1. Building an enterprise MDM strategy
with salesforce.com
Srin Tangirala, salesforce.com, Sr. Director, CFL, Strategic Services
Stephen O’Hallorhan, salesforce.com, Sr. Technical Solution Architect, CFL, Strategic Services

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. Agenda
What is Master Data?
What is Master Data Management?
Integrating salesforce.com with MDM
 Typical integration patterns
 Demonstrations

4. What is Master Data?
High value information that a company uses across the business landscape
Sales & Mktg Vendor & Materials Order & Channel Manufacturing & Employee
Operations Management Management Inventory Mgmt Management
LOCATION PRODUCT CUSTOMER ORDER LOCATION PRODUCT CUSTOMER LOCATION
CUSTOMER ORDER PRODUCT LOCATION CUSTOMER ORDER PRODUCT ORDER
Cloud Computing Application Legacy Unstructured Third Party Data

5. What is Master Data Management?
MDM is a discipline in which the business and the IT organization work together to ensure the uniformity, accuracy,
semantic persistence, stewardship and accountability of the enterprise’s official, shared master data assets. -Gartner
Sales & Mktg Vendor & Materials Order & Channel Manufacturing & Employee
Operations Management Management Inventory Mgmt Management
MDM Process
Collect Transform Enrich Standardize Persist
LOCATION PRODUCT CUSTOMER ORDER LOCATION PRODUCT CUSTOMER LOCATION
CUSTOMER ORDER PRODUCT LOCATION CUSTOMER ORDER PRODUCT ORDER
Cloud Computing Application Legacy Unstructured Third Party Data

6. Key Business Drives for MDM
 Mitigate risk and fraud
Governance and
 Compliance with corporate standards and policies
Compliance
 Provide accurate & consistent customer information through all channels at all touch
Streamline points
Operations
 Reduce account setup time and reduce/eliminate duplicate data
Improve customer  Provide 360 degree customer view
Interactions  Increase cross sale and up sale success

7. Typical salesforce.com Interactions with MDM
MDM
Search before create
Page Layouts /Record
Types
Receive adds/updates from
API
API
Validation Rules
master
Outbound
Messaging
Apex Callout Send adds/updates to master
Visual Force Mashups

8. Integration patterns
Pattern Example Scenario Interaction with MDM
Synchronous - UI Integration Custom link to MD system to administer data which Search before create
triggers updates back into Salesforce. Uses
SOAP/REST API
Synchronous - Web service Visualforce page which calls a Search API on MD Search before create
integration system which finds and triggers updates back into
Salesforce. Uses Apex+VF+SOAP/REST API
Asynchronous – Web Record update is Salesforce triggers a process in MD Send adds/updates to
service integration system to identify or create a record and update back master
Salesforce. Uses outbound messaging + SOAP/REST
API. Alternatives to OBM, @futures, Batch Apex.
Asychronous – Batch Daily changes synchronized. Uses Bulk API. Receive adds/updates from
Integration master

9. Demo and integration flows

10. Demo Context
Account Customer
API
API Middleware MDM System

11. MDM Scenarios
A Salesperson has an opportunity and she can’t find the account in Salesforce.
What process do we follow?
A.Create the record Salesforce and reconcile it with the MDM System afterwards
B.Create on the MDM System and synchronizes it back to Salesforce?
C.Search before create with a Mashup of MDM search and create APIs?
D.The MDM data is changing all the time from other systems how do we keep
Salesforce up to date?

12. Solution – A
Send adds/updates to master
Account Customer
SOAP Message
MDM System &
API
Middleware
API
SOAP / REST API

13. Solution – A
Send adds/updates to master
New Prospect account created Record locked down with validation / page layouts
Outbound message sent
Record synchronized and changed to a Customer.
Now ready to use and creator notified via workflow.
Message received, parsed, stored & MD Id sent back in update

14. Solution – A
Send adds/updates to master
Sending data change requests to MDM System
Easy - configuration only in Salesforce
Integration Options:
Outbound: Oubound Messaging, Apex Callouts
Inbound: REST API, SOAP API, REST Bulk API

15. Solution – B
Receive add/updates from master
UI
Account Customer
MDM System &
API
API
Middleware
SOAP / REST API

16. Solution – B
Receive adds/updates from master
MDM System entry screen
“New account” custom button in salesforce
MDM record created
/ published
Upsert the new record to
Salesforce and store Id
Identifiers paired

17. Solution – B
Receive add/updates from master
Centralized data control and validation
Lightweight integration on UI layer
Considerations:
Sign On
Mobile Support

18. Solution – C
Search before create
VF/Apex
Customer
Apex WS Callout
Account
API
MDM System &
API
Middleware
SOAP / REST API

19. Solution – C
Search before create
“Search before create” visualforce page
Search API for MDM System
Apex Callout to request an MDM account Retrieve and Upsert the MDM account
Account created

20. Solution – C
Search before create
Visibility into MDM store
Access to get data
Seemless UI

21. Solution – D
Receive adds/updates from master
Other Operational Systems
Customer
Account
API
API
MDM System &
Middleware
Scheduled Job & Bulk API

22. Solution – D
Receive adds/updates from master
Nightly schedule job to retrieve changes
and send via the Bulk API
MDM System
Middleware CSV file extract
Bulk Data Jobs processed
asynchronously in salesforce

23. Solution – D
Receive adds/updates from master
Efficiently synchronize LDV
Scheduled Job
Bulk API

24. Resources
Source code on github:
 https://github.com/sohalloran/MDM-Demo-App
 Get started with a Developer org, Heroku and MongoDB.
For Enterprise Middleware products check out the AppExchange.