Shane Sugino presented on fostering collaboration at Kellogg School of Management through the use of Salesforce. He discussed how previously there was a lack of information sharing and redundant activities across Kellogg departments. Kellogg implemented the Salesforce CRM and Chatter tools to connect departments, reduce duplication, and increase engagement. This allowed for better data sharing, marketing campaigns, alumni outreach and networking. Shane provided an overview of how various Kellogg centers are using the tools and the benefits of increased transparency, reduced duplication and improved collaboration it has provided. He finished with best practices and challenges faced in adoption and integration across the school.

1. Fostering Collaboration in
Higher Education
Salesforce Foundation Webinar
Sept 13th, 2012
Shane Sugino
Associate Director, Career Management Center
Kellogg School of Management

2. COL·LAB·O·RA·TION (kəˌlabəˈrāSHən)
Cooperative arrangement in which two or more parties (which may or may
not have any previous relationship) work jointly towards a common goal.
Effective method of transferring 'know how' among individuals, therefore
critical to creating and sustaining a competitive advantage.

3. Agenda
• Introduction – Who am I?
• The Kellogg Story
• Kellogg Social Enterprise platform
• Demo
• Benefits,Best Practices & Challenges

4. Shane Sugino…Who am I?
Currently:
• Associate Director, Career Management Center, Kellogg
School of Management
• Career Coach and Strategic Relationship/Business
Development Manager
– PE, VC, Entrepreneurship, R/E, Healthcare
Previously:
• Healthcare Private Equity
• Leadership Development
• Two startups – Software and Biogas
• Six years Wall Street experience
Education:
• BS Finance – NYU Stern
• MBA Brand Mgmt – Cornell Johnson School

5. The Kellogg story…a legacy of feudalistic
autonomy
Natural state of affairs: The alumni experience:
• Information/data not naturally shared • Duplicate outreach
across departments • Lost alums / Ignorant of changes in
• Activities are often duplicated careers
• Manual processes: Highly inefficient use of • Inundating “go to” alums for events
scarce resources • Reliance on “memory” or “who you
• Not an ideal way to run a professional know” for participation
relationship-driven organization • Ignorant of alumni campus activities

6. From ideation to reality
Strong similarities among
Real Estate the “Fab 5”:
•High Profile centers of
activity
? ? ? Heizer Center for
•Cross–pollination of
PEVC
? Career ? alumni population (e.g.
Management Real Estate PE)
? ?
Center Zell •Relationship building
Center/Asset mentality
? ? ? Management
•Heavy event planning or
support activities
Levy Institute - •High net-worth alumni
Entrepreneur population

7. The Kellogg Salesforce.com world
NU Heizer Center HEMA
for PEVC
Farley
Center
Social
Real Estate
Enterprise
Corp Advance
Partner- -ment
ships
Career
Levy Institute Management
Center
Zell Center /
Asset Mgmt
PhD

8. Collaborating through Salesforce Social
Enterprise
CRM CHATTER
• Share customer data • Build external and internal
• Full transparency of activity communities
• Track high level of – Engaged conversations
engagement – Dissemination of info
• Marketing campaigns – Collaborative groups
• Newsletter communications – Student to student
• Event participation conversations
• Data repository
• Collaboration with peers in and
across departments

9. Kellogg Salesforce demo
www.salesforce.com/

10. Benefits of CRM
• Full Transparency
– Each group sees engagements with other groups
– Increased understanding of major relationships
– Repository of historical engagement activity and communications
• Reduction of Duplicative activities
– No more duplicate requests
– Eliminates redundant events/activities
• Increased Marketing Capabilities
– We love campaigns!
• Club/Center Alumni Newsletters
• Dean thank you letters

11. Benefits of the Social Enterprise
• Leveraging the power of social
– Tapping hidden knowledge from within the organization
– Sharing across groups/dissemination of information
– Increased levels of engagement
– Natural data alignment (CRM + Chatter)
• Archival opportunities
– Threads and conversations not buried in email
– Searchable by groups - Repository
• Reduction in duplicative actions
– Individual emails or email conversations
• Builds community
– Fun and social engagement!

12. Kellogg and NU SFDC roadmap*
*at least this is the roadmap I am using to envision the future
Complete lifecycle
tracking of students
Alumni Expand
Admissions Relations CMC
- Jive Platform usage School of
Cont Ed ??? NU Athletics

13. Best practices and challenges
Best Practices Challenges ahead:
• Choose one issue to solve (in this • Adoption – drive usage!
case CRM data)
• Technology creep – getting too
• Implementation strategy = complicated
Organizational fit (i.e. Grassroots)
• Integration with or replacement of
• Plan for generational gaps among legacy systems – the long road
staff e.g. differing comfort levels of ahead
technology adoption
• Building expertise across different
• Start simple and easy! users and admins
• Find stakeholders with similar client • Competing groups (e.g. Jive)
populations and organizational goals
• FT Salesforce admin?
• Open architecture is key – less
• 3rd party software training
barriers – drives usage!

14. Questions?