System Overload - Getting Control of Your Data and Sanity


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System Overload - Getting Control of Your Data and Sanity

  1. 1. System Overload: Getting Control of Your Data and Sanity Andy Lebin, Genesys Conferencing Hernan Vera, Ryder Ezra Kenigsberg,
  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, 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 . </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., inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law. </li></ul><ul><li> </li></ul>
  3. 3. Introduction and Session Overview <ul><li>Are we happy with our data? </li></ul><ul><li>What do we need to remember? </li></ul><ul><li>How do we set our strategy? </li></ul><ul><li>How do we get control over our data? </li></ul><ul><ul><li>Working with external sources </li></ul></ul><ul><ul><li>Coping with duplicates </li></ul></ul><ul><ul><li>Ensuring day-to-day quality </li></ul></ul><ul><li>Q&A </li></ul>
  4. 4. Are we happy with our data? <ul><li>Q: What led you to evaluate a CRM solution? </li></ul><ul><li>A: Improving customer data quality and data management </li></ul><ul><ul><li>Answer listed by sixty percent of Salesforce users as one of their top three objectives </li></ul></ul><ul><ul><li> survey of 420 executives and business sponsors conducted by CustomerSat, Inc. </li></ul></ul><ul><li>Seventy-five percent of major enterprises in Australia, the UK, and the US reported significant problems as a result of defective data. </li></ul><ul><ul><li>IBM Global Data Management Survey of 600 major enterprises </li></ul></ul>
  5. 5. What do we need to remember? <ul><li> </li></ul><ul><li>Data Services </li></ul><ul><li>Managing data quality: </li></ul><ul><ul><li>Art (not Science!) </li></ul></ul><ul><ul><li>There are no perfect answers </li></ul></ul><ul><li>Winning user cooperation: </li></ul><ul><ul><li>Know our user base </li></ul></ul><ul><ul><li>Who are our subject matter experts? </li></ul></ul><ul><li>Good data = Good business </li></ul><ul><li> Offerings: </li></ul><ul><li>Data Quality Blog </li></ul><ul><li>Cleaning up Dirty Data – Choosing the Right Approach </li></ul><ul><li>Naming Convention Best Practices </li></ul><ul><li>Filtering Out Dirty Data </li></ul><ul><li>Excel Connector Discussion </li></ul><ul><li>. . . and more. . . </li></ul>
  6. 6. How do we set our strategy? <ul><li>Data Strategy: Think in the FUTURE TENSE </li></ul><ul><li>Who will be RESPONSIBLE for our data? </li></ul><ul><li>What will our data sources look like? </li></ul><ul><li>Which external data provider/s will we use? </li></ul><ul><li>Which Salesforce objects will we use? </li></ul><ul><li>How often will we revisit our Strategy? </li></ul><ul><li>What's our budget? </li></ul>
  7. 7. Genesys Conferencing <ul><li>Global provider of multimedia, real-time collaboration services </li></ul><ul><li>Genesys Meeting Center provides a fully integrated interface for audio, video, and web conferencing </li></ul><ul><li>Presence in 24 countries globally </li></ul>INDUSTRY: Communication Solutions EMPLOYEES: 1,018 GEOGRAPHY: Global PRODUCT(S) USED: SFA, Service & Support, 6 downloaded AppExchange applications, 8 custom apps # USERS: 610 2005 REV: $176.5 million
  8. 8. Stop The Insanity!! <ul><li>Initial import from many sources </li></ul><ul><li>400 users creating records </li></ul><ul><li>No integration to back office </li></ul><ul><li>Separate Wholesale – Retail Organizations </li></ul><ul><li>Web-to-Lead can create duplicates </li></ul><ul><li>Lack of master customer data store </li></ul>
  9. 9. The Genesys Cure <ul><li>Strong, DEDICATED Team </li></ul><ul><li>Standardized User Training </li></ul><ul><ul><li>Customized training materials </li></ul></ul><ul><ul><li>Pre-recorded Web/Audio archives </li></ul></ul><ul><ul><li>Naming conventions and searches </li></ul></ul><ul><li>Salesforce Customizations </li></ul><ul><ul><li>Picklists and dependent picklists </li></ul></ul><ul><ul><li>Mandatory fields </li></ul></ul><ul><ul><li>Best Practice Score/Dashboard </li></ul></ul><ul><li>Import Templates </li></ul><ul><li>Third party applications </li></ul>
  10. 10. Best Practice Score/Dashboard Direct quarterly emails to users re-inforces compliance and dashboard use Company measurement graphs displays overall company success Individual user measurement Wall of Fame/Shame
  11. 11. Third Party Application – Demand Tools Find existing records in SFDC before importing by using the Discovery function of Demand Tools
  12. 12. Third Party Application – Demand Tools De-duplication of SFDC contact records by using certain criteria
  13. 13. Customer Onboading Process – Current and Future
  14. 14. Next Steps <ul><li>Unique/Key ID to be implemented across all systems </li></ul><ul><li>Real -Time Integration with Back Office </li></ul><ul><li>Automation of current-manual processes </li></ul>
  15. 15. Hernan Vera Director of Marketing [email_address] How Do We Get Control over Our Data?
  16. 16. Ryder System, Inc. <ul><li>Fortune 500 </li></ul><ul><li>$5.7 Billion in revenue </li></ul><ul><li> currently deployed within Supply Chain division </li></ul><ul><li>Sales reps in 10 countries </li></ul><ul><li>Used by eight functional areas beyond sales and marketing </li></ul>INDUSTRY: Transportation & Logistics EMPLOYEES: 23,000 GEOGRAPHY: Global PRODUCT(S) USED: SFA, Customer Connect, Clicktools, Services Project Manager, Strategic Account Management # USERS: 90
  17. 17. Integrating with Financial System – The Problem <ul><li>Business Challenge </li></ul><ul><li>Financial System is system “of record” </li></ul><ul><li>Contract elements “live” in Financial System </li></ul><ul><li>Need contract data in Salesforce </li></ul><ul><li>Desire to “step” into integration with minimal IT involvement initially </li></ul><ul><li>Technical Considerations </li></ul><ul><li>Need 100% match to Accounts </li></ul><ul><li>Location Code (financial system’s unique ID) generated outside Salesforce </li></ul>
  18. 18. Integrating with Financial System – The Solution <ul><li>Migrate contract data manually on monthly basis (2 hours per month) </li></ul><ul><ul><ul><li>100% match rate with human intervention </li></ul></ul></ul><ul><ul><ul><li>Scope doesn’t yet justify automated integration </li></ul></ul></ul><ul><li>Use DUNS for unique customer roll-ups </li></ul><ul><li>Leverage both Salesforce and third-party tools </li></ul><ul><ul><ul><li>Excel Connector </li></ul></ul></ul><ul><ul><ul><li>Customer Connect </li></ul></ul></ul><ul><li>Migration via Excel Connector </li></ul><ul><li>DUNS matching via Customer Connect </li></ul>DEPLOYMENT DETAILS
  19. 19. <ul><li>Contracts </li></ul>Current Data Architecture Salesforce Excel Connector Validation Current Customer Contracts Monthly Manual Load (tied to location) 1,000 Contracts (locations) Keyed in to by Sales Operations Team Flat file with Revenue, Margin and location data Imported by Sales Operations Admin team Export Contract Data Financial Reporting System Salesforce Excel Connector
  20. 20. <ul><li>Contracts </li></ul>Future Data Architecture Current Customer Contracts Valid- ation Tool 1,000 Contracts (locations) Keyed in to by Sales Operations Team Financial Reporting System Monthly Automated Load (Tool TBD)
  21. 21. Excel Connector <ul><li>Human intervention required to manage where unique key (location code) do not match </li></ul><ul><li>Timing drives differences in unique key </li></ul>
  22. 22. Data Hygiene - The Problem <ul><li>Business Challenge </li></ul><ul><li>As we load data into and get it clean, how do we keep it clean? </li></ul><ul><li>How do we not chew up all our resources keeping it clean? </li></ul><ul><li>Deployment Considerations </li></ul><ul><li>Type and number of users constantly increasing </li></ul>
  23. 23. Data Hygiene – The Solution <ul><li>Introduced data in manageable chunks </li></ul><ul><ul><li>Opportunities, then accounts, then contracts, then external data </li></ul></ul><ul><li>Work double-time to get data clean </li></ul><ul><ul><li>All hands on deck </li></ul></ul><ul><li>Customer Connect to maintain unique “customer number” through DUNS </li></ul><ul><li>Workflow to capture various record type creations </li></ul><ul><li>Reports and dashboards to identify problems </li></ul>
  24. 24. Customer Connect – DUNS Linkage <ul><li>Customer Connect application populates D&B data to on-demand </li></ul><ul><li>Only selected data is brought over from D&B. Additional data is appended quarterly as needed </li></ul><ul><li>Validates selected data we gathered </li></ul><ul><li>Field-level security controls who sees what </li></ul><ul><li>Up-to-date global hierarchy maintained daily </li></ul>
  25. 25. Customer Connect – DUNS Linkage <ul><li>Customer Connect application allows for 100% matching to D&B </li></ul><ul><li>Family tree links maintained daily </li></ul>
  26. 26. Data Hygiene – Exception reports <ul><li>Daily </li></ul><ul><ul><li>Account creation, Account duplicates and DUNS matching </li></ul></ul><ul><ul><li>Contact creation and duplicates </li></ul></ul><ul><li>Weekly </li></ul><ul><ul><li>Account type validation </li></ul></ul><ul><ul><li>Account Address </li></ul></ul><ul><ul><li>Lead completeness </li></ul></ul><ul><li>Monthly </li></ul><ul><ul><li>Opportunity data validations </li></ul></ul><ul><ul><li>Expiring/Expired contracts </li></ul></ul><ul><ul><li>Ownership of Accounts, Opportunities, Contacts, Contracts </li></ul></ul>
  27. 27. Summary <ul><li>Managing data and ensuring data quality is our most important (and time consuming) activity </li></ul><ul><li>Manual touch is critical, even with automation tools </li></ul><ul><li>Evaluating time investment trade-off regularly </li></ul><ul><li>Clear data model up-front helps </li></ul><ul><li>Organization stamina currently high </li></ul><ul><li>IT currently not involved. They will be as we get to the 360 ° view </li></ul><ul><li>Organization is addicted, not just adopting, to </li></ul>
  28. 28. What lessons can we take? <ul><li>Does require manual intervention </li></ul><ul><li>Leverage third-party tools </li></ul><ul><ul><li>CRMFusion’s DemandTools </li></ul></ul><ul><ul><li>Trillian’s Customer Connect </li></ul></ul><ul><ul><li>Others: </li></ul></ul><ul><li>Leverage reports and dashboards </li></ul><ul><li>Using these tools on a regular basis </li></ul>
  29. 29. Andy Lebin Salesforce Administrator, NA Hernan Vera Director of Marketing Brian Wiebe Data Services – Global Program Manager QUESTION & ANSWER SESSION Ezra Kenigsberg Data Services – Manager, Midwest
  30. 30. 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 124, #### For example, “ Session 123, 5555 ” Session ID: 124 Session ID # Scores for 4 categories SMS Voting powered by: