The document discusses strategies for Master Data Management (MDM) in Salesforce, highlighting the challenges and integration with CRM systems to improve data quality and customer experience. It emphasizes the importance of MDM in providing accurate customer information and managing data hierarchies, particularly in multi-organization scenarios. The document also reviews trends in MDM and CRM, noting the growing shift towards cloud-based solutions and the need for integrated approaches to effectively manage customer data.

1. Strategies for Salesforce Master Data
Management (MDM)
facebook.com/perficient linkedin.com/company/perficient twitter.com/Perficient

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. • 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. 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. • 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. • 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. 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. CRM & MDM
Perception vs Reality
CRM & MDM
Perception

18. CRM & MDM
Perception vs Reality
CRM & MDM
Perception

19. CRM & MDM
Perception vs Reality
CRM & MDM
Perception

20. CRM & MDM
Perception vs Reality
CRM & MDM
Perception
CRM & MDM
Reality

21. CRM & MDM
Perception vs Reality
CRM & MDM
Perception
CRM & MDM
Reality

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. CRM & MDM
Perception Vs Reality
CRM & MDM
Perception
CRM& MDM
The New Reality

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. 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. 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. 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. Informatica Cloud MDM for Salesforce
DEMO
Learn more: www.informaticacloud.com

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