Data NirvanaAdministrators

Cheryl Stevenson: Vision CriticalTom Bueno: PayPalGreg Malpass: JigsawSimon Church: salesforce.com

Simon Church

salesforce.com

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Agenda

Costs of Having Bad Data

Vision Critical

PayPal

Jigsaw

Q & A

Key Takeaways

Before you leave this session you should know: The impact poor data can have on your organization

The symptoms of poor data quality

How to formulate a strategy to achieve Data Nirvana

How to establish a plan to prevent poor data quality in the future

How to create a culture of maintaining clean data

Tips and tricks to achieve Data Nirvana

Good Data is the Lifeblood of Sales & Marketing

Critical for Prospecting

Required for Customer Analysis

Marketing Lists

Sales Reps

Business Cards

Web Forms

And a Real Impact on Sales Organizations

One sales rep calling 12 wrong numbers a

day wastes 20+ hours a month.

1Coe, John M. “B2B Data Decay – The Untold Story.” Sales & Marketing Institute. 2002 http://www.b2bmarketing.com.

Average Dirty Data Found in New Jigsaw Customers:

90%Incomplete

74%Need Updates

21%Dead

7%Duplicate

Even When You Do, It Goes Bad…Fast

65% of titles incorrect

42% of addresses incorrect

43% of phone numbers incorrect

37% of email addresses incorrect

1Coe, John M. “B2B Data Decay – The Untold Story.” Sales & Marketing Institute. 2002 http://www.b2bmarketing.com.

2009

2010

70% of Contact Data Outdatedafter 12 Months1

The Costs Add Up

Phone: $3.29Mail: $1.78Email: $0.25

*Direct mail & Phone cost (Source: DMA), Email: $.25 (Source Court Cunnigham, VP of DartMail)

Hourly Compensation Source: Bureau of Labor Statistics

$336,700Marketing Waste

X100,000Records

X 100 Reps@ $28.87/hr

33 MinRep/Day

Sales Waste$412,800

=

=

Impact of Having Inaccurate Address Data

Sales and marketing:– Waste in materials, labor, time and postage

– Lost sales and marketing opportunities

Mailing/Fulfillment:– Deliveries are late or returned

– Additional handling time

– Additional repackaging and postage costs

Customer Support– Unreceived packages puts pressure on customer support team

– Reputation of company may be damaged

Finance– Payments arrive late or not at all

– Cash flow impacted

Cheryl Stevenson, VP Demand Marketing

Vision Critical

About Vision Critical

Technology-based research company

Established in 2000

2009 revenue growth: 50%

World’s most adopted online research platform

Used by 25% of the world’s top brands

Led by CEO and market research veteran, Angus Reid

History of Data Challenges: Wild West of CRM

Pace of company growth• Infrastructure not able to keep up; not IT supported tool

• Database growing at same rate as company

• Cowboys

Disparate sales teams across company• Not all using same CRM systems

• Number of new users arriving with legacy data (dirty laundry)

Previous failed attempts• No clear data owner & thus, no governance!

• Lack of executive visibility & buy-in

Example: Sending a Holiday Card to Clients

Bad Data: Costs to the Company

Marketing & Sales• Communication collisions to prospect database

• Measurement: which tactics or campaigns worked?

• Wasted effort on campaigns sent to Scooby-Doo

• No method / means of going after new markets

Pipeline Visibility & Insight (lack of!)• Client service team resourcing and efficiency

• Cost of errors in opportunities

• Cost of new opportunities not identified

• Cost of cross/up-sell to existing clients missed

The Solution: Process to Get Started

1. Validation Rules

The Solution: Process to Get Started

2. Enforce consistency through:– Required fields when necessary

– Picklists

– Help

3. Data imports via one method

The Solution: Tools to Support Process

Jigsaw– Continuous data appending

– Retire aged data

– Add new data from reliable source

CRM Fusion– Scheduled de-dupe (complex or simple)

– Manual clean

Conga Composer

The Results

360 degree view of client

Strategic selling higher revenue

Client satisfaction

Smarter marketing

And so much more to come!

Tom Bueno

Manager

Salesforce Technology

PayPal Inc.

About PayPal

PayPal is the faster, safer way to pay and get paid

online. The service allows members to send money

without sharing financial information, with the

flexibility to pay using their account balances, bank

accounts, credit cards or promotional financing. With

more than 90 million active accounts in 190 markets

and 24 currencies around the world, PayPal enables

global ecommerce. PayPal is an eBay company and

is made up of three leading online payment services:

the PayPal global payment service, the Payflow

Gateway and Bill Me Later.

Implementation highlights

1,053 active users

Global implementation

727,107 Accounts

807,258 Opportunities

Partner Portal User

Integrated via Cast Iron

Xactly User

Demand Tools/Dupe Blocker

Conga Merge

Work-It

The Evolution of Data Quality for PayPal

Identify the Challenges

Identify the Model

Implement the model

Cleanse the Data

Protect the Data

Data Quality Challenges

Cause

Organically grown

implementation

Multiple groups using the same

records for different purposes

No change management

Huge amount of duplicate

records

Lack of Executive Sponsorship

Effect

No master/single source of truth

Lack of confidence in reporting

Dashboards are ineffective

Inability to develop scalable

solutions

User adoption suffers

Identify the Model

Create a model with clear ownership of records/process

Account(entity)

Contact

PP Acct

n 1 1 n

1

n

n n

1 n

Integration- presales- active- certification- post live

Contact Rolesn n

1 n

Account Config

includes product

1 1

eBayFinancial Details

Sales/Channel Opportunity

n n ?? 1 n

n 1

Vetting - Risk

Management

Opp 1 PPAcct 1PPAcct2

Opp2 PPAcct3PPAcct1

BN Code

1 n

BPI Score

1 n

Mapping from target product to api???

Pricing

1 n

1 n

n 1

Implement the Model

Secure executive sponsorship

Secure resources and budget

Build the solution in Sandbox

Test

Training

Rollout

Clean the Data

What is a duplicate?

Which record survives?

What happens to the duplicate?

What tools will you use?

Who will manage data quality?

Protect the Data

All data loads and updates must be approved

Validation rules– Ensures complete and uniform data

Reports to identify bad data– Configure reports so bad data rises to the top

Maintenance tools– Demand Tools

– Dupe Blocker

Result

30% increase in active user adoption

42% increase in user base Globally

15% increase in user productivity

Comprehensive reports and dashboards

Scalable platform to build future SFA

Keys to Success

Executive Sponsorship– The mandate for data quality is driven from the top down

Change Management Process/Policy– All changes must be vetted

– Twice weekly CR review

– Twice monthly Governance, Code Prioritization and Project

reviews

Remain flexible to the needs of the business– What works for some may not work for all

– Identify the best process for your business

Greg Malpass

Professional Services

Jigsaw Data Corporation

Too much for 12 minutes

Tools Resources Ideas and Sharing

www.datanirvana.com

www.datanirvana.com

1. Establish you data quality baseline

-Define your measures of quality

-Develop a means of benchmarking

2. Engage resources to assist in rapid data improvement

-Users

-Customers

-Tools

Achieving Nirvana is a two step process

Baseline

CompletenessFreshness Consistency

Benchmark against third party data

Ideal benchmark is accuracy

No one get’s to Nirvana alone

Users Tools and SystemsCustomers

Force quality data when possibleUse Validation rules over required fields

Conditional Required Fields Quality Formats Validate Data

Help & Training

Favorite – Validation Rules/Workflow

Validation – appropriate questions– Set required fields on stage change

– Expose obvious errors

– Validate data before quoting

Workflow – if you can figure it out, don’t ask– If state is blank, fill in based on phone area code

– Auto standardize country spelling / ISO code

– If state format is wrong, fix it

– Auto-set close date when deal is closed

Make constructive use of dataSave reps time, email merge templates

Help users get a headstartRoll-Out quote functionality in Salesforce

Phase it outDon’t stop at quoting

Make your docs “brilliant”Consider e-Signature

Engage customers in the process

On Action survey is sent– Append

– Update

– Insert

Consider using an embedded survey solution

Leverage native salesforce.com functionalityUse the Request Update button

Get free tools to assist with changes

Salesforce connector

Quick batch improvements

Works with Professional and above

Quick and easy

Employ tools, leverage free data – paper/lead sheets

Employ tools, leverage free data – open page, click, csv

Constantly be on the search for better data. Acquire, Compare, Append, Insert

Employ tools, leverage free data – highlight, click, lead

Easy data capture for users

Get a strategy for managing duplicates

Make merge predictableInvolve usersDon’t settle for stock

Final Steps, some useful tools

Free validation rules and workflow

Data Quality formula and Dashboard

Extended trial of CRM Fusion, 14 days, with Free Merge Routines

Clicktools for Salesforce Surveys

Free trial of Conga

Free trial of Copy to Contact

sForce Connector

More…

D I S C O V E R

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Resources

the products, services and resources

Meet Success Experts

S U C C E S S

Find us at the Customer Success Team area of Salesforce.com Campground at Moscone North

Learn about how to win prizes including 10 iPads & more!

that help you achieve

Data Nirvana

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