How to Create Top Sales Dashboards Thomas Tobin, salesforce.com Ashley Landry, SunGard Jennifer Wobser, FFF Enterprises Tr...
Safe Harbor Statement <ul><li>“ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This pr...
Creating Dashboards <ul><li>Where did dashboards originate? </li></ul><ul><li>The process to create a good dashboard </li>...
The origin of Dashboards <ul><li>LEO: 1951 </li></ul><ul><ul><li>Lyons – tea and cake chain in UK </li></ul></ul><ul><ul><...
Same set of questions as in 1951 <ul><li>The consumer </li></ul><ul><li>The business question </li></ul><ul><li>Why do the...
Same set of questions as in 1951 <ul><li>The consumer </li></ul><ul><li>The business question </li></ul><ul><li>Why do the...
Same set of questions as in 1951 <ul><li>The consumer </li></ul><ul><li>The business question </li></ul><ul><li>Why do the...
Same set of questions as in 1951 <ul><li>The consumer </li></ul><ul><li>The business question </li></ul><ul><li>Why do the...
Same set of questions as in 1951 <ul><li>The consumer </li></ul><ul><li>The business question </li></ul><ul><li>Why do the...
Same set of questions as in 1951 <ul><li>The consumer </li></ul><ul><li>The business question </li></ul><ul><li>Why do the...
Same set of questions as in 1951 <ul><li>The consumer </li></ul><ul><li>The business question </li></ul><ul><li>Why do the...
Ashley Landry Project Manager – Salesforce.com Operations Team [email_address]
SunGard Data Systems <ul><li>Global leader in integrated software and IT services </li></ul><ul><ul><li>25k customers in o...
SunGard Standard Dashboards <ul><li>Executive </li></ul><ul><li>Adoption </li></ul><ul><li>Marketing </li></ul><ul><li>GAM...
Key Challenges <ul><li>Global Account Management Across 40 Independent Business Units </li></ul><ul><li>Lack of… </li></ul...
The Solution - How did we address the challenges? <ul><li>Global Account Dashboards </li></ul><ul><ul><li>Global Account M...
Short-Term <ul><li>What’s about to close? </li></ul><ul><li>Who’s meeting with who?  </li></ul><ul><li>What’s new? </li></...
Big Picture <ul><li>How are things progressing? </li></ul><ul><li>Pipeline by </li></ul><ul><ul><li>Account </li></ul></ul...
Long-Term <ul><li>Are we reaching our account management goals – pipeline and actual? </li></ul><ul><ul><li>Quarterly </li...
Full View of Their World…
Results <ul><li>What were the results?  </li></ul><ul><ul><li>Higher customer satisfaction </li></ul></ul><ul><ul><li>Visi...
In the Future…  <ul><li>In the News (Factiva) – What are the top stories for my accounts? </li></ul><ul><li>Account Status...
Jennifer Wobser Business Systems Analyst and Salesforce.com Administrator [email_address]
FFF Enterprises <ul><li>The Nation’s Largest  Bio-pharmaceutical Distributor  </li></ul><ul><ul><li>Nationwide distributio...
Key Challenges <ul><li>Executives </li></ul><ul><ul><li>Needed view over field and house reps </li></ul></ul><ul><ul><li>M...
What did people want? <ul><li>I had a personal view of the problem </li></ul><ul><ul><li>Spent 2 years in sales </li></ul>...
Where did the data come from <ul><li>Internal ERP (Movex) </li></ul><ul><ul><li>Data loaded each night using custom proces...
How did we organize it? <ul><li>Created Dashboard folders </li></ul><ul><ul><li>By Role: Management, Sales, CS, etc. </li>...
Deciding what people see <ul><li>User profile/target audience </li></ul><ul><li>Do they know how to decipher data? </li></...
FFF Example – Management Activity Dashboard <ul><li>Monthly View  </li></ul><ul><ul><li>Graphical representations of total...
FFF Example – Sales User Activity Dashboard <ul><li>Overall View  </li></ul><ul><ul><li>Total accounts owned with logged a...
Instant Dashboards on the Appexchange <ul><li>Easy to find </li></ul><ul><ul><li>Go to the AppExchange </li></ul></ul><ul>...
How did it work? <ul><li>Metrics on success </li></ul><ul><ul><li>Management tracked activities = 50% rise in logged activ...
Jennifer Wobser IT Administrator Ashley Landry Project Manager Thomas Tobin Product Manager QUESTION & ANSWER SESSION
Session Feedback Let us know how we’re doing! <ul><li>Please score the session from 5 to 1 (5=excellent,1=needs improvemen...
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How to Create Top Sales Dashboards

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How to Create Top Sales Dashboards

  1. 1. How to Create Top Sales Dashboards Thomas Tobin, salesforce.com Ashley Landry, SunGard Jennifer Wobser, FFF Enterprises Track: Sales Operations
  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 the achievement of which involves 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.  All statements other than statements of historical fact could be deemed forward-looking, including any projections of 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. </li></ul><ul><li>The risks and uncertainties referred to above include - but are not limited to - risks associated with the integration of Sendia Corporation’s technology, operations, infrastructure and personnel with ours; unexpected costs or delays incurred in integrating Sendia with salesforce.com, which could adversely affect our operating results and rate of growth; any unknown errors or limitations in the Sendia technology; any third party intellectual property claims arising from the Sendia technology; customer and partner acceptance and deployment of the AppExchange and AppExchange Mobile platforms; interruptions or delays in our service or our Web hosting; our new business model; breach of our security measures; possible fluctuations in our operating results and rate of growth; 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 CRM service; 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, including our Form 10-K for the fiscal year ended January 31, 2006. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com/investor . </li></ul><ul><li>Any unreleased services or features referenced in this or other 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 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, except as required by law. </li></ul>
  3. 3. Creating Dashboards <ul><li>Where did dashboards originate? </li></ul><ul><li>The process to create a good dashboard </li></ul><ul><li>SunGard and sales executive dashboards </li></ul><ul><li>FFF Enterprises and sales dashboards </li></ul><ul><li>Questions and Answers </li></ul>
  4. 4. The origin of Dashboards <ul><li>LEO: 1951 </li></ul><ul><ul><li>Lyons – tea and cake chain in UK </li></ul></ul><ul><ul><li>Weekly output </li></ul></ul><ul><ul><ul><li>Over-and-under average pay per bakery </li></ul></ul></ul><ul><ul><ul><li>Production summaries </li></ul></ul></ul><ul><ul><li>Structured reports from accounting and transactions </li></ul></ul><ul><li>Spreadsheets </li></ul><ul><ul><li>Model-driven simulations </li></ul></ul>
  5. 5. Same set of questions as in 1951 <ul><li>The consumer </li></ul><ul><li>The business question </li></ul><ul><li>Why do they want to know? </li></ul><ul><li>What shape should it be? </li></ul><ul><li>Where does the answer come from? </li></ul><ul><li>What questions will there be from this number? </li></ul><ul><li>What can they do to change it? </li></ul>
  6. 6. Same set of questions as in 1951 <ul><li>The consumer </li></ul><ul><li>The business question </li></ul><ul><li>Why do they want to know? </li></ul><ul><li>What shape should it be? </li></ul><ul><li>Where does the answer come from? </li></ul><ul><li>What questions will there be from this number? </li></ul><ul><li>What can they do to change it? </li></ul>
  7. 7. Same set of questions as in 1951 <ul><li>The consumer </li></ul><ul><li>The business question </li></ul><ul><li>Why do they want to know? </li></ul><ul><li>What shape should it be? </li></ul><ul><li>Where does the answer come from? </li></ul><ul><li>What questions will there be from this number? </li></ul><ul><li>What can they do to change it? </li></ul>
  8. 8. Same set of questions as in 1951 <ul><li>The consumer </li></ul><ul><li>The business question </li></ul><ul><li>Why do they want to know? </li></ul><ul><li>What shape should it be? </li></ul><ul><li>Where does the answer come from? </li></ul><ul><li>What questions will there be from this number? </li></ul><ul><li>What can they do to change it? </li></ul>
  9. 9. Same set of questions as in 1951 <ul><li>The consumer </li></ul><ul><li>The business question </li></ul><ul><li>Why do they want to know? </li></ul><ul><li>What shape should it be? </li></ul><ul><li>Where does the answer come from? </li></ul><ul><li>What questions will there be from this number? </li></ul><ul><li>What can they do to change it? </li></ul>
  10. 10. Same set of questions as in 1951 <ul><li>The consumer </li></ul><ul><li>The business question </li></ul><ul><li>Why do they want to know? </li></ul><ul><li>What shape should it be? </li></ul><ul><li>Where does the answer come from? </li></ul><ul><li>What questions will there be from this number? </li></ul><ul><li>What can they do to change it? </li></ul>
  11. 11. Same set of questions as in 1951 <ul><li>The consumer </li></ul><ul><li>The business question </li></ul><ul><li>Why do they want to know? </li></ul><ul><li>What shape should it be? </li></ul><ul><li>Where does the answer come from? </li></ul><ul><li>What questions will there be from this number? </li></ul><ul><li>What can they do to change it? </li></ul>
  12. 12. Ashley Landry Project Manager – Salesforce.com Operations Team [email_address]
  13. 13. SunGard Data Systems <ul><li>Global leader in integrated software and IT services </li></ul><ul><ul><li>25k customers in over 50 countries including the world's 50 largest financial services companies </li></ul></ul><ul><ul><li>Supply solutions to the financial services industry, higher education and the public sector </li></ul></ul><ul><ul><li>Provide solutions to information dependant enterprises of all types to maintain the continuity of their business through information availability services </li></ul></ul><ul><li>Privately Owned Company </li></ul><ul><ul><li>Annual revenue of $4 billion </li></ul></ul><ul><ul><li>Global infrastructure spanning 50+ business units </li></ul></ul>INDUSTRY: Software & IT Services EMPLOYEES: 16000 GEOGRAPHY: Global PRODUCT(S) USED: SFA, Service & Support, 3 AppExchange Applications # USERS: 1000+
  14. 14. SunGard Standard Dashboards <ul><li>Executive </li></ul><ul><li>Adoption </li></ul><ul><li>Marketing </li></ul><ul><li>GAM Account Dashboard – All Accounts </li></ul><ul><li>GAM Account Dashboard </li></ul><ul><li>Individual GAM Dashboard </li></ul><ul><li>Executive </li></ul><ul><li>Adoption </li></ul><ul><li>Marketing </li></ul><ul><li>Sales Analysis </li></ul><ul><li>Executive </li></ul><ul><li>Adoption </li></ul><ul><li>Marketing </li></ul>Corporate Group Business Unit Global Account Management
  15. 15. Key Challenges <ul><li>Global Account Management Across 40 Independent Business Units </li></ul><ul><li>Lack of… </li></ul><ul><ul><li>New Deal Awareness </li></ul></ul><ul><ul><li>Solution Selling </li></ul></ul><ul><ul><li>Meeting Collaboration </li></ul></ul><ul><ul><li>Pipeline Views </li></ul></ul><ul><ul><li>Quota Management </li></ul></ul><ul><li>Low customer service </li></ul><ul><li>Reduced revenue </li></ul><ul><li>Inefficiency </li></ul><ul><li>Poor account planning </li></ul>
  16. 16. The Solution - How did we address the challenges? <ul><li>Global Account Dashboards </li></ul><ul><ul><li>Global Account Managers need to know… </li></ul></ul><ul><ul><ul><li>What’s about to close? </li></ul></ul></ul><ul><ul><ul><li>What’s new? </li></ul></ul></ul><ul><ul><ul><li>Who’s meeting with who? </li></ul></ul></ul><ul><ul><ul><li>How are deals progressing? </li></ul></ul></ul><ul><ul><ul><li>Are we reaching our goals? </li></ul></ul></ul><ul><ul><li>Based on the following custom fields: </li></ul></ul><ul><ul><ul><li>Ultimate Parent </li></ul></ul></ul><ul><ul><ul><li>GAM Account </li></ul></ul></ul><ul><ul><ul><li>GAM </li></ul></ul></ul><ul><ul><ul><li>Quotable Revenue </li></ul></ul></ul><ul><ul><li>*Open sharing model for relationship exposure </li></ul></ul>
  17. 17. Short-Term <ul><li>What’s about to close? </li></ul><ul><li>Who’s meeting with who? </li></ul><ul><li>What’s new? </li></ul><ul><li>What’s big? </li></ul>
  18. 18. Big Picture <ul><li>How are things progressing? </li></ul><ul><li>Pipeline by </li></ul><ul><ul><li>Account </li></ul></ul><ul><ul><li>Stage </li></ul></ul><ul><ul><li>Type – focus on new business </li></ul></ul><ul><ul><li>Business Unit – solution selling, cluster products, gaps </li></ul></ul>
  19. 19. Long-Term <ul><li>Are we reaching our account management goals – pipeline and actual? </li></ul><ul><ul><li>Quarterly </li></ul></ul><ul><ul><li>Annually </li></ul></ul>
  20. 20. Full View of Their World…
  21. 21. Results <ul><li>What were the results? </li></ul><ul><ul><li>Higher customer satisfaction </li></ul></ul><ul><ul><li>Visibility for improved </li></ul></ul><ul><ul><ul><li>Solution selling </li></ul></ul></ul><ul><ul><ul><li>Relationship leverage </li></ul></ul></ul><ul><ul><ul><li>Quota management </li></ul></ul></ul><ul><ul><ul><li>Account planning </li></ul></ul></ul>
  22. 22. In the Future… <ul><li>In the News (Factiva) – What are the top stories for my accounts? </li></ul><ul><li>Account Status – Integrate project management tools </li></ul>
  23. 23. Jennifer Wobser Business Systems Analyst and Salesforce.com Administrator [email_address]
  24. 24. FFF Enterprises <ul><li>The Nation’s Largest Bio-pharmaceutical Distributor </li></ul><ul><ul><li>Nationwide distribution of biopharmaceuticals, plasma products, vaccines, and trial drugs </li></ul></ul><ul><ul><li>Commitment to making a difference in healthcare </li></ul></ul><ul><li>Privately Owned Company </li></ul><ul><ul><li>Founded in 1988 </li></ul></ul><ul><ul><li>Four Corporate Divisions </li></ul></ul><ul><ul><li>40 Outside Field Sales Reps/10 Inside Sales Reps </li></ul></ul>INDUSTRY: Biopharmaceutical Distribution EMPLOYEES: 200+ GEOGRAPHY: Headquarters based in Temecula, CA PRODUCT(S) USED: Premium Support, AppExchange Mobile, and 6 AppExchange Applications # USERS: 90+
  25. 25. Key Challenges <ul><li>Executives </li></ul><ul><ul><li>Needed view over field and house reps </li></ul></ul><ul><ul><li>Missing metrics on time invested vs. revenue </li></ul></ul><ul><li>Reps </li></ul><ul><ul><li>No view over product/territory revenue split </li></ul></ul><ul><ul><li>Accounts being untouched </li></ul></ul><ul><li>Unpredictable revenue </li></ul><ul><li>Lower accountability </li></ul><ul><li>View only extends to the edges of the desk </li></ul>
  26. 26. What did people want? <ul><li>I had a personal view of the problem </li></ul><ul><ul><li>Spent 2 years in sales </li></ul></ul><ul><ul><li>Started doing admin work and tracking the metrics on what I wanted for myself when I was in sales </li></ul></ul><ul><ul><li>Analyzing what activity/account information was available to the reps within salesforce.com </li></ul></ul><ul><ul><li>Built the dashboards </li></ul></ul><ul><li>Talked to my executive users </li></ul><ul><ul><li>Talk-and-tweak </li></ul></ul><ul><ul><li>Regular changes after listening to their experience of Salesforce and business processes </li></ul></ul>
  27. 27. Where did the data come from <ul><li>Internal ERP (Movex) </li></ul><ul><ul><li>Data loaded each night using custom process </li></ul></ul><ul><ul><li>Loads customer info </li></ul></ul><ul><ul><li>Loads orders and items history into custom objects </li></ul></ul><ul><li>Salesforce.com </li></ul><ul><ul><li>Logs Activities </li></ul></ul><ul><ul><li>Analyzes Sales </li></ul></ul>
  28. 28. How did we organize it? <ul><li>Created Dashboard folders </li></ul><ul><ul><li>By Role: Management, Sales, CS, etc. </li></ul></ul><ul><ul><li>By Metric: Activities, Sales, Territory, etc. </li></ul></ul><ul><li>Standardized Templates </li></ul><ul><ul><li>Each sales rep received the same dashboards </li></ul></ul><ul><ul><li>Management can also access sales dashboards </li></ul></ul>
  29. 29. Deciding what people see <ul><li>User profile/target audience </li></ul><ul><li>Do they know how to decipher data? </li></ul><ul><ul><li>Multi-variable graphs, stacked bar charts or just line graphs? </li></ul></ul><ul><li>First divide dashboard using columns </li></ul><ul><ul><li>Weekly, monthly, quarter </li></ul></ul><ul><ul><li>2006,2005,2004 </li></ul></ul><ul><li>Then by component </li></ul><ul><ul><li>Product group, topic, activity </li></ul></ul>
  30. 30. FFF Example – Management Activity Dashboard <ul><li>Monthly View </li></ul><ul><ul><li>Graphical representations of total activity goals </li></ul></ul><ul><ul><li>Summaries by department, facility type, & users with the most activities logged </li></ul></ul>
  31. 31. FFF Example – Sales User Activity Dashboard <ul><li>Overall View </li></ul><ul><ul><li>Total accounts owned with logged activities vs accounts without activities </li></ul></ul><ul><ul><li>Summary of activities by month and week </li></ul></ul><ul><ul><li>Click on any component to obtain the target report underneath </li></ul></ul>
  32. 32. Instant Dashboards on the Appexchange <ul><li>Easy to find </li></ul><ul><ul><li>Go to the AppExchange </li></ul></ul><ul><ul><li>Type in ‘Dashboards’ </li></ul></ul><ul><li>Get it now </li></ul><ul><ul><li>Instant reports and folders are created </li></ul></ul><ul><ul><li>Won’t interfere with existing reports or dashboards </li></ul></ul>
  33. 33. How did it work? <ul><li>Metrics on success </li></ul><ul><ul><li>Management tracked activities = 50% rise in logged activities </li></ul></ul><ul><ul><li>Additional10% increase in activities after dashboard on sales performance by territory </li></ul></ul><ul><li>Sales reps </li></ul><ul><ul><li>Now easily find where to get low-hanging fruit = increased profitability </li></ul></ul><ul><li>Execs </li></ul><ul><ul><li>Can review sales activity performance daily from any computer </li></ul></ul><ul><ul><li>Increased communication - everybody knows what’s measured and how </li></ul></ul><ul><li>Unexpected Bonus </li></ul><ul><ul><li>Sales support center gets 80% less calls by sales reps for account sales statistics and invoiced account orders </li></ul></ul>
  34. 34. Jennifer Wobser IT Administrator Ashley Landry Project Manager Thomas Tobin Product Manager QUESTION & ANSWER SESSION
  35. 35. Session Feedback Let us know how we’re doing! <ul><li>Please score the session from 5 to 1 (5=excellent,1=needs improvement) on 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>Save time! Use your cell phone or mobile device to send Feedback via SMS/Text Messaging! Send a message to 26335 In the message body: Session 142, #### For example, “ Session 123, 5555 ” Session ID: 142 Session ID # Scores for 4 categories SMS Voting powered by:

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