clean data: a journey not a destination
TRANSCRIPT
Clean Data:
A Journey, Not a Destination
Jason Paquette
DocuSign | Salesforce.com Project Manager
Michael Farrington (@michaelforce)
RingLead | Chief Product Officer
Qandor | Founder
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Jason Paquette
Salesforce.com Project Manager
Michael Farrington
RingLead | Chief Product Officer
Qandor | Founder
@michaelforce
All About DocuSign
DocuSign® is the leader in eSignature transaction
management, and the global standard for eSignature®.
DocuSign helps customers accelerate transaction times to
increase speed to results, reduce costs, and delight
customers with the easiest, fastest, most secure global
network for sending, signing, tracking, and storing
documents in the cloud.
250 Users across Sales Cloud, Service Cloud, and Force.com
Integrations with DocuSign.net, Eloqua, Zuora.
Several AppExchange & Home Grown Apps
Currently retooling for scalability
All About Ringlead
RingLead offers a full suite of cloud-based duplicate
removal and prevention tools. Our customers receive
access to an algorithm that has been continuously improved
by developing matching scenarios for some of the largest
multinational corporations in the world. Our easy-to-use
applications for Salesforce have helped thousands of
companies across the globe - from Fortune 500 entities to
small businesses in 22 countries across five continents.
Integrations with Eloqua, Marketo, Pardot, Genius, ExactTarget
and more.
Dupe Dive (Coming Soon!) is a Free Duplicate Diagnostic
Application
Data Problems
Duplication & Fragmentation Manifestations
The Genesis of This Session...
“What tools do you use for deduping?”
“How do you convert a Contact back to a Lead?”
Sales: “Marketing shouldn’t be emailing my Opportunities!”
Marketing: “We only sent it to closed Leads!”
“Accounts are for Customers, Leads are for everyone else...”
“My Campaigns look like they influenced $0...”
“When should I Convert a Lead?”
“We dedupe by Email...”
Relationship between Touches, People, Companies
Data model needs to support reliable
reporting on: Inquiries/Touches
Unique People
Unique Companies
... From 1 Company...
... From 3 People...
6 Inquiries...
Salesforce Lead-Account-Opp Workflow
• Each inquiry/submission creates a new Lead record
• Additional submissions from existing Leads or Accounts don’t append
existing existing records and duplicates are created
• Out of the Box solution relies on manual deduping.
Problems due to Merging & Conversion
Merge Leads... Can only pick one Value to keep...
Lose data in Merge
No “quality control” over which value is more important and should survive...
Need Source/Influence Data to Survive Merges & Conversions...
Problems due to Merging & Conversion
Opportunity
Lead Source B
Convert Lead to Opportunity...
Only one “Lead Source” preserved.
There may have been multiple touches, but “Lead Source” only shows one.
Need Opportunity to Credit Multiple Touches
Problems due to Merging & Conversion
Convert Lead to Existing Contact...
Won’t overwrite Contact Value
No “quality control” over which value is more important and should survive...
Need Source/Influence Data to Survive Merges & Conversions...
Campaigns help prevent Source/Influence Loss
Merge Leads: Campaigns on each Lead...
... Preserved on Merged
Lead
Convert Lead to Existing Contact Preserves All
Campaigns AND the original Source!
Campaigns make “Lead Source” More Reliable!
• As in previous examples, standard SFDC
Merge/Conversion could result in
incorrect Lead Source value.
• Utilizing full Campaign history, can see
Earliest vs. Most Recent Campaign, etc.
A
Campaigns help prevent Source/Influence Data Loss... But...
Duplicates cause missing Campaign Influence
Unconverted/ Unmerged Duplicate
Lead...
Campaign NOT brought to Contact...
Converted Lead... Campaigns ARE brought to Contact...
Opportunity
Campaigns brought to Opportunity by Contact Roles if Campaign Attached to
Contact
Missing Campaign Influence on Opps due to unconverted Duplicates
Incomplete picture of
Influence/Source due to Lead Source &
Campaigns on unconverted Leads not
rolling up to the Contacts &
Opportunities
Webform Campaign
Missing Webinar Reg
Missing Tradeshow
Trial Campaign
Dedupe Provides Complete Campaign Opp Influence
Opportunity
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
Webform Campaign
Webinar Registration
Trial Campaign
Tradeshow Campaign
Problems due to Convertion
• Converted Leads split up into
Account + Contact +
Opportunity.
• Leads can be Converted
without Creating an
Opportunity
• If no Opp created, Lead fields
mapped to Opps will lose the
data.
Opportunity
Leads vs. Accounts/Contacts
“Accounts are for companies you are engaged with... Leads are for people you aren’t engaged with yet...”
• What about multiple people from one Company?
• What about Lost Opportunities?
• With Duplicate Leads/Contacts,
can’t see Activity History in one
place...
• Have to look in multiple places to
see who did what and when...
• Reps may be stepping on each
other’s toes
Can’t look in one place to see Activity History
Voicemail
Phone Call
Leads Contact(s)
Dedupe to see full History in one place...
Voicemail
Phone Call
Leads Contact(s)
Voicemail
Voicemail
Phone Call
• Best to see full Activity History of who did what and when in one place...
Duplicates Affect Lead Scoring
• One person could perform
multiple actions.
• Fragmented duplicates may
score those activities
separately, diluting their
true score.
... From 1 Company...
... From 3 People...
6 Inquiries...
Duplicates affect even Round Robin Distribution
• Inquiries routed to different Reps (A, B, & C), but discover they’re related to an Account that Rep B is already working...
• Reps A & C don’t get to work the Leads they were assigned and lose their Round Robin Assignment for a new Lead. OR Reps A and/or C call into the name that Rep B is already working, causing issues.
Duplicates can affect targeted communications
• 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.
Contacts:
“But we dedupe by email address...”
If Email address is different, then it won’t match even if other factors like
Name, Company Name, Phone Number, etc are the same.
So what can you do about it?
Steps you can take to mitigate or solve these problems
Decouple Business Terms & SFDC Functions
Business Nomenclature != Salesforce Nomenclature
• “Lead”
• “Convert”
Suspect Lead Prospect Customer
Look beyond Email-only...
• Look at additional criteria like Name, Company, Phone, Email Domain, etc.
• Fuzzy matching can find “Acme Corp” = “Acme, Inc.” or “Robert” = “Bob”
• Can match to Existing Contacts, New Contacts against Existing Account, and Existing Leads before creating new Lead
[email protected] [email protected]
Choose a solution that can detect that these are duplicates even though Name, Company, and Email were not exact matches.
Duplicate Prevention: Points of Insertion
SFDC
List Import
Manual
Entry
Webforms
Direct
Integration
Don’t forget to dedupe the
existing data!
Robust Deduping on Insert into SFDC
If existing record already exists, append existing Record with
Campaign(s)/Task(s)/Activity(ies), don’t create a new Duplicate Lead.
Webform/List Import
Robert Smith
Acme Corp
(206) 555-5555
Process Implications
• Need Lead/Contact Agnostic Follow-up process
• May not be able to rely on Lead Routing, Queues, Alerts, etc to ensure
Sales knows to follow-up with an Inquiry.
Deduped Inquiry could append existing Contact or Account, not new Lead...
Tasks
• Can link to both Leads & Contacts
• Can be created by integrated systems
• Deduping
• Mktg Automation
• Workflow Rules
• Apex
• No Task Routing, simple assignment to named users or record owner.
Campaign
Members
• Both Leads & Contacts can be Members
• Supported by integrated systems
• Deduping
• Mktg Automation
• Web to Lead
• Mitigates reporting across Leads & Accounts+Contacts
• No Routing, simple assignment to named users or record owner
Opportunities
• Can be created by Mktg Automation by Lead Score or simple Apex.
• Third Party Routing or SFDC Territory Management
• Mitigates need to report across multiple objects.
Account &
Contact Routing
• Third Party Routing or SFDC Territory Management can allow Accounts & Contacts to be routed like Leads.
• Needs tighter process & data management to ensure no unintended reassignments
Ideas for Lead/Contact Agnostic Processes...
Data to Survive Conversions
• Map Lead fields to Account &
Contact to ensure not lost in
Conversion if no Opportunity
created.
• Account Fields accessible in
all Opportunity Reports.
• Use Workflow Field Updates
or Apex to port values from
Account to Opportunity.
Opportunity
Use Campaigns & Related Objects
Opportunity
Webform Campaign
Webinar Registration
Trial Campaign
Tradeshow Campaign
• Campaign Membership,
Activities, Custom Objects,
etc survive merging &
conversion.
• Contact Roles bring
Campaigns to Opportunity
Data to survive merges
Any data that is important for workflow,
reporting, etc needs to survive merges.
Data fields on records may not survive merging.
• Source, Touch, Influence: Campaign
Membership
• Tasks/Activity History
• Custom objects
Campaigns
Whitepaper
Activity History
Phone Call
Event
Custom Object
Record 1
Record 2
Deduped Campaign Reporting
Not Deduped, can only see 6 records, but not the relationship between those 6 records.
When Deduped, can now see relationship as 6 inquiries from 3 people at 1 company...
Can report on number of Inquiries based on Campaigns instead of Leads
Can identify multiple touches from one Company.
In Summary...
• Use Campaigns & Opportunity Contact Roles for Campaign Influence
• Important data must survive merging
• Be aware of all points of entry
• Move beyond Email Address for more robust Deduping
• Lead/Contact Agnostic Sales Rep Follow-up Process
• “Owner”/Policing of Data & Process beyond the Admin
Jason Paquette
DocuSign
Michael Farrington
@MichaelForce
