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I F M006 Andrew Savitz91807


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I F M006 Andrew Savitz91807

  1. 1. Best Practices: Empowering Sales Teams in Media Andrew Savitz, Salesforce Audra Martin, The Economist Group Andrew Schmitt, OutCast Communications Track: Media
  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 /investor ., 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. Andrew Savitz Product Strategy – Media
  5. 5. Media Industry Adoption Worldwide Digital Print & Publishing Entertainment Advertising & Agency
  6. 6. A Windy (and Slow) Road to Innovation
  7. 7. Trends in Media <ul><li>Business Challenges </li></ul><ul><ul><li>Inconsistent sales process </li></ul></ul><ul><ul><li>Complicated forecasting </li></ul></ul><ul><ul><li>Limited visibility & reporting </li></ul></ul><ul><ul><li>Little team collaboration </li></ul></ul><ul><li>Technology Challenges </li></ul><ul><ul><li>Limited IT resources </li></ul></ul><ul><ul><li>Data is decentralized </li></ul></ul><ul><ul><li>Integration between systems </li></ul></ul>
  8. 8. Four Gems to Put in Your Back Pocket
  9. 9. Gem #1: Simplify Life For Your Sales Team <ul><li>RFP & rate approvals </li></ul><ul><li>Painless forecasting </li></ul><ul><li>Email integration </li></ul><ul><li>Access everywhere </li></ul>WIIFM? More Time to Sell. <ul><li>TO-DO </li></ul><ul><li>Meet with client / agency </li></ul><ul><li>Campaign discussion </li></ul><ul><li>Receive RFP </li></ul><ul><li>Submit proposal </li></ul><ul><li>Agency feedback </li></ul><ul><li>Recommended list </li></ul><ul><li>Plan approved </li></ul><ul><li>Insertion order </li></ul><ul><li>PAYDAY! </li></ul>
  10. 10. Gem #2: An Agile Selling Philosophy <ul><li>Collaborative selling (“one pipeline”) </li></ul><ul><li>Where it makes sense: good fences make good neighbors </li></ul><ul><li>Preservation of sensitive sales info across properties </li></ul><ul><li>Management & corporate visibility </li></ul><ul><li>Controlled flexibility for: </li></ul><ul><ul><li>Advertisers & Agencies </li></ul></ul><ul><ul><li>Client Campaigns & Proposals </li></ul></ul><ul><li>Fit to your business </li></ul>The integrated media pipeline is a paradigm shift
  11. 11. Gem #3: Business Visibility On Demand <ul><li>A real-time picture of your business: </li></ul><ul><li>Forecasting & reporting </li></ul><ul><li>Ad volume & revenue </li></ul><ul><ul><li>Rep, issue, time, region, etc. </li></ul></ul><ul><li>Historical trends </li></ul><ul><ul><li>Period, agency, brand, etc. </li></ul></ul><ul><li>Available inventory </li></ul>
  12. 12. Gem #4: The Integrated Media Desktop Campaign Management Systems Data Providers Ad Systems Financial Systems
  13. 13. Audra Martin Project Manager – Business Analyst
  14. 14. All About The Economist Group <ul><ul><li>INDUSTRY : Media </li></ul></ul><ul><ul><li>EMPLOYEES : ~1000 </li></ul></ul><ul><ul><li>GEOGRAPHY : Global </li></ul></ul><ul><ul><li># USERS : 177 </li></ul></ul><ul><ul><li>PRODUCT(S) USED : SFA </li></ul></ul>The Economist Group is the leading source of analysis on international business and world affairs. We deliver our information through a range of formats, from newspaper and magazines to conferences and electronic services. What ties us together is the objectivity of our opinion, the originality of our insight—and our advocacy of economic and political freedom around the world.
  15. 15. The Economist Group <ul><li>Advertising Sales </li></ul><ul><li>Client events, interests </li></ul><ul><li>Conference speakers </li></ul>
  16. 16. The Economist Group <ul><li>Subscription & Custom Product Sales </li></ul><ul><li>Business Operations (order processing) </li></ul><ul><li>Accounting (info for invoicing) </li></ul>
  17. 17. Key Challenges <ul><li>Business Challenges </li></ul><ul><ul><li>No pipeline transparency / central forecasting </li></ul></ul><ul><ul><li>Account history hard to obtain </li></ul></ul><ul><ul><li>No continuity in account management </li></ul></ul><ul><ul><li>Business processes very manual and non-standardized </li></ul></ul><ul><ul><li>No automated lead distribution </li></ul></ul><ul><li>Technology Challenges </li></ul><ul><ul><li>Multiple systems requiring support and upgrades </li></ul></ul><ul><ul><li>Incompatible business applications </li></ul></ul>
  18. 18. Key Solutions – Improved Pipeline Transparency / Central Forecasting Dashboards are set up so each sales person, sales manager and sale director know what is in the pipeline (and what is not), as well as what work is being done to fill the pipeline
  19. 19. Key Solutions – Improved Pipeline Transparency / Central Forecasting Side-by-side gauges allow sales managers to compare what has closed vs. what is still in the pipeline for the same time period.
  20. 20. Key Solutions – Improve How Account History is Mined We utilize Territory Management to allow multiple sales teams to track their sales to a client Custom report pulls up opportunity history for entire account hierarchy.
  21. 21. Key Solutions – Improve How Contact Information is Tracked Custom fields to track contact information. We use record types to control picklist options for these Custom Secondary Owner field allows users to pull up their contacts, even if they “share” that agency person with a colleague Salespeople request comps for their clients. This information is reported to the circulation team. Custom object used to track Agency contact’s Advertiser clients
  22. 22. Key Solutions – Improve How Contact Information is Tracked <ul><li>Campaigns are used to track several things, including: </li></ul><ul><li>marketing campaigns </li></ul><ul><li>event/conference invitations and attendance. </li></ul>
  23. 23. Key Solutions – Improve Business Process and Documentation Automated tasks notify business operations and finance teams when an opportunity is ready to process and invoice. Pertinent documents for processing and reference are attached throughout the life of the opportunity.
  24. 24. Key Solutions – Automate Web-to-Lead Automated reply recorded in salesforce along with other activities. Lead Assignment rules determine who should receive the lead Leads are automatically connected to Campaigns based on the form they submitted. Marketing can track success of specific web forms/positions based on conversion and close rates
  25. 25. Key Solutions – Help Team Access and Find Information Reminders and quick links to common reports are included on the home page and in the left navigation. Users only see the links and reports relevant to their team.
  26. 26. Benefits for the Business <ul><li>Better client information </li></ul><ul><ul><li>Faster updates – it’s all in one place </li></ul></ul><ul><ul><li>Central tracking of invitations, attendance, meetings and correspondence – less duplicated effort </li></ul></ul><ul><li>Visibility </li></ul><ul><ul><li>Management has view into pipeline every week at team meetings </li></ul></ul><ul><ul><li>Pipeline and sales call report used to manage </li></ul></ul><ul><li>Easier reporting </li></ul><ul><ul><li>Territory management – quickly view how territories in a region are performing, as a group or individually </li></ul></ul><ul><ul><li>Custom Opportunity fields – reporting by publications (ad sales) and sales departments (other product lines) </li></ul></ul><ul><li>Business continuity </li></ul><ul><ul><li>History easily accessible when sales manager receives a new territory </li></ul></ul>
  27. 27. Deployments & Ongoing Support <ul><li>Training </li></ul><ul><ul><li>Deployments include full-day group training and one-on-one follow-up training. </li></ul></ul><ul><li>Support </li></ul><ul><ul><li>One Global Administrator </li></ul></ul><ul><ul><li>Four Application Support Staff in the regions </li></ul></ul>The Economist Asia EIU Eastern Europe <ul><li>Sep 2007 </li></ul>EIU Asia Pacific <ul><li>Jul 2007 </li></ul>EIU EMEA <ul><li>Apr 2007 </li></ul>Economist Intelligence Unit (EIU) Americas <ul><li>Mar 2007 </li></ul>European Voice The Economist EMEA <ul><li>Aug 2006 </li></ul>The Economist North America <ul><li>Sept 2005 </li></ul>Business Unit/Region Adopted Date of Rollout
  28. 28. Looking Ahead Deploy cases/knowledge base for internal customers Insertion Order submission automation Mashups with Ad Control system Mobile Edition rollouts <ul><li>Oct-Dec 2007 </li></ul>Add split revenue tracking and reporting Integration with Peoplesoft CFO Implementations for North America, EMEA, and Asia teams <ul><li>2008 </li></ul>Future Projects Planned Dates
  29. 29. Andrew Schmitt Director, OutCast Communications
  30. 30. All About OutCast Communications <ul><ul><li>INDUSTRY : Media (Agency - Public Relations) </li></ul></ul><ul><ul><li>EMPLOYEES : 75 </li></ul></ul><ul><ul><li>GEOGRAPHY : US (SF and NYC) </li></ul></ul><ul><ul><li># USERS : 75 </li></ul></ul><ul><ul><li>PRODUCT(S) USED : SFA </li></ul></ul>OutCast Communications is an award-winning public relations firm that partners with the best and brightest enterprise and consumer technology companies to support everything from corporate communications and IPO, to industry leadership, customer momentum, company and product launches. OutCast fosters an environment of excellence and creativity to provide the highest level of customer service and outstanding results.
  31. 31. Describe the OutCast business… <ul><ul><ul><li>Full service PR Agency </li></ul></ul></ul><ul><ul><ul><li>Specialize in media relations </li></ul></ul></ul><ul><ul><ul><li>Our reputation lives and breathes with our clients’ reputations </li></ul></ul></ul>Out-Coach Executive visibility Speaker placement Media training Outsmart Influencer Identification Vertical programs IPO services Outrageous Events and parties OutCast Dinner Club Direct mailings Outflank Positioning/Messaging Competitive response Customer care Out-Hustle Launch programs Product reviews Crisis PR Outreach Media Relations Analyst Relations Vertical media
  32. 32. Key Challenges <ul><li>Business Challenges </li></ul><ul><ul><li>No centralized repository for press interactions </li></ul></ul><ul><ul><li>Inability to dynamically segment contacts or build reports </li></ul></ul><ul><ul><li>Lack of visibility into lead generation </li></ul></ul><ul><ul><li>No defined sales process to track new business </li></ul></ul><ul><ul><li>Growing business </li></ul></ul><ul><ul><ul><li>Expanding client base = exponential number of press contacts </li></ul></ul></ul><ul><ul><ul><li>Multiple offices, remote workers </li></ul></ul></ul><ul><li>Technology Challenges </li></ul><ul><ul><li>Limited IT resources </li></ul></ul><ul><ul><li>Non-technical user base </li></ul></ul><ul><ul><li>No integration to third-party applications (i.e. email) </li></ul></ul>
  33. 33. The Solution <ul><li>Centralized CRM system </li></ul><ul><ul><li>Fast, access from anywhere </li></ul></ul><ul><ul><li>Easy to use, minimal training </li></ul></ul><ul><ul><li>Easy to customize </li></ul></ul><ul><ul><li>Integration with Outlook </li></ul></ul><ul><li>Visibility into new business leads </li></ul><ul><ul><li>Historical log </li></ul></ul><ul><ul><li>Focus on key opportunities </li></ul></ul>Before After <ul><li>Home-grown contact database </li></ul><ul><ul><li>Painfully slow </li></ul></ul><ul><ul><li>Had to be in the office </li></ul></ul><ul><ul><li>Limited user adoption </li></ul></ul><ul><ul><li>Costly to customize </li></ul></ul><ul><li>Inefficient pipeline tracking </li></ul><ul><ul><li>Repeat calls </li></ul></ul><ul><ul><li>Limited visibility </li></ul></ul>Inaccurate, no visibility and essentially worthless Easy to use, valuable resource that all employees want to use
  34. 34. <ul><li>Products Implemented: SFA </li></ul><ul><li># of Users: 65 </li></ul><ul><li>Integration: migration from legacy system </li></ul><ul><li>Training: none! (...but should we?) </li></ul><ul><li>Business Units Affected: entire org! </li></ul>Deployment Details
  35. 35. The Results <ul><li>92% log in rate </li></ul><ul><li>Increased reporter/client satisfaction </li></ul><ul><ul><li>OutCast named a “Top Tech Communicator” in a survey of reporters conducted by PR Source Code </li></ul></ul><ul><li>Improved business leads and reporting </li></ul><ul><ul><li>Average of 20% growth year-over-year </li></ul></ul><ul><ul><li>Only added one employee </li></ul></ul><ul><li>IT administrator is a “hero” </li></ul><ul><ul><li>No maintenance, he can focus on additional tasks </li></ul></ul>
  36. 36. Press Relations <ul><li>Andrew – can you include a screenshot from Salesforce that shows your core business (press relations) and further the custom fields, etc. that you added… I want our audience to see a “PR”-oriented application </li></ul>Reporter contact information Reporter biography information
  37. 37. Press Relations Logs all contact with reporters for each client. Integration with Outlook makes this as easy as sending an email. Manages all background documents and meetings notes in one location.
  38. 38. Event Scouting Find information on event venues in different cities at click of button.
  39. 39. New Business Central system for managing new business pipeline.
  40. 40. New Business Run a report to see real-time status of new business pipeline. Track the “source” of leads.
  41. 41. <ul><li>Best practices for entering data uniformly </li></ul><ul><ul><li>New hire training </li></ul></ul><ul><li>Ingrained in our company culture – our business is contact management / relations and Salesforce is the platform which enables that </li></ul>Ongoing Challenges
  42. 42. <ul><li>Human resource applications </li></ul><ul><ul><li>PTO </li></ul></ul><ul><ul><li>Staff management and recruiting </li></ul></ul><ul><ul><li>Freelance temporary employees </li></ul></ul><ul><li>Exploring additional PR applications </li></ul><ul><ul><li>Press release tracking application </li></ul></ul><ul><ul><li>Event venues </li></ul></ul><ul><li>Additional functionality </li></ul><ul><ul><li>Security and permissions (sensitive contact info) </li></ul></ul><ul><ul><li>Salesforce Content – for intranet/portal content </li></ul></ul>Future Projects
  43. 43. <ul><li>Salesforce has become the standard for the way we conduct our business </li></ul><ul><li>Our team wants to use the application </li></ul><ul><li>Salesforce is the platform that helps our team share the real-time information we need to do our jobs </li></ul>Summary
  44. 44. <ul><li>Simplify life for your sales team </li></ul><ul><li>Collaborative selling </li></ul><ul><li>Business visibility </li></ul><ul><li>Integrated media desktop </li></ul>Final Conclusions
  45. 45. QUESTION & ANSWERS Andrew Savitz Product Strategy – Media Andrew Schmitt Director Audra Martin Project Manager – Business Analyst
  46. 46. Don’t miss these Activities: <ul><li>Visit our Media & Comms Expo </li></ul><ul><li>8 Partner Solutions </li></ul><ul><li>Media and Communications Demos </li></ul><ul><li>Meet over 450 Media & Comms 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>for Media & Communications
  47. 47. Session Feedback Let us know how we’re doing! <ul><li>Please score the session from 5 to 1 (5=excellent,1=needs improvement) in the following categories: </li></ul><ul><ul><li>Overall rating of the session </li></ul></ul><ul><ul><li>Quality of content </li></ul></ul><ul><ul><li>Strength of presentation delivery </li></ul></ul><ul><ul><li>Relevance of the session to your organization </li></ul></ul>We strive to improve, t hank you for filling out our survey. <ul><li>Additionally, please score each individual speaker on: </li></ul><ul><ul><li>Overall delivery of session </li></ul></ul>