With the complexity of today's student and their enrollment decisions and options, the strategy of going where you have always gone has become outmoded. Now, facing reductions in travel budgets, increases in student applications, and decreases in yield, it is becoming more important than ever to be able to analyze where it is that we have gone, what that funnel looks like, and what connections we can draw from this for current and future enrollment. In this session, we would like to share how we have been able to leverage the HEDA model, affiliations, campaigns, and a few customizations to implement an initial territory management solution to house and analyze territory specific information at the University of Miami.

1. Territory Management:
the art, science, and technology behind
ROI

2. Elizabeth Fava
Joseph Yancey
Senior Enrollment Analyst, CRM
linkedin.com/in/lizfava
Senior Enrollment Analyst, CRM
linkedin.com/in/yanceyj1

3. AGENDA
Past Territory Management at UM
• Data management issues
• Disjointed data
• 2-Dimensional reporting & analysis
Reimagining a multi-department process
• Reviewing business process
• Determining departmental needs
Territory Management at UM today
• Customizations & the power of Salesforce
• Current Applications

4. Territory Management at the
University of Miami
Designed by Newelement / Freepik
Fall 2017
250K+ Leads
120K+ Inquiries
30K+ Applicants
1K+ Visits & Fairs
Incoming Freshman
class of ~2K

5. Challenges

6. Inquiry
Card info in
Salesforce
Territory
recruitment
event info in
different
system
Effective
Territory
Managemen
t

7. What did we already have?

8. Existing use of Salesforce
Contacts
Opportunities
Campaigns
• Large scale off-campus recruitment
events only
Educational Institution
Accounts
Interactions (custom)
• Custom object that acts as a staging
table and writes information to other
supported objects (Contacts,
Affiliations,
Campaigns, and
Opportunities) if
fields are
populated on
interaction
record

9. What did we need?

10. Territory Management Needs
Store, share, &
maintain the
contextual info
crucial to frame
analysis
Reporting that
allows for data to be
easily identified and
related
Analyze effects of
recruitment efforts
on past enrollment
funnel
Maintain single
source of truth
Data input that
could support
reporting
ART
Context &
History
SCIENCE
Reporting
& Analysis
TECHNOLOGY
Data
management

11. What did we come up with?

12. Solution
CONNECTED
Context &
History
3-DIMENSIONAL
Reporting
& Analysis
SINGLE
SOURCE
Data
Management

13. Activities
Logging notes via tasks to allow current and future
territory managers to capture and access those notes
in a connected and reportable way
• Educational Institutions
• Market Segments
• Event Campaigns

14. Activities with
account (Educational Institution)

15. Activities with
market segments

16. Activities with Campaign

17. Campaigns
Existing functionality:
• Record current and past
recruitment event data
• Maintain an easily accessible
single source of truth
Customizations:
• Add look up field to Educational
Institution Accounts

18. Campaign
with related
Educational
Institution
Account

19. Educational
Institution’s related
campaigns

20. Reporting on the
relationship

21. Interactions
Redefining our inquiry card input process:
• Relate students seen at a recruitment event to it
• Begin to analyze the effects of these
events and efforts through different
reports connecting the data

22. Institutional data related to enrollment
from schools in a defined territory

23. Past recruitment events in a defined market
segment

24. Events & attendance at a school over time

25. Impact of visit on student & school group
enrollment funnel

26. What did we learn?

27. How not to lose the art…
1. Relationships– building, cultivation, and
maintenance
2. Collaborative, connected information for continuity
and context

28. While integrating the science…
1. Analyze the effects of past recruitment efforts on:
• Individual student through enrollment funnel
• Specific Educational Institution's current & future school groups
• Applicant cohort
• Territory by area or segment
2. Utilize data to drive strategies and planning for
territory management

29. And utilize (Salesforce)
technology
1. Maintain an accessible single source of information
2. Utilize the Salesforce platform to record, connect,
and analyze all 360° data