Turning Around Your Data Quality Dilemma

1
Turning Around Your Data Quality Dilemma
Track Sales/Sales Operations Executives

• Michelle Carlos, salesforce.com
• Raj Madjure, Kaiser Permanente
• Jon Halvorsen , Kaier Permanente
• James Valdovinos , Kaiser Permamente
• Rebecca Sharpe, Salary.com

2
Safe Harbor Statement
Safe harbor statement under the Private
Securities Litigation Reform Act of 1995 This
presentation may contain forward-looking
statements including but not limited to
statements concerning the potential market for
our existing service offerings and future
offerings. All of our forward looking statements
involve risks, uncertainties and assumptions. If
any such risks or uncertainties materialize or if
any of the assumptions proves incorrect, our
results could differ materially from the results
expressed or implied by the forward-looking
statements we make. The risks and uncertainties
referred to above include - but are not limited
to - risks associated with possible fluctuations
in our operating results and cash flows, rate of
growth and anticipated revenue run rate, errors,
interruptions or delays in our service or our Web
hosting, our new business model, our history of
operating losses, the possibility that we will
not remain profitable, breach of our security
measures, the emerging market in which we
operate, our relatively limited operating
history, our ability to hire, retain and motivate
our employees and manage our growth, competition,
our ability to continue to release and gain
customer acceptance of new and improved versions
of our service, customer and partner acceptance
of the AppExchange, successful customer
deployment and utilization of our services,
unanticipated changes in our effective tax rate,
fluctuations in the number of shares outstanding,
the price of such shares, foreign currency
exchange rates and interest rates. Further
information on these and other factors that could
affect our financial results is included in the
reports on Forms 10-K, 10-Q and 8-K and in other
filings we make with the Securities and Exchange
Commission from time to time. These documents are
available on the SEC Filings section of the
Investor Information section of our website at
www.salesforce.com/investor. Salesforce.com, inc.
assumes no obligation and does not intend to
update these forward-looking statements, except
as required by law.
3
Michelle Carlos Director of Sales Alignment
4
Agenda

• The Data Quality Dilemma
• Our Story.
• Salesforce.com
• Kaiser Permanente
• Salary.com

5
The Data Quality Dilemma

• Stale data
• Duplicates
• Incomplete records
• Loose processes and little oversight
• Weak linkages

6
Data Quality Focus
Data Accuracy
Completeness
Consistency Efficiency
Governance
7
Our DQ Story salesforce.com
8
Field Operations _at_ salesforce.com

• DQ Best Practices
• Support 1000 sales personnel worldwide, assign
  territories, manage quality of accounts, enforce
  policy
• PRODUCT(S) USED SFA, DB/Hoovers/OneSource,
  ZoomInfo, Google-Apps, CRM Fusions Demand Tools

• Account Territory Design
• Data Quality of Accounts
• Account ownership disputes
• Post transaction deal analysis
• Forecasting
• Sales Policies
• Sales Headcount
• Compensation Design
• Sales Tool Support

9
What my team does and why we care about Data
Quality

• WW Territory Management
• Account ownership stability
• Data Quality of all Accounts
• Duplicates are my archenemy
• Multiple creation points degrade the value of
  my data
• Policy Enforcement
• Sheriff No poaching on my watch
• Poor DQ, creates gray areas and makes
  enforcement difficult

10
Goals for the year

• Understand DQ shortfalls and create plan of
  attack
• Improve Account Ownership Stability
• Decrease duplicate creation of Accounts
• Delete shell accounts and unused fields
• Create Global Definitions and leverage processes
• Beef up training

INCREASE SALES EFFECTIVENESS
11
Data Quality Focus
Data Accuracy
Completeness
Consistency Efficiency
Governance
12
Data Accuracy

• Defined the companies Source of Truth
• Hoovers/OneSource info lessens disputes
• Automated nightly data scrubs
• Save 20 hours a week (1/2 a resource) using
  Demand Tools
• Update for consistency Match contact owner to
  Account owner
• Update Account Classification update
  Segmentation Visibility
• Limit Account Creation Permissions
• US/Canada/Latin America Account Executives can no
  longer create accounts
• Before 500 Accounts created monthly

• After lt100 Accounts created with new
  process and fewer duplicates
• - Support personnel,
  Systems Engineers asked for the same limit
• Roadmap Replicate process in Europe and Asia

13
Completeness

• 1. Conducted an assessment of the data
• within our accounts and contacts
• 2. Defined what information was relevant
• 3. Implemented Validation rules and
• required fields to drive completeness

Result FY09 Sales Reps now must include
DUNS info when creating an account, valid
post code and employee count Roadmap
Leverage Platform capabilities to drive
completeness on other key objects
14
Consistency and Efficiency

• Global definitions
• Hoovers/OneSource Integration
• Common naming conventions
• Sales could hit the ground running day 2 of the
  new fiscal year with new territories assigned.
  Thats efficiency!!

Global definitions - US - Enterpise Sales -
Territory Names
Employee count disputes can be overridden with
public documentation
Hidden info for next years assignments
15
Governance

• Awareness of business issues
• Training
• Policy development
• Resource constraints

Mike Backer
Olivia Smith
Sonia Silver
Jane Wilcox
Mike Caponigro
Mike Backer
Olivia Smith
Sarah Knowles
Jane Wilcox
Mike Caponigro
Siena Del Sontro
Siena Del Sontro
Olivia Smith
Mike Caponigro
Mac Sanders
16
Clean Data can help drive proper Territory
Assignments
The Account Map Tab enables SRs to assign zip
based territories within the app and match the
account with the correct segment owner
The Account Family Tab enables quick viewing of
Account Family assignments and helps with
updating family owners automatically (new hires).
17
Data Quality Council

• Cross functional team focused on improving DQ
• Sponsorship by President of Sales Frank
  VanVeenendaal
• Drive 8 week sprint projects to improve data
• IDEAS portal capture internal DQ ideas for the
  Council to consider
• 1-2 Long Term Projects a year
• Automate DeDupe of Leads/Accounts/Contacts

- Eliminated 30 of unused fields on the Account
Object - Deleted 27K email templates - DeDuped
83K Contacts and 11K Accounts - Data Dictionary
that provides description on for every field
18
Steps to better DQ

• 1. Start small, take time to research data
  issues
• 2. Get key stakeholders involved
• 3.Take time to understand the systemic data
  flow issues
• 4. Go to the AppExchange and download DQ
  Dashboard
• - It will help you identify areas youll want
  to address first
• 5. Prioritize and gain executive sponsorship
• - Take on projects with high visibility

19
Raj Madjure Director of Sales Marketing Jon
Halvorsen Sr. Manager, Channel SystemsMarketing
Sales Systems James Valdovinos Sr. Manager,
Marketing Sales Systems
20
Kaiser Permanente

• 38B company delivering an integrated health care
  solution.
• Kaiser Permanente's Mission KP exists to
  provide affordable, high-quality health care
  services to improve the health of our members and
  the communities we serve.
• For nearly 60 years, the name Kaiser Permanente
  has stood for excellence in health care services.
  Today, over 8 million people in nine states and
  the District of Columbia entrust their care to
  Kaiser Permanente, making us the largest
  nonprofit health care organization in the United
  States.
• Number of Staff Members in Sales Marketing
  1,500
• Number of users/accounts on Salesforce.com 890
• Unlimited Edition
• Sesame Relational Junction
• Dream Factory
• CRM Fusion Demand Tools
• Conga Merge

21
How our systems are changing

• We are on a journey to move from a set of
  disparate systems for each sales region, or line
  of business, into an environment where the entire
  sales staff is on salesforce.com
• The data segregation and system integration was
  so complex that the simplest requests take days
  to complete

22
Business Challenges Related to Data

• As we move to salesforce.com, we are dealing with
  every issue in data quality
• We started with very little standardization of
  business rules, definition, usage, or attributes
  for data
• Any move towards flexibility requires a dedicated
  focus on the management and governance of data,
  as a corporate asset, instead of simply focusing
  on implementing single top-to-bottom applications
• One key area of our data quality focus is broker
  data --- We started there

Trust/Confidence Relevance Interpretability Tim
eliness Accuracy Integrity Consistency Complet
eness Validity Standardization
23
Brokers are Key to Our Success

• SUMMER 08 Project
• Health care costs are rising. Additionally, the
  number of health insurance products is rapidly
  growing. Gone from one product to over 20!
• Because of the complexity and overall cost
  involved in purchasing health care for employees,
  more and more groups use brokers to help them
  navigate the landscape.
• About 90 of our new business comes from brokers.
• Our broker data is in multiple systems, each
  developed for a single line of business or
  region.
• Our first task was to gain agreement on what a
  broker was, from a data and business usage
  perspective. This wasnt an easy task.

Standardization got us there!
24
Once the model was in place, our first use of it
was in Salesforce CRM
KAISERs The Broker Information Model
Brokerage Brokerage Firms
Brokers Individual Brokers
Brokerage Locations The office locations of the
Brokerages. A Brokerage can have many locations
Broker Locations A Broker working for a
Brokerage at a specific location
25
It Gets Complicated Quickly

• These linkages get very complex very quickly
• Many scenarios exist for linking some/all of the
  Broker data to sales data
• These various linkages are necessary to support
  the use cases and reporting requirements
• What Sales person will EVER want to maintain
  this? It needs to be simpler.

26
KAISERs Broker Information Model

• Attacking our DQ issues and understanding data
  process flows enabled us to develop a Visual
  Force Page to solve a number of business problems
• Easy for sales to quickly identify potential
  brokers they could work with less data entry
• Linkages of redundant information across objects
  is now automated through mapping.
• LESS DATA ENTRY OF REDUNDANT INFO
  MORE TIME TO SELL!!!

27
How we implemented this in Salesforce CRM
28
How we manage it

• Our Salesforce CRM dashboards for broker data
• Wall of shame helps drive the right behavior

29
Tips for what people can do now

• We also like CRM Fusion
• Take advantage of Validation Rules/Required
  Fields
• Get your business people to agree on metrics
  first
• Have someone from business do data stewardship
• Incent the data quality behavior you want!
• Make sure proper data quality behavior is used in
  performance reviews and for compensation.

30
Rebecca Sharpe Business Analyst
31
Salary.com is a leading provider of on-demand
compensation and talent management solutions
helping businesses and individuals manage pay and
performance. Salary.com's highly configurable
software applications, proprietary data and
consulting services help HR and compensation
professionals automate, streamline and optimize
critical talent management processes including
market pricing, compensation planning,
performance management, competency management and
succession planning. Built with compensation and
competency data at the core, Salary.com solutions
provide businesses of all sizes with the most
productive and cost-effective way to manage and
inspire their most important asset -- their
people.

• EMPLOYEES 420 employees
• GEOGRAPHY Global
• USERS 220, sfdc user for 6 years
• PRODUCT(S) USED SFA Enterprise Edition,
  CRMFusions DemandTools, Vtrenz

32
Our Data Issues

• Inconsistencies in data entry
• Typos
• Abbreviations vs. Full text
• Incomplete Records, holes in our data
• Unanswered Questions
• Laziness
• Invalid Data
• Typos
• Manual Audits of our Database

33
Why we needed to change

• Inaccurate/Burdensome Reporting
• Writing report filters is tricky when data isnt
  standard
• Wasting time trying to get the answers we need
• Territory Alignment Challenges
• Rules difficult to assignments/Verticals (MC
  notes)
• Marketing to Proper Targets
• Segmentation of the database was difficult
• A need for people to trust the data

34
Multi-Faceted Attack

• Systematically De-Dupe our database
• Enhanced the quality of our data by defining what
  a complete record looks like
• Standardized our information requirements

35
De-Duping our Database

• CRMFusions DemandTools
• Defined simple rules on what consists of a
  duplicate record
• Made users aware of these rules
• Run the de-duplication process 1-2 times per week

36
Completeness

• Made Required Fields for Key Information
• Heavy Use of Validation Rules
• Complete Address
• City Street filled out
• Two letter State
• Proper Zip Code format
• Valid country name
• Full 6 digit NAICS (industry) code

Great for Vertical assignments, Salary.com
Source of Truth
37
Consistency

• Standardization of Field Values
• Picklists, Dependant Picklists
• Validation Rules on Text fields
• Automated Field Updates
• Discounting Approval
• Size Buckets
• Reporting Dashboards
• Wheres that demo I created?
• Rules ensure key stages are

Olivia Smith
Jane Wilcox
Sarah Knowles
Mike Backer
Joe Scott
Catherine McCauley
Aaron Page
Jim Carrington
Siena Del Sontro
Sonia Silver
Mike Caponigro
38
Key Factors for Us

• Using DemandTools to de-dupe for the past four
  years
• High degree of reliability that our database is
  virtually duplicate-free
• Even more so now because of standard field values
• Heavily leveraging the Salesforce CRM native
  functionality
• Using Validation Rules since Winter 07, currently
  have 40 active
• Automatic Field Updates, takes the end users out
  of the process (looking to expand this even more)
• Saves 2-4 hours weekly of manual audits
• Marketing can better target contacts
• Saving time not having to scrub list
• Can do more targeted (and more effective)
  campaigns
• Still doing manual audits
• Best way to stay on top of the data
• Can look more granular, be nit-picky
• This is where I spend those 2-4 hours I saved
  weekly
• Salesforce CRM is our corporate system of record

39
What you can do RIGHT NOW

• Visit CRMFusions booth take a demo
• Dont be scared of Validation Rules!!
• You dont need to be a programmer, just patient
• Download Useful Validation Rules PDF from
  salesforce.com
• Start with something easy grow from there

40
Session FeedbackLet us know how were doing and
enter to win an iPod nano!

• Please score the session from 5 to 1
  (5excellent,1needs improvement) in the
  following categories
• Overall rating of the session
• Quality of content
• Strength of presentation delivery
• Relevance of the session to your organization

Additionally, please fill in the name of each
speaker score them on overall delivery.
We strive to improve, thank you for filling out
our survey.
41
Thank You