Presentation from Salesforce.org Higher Ed Summit 2017 by: Randall Haskin of Duke's Fuqua School of Business In conjunction with ACF Consulting, join Duke's Fuqua School of Business as they present their Salesforce solution that supports the school's Executive Education program marketing and enrollment using HEDA. Fuqua offers several open enrollment programs in addition to tailored programs and is responsible for generating, converting, and enrolling leads into the these programs. Using HEDA allows Fuqua to better manage their constituents from an Account/Contact perspective as well as build the foundation for better Program Enrollment visibility across non-degree and degree programs. Part of their solution was to determine how best to handle scenarios where out of the box Salesforce needed to be adjusted to work with the HEDA architecture: Data.com corporate contact adds, lead conversion, and using opportunities for individual prospecting. Executive Education tends to be corporate in nature which lends itself to more standard Salesforce functionality and adopting HEDA allows the solution to grow and expand regardless of functional area.

1. Duke Fuqua
Using HEDA in Executive Education

2. Randy Haskin
Director, Business Development
Fuqua School of Business
Duke University
meredith.conder@duke.edu
Delivery Manager
ACF Solutions,
An Attain Company
asteffens@acfsolutions.com
Meredith Conder Alanna Steffens
Associate Dean of IT
Fuqua School of Business
Duke University
randy.haskin@duke.edu
Introductions

3. Duke University’s Fuqua School of Business
Established 1969
Durham, North Carolina
Enrollment ≈ 1500 degree seeking students
Four Full-time Programs
• MBA, MMS, MMS:DKU, MQM
Three Executive MBA Programs
• Weekend, Cross-continent, Global
Executive Education Programs (non-degree)
• Open Enrollment
• Tailored

4. Project Background
Executive Education department using multiple, disconnected systems
Inefficient and inconsistent business processes
Unreliable data quality, lack of data integration
Existing proprietary Salesforce instance no longer supported
Lack of Salesforce expertise
Partnered with ACF Solutions to develop CRM Strategic Roadmap
Follow-on engagement with ACF Solutions for design, configuration and implementation

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Pre- HEDA System Architecture
Proprietary Registration
Talisma CRM
SQL Server
NPSP- Contacts & Orgs
NPSP- Affiliations
NPSP- Relationships
Cvent (only alumni events)
Marketing Cloud
Data.com
SF for Outlook

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Post- HEDA System Architecture
HEDA
Cvent
Marketing Cloud
Data.com
DupeBlocker
SF for Outlook
Form Assembly RFI’s

7. Duke Executive Education
Program Management

8. Pre-HEDA Implementation Lead Process

9. Post-HEDA Realized Efficiencies
Post-Salesforce implementation
•360 degree view of constituent
•RFI’s are immediate into Salesforce via FormAssembly form
•Transactional recording of interactions
•Proactive plans of actions by all currently onboarded groups being recorded

10. Rich Dashboards for Reporting

11. We’re seeing SUCCESS!

12. Foundational Architecture
Automatic updates from Salesforce.org
Additional group onboarding in the future
Moving from NPSP Affiliations & Relationships
Trigger handler functionality
Why HEDA?

13. HEDA ‘Stacks’
Account/Contact Academic
Accounts
Contacts
Affiliations Relationships
Addresses
Program Enrollment
Course Enrollment
Term Course
Course
Offering
Trigger Handler

14. Account Model- We Went Administrative
Blended model too confusing
Place holder for SF that all contacts have an account
Benefit from using HEDA account fields on contact to maintain affiliations

15. HEDA ‘Stacks’ - what is Fuqua using?
Account/Contact Academic
Accounts
Contacts
Affiliations Relationships
Addresses
Program Enrollment
Course Enrollment
Term Course
Course
Offering
Trigger Handler

17. HEDA considerations
Fitting B2C into a B2B world
• Data.com Contact adds
• Lead Conversion
• Opportunities to track individual
program interest
Resources to rely on
• Power of Us Hub
• Webinars
• Trailhead trainings
• SF Youtube channel

18. Desired HEDA enhancements
Standard Account and Contact Merge functionality
Contact cloning duplicates administrative account
APEX automation doesn’t update affiliation records for marking “former” employers
• NPSP had accomplished in previous org installed with NPSP Affiliations package
Outlook Connector not providing visibility to employer account
• User can only see standard Account value which is Administrative Account

19. Q & A

20. Thank You