The Demise of Duplicate Data Webinar (Part 1)
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The Demise of Duplicate Data: Best Practices from Salesforce MVPs (Part 1) Do you have a best practices plan in place for your Salesforce data? Learn how Salesforce MVPs Geraldine Gray, Jason Paquette, and Kyla Longe suggest you configure and administer your Salesforce records and find out how these practices can transform your record keeping habits. Topics of Discussion: > Aligning your sales process to maximize data > Safeguarding your data during migration > How to protect your points of entry from duplicate data > Non-profit expertise & gotchas
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The Demise of Duplicate Data Webinar (Part 1)
- 1. Copyright Symphonic Source, Inc. 2013
- 2. The Demise of Duplicate Data: Two-Part Webinar Series Webinar 1 – Identify your problem areas and understand process implications before you dedupe Webinar 2 –Implement dupe clean-up & dupe prevention Copyright Symphonic Source 2013
- 3. Copyright Symphonic Source 2013 WEBINAR #1 AGENDA • Problems with duplicate data • Be aware of your points of entry • Prevent data loss in merging & conversion • Sales process to follow-up with both Leads AND Contacts
- 4. What Clean Data Looks Like Copyright Symphonic Source 2013 Data model needs to support reliable reporting on: Inquiries/Touches Unique People Unique Companies ... From 1 Company... ... From 3 People... 6 Inquiries...
- 5. Understand Your Points of Entry Copyright Symphonic Source 2013 SFDC List Import Manual Entry in UI Webforms Integration • Single Record or Bulk Insert? Marketing Automation Data.com Event Mgt AppEx.
- 6. Tips to Minimize Manual Duplicates Quick Create – Consider removing from the home page. Clone – Consider removing from page layout. Search – Uncheck Options from Search Page and use “Search All” Find Duplicates – Train on this option from the Lead record Attach to Existing – Train on using this during Lead Conversion User Profile – Consider who needs to create Leads & Contacts ...... free appson AppExchange help address manual entry Copyright Symphonic Source 2013
- 7. Problems With Duplicates Data Fragmentation • Making decisions based on incomplete data can cost your business. Inefficient Workflow • Time is your most expensive cost of doing business. Copyright Symphonic Source 2013
- 8. Problem: Lead Assignments Copyright Symphonic Source 2013 • Multiple Reps step on each others toes • Reps “lose a turn” Non Profit Tip: Reps “lose a turn” - For example, in the Nonprofit world, I’ve had folks want to understand how many touches with a constituent until a donation is received. However, in order to leverage the real-time reporting in Salesforce.com, they have to perform a Firedrill to shuffle together data.
- 9. Problem: Activity History Copyright Symphonic Source 2013 • Have to look in multiple places for history. • HUGE time suck to look for duplicates! Email Voicemail Phone Call Leads Contact(s)
- 10. Activity History after Deduping Copyright Symphonic Source 2013 • Best to see full Activity History in one place... Email Voicemail Phone Call Leads Contact(s) Voicemail Voicemail Email Phone Call Email Email
- 11. Problem: Diluted Lead Scores Copyright Symphonic Source 2013 • One person could perform multiple actions. • Scoring not added together when spread across dupes. ... From 1 Company... ... From 3 People... 6 Inquiries...
- 12. Copyright Symphonic Source 2013 “Okay, so I’ll start deduping...” Not so fast... Don’t be haphazard. Data Loss – Merging can cause data loss... Be sure your data survives your deduping process! Sales Follow-up – Will Sales know how to follow-up with inquiries from existing Contacts/Leads, and not just new Leads? Copyright Symphonic Source 2013
- 13. Considerations Regarding Duplicates Copyright Symphonic Source 2013 • Duplicate records often contain different data • What data needs to be preserved? • Do your tools and processes enable you to select or combine key data points? Merge Leads... Can only pick one Value to keep... Lose data in Merge Non Profit Tip: Be cautious of the impact of One-to-One model, if used. Deleting a Contact may cascade-delete other data, so beware: - providing delete button to general users - allowing all users to Merge Contacts
- 14. Solution: Campaigns & Other Related Objects Copyright Symphonic Source 2013 Merge Leads: Campaigns or other related objects (e.g. Activity History, Custom Objects, etc) on each Lead... ... Preserved on Merged Lead Convert Lead to Existing Contact Preserves All Campaigns AND the original Source!
- 15. Problem: Fragmented Campaign Influence Copyright Symphonic Source 2013 Incomplete picture of Influence/Source due to Lead Source & Campaigns on unconverted Leads not rolling up to the Contacts & Opportunities Opportunity Webform Campaign Missing Webinar Reg Missing Tradeshow Trial Campaign
- 16. Enforce Contact Roles to get full Influence Solution: Contact Roles & Campaigns Copyright Symphonic Source 2013 With complete picture of Source & Influence, now can make choice about which Campaign to Credit... i.e. Earliest, most recent, weighted attribution, ignore non-responded campaigns, etc Opportunity Webform Campaign Webinar Registration Trial Campaign Tradeshow Campaign
- 17. Lead to Contact Duplicate Considerations Copyright Symphonic Source 2013 Does your process account for conflicting data and is the contact owner alerted when the lead is converted to the existing contact Webform/List Import Robert Smith Acme Corp rsmith@acme.com (206) 555-5555
- 18. Solution: Sales Processes & Reporting Across Both Leads & Contacts Copyright Symphonic Source 2013 • There is no one process that will work for everyone. • Best option depends on Ownership/Assignment Methods Tasks •Relate to Leads & Contacts •Can be created by integrated systems: •MA •Deduping tool •Workflow Rule •Apex Campaign Members •Report across touches on Leads & Contacts in one place •Supported by MA systems Opportunities •Can be created by Mktg Automation by Lead Score or simple Apex. •Report on one object instead of across many. Account & Contact Routing •Third Party Routing or SFDC Territory Management can allow Accounts & Contacts to be routed like Leads. •Needs tighter data taxonomy.
- 19. Problem: Data Loss in Conversion Copyright Symphonic Source 2013 • Data in Lead fields mapped to Opportunities will be lost if the Lead converts with no Opportunity created. Opportunity Lead conversion splits data into Account + Contact + Opportunity
- 20. Solution: Map Conversion Away from Opps Copyright Symphonic Source 2013 Opportunity • Map Lead fields to Account & Contact records • Account Fields accessible in all Opportunity Reports. Enterprise Users • Use Workflow Field Updates or Apex to port values from Account to Opportunity.
- 21. Copyright Symphonic Source 2013 Today’s Takeaways • Duplicated data creates cost at all levels • Evaluate your current and future Points of Entry • Carefully consider workflow and data use before deduping • Use Campaigns for Source/Influence Data • Retain Campaign Influence with Opportunity Contact Roles • Design a “Lead/Contact Agnostic” Sales follow-up process • Limit data conversion mapping from Lead to Opportunity
- 22. Copyright Symphonic Source 2013 Homework before Webinar #2 Document Points of Entry – How do dupes get into your system? What data do you collect/require from the point of entry? Evaluate Processes– Think about your business processes and how you might make the right people aware to follow-up. Analyze Your Database- Perform a free and quick scan for duplicate data using one of the available tools like Cloudingo Copyright Symphonic Source 2013
- 23. Questions and Answers Q: Does the same principle apply when you merge 2 contacts? A: My point only applies to Contacts in the Nonprofit One-to-One model, but will apply to other child records in a parent-child relationship on your contact. Q: Any tips for addressing duplicates in the system with private sharing rules( i.e. reps can't know that the contact already exists?) A: Allow them to see the name and owner in the search (layout) results but no other info. Q: What do you suggest to do when a contact moves organizations and is attached to several opportunities at their previous company? Do you create a duplicate or delete the old contact? A: Some companies keep that original record but use a checkbox for “No Longer There” and re-assign the Opportunity to the new customer contact record. Other companies change the Account name of the Contact and that retains all the Contact history. There is no single correct answer and you really need to determine which process works best for your sales team. I would ask the Sales Team what they want the process to be and work with them to solve the issue. Copyright Symphonic Source 2013
- 24. Questions and Answers Q: What are some best practices considering duplicates in the system with private sharing rules, i.e. when you search for someone that's private nothing is returned? A: You could control the search layout to return results with the name of the lead or contact and you could see the owner, but when you click into it you wouldn't be able to view the record. or Implementing action instead of clean up, instead of creating a new lead, just append the record that the owner created. This minimizes duplicates and confusion. Q: If a user finds a dupe, what's the process you use to have them flag this? A: Typically, we allow users to merge the records themselves, but if you do need a way to flag them "@" ing them, or Chatter is a good way to do that. Your team will then merge them during their periodic clean-up. It just depends on the permissions your users have. Cater to that. If you do want them to be able to delete records only during merging, you can put some APEX triggers in place that will prevent the user from just deleting records without merging them. Q: Is Chatter Actions a good alternative to quick create or should I hold off on implementing Chatter Actions from allowing users to create contacts? A: Yes, if you use CA you can allow a user to create a record on the fly, which means you will be able to override a function like Search before create training. More on that here: http://www.verticalcoder.com/2013/04/25/summer-13-chatter-actions/ Copyright Symphonic Source 2012
- 25. Questions and Answers Q: What do you do when a contact moves organizations and is attached to several opportunities? Do you create a dupe for that contact, or do you delete the old contact? A: There's no correct answer to this question, but some companies keep the record but use a checkbox for "no longer there", and then re-assign a new contact who's at the customer site, so the sales team can continue to work those deals, but with the new contact. Other companies create a second contact record and attach it to the deals they are working. Lastly, some companies use contact roles to keep the records clean. In the Non-profit starter pack you have "affiliations, which is a custom object record that allows you to say this person is a former employee of XXXX company, and a current employee of XXXX. This allows you to keep multiple relationship histories for the one contact. Also, leverage contact roles here, too. The idea that you're going to move one account contact to another would work fine, as long as all the associated activity history stays where it originally came from, so be judicious when working with the "related to" function, otherwise you'll have activity history displacement. Copyright Symphonic Source 2012
- 26. Resources • Link to MPV website: http://www.salesforce.com/mvp/ • Blog on Chatter Actions: http://www.verticalcoder.com/2013/04/25/summer-13-chatter-actions/ • Link to de-duplication solutions: http://www.cloudingo.com http://www.dupecatcher.com Copyright Symphonic Source 2012
- 27. Copyright Symphonic Source 2013 Thanks for joining us! www.cloudingo.com Copyright Symphonic Source 2013
Editor's Notes
- This is a model of clean data. A single account, with three contacts, each reflecting the entry points of those contacts. The problem is that at each stage it is very easy to create duplicates. Leads: Multiple entry points. Leads easily converted to Contacts/Accounts, but in the process it is VERY easy to create duplicates. SF looks for account based on an exact name match, etc.
- Each point of insertion requires a different tool... While some vendors create multiple tools and a vendor may cover all points of insertion, no one tool can address these all from a proactive-prevention perspective.
- With Duplicate Leads/Contacts, have to look in multiple places to see who did what and when... Reps may be stepping on each other’s toes In high-volumes (e.g. inside sales), HUGE time suck to look for duplicates! Duplicate Leads to Existing Contacts/Accounts not reflected as “Customer”... Customers may be receiving pre-sales communication Customers may be missing post-sales communications because they aren’t attached to the Customer Account record.
- For example, 50 calls/day averages 10 minutes per call (e.g. review history, manually “Find Duplicates”, review duplicates to decide what to do, etc)... If preventative deduping saves them just 1-2 minutes per call, they can increase their calls to 60 calls/day, adding more to the top of the funnel, bringing a real revenue increase to the deduping ROI equation!
- Fully deduped opens the door for options to implement Account-Based Scoring (e.g. multiple Contacts from one company individually don’t have a score above the threshold, but combined are showing significant interest)
- Buying tools without thinking about your processes will create new problems for you... You need to be aware of these problems so you know how to avoid them.
- Include example.
- Note that relating Custom Objects to Lead and porting them up to Account/Contact during Conversion will require simple Apex trigger (code recipe available on AppExchange)
- Contact Role Enforcement via Validation-Rule-Like Apex Trigger (custom, or App from AppExchange) or other “wizard” style solutions (Visual Workflow, third-party Apps, etc)
- Introduction to the complexity of Salesforce and how data exists and gets managed. Duplicates are all around and these are areas of potential impact. Without proper processes set up, duplicates can easily happen.
- Opps not created for many reasons, including duplicate Lead converted up to an Account that already has an open Opp so Rep not creating another one, or Deal isn’t truly qualified yet for Rep to work an Opp, but is trying to aggregate multiple people from one company together under one Account with multiple Contacts. Some companies try to block Lead Creation w/o Opps, but if you’re going to dedupe your database, you need to allow this or you’re forcing your team to leave duplicate Leads behind without cleaning them up while they work Accounts/Contacts/Opps.