The panel discussed challenges with data management in large enterprises and solutions they implemented using Salesforce. ADP addressed issues like duplicate records, stale data, and merging datasets. Cognos populated over 350k accounts from D&B and migrated opportunities/contacts while integrating with Oracle and MS Outlook. Both companies oversee ongoing data maintenance and use apps like Data Loader, DemandTools, and replication services to ensure quality.

1. Expert Panel on Data Management Scott Johnson, salesforce.com, Moderator Ilene LaBarbera, ADP Inc Sandra Brogie, Cognos Inc Track: Large Enterprise Deployments

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3. Agenda Introduction and the Importance of Data Customer Case Study - ADP Customer Case Study - Cognos Moderator Questions to the Panel Questions and Answers

4. Ilene LaBarbera Director of Sales Automation Sandra Brogie VP, Global Sales Operations Scott Johnson Principal Consultant salesforce.com Moderated By:

5. Importance of Data Bad information takes time from all parts of your organization Everyone gets frustrated, you lose valuable by-in and adoption Understanding your “customer” is impossible Analysts rate bad data as one of the top 3 reasons for CRM failure Let’s see how to make it work…….

6. Ilene LaBarbera Director, Sales Automation

7. Company Introduction ADP employer services provides your business with leading payroll, benefits, HR and tax solutions. New Expansion into on-Demand market INDUSTRY: Business Software and Services EMPLOYEES: 40,000 GEOGRAPHY: Global PRODUCT(S) USED: SFA, Marketing, Service & Support, AppExchange # USERS: 6500

8. ADP DATA LANDSCAPE

9. CHALLENGES: FROM BIG TO SMALL…. National Accounts Volumes Low Corporate Families Important Large Contact: Account Ratio Small Business Services Volumes HIGH (9M) Duplicates Get Stale Data Out Get Fresh Data In

10. SOLUTIONS…FROM SMALL TO D & B National Accounts Quarterly D & B Updates One Source AI integration Small Business Services Quarterly Merge, Match Ongoing Purges of Stale Data Weekly Imports of New Businesses SMALL DB – external data warehouse

11. Sandra Brogie VP, Global Sales Operations

12. Company Introduction Leading provider of Business Intelligence (Reporting & Analysis) Solutions Sales, Pre-sales, selling-side of services, business development, F&A and marketing users Multi-tier, matrix sales organization October 1, 2005 go-live date Rolled out in 4 waves over 4 months from Onyx Use authentication and DB replication services User Adoption is our key metric of success Phase I Scope: Opportunity Management Account and Contact Management Closed-Loop Lead Management INDUSTRY: Software EMPLOYEES: 3,000 GEOGRAPHY: Global PRODUCT(S) USED: SFA & MA # USERS: 1300

13. Accounts Data Population 3 rd Party Data Provider: D&B Oracle Worldbase linkage record D&B credit ratings, Kanji names, etc. Target Market Universe Definition HQ and Single Locations whose annual revenues >$100M Plus all active customer & partner sites Salesforce AppExchange Data Loader tool Account ownership reviewed by sales management (Geo, Area, Region) Salesforce sales user can create a new account Triggers alert as a newly created account which needs data population by their Data Steward Transparency with global read sharing rule Data Maintenance Quarterly refresh from D&B Creation of central Data Steward team Validation of account ownership Create -> Approved Cycle Single-point for Salesforce data issues Accountability for data quality Automated Data Console tool to handle on-going data transformations Parent hierarchy, Regional & G3500 flags, Account Types and Customer #s Use of AppExchange CRM Fusion’s DemandTools Identification of missing parent accounts & dupes based on Duns # to fuzzy search on address

14. Over 350K accounts in Salesforce

15. Opportunities Data Migration Onyx CRM conversion 100% migration of active opportunities Salesforce AppExchange Data Loader Consistent, global sales methodology Sales cycle stage, probability of close & forecast category Opportunity Naming Convention Acct Name_Project_Product Go-live Training included: 2 hours of opportunity validation & completion of missing opportunities Sox compliance signoff form by every opportunity owner Data Maintenance Compliance Reports List of opps with a past close date List of opps where opp owner not equal to account owner Application Support Manager handles attrition of account and opportunity owners Accts & opps move to Regional Sales Managers for re-assignment Merge accounts handle related lists Data Steward reviews Opp Names Closed Opportunity Detail Reviews Regional sales administrators verify amount and close date in Salesforce with F&A. Phase II plans to feed Oracle Financials data into Salesforce.

16. Contacts Data Migration & Population Migration: Any contact of a customer/partner Any prospect contact who had activity with us in the last 24 mos Required Direct Phone # or Email Used D&B match services to tie contact to account Salesforce AppExchange Data Loader Population: Provided Excel import templates for mass uploads by Data Stewards after verification of account details with D&B MS-Outlook Integration for contact synchronization Data Maintenance MS-Outlook Integration introduces dupes Use of AppExchange CRM Fusion’s DemandTools On-going data maintenance, cleansing & verification Postal code address verification for US & Canada contacts Mass update of Contact ownership as fiscal year turns over For attrition, contact ownership follows account ownership

17. Extending the Value of Salesforce for NEXUS Customer Data Warehouse Solution Cognos’ DecisionStream ETL Tool Salesforce’s DB Replication Services Oracle Database Cognos’ EBI Reporting & Analysis Solution Shared security model with Salesforce Expands information usage beyond Salesforce users Allows for more complex reporting & analysis with other transactional data sources (Oracle Financials, PSFT HRIS, and Legacy systems).

18. Resources Beyond the Customer Case Studies http://success.salesforce.com/ Search data quality www.appexchange.com Sales  Data Cleansing The Partner Pavilion and review some extraordinary solutions and methodologies

19. Ilene LaBarbera Director of Sales Automation Sandra Brogie VP, Global Sales Operations QUESTION & ANSWER SESSION

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