Case Study: How Cloud Extend for Salesforce Integrates Complex Sales Efforts for PSA Insurance & Financial Services
Case Study: How Cloud Extend for Salesforce IntegratesComplex Sales Efforts for PSA Insurance & FinancialServicesA sponsored podcast discussion on how a cloud integration helped a major ﬁnancial servicescompany provide productivity tools for account executives.Listen to the podcast. Find it on iTunes/iPod. Sponsor: Active EndpointsDana Gardner: Hi. This is Dana Gardner, Principal Analyst at Interarbor Solutions, and yourelistening to BrieﬁngsDirect. Today, we present a sponsored podcast discussion on creating business process integration, extension, and coordination even in a diverse cloud- services environment. Well examine a case study that shows how account executives for a ﬁnancial services ﬁrm are integrating their sales and fulﬁllment efforts across Salesforce.com customer relationship management (CRM) and otherbusiness applications resources.And, well see how the new Cloud Extend for Salesforce solution from Active Endpoints furthersupports a range of business development and consulting achievements. These managedprocesses, in essence, bind together critical sales and ﬁnancial product delivery goals to bettersupport a long-term business engagement.Im here with the IT Director and the Marketing Director from PSA Insurance & FinancialServices to better understand how theyve accomplished their vision for greater control andmanagement of diverse and dynamic sales and consulting processes using Cloud Extend forSalesforce. [Disclosure: Active Endpoints is a sponsor of BrieﬁngsDiret podcasts.]Please join me now in welcoming our panel. Were here with Andrew Bartels, IT Director forPSA Insurance and Financial Services. Welcome to the show, Andrew.Andrew Bartels: Thank you, Dana.Gardner: We’re also here with Justin Hoffman, Marketing Director for PSA Insurance andFinancial Services. Welcome Justin.Justin Hoffman: Thank you very much, Dana, glad to be here.Gardner: Were also here with Eric Egertson. He is the Vice President, Business Developmentand Strategic Accounts at Active Endpoints. Welcome, Eric.
Eric Egertson: Thanks Dana, it’s a pleasure to be here.Gardner: It seems like you at PSA have been thinking for quite some time about how to dothings better and it sounds like you’ve had success with Salesforce in moving into a software-as-a-service (SaaS) and cloud services capability and recognizing some of the advantages thatcomes with that, but it seems like something was missing.I’d like to go ﬁrst to Justin. What was it that you wanted to do as marketing director? What wasmissing from the way in which you were engaging with your clients? Were also going to ﬁnd outsome more about PSA in a moment?Stalled initiativeHoffman: We actually had tried a Salesforce implementation two or so years ago and we foundthat our adoption was not nearly what we would have hoped it to be. There were several reasons for that. One, we really didn’t customize Salesforce to the degree that we needed to. Two, there wasnt integration with any other systems. And, three, the participation was voluntary. There was some interest, but it was somewhat sporadic, and overall the initiative just petered out. We did know that that having right CRM for PSA is critical for how we do business and could help us capitalize on some lost opportunities and better manage our existing client base.We didn’t give up on the effort. We said to ourselves that we needed to get this right the secondtime. We were open to staying with Salesforce and we were open to looking at other CRMs, butwe’ve learned a lot on our ﬁrst round and we knew that we had to do better the second time.Gardner: And what, in a nutshell, was missing? What is it that you really weren’t getting fromthis that you wish you had?Hoffman: We were sitting in a room with the whiteboard and said, "What should this thing be.What should this CRM system do for us, our account executives, our sales and service peoplethat are going to be using it?" One of the things that really rung through was that it needed to beeasy and unintimidating.We have some people who are very progressive technology users and they very much embrace it.And we have other portions of the population for whom there is a bit of an intimidation factor.We knew that if we did it right, wed have to ﬁnd a way to wash that away, put things in plainEnglish, make it simple and intuitive for people, and that would help drive adoption.Gardner: As I understand it, this has been a challenge because you have a very diverse group ofservices. You span insurance and ﬁnancial services. Youve been around for over 80 years. Tell usa little bit about PSA, what you do, and then why it’s been such a challenge given the breadthand depth of your portfolio?
Hoffman: Were an independent, multidiscipline ﬁnancial services ﬁrm based in Hunt Valley,Maryland. We also have two satellite ofﬁces, one in York, Pennsylvania and one in the DC MetroArea, and we do a lot of things for a lot of different people.On the business side of the house, we provide property and casualty insurance for businesses.We’re also brokers and consultants for employee beneﬁt plans and retirement plans.For individuals we offer every kind of insurance you could ever need, from homeowners andauto, to life, long-term care, and disability. We also have a private-client division that serves veryup-market consumers, those that have multiple homes, exotic cars, special collections, and needvery sophisticated insurance programs and advice. Finally, we also offer wealth managementservices.Different audiencesWe do a whole lot of different things for a whole lot of different audiences. For organizationsthat are laser-focused, that are in one industry, that serve one speciﬁc audience, I’d imaginepretty much everything is easier for them. We need to develop systems, protocols, plans, sales systems, and things of that nature that can work in all these diverse circumstances to support these different clients and support them all well. Gardner: Lets go to Andrew. As IT Director, you were hearing what your marketing director was saying. I imagine that you were eager totry to ﬁnd a solution for him. What is it that you did in terms of trying to fulﬁll this, and how didyou end up being able to get closer to the true vision that he had?Bartels: As Justin has very eloquently put, we really present a value proposition at PSA, whichis a truly integrated set of services. That’s a phrase or a word that you hear a lot, butunfortunately, in my experience, a lot of organizations fail to deliver where the rubber meets the road, which ultimately is the actual transactional systems that they have in place. What you ﬁnd is that a lot of those systems are completely segregated, and we at PSA faced that challenge. We obviously have a lot of transactional systems on the back end to support various business units that present the services to our clients. Ultimately from Justin’s vision and from the corporation’s vision, we wanted a system that could bring all of this together. We went out and looked at a number of different products knowing all the time that we had Salesforce in house, butthat we had a troublesome initial rollout. Ultimately, we came to a conclusion that Salesforcewas the right product for us, but we really had to roll it out in a different way, shape, or form.Part of Justin’s vision, though, was that he and Senior Vice President-Business Development EdKushlis felt that even though Salesforce is a relatively easy user interface, because of the
challenges that some of our users have, they felt it had to be easier. They felt it just had to, as Ilike to say, lead us down the garden path.So Justin and Ed brought the idea to me of what we call a "Warm-up Plan," and Im sure Justin isgoing to address that more, but the more I looked at this, the more I realized that, given nativeSalesforce functionality, what they wanted to do wasn’t going to be possible. We weren’t goingto be able to do it without a lot of custom code.This was a path that I wasn’t really all that keen to go down, because in my past experience,when you attempt to custom code, a lot of money is invested upfront to develop a relatively staticproduct. In my experience, the idea didn’t stay static. Ultimately, people wanted to change whathad been created.So you’d invested a lot of money to create something that then had to be changed and modiﬁedagain, and I was very, very against this concept. Justin, would you say we had our momentsthere?Hoffman: That’s right. We felt like we really knew what we wanted. A very large portion ofwhat we do is work with the salespeople to coach them, to help them make sure that they stay ontop of their opportunities, and really work their leads to fruition.So we felt so strongly about it, but when we were presenting Andrew with our need, there didn’tseem to be an option that made sense. Once he educated us in what it really meant to bring to lifeour vision, we started to get our heads around it and to recognize that it wasn’t going to besomething that we weren’t going to be able to build one time, invest all of these resources in thiscode and development, and then never be able to touch it again, never be able to evolve it.Fluid and ﬂexibleJust knowing us, knowing our organization, the way were opportunistic, the way markets shift,the way dynamics change, we needed to be ﬂuid and have ﬂexibility. Andrew helped usunderstand how we were really going to be painting ourselves into corner, if we were to pushforward with the custom code route.Gardner: So Andrew, you decided not to go custom code. You wanted this to be ﬂuid anddynamic. You wanted the folks to be able to relate to it, tease out the value and then improve onthat, sort of an iterative improvement over time. What did you ﬁnd? What’s fulﬁlled that need?Bartels: First, we looked at a product from Salesforce, which was something called VisualProcess Manager, which I saw demoed at Dreamforce in San Francisco last year for the ﬁrsttime. I was very excited when I initially saw it. After we delved into it, for various reasons,including the maturity of the product and the fact that it wasn’t a true cloud-based product, wesoon realized that Visual Process Manager at that time wasnt going to fulﬁll our needs. We reallyneeded something that was fully integrated into Salesforce.
As an organization, we spent a tremendous amount of time and resources getting our userscomfortable with the Salesforce UI. I had obviously invested a lot of time myself in looking atoptions.Finally, Im quite a follower of Twitter. There are a number of people that I follow that I respect. Icame across a tweet about something called Cloud Extend. It was literally one tweet bysomebody that I follow on Twitter.I clicked through and there I was on the Cloud Extend website. As I read about it, I suddenly said-- obviously dealing with a webpage I clicked through to from a tweet -- "You know what, if thisdoes what they said can do, this is exactly what we need in order to achieve the goal of creatingwarm-up plans" that Justin referred to earlier.I ﬁlled out the web form, and the next day in the ofﬁce, I called Justin and Ed into my ofﬁce andsaid, "You know guys, I’ve got to show you something." I must admit I was almost giddy. I said Idon’t want to get ahead of myself yet, but if this product does what I think it does, they’ve nailedit. This is exactly what we at PSA have been looking for to help drive adoption.I can’t emphasize enough how important driving adoption is when it comes to theimplementation of any CRM, never mind Salesforce. At PSA, were dealing with very successfulindividuals. Were not dealing with anybody that’s got a broken system, that’s doing somethingthat doesn’t work. Every single one of our associates has been successful in his career. So ourobjective with rolling out Salesforce was to improve their effectiveness, to make them moreproductive.As Justin mentioned earlier, adoption is tough. When I looked at what I saw is the potential ofCloud Extend, as it was deﬁned there, I thought "Wow, this really is going to help us driveadoption across the organization."Gardner: I’d like to hear more about that adoption, but I think it’s important for us to dig in alittle bit deeper on what Cloud Extend for Salesforce is and does. So, let’s go to Eric.Eric, how did this product come about? Im sure you are probably delighted to hear the way thatit’s being described. But give us a little history about how you came to realize what was missingand how an organization like PSA could beneﬁt?Moving to the cloudEgertson: Dana, I’d be happy to do that. Andrew’s comments here really illustrate the beneﬁt ofmoving to the cloud for business process management (BPM) software like the software thatActive Endpoints develops.Active Endpoints has been developing a commercial-grade process automation platform calledActiveVOS since 2003, and our customers use this process automation platform to develop really
high-value applications. They deploy those applications on premises, and they get very high return on investment (ROI) and very high value from those applications. The barrier, though, to broader and faster adoption of products like ActiveVOS is that with on-premise software you have to go through acquiring the licenses and getting the capital expense approved and you also have to go in and interface ActiveVOS to the systems that you want to use in your process automation.By moving to the cloud, there are two big beneﬁts, and we’ve heard Andrew talk about those sofar. One is that you can get started at much lower cost and much faster because you don’t have toprovision hardware. You don’t have to acquire licenses through CAPEX expenditures, butprobably, even more importantly, Active Endpoints does the interfacing of ActiveVOS to thesystems that you want to use for process automation.So with our product, Cloud Extend for Salesforce, which we are formally introducing atDreamforce at the end of August 2011, we built that product on top of the commercial-gradeplatform, ActiveVOS, and we pre-integrated it with the Salesforce web services interfaces.So people like Andrew and Justin can get started with the product very quickly. They don’t haveto worry about any integration or interfacing. They can just start building out their processautomation ﬂows, testing them and, as Andrew said, you can quickly change those around. Thoseinterfaces use all open standards.So they are very reusable, and it gives you a ﬂexible platform, where Andrew and Justin cantweak, change, and modify their process ﬂows. It’s all done in the cloud. They don’t have to buylicenses, but more importantly, they don’t have to integrate the services to the systems they wantto use in their process automation ﬂows.Gardner: When I ﬁrst saw the demo of this, what jumped out at me was the fact that you don’tknow that youre in Cloud Extend. You feel like youre still in Salesforce that there is this visualacuity, because I think you leverage the application programming interfaces (APIs) that you liveand breathe Salesforce, which is ﬁne, but you get a lot more in the process -- and I guess that’s apun.What is this visual beneﬁt and how does that extend to other process elements that you mightwant to bring into Salesforce that you couldn’t otherwise?Egertson: Andrew, and Justin can speak to the user experience as well, but the user experience,when using Cloud Extend, is directly integrated into the Salesforce.com UI. As Andrewmentioned, you don’t have to go out of Salesforce at all. As youre working on something inSalesforce, there is a section in the Salesforce screen, where you can choose what type of processﬂow you want to run as the user. You just click on a button and then youre stepped through aseries of screens, all of which appear within a pane within the Salesforce UI.
Direct integrationDeveloping the process ﬂows is also integrated directly into the Salesforce UI. You go in and,through a set of guidance trees, set up the series of steps that you want to walk a sales rep orproducer through. The sales manager, somebody like Justin working hand-in-hand with Andrew,do that directly in the Salesforce user interface.Gardner: Lets go back to Justin. You had this great thing that Andrew developed for you comein. How is it that using Cloud Extend with Salesforce with your account execs led them downthis garden path? What did it do that got this adoption jump started and then into overdrive?Hoffman: We believe ease of use to be a huge driver in adoption, being able to just ask questionsin plain English, present simple answers for them to choose or select, which then drives the nextset of questions that they’re going to be asked.It just couldn’t be easier. It couldn’t be less intimidating. It washes away any anxiety that peoplemight have or any perception of "This Salesforce thing is a pain to use." The way that you’reable to craft these guides is so straightforward, so easy to use, all that goes away.I liken it to the concept of the airport kiosk. When you go to check-in, you punch in a few piecesof information and all you’re doing is answering the questions that are presented clearly andsimply on the screen. There is actually very complex work that’s being done behind the scenes,but you, as the user, don’t have to have any comfort level with technology, its just there. Thereare questions. You answer them, and all the information falls into the right place.That concept is working for us and Salesforce and it just drives the general perception of, "Thisthing is really easy to use and we’re getting all the information where it needs to be." All of thereporting, all of the workﬂows, all of the views are populated sufﬁciently to support how we sell.I’d like to elaborate on how we’re going to be using the warm-up plans. We knew that we didn’twant to automate to the degree that we take this thinking out of the hands of our accountexecutives.Were in a business where there is very long lead cycle. You might meet someone and you mightnot get a ﬁrst meeting with them where you actually come in and talk to them about theirbusiness, what you can do for them for many, many months. After that, you might not get thebusiness for a year-and-a-half.So its really important to stay in touch with people, to build trust, to establish credibility, and towork yourself along this very long lead cycle to stay focused, stay driving ahead, to get yourselfthat ﬁrst appointment. That’s where people really shine. Our hit ratio is quite high, once peoplehave gotten that ﬁrst appointment.These guides are really good about prompting people to take action, giving them options as far ashow they’d like to warm up this lead. Use your discretion as a salesperson. Are you going to
make a phone call? Then go ahead and here’s some coaching for that phone call. Are you goingto send an email? Well, we make it really, really easy to send an HTML email throughSalesforce. Are you going to invite them to one of our proprietary events? We make it really easyto do that through our guides.Guiding, not forcingBut, we don’t tell them how to heir prospecting and we’re not directly reaching out to theprospect without our account executives because they know the relationship. They know thestage its in. They know the conversations they’ve had with the people. They know their painpoints. We’re really guiding them, but we’re not forcing them. We’re not overriding. We’rerespecting the fact that these are seasoned sales professionals.Gardner: Back to you Andrew, I get this about how the sales folks, the account execs, can workthis the way that they work, that they don’t have to adapt their behavior and patterns to theapplication. There is much of a meeting between them. At the same time, I’ve heard that as ITDirector, you didn’t have to get involved with deﬁning how that would happen.So help me understand how that works? How is it that you can outsource this, have it as a trueSaaS service, but also get that level of granular adaptability to these individual wants andrequirements?Bartels: I think everybody can appreciate that. The corporate IT departments really have a lotgoing on. Nobody is sitting around doing nothing. One of the challenges that many organizationsconfront, when marketing or business development comes to them with an IT need, is wheredoes that fall in the priority queue when it comes to the priorities that are in front of IT?One of the things was really refreshing about Cloud Extend is that it literally is as simple aspoint-and-click. I am sure a lot of people listening to this have installed apps from the SalesforceAppExchange. Getting Cloud Extend up and running in your Salesforce Org really is as simpleas installing one of those managed packages from the AppExchange. You click through it, andboom, bang, its done. It was amazing to me that it was as easy as they said it would be, and ittruly, truly was.Its as simple as dropping the Cloud Extend UI into the various object pages that you’re lookingto use it in. Something that is really worth mentioning is that Cloud Extend is truly cross-object.You get a lot of apps out there that you can use in leads, but you cant use in accounts, or you canuse them in opportunities and you cant use them in leads.One of the things that was amazing about Cloud Extend is they thought through that. They said,"Look, this workﬂow engine can be applied to almost any object in Salesforce and we need tomake it point-and-click easy to get it in and make it happen." From my point of view, its theability to easily deploy an application this powerful straight into the Salesforce Org and then beable to hand it over to the marketing and business development folks and say, "Go wild."
Justin and I have had a conversation backwards and forwards about how much support theywould need. The wonderful thing is that when you install Cloud Extend straight into Org, itcomes with a set of predeﬁned guides that just work. You can pull up the guide design and say,"Okay, how did they do this?" It literally is point-and-click.Salesforce likes to sell itself as 80 percent clicks, 20 percent code. I can say that Cloud Extend,to my amazement, was truly point-and-click. You don’t even have to install a separate applicationonto a PC. The entire experience, both from the user point of view and from the designer point ofview, exists within the Salesforce UI. It is simply another app to click and select.It ties into all your Salesforce proﬁle permissions, and it just works. From an IT point of view,from having to support the myriad of applications that we support, I cant tell you how refreshingit is. I think Justin would agree with me here. If you can design a process on a whiteboard, youcan most likely design a process using Cloud Extend and the guide designer within the UI ofSalesforce.Simple deploymentSo from our point of view, the fact that we could deploy a workﬂow tool with the lineage thatCloud Extend has, coming from its roots in Socrates and things like that, and plug it in withoutdeploying a single server or installing a single application was amazing for me and somebodythat was responsible for prioritizing the tasks that my team need to focus on.This was truly eye-opening and I said to Justin that when I see products like this I really realizethat the cloud is coming of age. This is the future and this is what the future will look like.Hoffman: To piggyback on what Andrew is saying here, Im really excited that Im going to beable to sit down with, say, our Senior Vice President-Business Development Ed Kushlis and talkthrough new ideas, changes in markets, and new opportunities. We can sit down with theseguides and play with them, and you don’t have to have an IT background. I don’t know anythingabout code and I don’t have to, all I have to understand is what opportunity we’re seeing in themarket and how our people sell.We can get a good way down the road of building a guide without having to grab Andrew andengage him at least on the front-end. He is someone at the organization whose time is in veryhigh demand. He is not your average IT person and when I say that, he has got a great strategicmind. He has got good business sense, its true, and there are a lot of different people from theops side, from the business development side, from the administrative side who are coming tohim and asking for his help, his assistance on how we streamline things and how we can besmarter about things at PSA.So if Ed and I have to get in that queue, well, we have to get in that queue. Alternatively, we canget right in, work on these guides and get ourselves a good way towards creating these newguides that will be dropped into Salesforce. If we can’t get it 100 percent ourselves, we are goingto get it pretty darn close. That gives us a lot of freedom and a lot of agility.
Gardner: Thanks for that, Justin. Let’s go to you, Eric. It sounds like you are making Andrewlook good because he doesn’t have to go through lot of clicks and spin his wheels getting thisthing running. Youre making Justin look good because he is able to help his sales executives dotheir job better. And youre making Salesforce look good, because youre able to exploitSalesforce and all the resources that they have added to it and the single sign on, what have you.So tell us little bit, Eric, what is going to happen at Dreamforce? Were here in August, and it’scoming up fast. What’s going to happen at Dreamforce and where do you go next with this?Egertson: At Dreamforce, at the end of August 2011, well make Cloud Extend commerciallyavailable. Weve been working with PSA in our early access program and, as you’ve heard,they’ve had some success there rolling out the warm-up plans using Cloud Extend. I really likedwhat Andrew said toward the end of his last comment there, where cloud computing is whatenables us to deliver the ease of use that customers always expect, but oftentimes do not receive.If we had to roll this out all on premise and then have somebody like Andrew assign adevelopment team to make the interfaces work, that’s a big barrier to adoption. That’s a bigdelay. By delivering this in the cloud, pre-integrated with Salesforce, it all just works. We’re ableto get our customers up and running quickly.Back to your question though, Dana, at Dreamforce, the product will become commerciallyavailable. We expect to sign up many customers at the show and immediately thereafter, we willgo live with this.Cloud enabledAll of the Cloud Extend technology is already cloud enabled. It’s all based on open standards,knows all about web services. It’s multi-tenanted, so that we can host hundreds of customers andall of the data is segregated. It’s mobile-enabled. All of Cloud Extend guides will run on an iPadjust as well as on laptop or a desktop and it’s socially enabled.We work with Salesforce Chatter. We work with Jigsaw, and we can work with LinkedIn. So allof those things are there, as far as where we will take the product. We will continue to developalong the lines of social and mobile, but we also have the capability to pull in other SaaSapplications.Just as we’ve improved the usability and the sophistication of what you can do with Salesforce,we plan to do that for other SaaS applications as well. Cloud Extend for Salesforce is built on acommercial-grade development platform, and we can very easily, almost trivially, port this toother SaaS applications to enable process automation within any SaaS application.In terms of where well take this, well keep our eye on the trends in mobile computing and socialcomputing, as well as the plethora of SaaS applications that are out there. Well be enablingprocess automation and workﬂow in those SaaS applications as well.
Gardner: So Eric, the big question for me is, you are able to provide these process innovationand ﬂexibility beneﬁts within those speciﬁc SaaS applications. How about across them? Is theregoing to be an opportunity to extend business process value among and between different SaaSthat would be sort of that multiple cloud of clouds integration capability?Egertson: That’s exactly the big picture, Dana. You’ve hit the nail on the head there. Even today,as we work with PSA and other Cloud Extend for Salesforce customers, if they need to reach outof Salesforce to another SaaS application or to an on-premises application again because theunderlying technology is our ActiveVOS process automation platform, it’s very easy for us toenable that.You can envision, in the very near future, an ecosystem where Cloud Extend is set up to integratewith an interface to many different SaaS applications. With a little consulting work from us,were able to interface that to on-premise applications and do exactly what you described, Dana,which would be to integrate across cloud applications, from a workﬂow or process automationperspective.You would probably always have one SaaS application as your host, say Salesforce, but it wouldbe pulling data from other systems, perhaps NetSuite, if it’s an ERP system, or Workday for HRinformation. But, the host SaaS application could be one of those other applications that pullsdata from Salesforce.The future, and it’s a near future for us, is that we will enable integration and process automationacross SaaS applications in the cloud.Gardner: Were just about out of time. I want to circle back to Andrew and Justin. I know it’searly, I know you are early adopters and it’s hard to quantify beneﬁts when you’ve got such along lead value proposition that you are focused on, but are there any metrics of success here?Do you have any either anecdotal or quantitative measurement that you can point to and say, thisis working for us in the following way?Sales statisticsHoffman: As you pointed out, its a little bit early to point to that, but when you talk about themetrics that mean something to us, there’s something that we knew to be intuitively true that Icame across in an article, and I’d like to read it to you. These are just some quick stats regardingsales, what it takes, and where actually sales come from. They very much back up the concept ofthe warm-up plan.Again, these warm-up plans not only help guide people towards what they are going to do, butthey are going to keep people on track. They are going to keep people diligent about their follow-up, so I’ll read them off to you quickly.
About 48 percent of salespeople never follow-up with the prospect, these are not industryspeciﬁc or PSA speciﬁc, they are just general sales stats. So, 48 percent of people never follow-up with the prospect. Only 25 percent make a second contact. Only 12 percent make threecontacts. Only 10 percent make more than three contacts.Now, if you look at where sales come from, only 2 percent of sales are made on the secondcontact, 5 percent on the third, 10 percent on the fourth, and 80 percent of sales are madebetween the ﬁfth and twelfth contact.Knowing that to be true in our guts and then to see these stats that we have just recently comeacross, it makes us very certain that having these warm-up plans and the other guides that aregoing to be available to us now are going to be huge difference makers for PSA.Bartels: From my point of view, I look at the amount of investment of time and resources thatwe have put into integrating our back-end systems and bringing data that is critical to the wholesales process into Salesforce, any tool, Cloud Extend being one of them, that really allows us toget the maximum return on investment on what we have done with Salesforce is huge. It’sabsolutely huge.Anybody whos used Salesforce, customized Salesforce, and added custom ﬁelds that are speciﬁcto their vertical realize very quickly that Salesforce can become a very deep product. CloudExtend really enables us to ensure that our account executives, even though they may not betechnology efﬁcient, are really applying best practices when it comes to utilizing Salesforce andcollecting the information that we as an organization know is absolutely critical to collect.So anything that helps and makes that process simpler is going to drive return on investment,both in Cloud Extend, but most of all in the huge investment that weve put into Salesforce.That’s just a big, big plus for us at PSA.Gardner: Very good. Im afraid were going to have to leave it there. You have been listening toa sponsored podcast discussion on the new Cloud Extend for Salesforce solution from ActiveEndpoints. Weve seen how it’s enabled PSA Insurance & Financial Services to manage theirdiverse processes and bind together critical sales and ﬁnancial product delivery resources forbetter business results.I’d like to thank our guests. We have been joined here by Andrew Bartels, IT Director at PSA.Thank you so much, Andrew.Bartels: Thank you, Dana.Gardner: We have also been here with Justin Hoffman, Marketing Director at PSA. Thanks somuch, Justin.Hoffman: My pleasure. Thank you.
Gardner: And lastly, Eric Egertson, he is the Vice President, Business Development andStrategic Accounts at Active Endpoints. Thank you, Eric.Egertson: Dana, thank you very much.Gardner: This is Dana Gardner, Principal Analyst at Interarbor Solutions. Thanks again forlistening, and come back next time.Listen to the podcast. Find it on iTunes/iPod. Sponsor: Active EndpointsA sponsored podcast discussion on how a cloud integration helped a major ﬁnancial servicescompany provide productivity tools for account executives. Copyright Interarbor Solutions, LLC,2005-2011. All rights reserved.You may also be interested in: • BrieﬁngsDirect Analysts Discuss Solutions for Bringing Human Interaction into Business Process Workﬂows • BrieﬁngsDirect Analysts Debate the Imminent Death of Enterprise IT as Cloud Models Ascend • Analysts Deﬁne Growing Requirements List for Governance in Any Move to Cloud Computing • BrieﬁngsDirect Analysts Pick Winners and Losers of Cloud Computings Economic Disruption and Enterprise Impact