Speaker: Wyatt Bales, Enterprise CRM @ Uber

1. Centralized vs Decentralized, a
Peek into Uber’s Global CRM Org
Wyatt Bales

2. Presenter Bio
UBER CRM
APPLICATION
CONSULTANT
SOLUTION
ARCHITECT
ENTERPRISE
CRM LEAD

3. Uber Technologies
 Founded in 2009
 Over 80 countries & 700 cities
 Over 18,000 full time employees

4.  Biggest Decisions Made Early
 Deciding Headcount
 Which Projects to Prioritize
 Regional vs Central
 Scaling Globally
Topics Covered

5. Biggest Decisions Made Early

6. Biggest Decisions Made Early
 Defining Regions
 USCAN, LATAM, EMEA, APAC
 Setting Global Admin
 1 resource sitting with SFDC team
 Setting Regional Admins
 1 admin per region
 Declaring Instance Standards
 No lead partitions
 Workspace per region
 Master folder tokens per region

7. Deciding Headcount

8. Resourcing
 Start with 1 Admin/Marketer
and 1 Technical resource
 Admin/Marketer:
 Designing Channels, Tags, Success,
Nurtures, Lifecycles
 Technical Builder:
 API integrations, custom objects,
webhooks, partner with SFDC team
on integration
First 90 days

9. Traditional Marketing Ops Structure

12. Comparing Structures
Marketing Ops Marketing Managers Outsourced Agency
• PROS
• Hiring availability
• Backfilling flexibility
• Less expensive
• Easier to outsource
• More tools exposure
• CONS
• Unclear divisions of
labor
• More resources with
less scope
• Less promotable range
• PROS
• Versatility across
multiple orgs
• Wide promotable range
• Best practice
experience
• More analytics-focused
• CONS
• More expensive
• More difficult to hire
• Shorter tenure
• PROS
• Hiring availability
• Backfilling flexibility
• Less HR dependency
• CONS
• Remote back-and-forth
• Inconsistent resource
quality
• Lack of holistic tie-in
with rest of org

13. 1. Menial/repetitive tasks for
Sales (20 days)
2. Lead Scoring (7 days)
3. Acquisition Lifecycle
(Revenue Model) (15 days)
4. TOFU Nurture (20 days)
5. Global Infrastructure (5 days)
Which Projects to Prioritize

14. Making the Case to Centralize
1. Examples of legal mishaps
and gaps due to improper
execution
2. Accountability of mistakes
owned centrally
3. Explanation to local users
central will run better through
proven examples (e.g. stat
sig, ROI)

15. Scaling Globally
1. Segmentation and email scripting
for minimizing the number of assets
2. Key global campaigns built and
launched centrally, not rolled out to
regional teams
3. Centralize all subscription, lead
scoring, data management, and
lifecycle campaigns