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Strategies for Salesforce Master Data 
Management (MDM) 
facebook.com/perficient linkedin.com/company/perficient twitter.c...
About Perficient 
Perficient is a leading information technology consulting firm serving clients throughout 
North America...
Perficient Profile 
• Founded in 1997 
• Public, NASDAQ: PRFT 
• 2013 revenue ~$373 million 
• Major market locations thro...
Salesforce Practice 
• More than 450 customers │Completed ~3,000 Salesforce engagements 
• Expertise: Sales and Service Cl...
About Informatica 
The #1 Independent Leader in Data Integration 
Founded: 1993 
2013 Revenue: $948.2 million 
8-year Annu...
Speakers 
Shankar RamaNathan 
Sr. Solutions Architect – Information Governance | Enterprise 
Information Solutions CWP 
Pe...
Agenda 
 Introduction 
 Business challenges with Salesforce and MDM 
 Salesforce trends 
 Master Data Management trend...
CRM Trends 
Salesforce Trend: 
Salesforce is the worldwide leader in CRM 
software, with 16.1% market share. 
Salesforce g...
MDM Trends 
MDM Trend: 
By 2015, 10 percent of 
packaged MDM 
implementations will be 
delivered as SaaS in the 
public cl...
Why CRM and MDM 
Strategies Go Together 
Reality 
• CRM is typically the entry point for a new customer / 
prospect 
• Man...
CRM and MDM Challenges 
MDM Challenges: 
• Data Quality 
• Multiple versions of the truth 
• Multiple systems and sources ...
• Multiple entries for a single customer in one CRM 
• Multiple copies of a CRM system due to mergers or 
acquisitions 
• ...
MDM Challenges: M&A Example 
• Data Quality 
• Multiple versions of the truth 
• Multiple systems and sources 
• Duplicate...
• Data Quality 
• Multiple versions of the truth 
• Multiple systems and sources 
• Duplicate data for the same thing 
• N...
• Data Quality 
• Multiple versions of the truth 
• Multiple systems and sources 
• Duplicate data for the same thing 
• N...
CRM & MDM 
Perception vs Reality 
Modernize Your CRM In Six Steps 
Source: Forrester 
Step 1 —Align Your CRM Strategy With...
CRM & MDM 
Perception vs Reality 
CRM & MDM 
Perception
CRM & MDM 
Perception vs Reality 
CRM & MDM 
Perception
CRM & MDM 
Perception vs Reality 
CRM & MDM 
Perception
CRM & MDM 
Perception vs Reality 
CRM & MDM 
Perception 
CRM & MDM 
Reality
CRM & MDM 
Perception vs Reality 
CRM & MDM 
Perception 
CRM & MDM 
Reality
CRM & MDM 
Perception vs Reality 
CRM & MDM 
Perception 
CRM & MDM 
The New Reality 
Addresses Multi‐Org 
scenarios. Full ...
CRM & MDM 
Perception Vs Reality 
CRM & MDM 
Perception 
CRM& MDM 
The New Reality
Informatica Cloud 
MDM for Salesforce 
Salesforce+ Informatica Cloud MDM for Salesforce 
Match/ Merge 
De‐‐Dup 
Hierarchy ...
Informatica Cloud MDM 
for Salesforce 
Match/ Merge 
De‐‐Dup 
Hierarchy 
Publication 
Reference Data 
Synchronized Multi-O...
Informatica Cloud MDM for 
Salesforce | Enterprise 
Complete MDM Solution 
Custom 
App. 
Salesforce+ Informatica Cloud MDM...
Informatica Cloud MDM for 
Salesforce | Use Cases 
Data Quality 
• Incomplete Data 
• Inaccurate Data 
• De-Duplicate 
Dat...
Informatica Cloud MDM for Salesforce 
DEMO 
Learn more: www.informaticacloud.com
As a reminder, please submit your 
questions in the chat box 
We will get to as many as possible
Daily unique content 
about content 
management, user 
experience, portals 
and other enterprise 
information technology 
...
Thank you for your participation today. 
Please fill out the survey at the close of this session.
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Creating an Effective MDM Strategy for Salesforce

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As Salesforce has grown from a simple, standalone tool to a platform that touches every customer interaction, the data has grown more complex. This problem happens for many reasons including user error, adding other cloud apps requiring data integration, and business mergers and acquisitions that create multiple instances of Salesforce within an organization.

A master data management (MDM) strategy is critical to helping companies solve challenges like providing enterprise analytics and creating a 360-degree view of the customer. With Informatica Cloud, companies are learning to address the challenges and explore alternatives including a cost-effective cloud MDM versus a full-blown MDM solution.

During this webinar, our experts demonstrated the Informatica cloud MDM solution in action and showed how with an effective strategy, you can:

-Support the business case for MDM consolidation of multiple instances
-Create a customer 360-degree view in the cloud
-Understand the use case, reference architecture, and why companies are choosing cloud-based MDM

Published in: Technology

Creating an Effective MDM Strategy for Salesforce

  1. 1. Strategies for Salesforce Master Data Management (MDM) facebook.com/perficient linkedin.com/company/perficient twitter.com/Perficient
  2. 2. About Perficient Perficient is a leading information technology consulting firm serving clients throughout North America. We help clients implement business-driven technology solutions that integrate business processes, improve worker productivity, increase customer loyalty and create a more agile enterprise to better respond to new business opportunities.
  3. 3. Perficient Profile • Founded in 1997 • Public, NASDAQ: PRFT • 2013 revenue ~$373 million • Major market locations throughout North America • Allentown, Atlanta, Boston, Charlotte, Chicago, Cincinnati, Columbus, Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis, Minneapolis, New York City, Northern California, Oxford (UK), Philadelphia, Southern California, St. Louis, Toronto, Washington, D.C. • Global delivery centers in China, Europe and India • >2,200 colleagues • Dedicated solution practices • ~85% repeat business rate • Alliance partnerships with major technology vendors • Multiple vendor/industry technology and growth awards
  4. 4. Salesforce Practice • More than 450 customers │Completed ~3,000 Salesforce engagements • Expertise: Sales and Service Clouds, Chatter, Portals, Communities, Mobile and Custom Development on Salesforce Platforms • Industry Strength: Healthcare, FinServ, Hi-Tech and Consumer/Retail • ~ 80 certified consultants │ ~ 180 multiple certifications • One of the highest Salesforce.com customer satisfaction ratings: 9.4 out of 10!
  5. 5. About Informatica The #1 Independent Leader in Data Integration Founded: 1993 2013 Revenue: $948.2 million 8-year Annual CAGR: 17% per year Partners: 500+ • Major SI, ISV, OEM and on-demand leaders Customers: Over 5,000 • Customers in 82 Countries • Direct Presence in 28 Countries Employees: 3,200+ Technology Leadership: • Gartner positions INFA in leaders quadrant for Data Integration, Data Quality, Enterprise Integration Platform as a Service, MDM – Customer Data, and Data Masking • # 1 in TNS Customer Loyalty rankings (8 Years in a Row)
  6. 6. Speakers Shankar RamaNathan Sr. Solutions Architect – Information Governance | Enterprise Information Solutions CWP Perficient Randall Gayle Informatica Practice Director Perficient Simon McVeigh Director of Cloud Product Specialists Informatica
  7. 7. Agenda  Introduction  Business challenges with Salesforce and MDM  Salesforce trends  Master Data Management trends  CRM and MDM challenges  Salesforce - Cloud MDM Solution  Informatica Cloud MDM for Salesforce Solution  Architecture scenarios  Reference Architecture  Use cases  How does this work? (Demo)  Walkthrough / Demo  Q & A
  8. 8. CRM Trends Salesforce Trend: Salesforce is the worldwide leader in CRM software, with 16.1% market share. Salesforce grew 24.7% faster than its nearest competitor from 2012 to 2013, attaining 30.3% growth in worldwide revenues. Forbes
  9. 9. MDM Trends MDM Trend: By 2015, 10 percent of packaged MDM implementations will be delivered as SaaS in the public cloud. Rising Adoption of MDM in the Cloud • Currently, MDM is typically implemented in on-premises solutions. • Many industries, such as financial services, are reluctant to place such important, heavily shared information as master data outside the firewall. • Equally, there is resistance to the idea that the governance of one's primary information assets can be left to an outsider. • Privacy issues have also dampened adoption of software as a service (SaaS). • However, on-premises MDM solutions are increasingly being integrated with SaaS applications, and there are various cloud-sourced data services (such as data quality or data integration as a service) that can help with MDM implementations. “On the supply side, very few MDM technology and service providers have, so far, developed specific MDM SaaS or PaaS products that are scalable, elastic and multitenant,” John Radcliffe said. “But when they do, we expect them to exploit the cloud computing value proposition and increase their marketing of MDM in the cloud.” - Gartner
  10. 10. Why CRM and MDM Strategies Go Together Reality • CRM is typically the entry point for a new customer / prospect • Many companies have multiple CRMs • Customer Information exists in multiple applications • Multiple hierarchies are a necessity and typically CRM’s are not meant for managing hierarchies • Duplicate or incomplete customer information exists in many companies • Often CRM implementation does not involve MDM strategy especially cloud solutions Advantages of CRM & MDM Strategy • MDM provides a trusted CRM environment • MDM consolidates and provides the best available Customer information that is reliable • MDM improves the overall Data Quality of the CRM • MDM provides Hierarchy management and integration into CRM “CRM leaders must understand the benefits of the MDM discipline to CRM and make it part of their CRM strategy. MDM is critical to enabling CRM leaders to create the 360- degree view of the customer required for an optimized customer experience." - Gartner
  11. 11. CRM and MDM Challenges MDM Challenges: • Data Quality • Multiple versions of the truth • Multiple systems and sources • Duplicate data for the same thing • No standardization • No standard hierarchies • Data Governance • No rules for determining source of data • No rules for identifying correct version of data • No rules for match and merge • No standardization rules • Hierarchies are not well defined Salesforce Challenges: • Multiple entries for a single customer in one CRM • Multiple copies of a CRM system due to mergers or acquisitions • Not integrated or kept in sync with other system • Data is not standardized • Incomplete or missing data • No standardized hierarchies for reporting
  12. 12. • Multiple entries for a single customer in one CRM • Multiple copies of a CRM system due to mergers or acquisitions • Not integrated or kept in sync with other system • Data is not standardized • Incomplete or missing data • No standardized hierarchies for reporting CRM and MDM Challenges Shell Canada Limited Shell Energy Trading Shell Global Solutions (US), Inc. Shell Information Technology International, Inc. Shell International Exploration & Production (SIEP) Shell Oil Company Shell Oil Products US Shell Projects & Technologies Shell Projects & Technologies [Consulting] Shell Projects & Technologies [Logica] Shell Upstream Americas Shell Upstream Americas [Logica] …. MDM Challenges: • Data Quality • Multiple versions of the truth • Multiple systems and sources • Duplicate data for the same thing • No standardization • No standard hierarchies • Data Governance • No rules for determining source of data • No rules for identifying correct version of data • No rules for match and merge • No standardization rules • Hierarchies are not well defined Salesforce Challenges: Customer Example
  13. 13. MDM Challenges: M&A Example • Data Quality • Multiple versions of the truth • Multiple systems and sources • Duplicate data for the same thing • No standardization • No standard hierarchies • Data Governance • No rules for determining source of data • No rules for identifying correct version of data • No rules for match and merge • No standardization rules • Hierarchies are not well defined CRM and MDM Challenges Company 1 Company 2 Customer: Shell Oil Company Customer: Shell Oil Company Salesforce Challenges: • Multiple entries for a single customer in one CRM • Multiple copies of a CRM system due to mergers or acquisitions • Not integrated or kept in sync with other system • Data is not standardized • Incomplete or missing data • No standardized hierarchies for reporting
  14. 14. • Data Quality • Multiple versions of the truth • Multiple systems and sources • Duplicate data for the same thing • No standardization • No standard hierarchies • Data Governance • No rules for determining source of data • No rules for identifying correct version of data • No rules for match and merge • No standardization rules • Hierarchies are not well defined • Multiple entries for a single customer in one CRM • Multiple copies of a CRM system due to mergers or acquisitions • Not integrated or kept in sync with other system • Data is not standardized • Incomplete or missing data • No standardized hierarchies for reporting CRM and MDM Challenges MDM Challenges: Salesforce Challenges: Customer Loyalty Example Company 1 Company 2 Tier Level Diamond Ruby Sapphire Tier Level Gold Silver Bronze
  15. 15. • Data Quality • Multiple versions of the truth • Multiple systems and sources • Duplicate data for the same thing • No standardization • No standard hierarchies • Data Governance • No rules for determining source of data • No rules for identifying correct version of data • No rules for match and merge • No standardization rules • Hierarchies are not well defined • Multiple entries for a single customer in one CRM • Multiple copies of a CRM system due to mergers or acquisitions • Not integrated or kept in sync with other system • Data is not standardized • Incomplete or missing data • No standardized hierarchies for reporting CRM and MDM Challenges MDM Challenges: Salesforce Challenges: Systems Examples System 1 System 2 Customer Shell Oil Company Customer Shell Oil Company
  16. 16. CRM & MDM Perception vs Reality Modernize Your CRM In Six Steps Source: Forrester Step 1 —Align Your CRM Strategy With Your Customer Experience Strategy Step 2 —Focus CRM Outcomes On Revenue Uplift, Not Operational Efficiencies Step 3 — Leverage CRM To Effortlessly Support The End‐To‐End Customer’s Journey Step 4 —Use CRM To Deeply Personalize Engagement Step 5 —Extend CRM Beyond Its Traditional Footprint By Leveraging Integrations Step 6 —Combat The CRM “Hate Factor” By Engaging CRM Users Simply And Easily MDM is Key to Customer Experience
  17. 17. CRM & MDM Perception vs Reality CRM & MDM Perception
  18. 18. CRM & MDM Perception vs Reality CRM & MDM Perception
  19. 19. CRM & MDM Perception vs Reality CRM & MDM Perception
  20. 20. CRM & MDM Perception vs Reality CRM & MDM Perception CRM & MDM Reality
  21. 21. CRM & MDM Perception vs Reality CRM & MDM Perception CRM & MDM Reality
  22. 22. CRM & MDM Perception vs Reality CRM & MDM Perception CRM & MDM The New Reality Addresses Multi‐Org scenarios. Full MDM potential Minimal OpEx Budget. Quick POC Should be in Scope. On the cloud, minimal Data Governance Lack of Budget / Understanding MDM is expensive and it is a large undertaking MDM is not in scope for CRM or IT is stretched already
  23. 23. CRM & MDM Perception Vs Reality CRM & MDM Perception CRM& MDM The New Reality
  24. 24. Informatica Cloud MDM for Salesforce Salesforce+ Informatica Cloud MDM for Salesforce Match/ Merge De‐‐Dup Hierarchy Publication Reference Data Global Reporting Solution • Keep Multiple Salesforce Instances • Create a Master Salesforce instance Benefits • Global Reporting Consolidated Golden Record Cleansed record Choose not to synchronize Keep independent salesforce data Minimal Data Governance Disadvantages No Synchronization Duplicate Customer Data
  25. 25. Informatica Cloud MDM for Salesforce Match/ Merge De‐‐Dup Hierarchy Publication Reference Data Synchronized Multi-Org • Keep Multiple Salesforce Instances • Make one of the Salesforce instance as Master Salesforce instance Benefits • Global Reporting Consolidated Golden Record Cleansed record Synchronized data for all instances Keep independent Salesforce data Minimal Data Governance No Duplicate Customer Data Disadvantages No integration to Enterprise data Salesforce+ Informatica Cloud MDM for Salesforce
  26. 26. Informatica Cloud MDM for Salesforce | Enterprise Complete MDM Solution Custom App. Salesforce+ Informatica Cloud MDM for Salesforce Match/ Merge De‐‐Dup Hierarchy Publication Reference Data Stewardship Data Governance
  27. 27. Informatica Cloud MDM for Salesforce | Use Cases Data Quality • Incomplete Data • Inaccurate Data • De-Duplicate Data • Validate Data Consolidation of Data • Disjointed Systems • Fragmented Data • Multiple Salesforce.com Orgs Hierarchy Management • Create more robust Customer Relationships • Multi-Dimensional
  28. 28. Informatica Cloud MDM for Salesforce DEMO Learn more: www.informaticacloud.com
  29. 29. As a reminder, please submit your questions in the chat box We will get to as many as possible
  30. 30. Daily unique content about content management, user experience, portals and other enterprise information technology solutions across a variety of industries. Perficient.com/SocialMedia Facebook.com/Perficient Twitter.com/Perficient Community.informatica.com/social-media.jspa Facebook.com/InformaticaCorporation Twitter.com/InformaticaCorp @informaticacorp
  31. 31. Thank you for your participation today. Please fill out the survey at the close of this session.

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