Clean Data:
A Journey, Not a Destination
Jason Paquette
DocuSign | Salesforce.com Project Manager
Michael Farrington (@mic...
Safe harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contai...
Jason Paquette
Salesforce.com Project Manager
Michael Farrington
RingLead | Chief Product Officer
Qandor | Founder
@michaelforce
All About DocuSign
DocuSign® is the leader in eSignature transaction
management, and the global standard for eSignature®.
...
All About Ringlead
RingLead offers a full suite of cloud-based duplicate
removal and prevention tools. Our customers recei...
Data Problems
Duplication & Fragmentation Manifestations
The Genesis of This Session...
“What tools do you use for deduping?”
“How do you convert a
Contact back to a Lead?”
Sales:...
Relationship between Touches, People, Companies
Data model needs to
support reliable
reporting on:
Inquiries/Touches
Uniqu...
Salesforce Lead-Account-Opp Workflow
• Each inquiry/submission creates a new Lead record
• Additional submissions from exi...
Problems due to Merging & Conversion
Merge Leads...
Can only pick one Value to keep...
Lose data in
Merge
No “quality cont...
Problems due to Merging & Conversion
Opportunity
Lead Source B
Convert Lead to
Opportunity...
Only one “Lead
Source” prese...
Problems due to Merging & Conversion
Convert Lead to
Existing Contact...
Won’t overwrite
Contact Value
No “quality control...
Campaigns help prevent Source/Influence Loss
Merge Leads:
Campaigns on each Lead...
... Preserved
on Merged
Lead
Convert L...
Campaigns make “Lead Source” More Reliable!
• As in previous examples, standard SFDC
Merge/Conversion could result in
inco...
Duplicates cause missing Campaign Influence
Unconverted/
Unmerged
Duplicate
Lead...
Campaign NOT
brought to Contact...
Con...
Dedupe Provides Complete Campaign Opp Influence
Opportunity
With complete
picture of Source &
Influence, now can
make choi...
Problems due to Convertion
• Converted Leads split up into
Account + Contact +
Opportunity.
• Leads can be Converted
witho...
Leads vs. Accounts/Contacts
“Accounts are for companies you are engaged with...
Leads are for people you aren’t engaged wi...
• With Duplicate Leads/Contacts,
can’t see Activity History in one
place...
• Have to look in multiple places to
see who d...
Dedupe to see full History in one place...
Email
Voicemail
Phone Call
Leads Contact(s)
Voicemail
Voicemail
Email
Phone Cal...
Duplicates Affect Lead Scoring
• One person could perform
multiple actions.
• Fragmented duplicates may
score those activi...
Duplicates affect even Round Robin Distribution
• Inquiries routed to different Reps
(A, B, & C), but discover they’re
rel...
Duplicates can affect targeted communications
• Duplicate Leads to Existing
Contacts/Accounts not reflected
as “Customer”....
“But we dedupe by email address...”
If Email address is different, then it won’t match even if other factors like
Name, Co...
So what can you do about it?
Steps you can take to mitigate or solve these problems
Decouple Business Terms & SFDC Functions
Business Nomenclature != Salesforce Nomenclature
• “Lead”
• “Convert”
Suspect Lea...
Look beyond Email-only...
• Look at additional criteria like Name, Company, Phone, Email Domain, etc.
• Fuzzy matching can...
Duplicate Prevention: Points of Insertion
SFDC
List Import
Manual
Entry
Webforms
Direct
Integration
Don’t forget to
dedupe...
rsmith@acme.com
Robust Deduping on Insert into SFDC
If existing record already exists, append existing Record with
Campaig...
Process Implications
• Need Lead/Contact Agnostic Follow-up process
• May not be able to rely on Lead Routing, Queues, Ale...
Tasks
• Can link to both Leads
& Contacts
• Can be created by
integrated systems
• Deduping
• Mktg Automation
• Workflow R...
Data to Survive Conversions
• Map Lead fields to Account &
Contact to ensure not lost in
Conversion if no Opportunity
crea...
Use Campaigns & Related Objects
Opportunity
Webform Campaign
Webinar Registration
Trial Campaign
Tradeshow Campaign
• Camp...
Data to survive merges
Any data that is important for workflow,
reporting, etc needs to survive merges.
Data fields on rec...
Deduped Campaign Reporting
 Not Deduped, can only see 6
records, but not the
relationship between those 6
records.
 When...
In Summary...
• Use Campaigns & Opportunity Contact Roles for Campaign Influence
• Important data must survive merging
• B...
Jason Paquette
DocuSign
Michael Farrington
@MichaelForce
Clean Data: A Journey Not a Destination
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Clean Data: A Journey Not a Destination

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RingLead Chief Product Officer Michael Farrington teamed up with RingLead power-user Jason Paquette to give an overview on implementing long-standing data quality processes

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Clean Data: A Journey Not a Destination

  1. 1. Clean Data: A Journey, Not a Destination Jason Paquette DocuSign | Salesforce.com Project Manager Michael Farrington (@michaelforce) RingLead | Chief Product Officer Qandor | Founder
  2. 2. Safe harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties 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 we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-Q for the most recent fiscal quarter ended July 31, 2012. This documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should 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.
  3. 3. Jason Paquette Salesforce.com Project Manager
  4. 4. Michael Farrington RingLead | Chief Product Officer Qandor | Founder @michaelforce
  5. 5. All About DocuSign DocuSign® is the leader in eSignature transaction management, and the global standard for eSignature®. DocuSign helps customers accelerate transaction times to increase speed to results, reduce costs, and delight customers with the easiest, fastest, most secure global network for sending, signing, tracking, and storing documents in the cloud.  250 Users across Sales Cloud, Service Cloud, and Force.com  Integrations with DocuSign.net, Eloqua, Zuora.  Several AppExchange & Home Grown Apps  Currently retooling for scalability
  6. 6. All About Ringlead RingLead offers a full suite of cloud-based duplicate removal and prevention tools. Our customers receive access to an algorithm that has been continuously improved by developing matching scenarios for some of the largest multinational corporations in the world. Our easy-to-use applications for Salesforce have helped thousands of companies across the globe - from Fortune 500 entities to small businesses in 22 countries across five continents.  Integrations with Eloqua, Marketo, Pardot, Genius, ExactTarget and more.  Dupe Dive (Coming Soon!) is a Free Duplicate Diagnostic Application
  7. 7. Data Problems Duplication & Fragmentation Manifestations
  8. 8. The Genesis of This Session... “What tools do you use for deduping?” “How do you convert a Contact back to a Lead?” Sales: “Marketing shouldn’t be emailing my Opportunities!” Marketing: “We only sent it to closed Leads!” “Accounts are for Customers, Leads are for everyone else...” “My Campaigns look like they influenced $0...” “When should I Convert a Lead?” “We dedupe by Email...”
  9. 9. Relationship between Touches, People, Companies Data model needs to support reliable reporting on: Inquiries/Touches Unique People Unique Companies ... From 1 Company... ... From 3 People... 6 Inquiries...
  10. 10. Salesforce Lead-Account-Opp Workflow • Each inquiry/submission creates a new Lead record • Additional submissions from existing Leads or Accounts don’t append existing existing records and duplicates are created • Out of the Box solution relies on manual deduping.
  11. 11. Problems due to Merging & Conversion Merge Leads... Can only pick one Value to keep... Lose data in Merge No “quality control” over which value is more important and should survive... Need Source/Influence Data to Survive Merges & Conversions...
  12. 12. Problems due to Merging & Conversion Opportunity Lead Source B Convert Lead to Opportunity... Only one “Lead Source” preserved. There may have been multiple touches, but “Lead Source” only shows one. Need Opportunity to Credit Multiple Touches
  13. 13. Problems due to Merging & Conversion Convert Lead to Existing Contact... Won’t overwrite Contact Value No “quality control” over which value is more important and should survive... Need Source/Influence Data to Survive Merges & Conversions...
  14. 14. Campaigns help prevent Source/Influence Loss Merge Leads: Campaigns on each Lead... ... Preserved on Merged Lead Convert Lead to Existing Contact Preserves All Campaigns AND the original Source!
  15. 15. Campaigns make “Lead Source” More Reliable! • As in previous examples, standard SFDC Merge/Conversion could result in incorrect Lead Source value. • Utilizing full Campaign history, can see Earliest vs. Most Recent Campaign, etc. A Campaigns help prevent Source/Influence Data Loss... But...
  16. 16. Duplicates cause missing Campaign Influence Unconverted/ Unmerged Duplicate Lead... Campaign NOT brought to Contact... Converted Lead... Campaigns ARE brought to Contact... Opportunity Campaigns brought to Opportunity by Contact Roles if Campaign Attached to Contact Missing Campaign Influence on Opps due to unconverted Duplicates Incomplete picture of Influence/Source due to Lead Source & Campaigns on unconverted Leads not rolling up to the Contacts & Opportunities Webform Campaign Missing Webinar Reg Missing Tradeshow Trial Campaign
  17. 17. Dedupe Provides Complete Campaign Opp Influence Opportunity With complete picture of Source & Influence, now can make choice about which Campaign to Credit... i.e. Earliest, most recent, weighted attribution, ignore non-responded campaigns, etc Webform Campaign Webinar Registration Trial Campaign Tradeshow Campaign
  18. 18. Problems due to Convertion • Converted Leads split up into Account + Contact + Opportunity. • Leads can be Converted without Creating an Opportunity • If no Opp created, Lead fields mapped to Opps will lose the data. Opportunity
  19. 19. Leads vs. Accounts/Contacts “Accounts are for companies you are engaged with... Leads are for people you aren’t engaged with yet...” • What about multiple people from one Company? • What about Lost Opportunities?
  20. 20. • With Duplicate Leads/Contacts, can’t see Activity History in one place... • Have to look in multiple places to see who did what and when... • Reps may be stepping on each other’s toes Can’t look in one place to see Activity History Email Voicemail Phone Call Leads Contact(s)
  21. 21. Dedupe to see full History in one place... Email Voicemail Phone Call Leads Contact(s) Voicemail Voicemail Email Phone Call Email Email • Best to see full Activity History of who did what and when in one place...
  22. 22. Duplicates Affect Lead Scoring • One person could perform multiple actions. • Fragmented duplicates may score those activities separately, diluting their true score. ... From 1 Company... ... From 3 People... 6 Inquiries...
  23. 23. Duplicates affect even Round Robin Distribution • Inquiries routed to different Reps (A, B, & C), but discover they’re related to an Account that Rep B is already working... • Reps A & C don’t get to work the Leads they were assigned and lose their Round Robin Assignment for a new Lead. OR Reps A and/or C call into the name that Rep B is already working, causing issues.
  24. 24. Duplicates can affect targeted communications • Duplicate Leads to Existing Contacts/Accounts not reflected as “Customer”... • Customers may be receiving pre- sales communication • Customers may be missing post- sales communications because they aren’t attached to the Customer Account record. Contacts:
  25. 25. “But we dedupe by email address...” If Email address is different, then it won’t match even if other factors like Name, Company Name, Phone Number, etc are the same. rsmith@acme.com roberts@acme.com
  26. 26. So what can you do about it? Steps you can take to mitigate or solve these problems
  27. 27. Decouple Business Terms & SFDC Functions Business Nomenclature != Salesforce Nomenclature • “Lead” • “Convert” Suspect Lead Prospect Customer
  28. 28. Look beyond Email-only... • Look at additional criteria like Name, Company, Phone, Email Domain, etc. • Fuzzy matching can find “Acme Corp” = “Acme, Inc.” or “Robert” = “Bob” • Can match to Existing Contacts, New Contacts against Existing Account, and Existing Leads before creating new Lead rsmith@acme.com roberts@acme.com Choose a solution that can detect that these are duplicates even though Name, Company, and Email were not exact matches.
  29. 29. Duplicate Prevention: Points of Insertion SFDC List Import Manual Entry Webforms Direct Integration Don’t forget to dedupe the existing data!
  30. 30. rsmith@acme.com Robust Deduping on Insert into SFDC If existing record already exists, append existing Record with Campaign(s)/Task(s)/Activity(ies), don’t create a new Duplicate Lead. Webform/List Import Robert Smith Acme Corp rsmith@acme.com (206) 555-5555 roberts@acme.com
  31. 31. Process Implications • Need Lead/Contact Agnostic Follow-up process • May not be able to rely on Lead Routing, Queues, Alerts, etc to ensure Sales knows to follow-up with an Inquiry. Deduped Inquiry could append existing Contact or Account, not new Lead...
  32. 32. Tasks • Can link to both Leads & Contacts • Can be created by integrated systems • Deduping • Mktg Automation • Workflow Rules • Apex • No Task Routing, simple assignment to named users or record owner. Campaign Members • Both Leads & Contacts can be Members • Supported by integrated systems • Deduping • Mktg Automation • Web to Lead • Mitigates reporting across Leads & Accounts+Contacts • No Routing, simple assignment to named users or record owner Opportunities • Can be created by Mktg Automation by Lead Score or simple Apex. • Third Party Routing or SFDC Territory Management • Mitigates need to report across multiple objects. Account & Contact Routing • Third Party Routing or SFDC Territory Management can allow Accounts & Contacts to be routed like Leads. • Needs tighter process & data management to ensure no unintended reassignments Ideas for Lead/Contact Agnostic Processes...
  33. 33. Data to Survive Conversions • Map Lead fields to Account & Contact to ensure not lost in Conversion if no Opportunity created. • Account Fields accessible in all Opportunity Reports. • Use Workflow Field Updates or Apex to port values from Account to Opportunity. Opportunity
  34. 34. Use Campaigns & Related Objects Opportunity Webform Campaign Webinar Registration Trial Campaign Tradeshow Campaign • Campaign Membership, Activities, Custom Objects, etc survive merging & conversion. • Contact Roles bring Campaigns to Opportunity
  35. 35. Data to survive merges Any data that is important for workflow, reporting, etc needs to survive merges. Data fields on records may not survive merging. • Source, Touch, Influence: Campaign Membership • Tasks/Activity History • Custom objects Campaigns Whitepaper Activity History Phone Call Email Event Custom Object Record 1 Record 2
  36. 36. Deduped Campaign Reporting  Not Deduped, can only see 6 records, but not the relationship between those 6 records.  When Deduped, can now see relationship as 6 inquiries from 3 people at 1 company...  Can report on number of Inquiries based on Campaigns instead of Leads  Can identify multiple touches from one Company.
  37. 37. In Summary... • Use Campaigns & Opportunity Contact Roles for Campaign Influence • Important data must survive merging • Be aware of all points of entry • Move beyond Email Address for more robust Deduping • Lead/Contact Agnostic Sales Rep Follow-up Process • “Owner”/Policing of Data & Process beyond the Admin
  38. 38. Jason Paquette DocuSign Michael Farrington @MichaelForce

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