Getting More From Your CRM Investment

Getting the Most out of your CRM Data Thomas Tobin, Salesforce.com Product Manager Darren Cunningham, LucidEra Product Marketing Franco Anzini, Aruba Sales Operations Manager

Today’s Agenda
Overview of Salesforce.com Winter ‘08 Analytics
Tom Tobin, salesforce.com
Overview of Business Analytics Choices
Darren Cunningham, LucidEra
Overview of Aruba’s Implementation of LucidEra
Franco Anzini, Aruba Networks
Q & A
Copyright © 2007 LucidEra – All rights reserved

Winter’08 Analytics Features Further with Custom Report Types Thomas Tobin Product Manager Salesforce.com

Job #1 - Security
We are aware of the phising attacks, and attempts to steal data
We will be making changes in the product to harden it against attempted misuse
Phishing protection is mostly about user education
Changes in software can only go so far if an employee has given away their username/password
http://trust.salesforce.com/security.html

Winter ’08 Builds on a String of Innovations
Easy to use reporting infrastructure
Reporting that adapts as you change your objects
2-click dashboard building
Personal and Corporate report catalog
Trade reports through AppExchange
salesforce.com reporting is production reporting for all your employees

In Summer
Custom Report Types
Choose the columns available in the report wizard
Order columns to make them easy to find
Relate your set of custom objects
Use the standard-standard lookups to relate objects
Bring in extra lookup data (e.g. owner role)

Change your Users’ Experience with Reporting
Go from the automatically generated
To a custom experience

Winter ’08

New Features
Dynamic report headers

New Features
Dynamic report headers
Not seen in on-premise or other on-demand BI tools

New Features
Report on Reports and Dashboards
Using a Custom Report Type report on report data
Source of report, report type used
Report on dashboard data
Which reports are in this dashboard?
Are dashboard “running users” active?

Salesforce.com Reporting
Easy for you and your users to use
Part of salesforce.com – for field control, visibility, sharing
Open to partners to extend:
Features (like historical analysis)
Reach (email/message)
Data available (import/view)

Today’s Agenda
Q & A

Where Most Companies Have Ended Up…
Sales efficiency, not necessary effectiveness
Copyright © 2007 LucidEra – All rights reserved Benefits Resulting from CRM

SaaS is Disrupting Traditional Approaches to BI Copyright © 2007 LucidEra – All rights reserved Emerging BI tools delivered on the software as a service (SaaS) model have the opportunity to both influence the price of BI tools per user and influence the broader deployment of such tools. “ ” Business users are becoming increasingly frustrated with the long deployment cycles, high costs, complicated upgrade processes and IT infrastructure demanded by traditional BI solutions. “ ” Sources: Wor ldwi de Business I n t e l l igence Tools 2006 Vendor S ha re s Dan Vesset, Brian McDonough, IDC Hype Cycle for Business Intelligence and Performance Management, 2007, Gartner

Following the Path of Salesforce.com in CRM Copyright © 2007 LucidEra – All rights reserved Traditional CRM Traditional BI Expensive ($millions) Requires specialized skills Long deployments (months) Difficult to maintain Prof. services centric Hard to use High up-front risk ~$70 / user / month No coding skills required Deployed in weeks No upgrade hassles Self-service configuration Intuitive UI Pay as you go Salesforce.com ~$2-3K / application / month No implementation skills Deployed in weeks Solutions, not systems Self-service integration Intuitive reporting/analysis Pay as you go On-Demand Analytics

So Where do you Begin?
50+ “analytic” applications to choose from on the AppExchange
Native Salesforce transactional reporting features are improving
ERP and database vendors are pushing their own on-premise dashboard and reporting tools
… and there’s always Excel

#1) Understand Your Analytic Requirements
Are you taking advantage of Salesforce reports and dashboards?
Who needs access to historical data?
For example, trend analysis and pipeline snapshots
How is Excel being used today?
Is it good, bad, or ugly?
What other sources would you like to analyze?
Sales orders, bookings, commissions, quotas, commissions, etc.
Copyright © 2007 LucidEra – All rights reserved If you’re a salesforce.com customer…

#2) Understand the Different Options Copyright © 2007 LucidEra – All rights reserved Copyright © 2007 LucidEra – All rights reserved Traditional CRM Stay in Excel On-premise Solves tactical challenges Difficult to set up Difficult to maintain Can be difficult to use Some analytical power Can manage multi-source On-premise Solves tactical challenges Difficult to set up Difficult to maintain Requires specialized skills No analytical power Optimized for 1 source Production Reporting On-demand Solve tactical challenges Easy to set up Easy to maintain Should be easy to use Limited analytical power Single source Native Applications

The LucidEra Approach Copyright © 2007 LucidEra – All rights reserved With LucidEra, all I have to do now is login and see where we were at a given time and to do some trending on what deals have changed …. ” “ 5-Star AppExchange customer reviews or LucidEra Sales Analysis 100% on-demand Focus strategic analytics Simple to set up Simple to maintain Simple to use Apps on a powerful platform Analyze multiple sources LucidEra

#3) Don’t Wait for Business Analytics
Make it a business initiative
Determine the metrics that matter and build a plan
Make it about business process
Sales analytics and the lead-to-cash cycle is a great place to start
Make it a business priority
Don’t wait until 2008…your competition isn’t!
Copyright © 2007 LucidEra – All rights reserved Get more out of your CRM data

On-Demand Business Analytics Resources
http://www.lucidera.com/resources/whitepapers.php
LucidEra blog
http://www.lucidera.com/blog/

Today’s Agenda
Tom Tobin
Darren Cunningham
Franco Anzini
Q & A

Aruba Networks Case Study Copyright © 2007 LucidEra – All rights reserved
INDUSTRY : Networking
EMPLOYEES : 450
GEOGRAPHY : Global
# USERS : Salesforce: 250 + Partners; LucidEra: 10 (Business Operations and Finance)
Aruba Networks delivers an enterprise mobility solution that enables secure access to data, voice and video applications across wireless and wireline enterprise networks. The Aruba Mobile Edge Architecture allows end-users to seamlessly roam to different locations within an enterprise campus or office building while maintaining secure and consistent access to all of their network resources.

Challenges Faced
Did the current metrics work?
Sort of
Metrics had less value because there was nothing to compare them to
How can we accurately compare and measure pipeline?
Opportunity “SnapShots” would be great
“ Pipeline is everything”
Aruba drives many key business decision based on pipeline metrics

How Aruba found LucidEra
AppExchange
Industry Counterparts
Sales Operations and Business Analysts in our industry
Venture Capital
Aruba Networks and LucidEra share venture capital connections

How did the Sales Process go?
Sales process with LucidEra was “stress free” and focused on functionality
Flexible pilot project
High level of interaction and personalization
Focused on best practices and generating “useful” data
6 week evaluation period
Simulated month and quarter end requirements
Purchase in September 2007

What We Can Do Now?
Snapshots are key
Opportunity Snapshot functionality is providing a high level of insight into pipeline development
Reporting Flexibility
Flexible “on the fly” reporting is great for weekly meetings
Saving Time
Analysis now skips the “create report and export to Excel” step

Next Steps
Continued use of LucidEra for pipeline development metrics
LucidEra reports serve are main source of information for weekly and monthly meetings
Potential roll-out to a wider audience
Debating value of making LucidEra tool available to outside sales reps

Today’s Agenda
Q & A

Contact Information
Tom Tobin
[email_address]
http://blogs.salesforce.com/analytics/
Darren Cunningham
[email_address]
http://www.lucidera.com/blog/
Franco Anzini
[email_address]

Getting More From Your CRM Investment

by Darren Cunningham on Nov 15, 2007

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