Learning Path- Success Metrics-Community

1. Defining Success Metrics
7 Domains
Emma Hogan
Customer Success UKI

2.  Welcome & Introductions
 7 Domains Overview
 Why define Success Metrics?
 Business Goals
 Value Drivers
 Metrics/KPIs
 Capability Mapping
 Summary
Today’s Agenda

3. 7 Domains Overview

4. We understand the potential benefits,
but it’s too hard to use
What you might be thinking....
Depending on your role and where you are on your Salesforce journey, these may be familiar:
We’re just implementing Salesforce – we want
to make sure that everything runs smoothly
New adopter – setting up new processes
End user challenges
We’re getting numerous requests for
enhancements from business users, but they’re
not all compatible and prioritizing is a challenge
Managing roadmap and iterations I can’t always trust the data in
Salesforce so I prefer to have numbers
delivered to me in Excel
I only input data once a month because
I have to, but I get no value from the
system for my role
The system is out of date because the Business
processes changed during development

5. 7 Domains: An adaptable framework to drive business value from
your Salesforce investment
1 Define the problem
 Business vision and strategy in place
 Measures defined and agreed
2 Develop and execute a plan
 Roadmap defined and agreed
 Governance model established
3 Onboard users and keep educated
 Adoption plan established and utilization
tracking in-place
 Communication and training plans developed
for subsequent deployments
4 Anchor capabilities in well-designed
processes
 Processes designed and ownership defined,
effectiveness measures defined
 Technology and data strategies in place
Ongoing
feedback and
adjustment
VISION METRICS ROADMAP GOVERNANCE
ADOPTION PROCESS TECHNOLOGY

6. Each of the 7 Domains contains a series of logical steps
Define Vision
Build Strategy
Identify
Obstacles
Identify and
Validate KPIs
Build Business
Case
Define Sponsor
Strategy
Select a
Governance
Model
Generate
Release Mgmt
Plan
Executive
Sponsorship
Training &
Comms.
Support &
Change Mgmt
Define Key
Processes
Identify Process
Owners
Measure
Process
Effectiveness
Define
Architecture &
Integrations
Strategy
Build
Implementation
Framework
Define Data
Mgmt Strategy
Prioritize Goals
Track Measures
& Improve
Manager & End
User Value
Design
Environment
Management
Processes
Change Control
Processes
Map Capabilities
Define Current
State
Review Product
Roadmap
Plan Deployment
Roadmap
Review and
Improve
Processes

7. This helps us get from Salesforce Vision to Business Value
Create
YOUR
Vision
VISION METRICS ROADMAP
Our area of focus today

8. We have a vision: The Customer Company
“My vision was to make software easier to purchase, simpler to use, and more democratic without the
complexities of installation, maintenance, and constant upgrades.” - Marc Benioff
See our last webinar on this topic here: https://vimeo.com/120706558
...What’s YOUR company vision?

9. Why define Success Metrics?

10. Different customers have different needs
Maturity Level
• Organizations may be relatively new to success
metrics or very sophisticated in their approach
Mode of Implementation
• Some companies are more restrictive than others;
willing or unwilling to share
Size
• Small companies don’t need to quantify as much as
large companies
• Large companies may have existing
KPIs/Metrics
Success Metrics are important as
companies focus on value realization
Well defined success metrics allow a
company to:
•Measure the impact of their
investment
•Determine the effectiveness of
programs
•Align initiatives to corporate objectives
•Gain actionable insight
Why are Success Metrics important?

11. How do you
arrive at
effective
success
metrics?
1. ALIGN with your vision, business objectives and
value drivers
2. DEFINE the KPIs to measure success
3. IMPLEMENT KPIs ensuring availability of relevant
data and buy-in from business users
4. OPTIMIZE KPIs by audit measures and collecting
feedback to ensure continued relevance
4 key steps to effective success metrics

12. Pulling it all together: Example Value Map
Increase Sales
Revenue
Greater collaboration and
visibility to improve close
rates
Achieve X% conversion rate
Generate more Upsell/Cross
Sell/Renewal opportunities
X% uplift in sales revenue?
Consistent sales process
across all business units
X% improvement in Sales
Cycle Time
Improve Processes and
Team Efficiency
Increased Sales Activity rates
X% increase in calls/visits per
day
All processes optimised and
simplified
X% orders right 1st time
Real-time data resulting in
improved decisions
X% improvement in retention
rate
Improve Customer
Satisfaction and Loyalty
Empower all customer facing
staff to sell/serve the
customer
X% 1st call Resolution
Leverage intelligence around
errors” to improve service
quality
X% improvement in Customer
Satisfaction
Enable customer self-service
to deflect routine calls
X% of Self Service
transactions
Goal: Value Driver: Measure/KPI
Cases Portals Communities Knowledge
Cases SLAs
Reports &
Dashboards
Workflow
Cases Chatter Mobile Workflow Social
Accounts 360
Reports &
Dashboards
Chatter
Next Best
Action
Mobile
Workflow Approvals
Salesforce
Flow
CPQ
Reports &
Dashboards
Workflow
Rules
Tasks &
Activities
Mobile CPQ
Opportunities Forecasting
Tasks &
Activities
Reports &
Dashboards
Opportunities Forecasting
Reports &
Dashboards
Chatter Opportunities
Reports &
Dashboards
Workflow
CPQ
Workflow
Knowledge
Salesforce Capability:
Salesforce
Flow

13. Business Goals

14. • Look at your Website
• Read news stories about your company
• Look at your Annual Report
• Speak to Senior Executives
• Look at your business strategy
What are your Business Goals? How do you find them?

15. “We are transforming M&S from a traditional British retailer to a leading, multichannel retailer – making our brand
more accessible to even more customers”
Business
Area
Improve Customer
Satisfaction & Loyalty
Grow Revenues Reduce Costs
General
Merchandise
• Continued improvements in
ranges, focus on quality and style
• Make core 55 year old customers
feel at home
• Appeal to customers of all ages
• Achieve revenue growth through
greater customer satisfaction
• Improve efficiency of sourcing
operations through increased
direct sourcing esp in Asia
Food,
International
and M&S.com
• Offer customers exciting, great
value products
• 150 new UK M&S Simply Food
stores in UK over the next three
years
• Exploit potential for 250 new stores
overseas esp Western Europe
• Limit capex requirements by
driving store expansion through
franchise
• Leverage flexible and modern
web infrastructure that is fit for
the future for online sales
Finance
• Improve free cash flow position via reduced capex and improved
operational margins
Source: http://corporate.marksandspencer.com/aboutus/our-plans-for-the-future
Example: Marks & Spencer – a company in transformation

16. Value Drivers

17. • Value Drivers are the things you need to do meet your goals
• The Goal is the What? and the Value Driver is the How?
• The clarity of the Value Driver determines whether you succeed or fail with your goal
• They should be a call to action or a “do” step
What are Value Drivers?
“Increase Revenue”
Customer Retention
Customer Growth
Customer Acquisition
Customer Profitability
Goal: Value Driver:

18. Linking business goals to value drivers: Examples
Salesforce Internal VCM Tool: http://orgchart.internal.salesforce.com/vcm
Business goal Value driver
Business
Impact
Overall goal –
increase
shareholder /
stakeholder
value

19. Agree Ownership of Drivers with Key Stakeholders
Business Goals Value Drivers Stakeholders
Increase customer NPS scores
Increase revenue through renewals
Launch new product X
3 releases of products per year
Build new Facebook page
Implement social media listening hub
Drive 6 days of foundation/employee
Sales enablement
Customer retention
Product innovation
Customer engagement
Community awareness
Sales
Sales
IT
Marketing
Support
Marketing
IT
Operations
VISION: Wow! our customers by constantly exceeding their expectations through the delivery of best of breed
products, services and our ability to understand, anticipate, and respond to their growing needs.

20. Measures/KPIs

21. • Don’t just focus on Financial KPIs
• Do keep an industry focus, but look outside for inspiration
• Do limit yourself to a small number of measures (between 4 and 10)
• Don’t make it overcomplicated
• Do foster a culture of inspection, but don’t micromanage!
• Do allow the measures to be dynamic, but explain why
• Don’t measure things in isolation - show trends
• Do benchmark to external peer group for context
• Don’t forget that “Measurement drives behaviour” – beware the law of unintended consequences
• Don’t forget to explain why you are measuring things
• Do make it easy for people to see how they are performing
Some do’s and don’t’s when selecting Measures/KPIs

22. Example KPIs:
Salesforce Internal VCM Tool: http://orgchart.internal.salesforce.com/vcm

23. Where can I get some more inspiration for KPIs?

24. Define, Implement, Optimize: Principles of Killer Dashboards
Principle 1: Align Around Dashboards
Principle 2: Map Your Purchase Cycle
Principle 3: Define the Metrics to Track
Principle 4: Iterate
Principle 5: Drill Down
Principle 6: Social Power
Principle 7: Integrate Tasks
Principle 8: Make it Beautiful
Principle 9: Make it Mobile
Learn more about the 9 Principles: https://vimeo.com/channels/cflemeaenglishwebinars/104484190

25. Capability Mapping

26. Map Value Drivers to Salesforce Capabilities
Grow
Sales Revenue
Smart decisions through better
sales intelligence
Maximise sales opportunities via
structured sales process
360˚ view of all stakeholder
activity
Optimise
Team Efficiency
Improved sales productivity
through better activity
management
Eliminate manual admin
processes (e.g. Lead import)
Connect
With Customers
Better and more regular contact
with customers
Clearer identification of the best
lead sources
Improved lead conversion rates
Objective Supporting Value Driver Salesforce Capability
Leads Campaigns
Reports &
Dashboards
Lead Scoring
Leads Campaigns
Reports &
Dashboards
AppExchange
Chatter
Groups
Cases Communities
Workflow
Rules
Social
Web to Lead
Apex
Dataloader
Workflow
rules
Approvals AppExchange
Reports &
Dashboards
Workflow
Rules
Tasks &
Activities
Mobile
Salesforce
for Outlook
Accounts
360
Chatter
Tasks &
Activities
Reports &
Dashboards
Opportunities Forecasting
Reports &
Dashboards
Chatter Opportunities
Reports &
Dashboards
Workflow
Workflow
Rules
Sales Coach
Salesforce
Flow

27. Example Capabilities:
Salesforce Internal VCM Tool: http://orgchart.internal.salesforce.com/vcm

28. Summary and Conclusions

29. A step-by-step Success Metrics approach
Strategic goals & business
priorities
Align Define Implement Optimize
• Approved business value
drivers
• Approved baselines & target
data and metrics
• Standardized KPI Dashboards &
Reports
• Action plan to course correct metrics
Key Inputs
• Confirm scope of Salesforce
business case & target
outcomes
• Validate value drivers &
objectives
• Confirm ownership of value
drivers and objectives
• Agree & prioritize KPIs
leveraging SF benchmarks
• Validate data sources
• Establish and validate
baseline and target measures
• Use Governance to review
and approve metrics and
baselines
• Develop and Launch KPI
Tracking1
• Establish accountability
processes eg manager review
• Change management2
• Conduct KPI reviews with
stakeholders
• Audit and modify data
• Review metrics and take action
to improve
• Agreed business value
drivers and objectives
• Approved Target KPIs
• Confirmed data sources and
owners
• Standardized KPI Dashboards
& Reports
• Action plan to course correct
metrics
• Comms & Training Plans
• Updated Business Value Matrix
• Updated Reports & Dashboards
• Update Change Management Plan
Key Activities
Key Outputs
1. See Process Domain 2. See Adoption Domain
Validate drivers and objectives Collect baseline data Establish and validate targets Validate and communicate results

30. More resources for Business Metrics
Dreamforce Sessions Help & Training Blog Posts/Articles
How to Use Salesforce CRM
Metrics to Drive Sales
Performance
Driving SMB Metrics With
Dashboards and Reports
5 Sales Experts on How to
Measure Success
Can You Measure the ROI of a
Healthy Salesperson?
The sales metrics that matter:
Six experts, six themes, one
invaluable guide
Reporting Best Practices
5 simple steps to reports and
dashboards
Analytics workbook
Dashboards Help You Visualize
Complex Information

31. Thank you

32. Align Goals
Identify your
organization’s key
Business Goals aligned
with your Vision and
Strategy
Select some of the key
goals and identify the
value drivers: Actions
or activities in the
business that support
that goal
For each Value Driver
determine what
success looks like and
how you could
measure it
Identify Value
Drivers
Define Measures/
KPIs
Success Metric Framework:
Think about how
Salesforce can help
you support/measure
each KPI, and identify
the relevant
capabilities/features
Map to Salesforce
capabilities