Strategies for Measuring and Securing ROI with

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Strategies for Measuring and Securing ROI with
salesforce.com
Rick Davis, SunTrust Bank Senior Vice President,
Commercial Information Services Scott Williams,
salesforce.com Engagement Manager, Global
Enterprise Services
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Key Things to Take Away.

• How to begin the ROI process?
• Why are your business challenges the key to the
  equation?
• Why is user adoption so critical to ROI?
• How effective solution design contributes to ROI?
• Examples of proven Salesforce related ROI
  measurements and metrics

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Agenda

• Introducing your Session Leaders (5 min)
• SunTrust Implementation Overview (15 min)
• SunTrust Bank Profile
• Proof of Concept / Pilot
• Data Strategy
• Integration Strategy
• Training Strategy
• The SunTrust Playbook
• SunTrust Building a Business Case/ROI (30 min)
• QA Session (15 min)

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SunTrust Bank Profile

• Seventh Largest Bank in US
• 1700 branches
• 179 billion in assets, 122 billion in deposit
• Serves 5 million households
• 550,000 business clients

INDUSTRY Banking
EMPLOYEES 35,000
GEOGRAPHY Southeast US
USERS 2700
PRODUCT(S) USED SFA, Service Support
BUs Deployed Commercial Banking, Business
Banking, Private Wealth Mgt, Leasing, Commercial
Banking Service Center, Commercial Loans, and
Treasury Mgt Help Desks
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100 User Pilot Proof of Concept

• Objectives
• Configurability Can the application support the
  business objectives?
• Time to Market 60 to 90 days including
  integration
• Usability Adoption
• Data Migration Integration capabilities
  (SunTrust resources)
• Training Determine the right approach
• Execution
• Localized to a specific region North Florida
• 100 users including Relationship Managers, Sales
  Support Management
• Configuration (30 days) Integration (60 days)
  fully implemented
• Onsite Training by salesforce.com (attended by
  SunTrust University)
• Results
• All pilot objectives met
• Critical input for determining proper business
  case components
• Created a SunTrust Playbook to govern all future
  Business Unit rollouts

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Data, Integration Training Strategies

• Data Approach
• Coordination with Integration is critical
• Designated a Data Czar
• Joint salesforce/SunTrust team developed the data
  mapping
• SunTrust extracted and cleaned the data prior to
  loading
• Always begin with a small test load
• Salesforce.com provided go-live support
• Integration Approach
• SunTrust had a strong IT Development group
• Salesforce.com provided a 2-day API class
• SunTrust resources developed the code with period
  SFDC reviews
• Salesforce.com provided go-live support
• Training Approach
• Joint salesforce.com/SunTrust University (STU)
  effort
• Salesforce.com provided Curriculum Development
• Train-the-Trainer Certification Program developed
• Salesforce.com Instructors attended first 2-5
  classes for each STU Instructor

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The SunTrust Playbook (Rollout Guide)

• Deliverables
• Scope the implementation effort
• Develop high-level implementation time line
• Develop high-level project plan
• Estimate resource requirements
• Determine project cost drivers and estimate total
  project
• Commit leadership and management
• Develop high-level training requirements
• Determine technical and data requirements
• Determine appropriate deployment model
• Key Cost Drivers
• Executive Sponsorship
• Commitment to Change
• Commitment to Training
• Commit Business Unit Staff to the Project
• Degree of Change to Business Processes
• Degree of Configuration Complexity
• Ability to Adapt to Common Data Master

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Building a Business CaseIdentify Key Strategy
and Business Objectives

• Strategy
• Big bank capabilities delivered through local
  relationship managers
• Capitalize on broad range of opportunities with
  clients throughout their financial life-cycle
• Local Responsiveness
• Execution Relationship Management Model
• Business Objectives
• Maximize Wallet Share
• Identify Cross-sell opportunities
• Commercial Customers referrals to private wealth
  management
• Need 360 degree view of every customer
• Faster Customer Acquisition
• Needed consistent, best practice sales process
• Equip Relationship Managers with better client
  information
• Share institutional sales knowledge across the
  organization

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Building a Business CaseIdentify Key Challenges

• Business Challenge
• Line of business drives strategy, initiatives,
  installation
• Geography drives client acquisition, expansion,
  service retention
• Lack of focus on high value activities due to
  poor relationship management
• Lack of visibility into sales management process
• Inconsistent relationship planning across sales
  team
• Inconsistent cross-LOB partnership
• Technology Challenge
• Lack of platform infrastructure and single-view
  applications
• Poor support of business processes and
  best-practices
• Rising IT costs and ownership issues
• Legacy architecture

• Poor customer service
• Inefficiencies
• Disproportionate ratio of sales v service
• Needed to increase selling time by 40
• Lost cross-sell opportunities
• Poor execution resulting from lack of detail
  visibility

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Building a Business CaseEffective Solution
Design Relationship Management Model

• Relationship Planning
• Superior execution by geography and specialty
  teams
• Effectively leverage best-in-class sales force to
  foster full relationship management
• Sales Process Improvements
• Improve efficiency through streamlined processes
  and operations
• Cross LOB Partnership
• Relationship Manager incentives are directly tied
  to new business production, portfolio
  profitability and cross-LOB partnership
• Track productivity and client profitability

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Building a Business CaseEffective Solution
Design Relationship Planning

• Key Elements
• Company strategy
• Company Management Team
• Company Financial Trends
• Capital Structure Analysis
• Industry knowledge
• Competitive Issues
• Current banking relationships
• Current SunTrust relationships with the client
• How is Salesforce used?
• Repository for relationship plans and annual
  updates
• Help formulate call strategy and opportunity
  potential
• Predict profitability of activities and focus on
  high-value activities
• Track and manage client activity relative to
  revenue generated

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Building a Business CaseEffective Solution
Design Consistent Sales Process

• Identify sales team for specific product
  opportunity
• 1-2-3 Call Planner provides structured call
  preparation
• Debrief the team.
• Assign follow-up tasks and reminders
• Identify key clients to be serviced by Senior
  Management
• How is Salesforce used?
• Streamlined call, pipeline management across
  product lines
• Ability to run comprehensive and targeted
  campaigns
• Reduced ramp-up time for new RMs
• 30 minute weekly sales meetings

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Building a Business CaseEffective Solution
Design Cross LOB Partnership - 360 Degrees

• Referral tracking
• Capital Market
• Treasury Management
• Private Wealth Management for business owners and
  key executives
• Different profiles for different LOBs
• How is Salesforce used?
• Single org, open sharing model
• Using Opportunities to track Referrals
• Create referral by emailing an Opportunity
• Assign referral to product specialist
• Opportunity is linked to client and visible to
  all the team members
• Opportunity profile can help RM gauge
  opportunities for cross LOB referral

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Overall Results Attributed to Salesforce.com

• 67 YOY increase in capital market sales 61.9
  million in fees
• 29 YOY increase in treasury management sales
  fees
• Number 1 in lead relationships
• SunTrust RM productivity is in top two quintiles
  in the industry
• Improved customer satisfaction
• Key ROI Metrics Banking Industry
• Cross-LOB Referrals
• Sales Activities
• Lead Relationships

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Improvement in Referral Participation
Improvements from Salesforce Loans 5 Treasury
Management 7 Corporate Finance 21 Personal
Wealth Management 31

• Salesforce helped by
• Enabling Relationship Managers to share client
  information
• Identify new opportunities

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Improvement in Sales Activities to Identify More
Opportunities
Sales Activities Improvement with Salesforce

• Salesforce helped by
• Identifying more opportunities for salespeople
• Providing more complete client information
• Net Improvement
• 8 improvement per year
• 14,000 more sales opportunities in 2006
• 7,000,000 in additional revenue per year

Calls per Salesperson per month
8 CAGR
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Improvement in Lead Relationships

• Salesforce helped by
• Better client information
• Improved follow-up and action steps
• Strong pipeline management

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ROI from Salesforce
ROI on Salesforce (2 years)
SunTrust Revenue
997
Revenue (US)
18 CAGR
NPV on Salesforce (2 years)
2 Million
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Key Success Factors to Achieving ROI

• Management buy-in
• Aligned with strategic objectives
• Ability to support cross-LOB business processes
  and best-practices
• Customization and configuration capabilities
  towards rapid deployment
• Ease of use drives high adoption rate
• Ease of integration with other legacy systems.

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QUESTION ANSWER SESSION
Rick Davis
Senior Vice President, Commercial Information
Services
Scott Williams
Engagement Manager, Global Enterprise Services
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