Grow Faster with the Right Data - How Splunk Keeps Business Running at Full Speed


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In this second installment of our Grow Faster with the Right Data webinar series, Christopher Nelson, Sr. Director of Business Applications at Splunk will participate to discuss their journey from a scrappy startup to a rapid-growth company, along with the challenges they needed to address during this transition.

Attend this webinar and learn:
-Where Splunk aligned people, process and data best practices to support their growth
-How Splunk handled customer data issues that could have hindered the effectiveness of their sales team
-What are the common challenges that can hinder your growth objectives

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Grow Faster with the Right Data - How Splunk Keeps Business Running at Full Speed

  1. 1. Grow Faster with the Right Data How Splunk Keeps Business Running at Full Speed Christopher Nelson, Splunk, Sr. Director of Business Applications Brett Stineman,, Director of Product Marketing
  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, 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 any litigation, risks associated with completed and any 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 products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These 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., inc. assumes no obligation and does not intend to update these forwardlooking statements.
  3. 3. Housekeeping Notes 1 Ask questions in GoToWebinar Post Your Questions in the question box 2 Join the conversation on Twitter Use Hashtag #growwithdata
  4. 4. Session Participants Christopher Nelson Brett Stineman Sr. Director of Business Applications Product Marketing Director
  5. 5. Agenda •  Understanding the Growth Framework •  Splunk – a Growth Machine Business Case Study •  Growth Machine Best Practices •  Key Takeaways & Next Steps •  Q&A
  6. 6. The Best Strategy for Success? Depends on Your Course
  7. 7. The Four Categories of Growth Hustling Startup Growth Machine Focus: Building Demand Challenges: Focus: Keep Momentum Challenges: -  Find customers -  Establish foothold in market -  Stay lean and fast -  Balance growth and control -  Improve communication -  Increase productivity Scalable Business Optimized Enterprise Focus: Strategic Expansion Challenges: Focus: Sustainable growth Challenges: -  Scale efficiently -  Integrate processes/data -  Organizational siloes -  Manage channels/partners -  Organizational overhead -  Innovation over intertia
  8. 8. Christopher Nelson Splunk, Inc. Sr. Director of Business Applications
  9. 9. Splunk Splunk was founded to pursue a disruptive new vision: make machine data accessible, usable and valuable to everyone. It's what we call Operational Intelligence. §  Extended period of rapid revenue growth §  §  §  Freemium business model generates high volume leads/interest Dealing with leads coming in from multiple sources Rapidly expanding Sales Team (Size & Geography) §  Salesforce customer since 2008 § Prospector customer since Jigsaw § Clean customer since 2012
  10. 10. Splunk’s Journey to Clean Data Splunk Data Pre IPO §  Multiple Data Sources §  Duplicates & Bad Data §  Hidden Great Data Business Challenge: §  How do we scale with Data Challenges? §  Can we find our Great Data Quickly? Our Data should be an Asset and not a Liability!!
  11. 11. A Master Data Process & Splunk Data Principles: §  Accurate §  Complete §  Consistent §  Timeliness Clean: §  Baseline •  Accuracy •  Completeness •  Timeliness Data Operations: §  Data Council §  De-Dupe Strategy §  Metrics §  Measure •  Match Rate •  Completeness •  Splunk Score Process
  12. 12. Managing the State of the Data Step #1 -Increase Match Rate Across Objects Step #2 – Analyze Data that doesn’t Match Step #3 – Manage to a Defined Quality Score
  13. 13. Discussion: Growth Machine Best Practices
  14. 14. Growth Machine Best Practices PROCESS DATA •  •  •  Invest in a Sales Intelligence solution to clean and enrich your customer data •  Define which customer data is the highest value; focus data quality initiatives on it •  Ensure you have the right reports to assess and understand your growth opportunities •  Define data flows and which system should be the customer master PEOPLE •  –  –  Use workflows and process automation to manage leads and improve sales productivity Define hand-off between Marketing and Sales for lead management Invest in role specialization for Marketing and Sales: –  –  •  Inside Sales Sales Ops Marketing Ops Marketing Campaigns Bring in an experienced CRM admin to establish system and data stewardship controls
  15. 15. Key Takeaways & Next Steps •  Download the Grow Faster with the Right Data eBook – •  Take this back to your workplace –  –  –  –  Setup a kickoff meeting with the key stakeholders Decide which category you’re in Craft a 30-60-90 day action plan for data +people+process Implement in small pilots and show measurable wins