recommendations” before a full rollout  Use a custom profile to pilot content recommendations with a group of users  Make sure end users understand how the security model works and the role of notes/attachments
  • 4 Migrating Existing Content Will Take the Most Time  Moving materials into Content is an ideal time to “clean house” – Which materials should we keep versus delete? – Who owns the materials going forward? – How do these materials fit into the new classification structure we have designed?  Two options for migrating materials into Content – Mass migration with SFDC Professional Services – Manual upload
  • 4 Migration Plan Should Include Four Steps Test and Inventory Clean Migrate Validate  Develop a “straw man”  Create an  Remove outdated  Complete final approach to organizing content inventory of all or irrelevant migration  Upload a sample of materials relevant existing materials (30-50 documents) content  Test with end users and obtain  Identify new feedback content owners  Refine as needed
  • 4 Best Practice Recommendations Leverage existing tools to help create your starting inventory  Some content management applications have tools to extract documents and metadata  If you are using the Docs tab, leverage the DreamFactory app “Dox” on the AppExchange to export files On manual uploads, set yourself up for initial success  Agree on a guided tagging model beforehand, or have all publishers enter document titles, tags, and descriptions in Excel first for cross-publisher comparison and review  Use the upload process as a training mechanism for publishers  Worst case, hire a temp and leverage “publish on behalf of” functionality “Divide and conquer” on categorization  Push subject matter experts to classify their documents to obtain buy-in and divide the work  Provide examples and show them how to use the product first so everything is easy Test your categorization model with end users before completing a final upload  Much more effective to get feedback on an actual application than a design on paper  Publishers will often be inclined to overcomplicate categorization
  • 5 A Well-Designed Rollout is a Key to Success Getting the right executives to put their Sponsorship weight behind your rollout Enabling users to become productive Training quickly and see value in the application Using the right combination of carrots Tactics and sticks to drive use of the product
  • 5 Best Practice Recommendations (I) Prepopulate the repository  Get even 15-20 documents in Content before you show it to anyone, even if it is your closest colleagues and sponsors Get the leader of your sales organization to co-sponsor the rollout  Show end users that this project is primarily aimed at helping them, not just publishers  Have the VP of Sales communicate day-to-day benefits from an end user (sales rep) perspective Build enthusiasm among “ordinary users”  Ask for sales reps to volunteer on providing feedback on your categorization  Giving a select few a “sneak peek” makes the sales team feel involved and helps build “buzz” Don’t let high usability mask the need for training  Ask key publishers/sponsors to run 15 minute 1:1 training in small organizations  Run 1-to-many training webinars in larger organizations  Distribute the online training demos we’ve created for administrators, publishers, and end users “Force” reps to start using the system to the greatest degree possible  Launch around significant events (e.g., new product), and put all key materials only in Content  Email links to documents in Content, not as attachments
  • 5 Best Practice Recommendations (II) Monitor adoption  Look at key documents periodically to assess adoption / activity  Create dashboards/reports to view overall download and publishing activity Coach end users on how to get the most out of Salesforce Content  In launch emails, include document links and suggestions for tags/documents for subscriptions Leverage periodic tips/tricks that we publish on our blog, even in the months after initial launch Encourage publishers to be super-responsive to encourage feedback  Ask publishers to subscribe to their own materials so they get instant notification of comments  Add comments with new versions that reference which pieces of feedback drove key changes Link to Content from other natural “places to look”  Insert the “workspaces” tab into your most widely used Salesforce apps  Larger customers are inserting links to Content from their Intranet Use Salesforce Ideas as your “online suggestion box”  Ask for feedback and ideas from your user community Keep up-to-date on new Content functionality  Leverage our blog, the release admin previews, and quarterly user group meetings to stay on top of the newest Content functionality
  • Resources to Help Make Your Rollout SuccessfulContent Blog: http://blogs.salesforce.com/salesforce_contentContent IdeaExchange: http://ideas.salesforce.com/popular/salesforce_contentContent Learning Center: www.salesforce.com/form/other/learning_center.jsp Email me at gregg.johnson@salesforce.com
  • Questions &Answers