I F F02 Pat Fisher 91707 Ver2


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I F F02 Pat Fisher 91707 Ver2

  1. 1. Modeling Financial Services Business Processes Gregory Altonji, Citi Lava Trading Jason Atwood, Citi Smith Barney Peter Coleman, ThinkEquity Partners LLC Industry Focus: Financial Services
  2. 2. Safe Harbor Statement <ul><li>“ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements including but not limited to statements concerning the potential market for our existing service offerings and future offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make. </li></ul><ul><li>The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance of the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our effective tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange rates and interest rates. </li></ul><ul><li>Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com /investor . Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law. </li></ul>
  3. 3. Thank You to Our Partners!!!
  4. 4. Gregory Altonji CRM Project Manager [email_address]
  5. 5. About Lava Trading <ul><ul><li>INDUSTRY : Financial Services </li></ul></ul><ul><ul><li>EMPLOYEES : 320 </li></ul></ul><ul><ul><li># USERS : 70 </li></ul></ul><ul><ul><li>PRODUCT(S) USED : Sales Force Automation, Relational Junction for Salesforce, 5 downloaded AppExchange applications (3 dashboard apps, Vacation Requests, Mobile Admin Console) </li></ul></ul>Citi's electronic trading solutions, including the Lava technology, provide high-performance trading products for our clients and the financial services industry. Our Lava technology was the first solution to truly consolidate market data distribution and order execution capabilities across all major liquidity sources, including NASDAQ, Listed exchanges, ECNs and ATSs. Our OTC, Listed and Foreign Exchange solutions are used by broker/dealers, market makers, hedge funds and institutional investors.
  6. 6. Lava Trading Case Study - Provisioning <ul><li>Sales team closes the sale (contract signed) </li></ul><ul><li>Implementation Team coordinates onboarding the new client </li></ul><ul><ul><li>Various work requests to internal departments </li></ul></ul><ul><ul><li>Status updates and feedback </li></ul></ul><ul><li>1 st Trade – Revenue begins </li></ul>
  7. 7. Key Challenges <ul><li>Long lead time to begin implementation, up to 2 weeks </li></ul><ul><ul><li>Sales Questionnaire rework common </li></ul></ul><ul><ul><li>Inaccurate data </li></ul></ul><ul><li>Duplicate Account and Contact data across systems </li></ul><ul><li>Create local copy of Salesforce database </li></ul><ul><ul><li>Integration Data Cache </li></ul></ul><ul><ul><li>Live Backup of schema and data </li></ul></ul>
  8. 8. Solution <ul><li>Integrate Salesforce.com data to internal applications </li></ul><ul><li>Backup of Salesforce.com data and schema is never more than 15 minutes old </li></ul><ul><li>Relational Junction for Salesforce provides full synchronization of data and schema </li></ul><ul><li>Relational Junction vendor maintains compliance with SOAP API updates, frees us to focus on our core competencies (database to database integration, business applications) </li></ul>CPMS (.NET) Salesforce.com SalesforceDB
  9. 9. Before and After Processes - CPMS
  10. 10. Results <ul><li>What were the results? </li></ul><ul><ul><li>Reduced average Project Start time from 2 weeks to 15 minutes </li></ul></ul><ul><ul><li>Sales has confirmation within Opportunity that project has started </li></ul></ul><ul><ul><li>Eliminated missing/inaccurate data </li></ul></ul><ul><ul><li>Key business processes connected to common data elements </li></ul></ul>
  11. 11. Integration Points Employee Directory – employee contact records CPMS – new client onboarding. Application to Application communication. Opportunity triggers new record in CPMS via SalesforceDB triggers. ProbMan – trouble ticketing and work requests Teleco – Telecom circuit tracking/billing Salesforce.com – CRM Account, Contact, Opportunity management Employee Directory (MS Access) Teleco (MS Access) ProbMan (MS Access) CPMS (.NET) Salesforce.com SalesforceDB
  12. 12. Best Practices, Tips and Tricks <ul><li>Plan for integration up front , include external system keys from the start </li></ul><ul><li>Bulk import of new account/contact/opportunity data via local copy of database and Relational Junction product to handle key assignment </li></ul><ul><li>Design SFA around end-to-end process </li></ul><ul><li>Work implementation from both directions </li></ul><ul><ul><li>Reporting/Dashboard/Analytics requirements (top down) </li></ul></ul><ul><ul><li>Data entry/process requirements (bottom up) </li></ul></ul><ul><li>Communicate/Document integration “rules” to internal developers </li></ul>
  13. 13. Handling Account/Contact Merge <ul><li>Problem </li></ul><ul><ul><li>Salesforce.com merge operation flags local record as a delete (Delete=‘Y’) effectively orphaning the record </li></ul></ul><ul><li>Solution </li></ul><ul><ul><li>Create child intersection objects for both Account and Contact </li></ul></ul><ul><ul><li>Integrate to these intersection tables </li></ul></ul><ul><ul><li>Salesforce.com merge includes the child intersection tables, ensuring externally linked records always point to the active record </li></ul></ul>Account External Account Inter- section
  14. 14. Lava Trading – Integration Summary Challenge <ul><li>Integrate multiple internal applications with Salesforce.com to provide a consistent view of customer data. </li></ul><ul><li>Build internal CRM database to mirror Salesforce.com. </li></ul><ul><li>No in-house SOAP expertise. </li></ul>Solution Results <ul><li>Relational Junction for Salesforce </li></ul><ul><li>Auto-build internal mirror of Salesforce database instance. </li></ul><ul><li>Auto-update local schema based on Salesforce.com changes. </li></ul><ul><li>Synch data one-way, bi-sync or with filters. </li></ul><ul><li>Schema and data cache for internal integrations. </li></ul><ul><li>Use internally available expertise to build integrations via custom SQL Server database table triggers and stored procedures. </li></ul><ul><li>Reduced project start interval from 2 weeks to 15 minutes </li></ul><ul><li>Eliminated expected 3 month project to build internal CRM data cache </li></ul><ul><li>Consistent view of Salesforce data within applications </li></ul><ul><li>Able to use existing reporting tool set to augment Salesforce.com reports </li></ul><ul><li>Leveraged Salesforce.com data/functionality to internal systems </li></ul>Salesforce SalesforceDB Database Cache Multiple Internal Systems
  15. 15. Jason Atwood First Vice President – Technology Strategy Citi Smith Barney [email_address]
  16. 16. All About Company Citi Smith Barney <ul><ul><li>INDUSTRY : Financial Services </li></ul></ul><ul><ul><li>EMPLOYEES : 317,000 </li></ul></ul><ul><ul><li>GEOGRAPHY : Global </li></ul></ul><ul><ul><li># USERS : 585 </li></ul></ul><ul><ul><li>PRODUCT(S) USED : SFA, Service & Support, 3 downloaded AppExchange applications </li></ul></ul>Citi is a financial services company, with some 200 million customer accounts in more than 100 countries. Citi Smith Barney is the full service brokerage arm with over 14,500 Financial Advisors in 800 offices worldwide.
  17. 17. Citi Smith Barney – We Hear You Program <ul><li>Started in May of 2006 </li></ul><ul><li>Program to encourage branch suggestions </li></ul><ul><li>Goal to streamline internal processes </li></ul><ul><li>Liaison for Financial Advisors </li></ul><ul><li>Email and management branch visits </li></ul><ul><li>Reports back to senior management </li></ul><ul><li>High touch feel for branches </li></ul>
  18. 18. Citi Feedback – Key Challenges <ul><li>Replace Manual Effort </li></ul><ul><ul><li>Email address on intranet portal </li></ul></ul><ul><ul><li>Branch visits written on paper </li></ul></ul><ul><ul><li>Excel spreadsheet for tracking </li></ul></ul><ul><ul><li>Workflow through Outlook email </li></ul></ul><ul><li>Technology Challenges </li></ul><ul><ul><li>No reporting </li></ul></ul><ul><ul><li>No visibility into progress </li></ul></ul><ul><ul><li>No accountability </li></ul></ul><ul><li>Retain personal touch </li></ul>
  19. 19. Citi Feedback – The Solution <ul><li>Buy vs Build analysis </li></ul><ul><ul><li>Sharepoint vs SalesForce.com </li></ul></ul><ul><li>SalesForce.com Support Module </li></ul><ul><ul><li>Web to case </li></ul></ul><ul><ul><li>S-Control for contact creation </li></ul></ul><ul><ul><li>Queue based workflow </li></ul></ul><ul><ul><li>Dashboards & Reports </li></ul></ul><ul><li>Deployment Details </li></ul><ul><ul><li>Phase 1 Phase 2 </li></ul></ul><ul><ul><li>Products implemented SFA SFA </li></ul></ul><ul><ul><li># of Users 34 As needed </li></ul></ul><ul><ul><li>Integration points 2 3 </li></ul></ul><ul><ul><li>Training Once Ongoing </li></ul></ul><ul><ul><li>Business Units affected 5 units More </li></ul></ul>
  20. 20. Citi Feedback – Results <ul><li>What are the results? </li></ul><ul><ul><li>Two month build time </li></ul></ul><ul><ul><li>User training sessions </li></ul></ul><ul><ul><li>Launched on 9/10/2007 </li></ul></ul><ul><ul><li>50% of feedback incorporated </li></ul></ul><ul><ul><li>Knowledge base growing </li></ul></ul><ul><ul><li>Workflow enabled </li></ul></ul><ul><ul><li>Clear visibility through dashboards </li></ul></ul><ul><ul><li>Phasing in other channels </li></ul></ul>
  21. 21. Citi Feedback – Tips & Tricks <ul><li>Assign the right people </li></ul><ul><ul><li>SalesForce.com knowledge a plus </li></ul></ul><ul><ul><li>Have a hero </li></ul></ul><ul><li>Decide on your data </li></ul><ul><ul><li>Import vs starting fresh </li></ul></ul><ul><li>Plan to move fast </li></ul><ul><ul><li>Clear your calendar </li></ul></ul>
  22. 22. Peter Coleman Chief Operating Officer [email_address]
  23. 23. All About ThinkEquity Partners LLC <ul><ul><li>INDUSTRY : Investment Banking </li></ul></ul><ul><ul><li>EMPLOYEES : 190 </li></ul></ul><ul><ul><li>GEOGRAPHY : Global </li></ul></ul><ul><ul><li># USERS : 120 </li></ul></ul><ul><ul><li>PRODUCT(S) USED : salesforce.com for Financial Services </li></ul></ul>Focused exclusively on the growth sectors of the economy, ThinkEquity Partners LLC offers targeted research, investment banking, wealth management and asset management services for institutional investors, corporate clients, venture capitalists, entrepreneurs and financial sponsors.
  24. 24. Case Study – Key Challenges <ul><li>Business Challenges </li></ul><ul><ul><li>No single client database </li></ul></ul><ul><ul><li>No way to track the number of internal touch points </li></ul></ul><ul><ul><li>No central forecast </li></ul></ul><ul><ul><li>Poor customer conversion rates </li></ul></ul><ul><li>Technology Challenges </li></ul><ul><ul><li>Integration between systems </li></ul></ul><ul><ul><li>Multiple offices and a high degree of wireless users </li></ul></ul>
  25. 25. Case Study – Key Challenges, Cont. <ul><li>Summary of Challenges </li></ul><ul><ul><li>Hard to define the level of service provided </li></ul></ul><ul><ul><li>Lost revenue </li></ul></ul><ul><ul><li>Inefficient use of valuable resources </li></ul></ul><ul><ul><li>Low quality customer service </li></ul></ul>
  26. 26. Case Study – The Solution <ul><li>How did we address these challenges? </li></ul><ul><ul><li>Centralized client database </li></ul></ul><ul><ul><li>Integrated all client touch points </li></ul></ul><ul><ul><li>Integration of related systems </li></ul></ul><ul><ul><li>Mandate usage </li></ul></ul><ul><li>Deployment Details </li></ul><ul><ul><li>Phase 1 Phase 2 </li></ul></ul><ul><ul><li>Products implemented SFA SFA </li></ul></ul><ul><ul><li># of Users 100 Additional 20 </li></ul></ul><ul><ul><li>Integration points None 2 </li></ul></ul><ul><ul><li>Training Quarterly Quarterly </li></ul></ul><ul><ul><li>Business Units affected 3 units All units </li></ul></ul>
  27. 27. Case Study – Results <ul><li>What were the results? </li></ul><ul><ul><li>% Improvement – focused 600+ clients down to 80 (4 – 20 lists) </li></ul></ul><ul><ul><li>Cycle time improvements – total view of customer “what they are eating at the trough” </li></ul></ul><ul><ul><li>Visibility </li></ul></ul><ul><ul><li>Accuracy </li></ul></ul><ul><ul><li>Higher customer satisfaction </li></ul></ul><ul><ul><li>44% firm-wide revenue growth versus 4% the year before </li></ul></ul>
  28. 28. Integration is Key to Usage - Example <ul><li>Department: Brokerage </li></ul><ul><li># Users: 100 </li></ul><ul><li>Key Requirements </li></ul><ul><ul><li>Ease of use/deployment </li></ul></ul><ul><ul><li>Integrate with publishing/commissions system </li></ul></ul><ul><ul><li>Executive visibility </li></ul></ul><ul><li>Key Benefits </li></ul><ul><ul><li>Increased customer visibility </li></ul></ul><ul><ul><li>Increased department interaction </li></ul></ul><ul><ul><li>Focused revenue expansion </li></ul></ul>
  29. 29. Sample Screen Shot
  30. 30. Don’t miss these Activities: <ul><li>Visit our Financial Services Expo </li></ul><ul><li>13 Partner Solutions </li></ul><ul><li>Financial Services Demos </li></ul><ul><li>Meet 700 Financial Services Attendees </li></ul><ul><li>Birds of a Feather Industry Luncheon: Tue 12:15 </li></ul><ul><li>Enjoy a Latte and Network in our Industries Lounge </li></ul>
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