Post on 21-Jan-2015
description
Marc Benioff Chairman & CEO
Welcome
In/stevebradford5
Steve Bradford
Managing Director (Interim)
Enterprise Data Quality Best Practice in your CRM
Roger Hodson
UK & Ireland Managing Director
Dun & Bradstreet
Agenda
• The challenge
• Getting the data foundations right
• The solution
Things have changed a bit since I started out...
Sales and buyer process continues to evolve
Social Selling works…
79% of sales reps active in social
selling hit quota and at 9%,
higher revenues too 1
64%
55% 54%
46%
49% 48%
42%
38%
Total team attainment of sales quota Customer renewal rate Sales forecast accuracy Percentage of sales reps achieving quota
AVG email Click Through for messages shared in social
Following in the footsteps of CRM, the marketing automation revolution is in full swing… both demand and supply side
“Our research shows that 20 percent of b-to-b companies have purchased
and implemented a Marketing Automation Platform; we expect this to rise
to close to 50 percent by the end of 2015.”
Source: Sirius Decisions
But are we making it work?
70% of CRM’s in Europe fail to
meet their objectives.
Source: Butler Group
“85 percent of b-to-b marketing
leaders using a MAP believe
they are not using the platform to
its full potential”
Source: Sirius Decisions
CMOs are struggling with Data
Source: IBM CMO survey
What’s wrong?
#1 Cause of CRM failure is poor
quality data.
Source: Gartner
“Our CRM is performing at 30-40% of my expectation… we have a lot of
legacy issues... we are putting them together but it drags in a lot of bad
quality data”
“There is a great deal of information but there is a lot of inaccuracy and
missing fields”
“Why? Sales don’t see the value, they say they are too busy and they are
not the best administrators… some of them treat their contact lists like
trophies”
“We cannot maintain a huge database but is there an easy way? “
“Sales will love it, if the system helps them generate more sales”
MA is really all about... aggregating, moving and interpreting data
Web hub
Inbound Outbound
Post campaign
analysis Pre campaign
analysis
Lead scoring
Lead nurturing
Digital body
language
√
MA
Salesforce
The cost of inaction…
• $8.2M = Average cost per organisation of poor quality data on squandered
resources, operational inefficiencies, missed sales, and unrealized new
opportunities (Gartner)
• The cost of ‘reconciling duplicate data’ to be between $10-$20 per duplicate record.
(Informatica)
• Cost of managing a redundant/dormant record is between $10-$15 annually
(Informatica)
Rule No. 1
You can’t automate without great data governance
Data – it’s Dull and Difficult – isn’t it?
Information is constantly changing. In the UK…
A trade reference is received every second
A directorship change happens every 3 seconds
A new set of accounts are loaded
every 5 seconds
A company changes control every 15 minutes
A company enters liquidation, every 5
minutes
A company name change is registered every minute
A shareholding change happens every 2 minutes
A new business is registered every 25 seconds
D&B Delivers Actionable Global Information
220M+ business records
200+ countries and territories
1.5M daily refreshes
30,000+ Global Data Sources
Business Information
D-U-N-S® Number
Global Database
D&B in the UK
10 million companies, including all of the 2.7m actively trading UK
businesses
A model for Data Governance
Synthesis
(Enrich & Extract Insight)
Curation (Manage & Maintain)
Discover
(Identify, Cleanse & Validate)
D&B creates a SCV using sophisticated data quality management processes
Our global data leverages four DUNSRight drivers:
Global Data Collection
Entity Matching
D-U-N-S Number
Corporate Linkage Predictive Indicators
D&B Global Database
DUNS number: the company ‘fingerprint’
RSA DUNS 123456789
RSA DUNS 234567891 RSA DUNS 123456789
RSA DUNS 234567891
RSA DUNS 123456789
RSA DUNS 234567891
RSA DUNS 123456789
RSA DUNS 234567891
Salesforce
Billing
Marketing
Automation ERP
Data
Warehouse
ABC Ltd
123 High Street
Marlow
SL7 1AJ
Dave Smith, MD
Alpha Plastics
P.O. Box 111
Marlow
SL7 2AT
David Smith, Director
David Smith
123 High Street
Marlow
SL7 1AJ
01628 496678
D&B D-U-N-S Number: 12-345-6780 ABC Ltd
T/A Alpha Plastics 123 High Street Marlow SL7 1AJ P.O. Box 111 Marlow SL7 2AT David Smith
Managing Director 01628 496678
Multiple Records Single View
Entity Matching
D&B’s Entity Matching combines data into a single view of any business
See the—who owns what across the entire corporate family tree
CRM BEST PRACTICE
Web hub
Inbound Outbound
Post campaign
analysis
Pre campaign
analysis
Lead scoring
Lead nurturing
Digital body
language
√
MA
Enterprise
Applications
Salesforce
CRM vs MA – slave and master data management.
Data quality and insight at every stage of the Customer Lifecycle
Embedded Data
quality
Identify
Target
Create
Nurture
Close
Grow
> Prospecting, new contact
and family hierarchy
whitespace tools
> Links to sales
intelligence, social and
news to equip sales to
close
> Profile, nurture and
score your leads with
detailed firmographic
information
> Ensure new records from webforms
/ input internally are created using
validated, rich, duplicate aware data
> Relevant decision makers to
make the connection
> Refreshed, rich data to assist with analytical
profiling and to develop highly targeted prospects
THANK YOU
Marc Benioff Chairman & CEO
Connect with Your Customers &
Increase Sales with Data.com
In/paulkwalker
@pwalker_uk
Paul Walker
Principal Sales Engineer
Data.com
Become a Customer Company Connect With Your Customers in a Whole New Way
Connected Products
Connected Customers
Connected Partners
Connected Employees
Mobile
Social Community
Cloud
Know Your Customers & Increase Sales Using Data.com
Connected Products
Connected Customers
Connected Partners
Connected Employees
Leads Accounts Contacts
Customer Companies Need Customer Data
Quality Customer Data is Hard to Find & Maintain
Prospecting
Across Many
Applications
Uploading and
Integrating It Into Your
Sales App
Keeping Data
Up-to-Date &
Current
happy with the quality of their CRM Data
of companies are only Phone numbers
change every 30 minutes
Source: Gartner, D&B Sales & Marketing Research Institute
The Result? Stunted Growth + Hidden Costs
Missed
Sales
Targets
Not Enough
Pipeline
Not Enough
Time Selling
Limited
Insights
Lost revenue due to bad data
Cause of CRM failure is bad data
Source: Gartner
• Difficult to target
new accounts
• Poor lead scoring
• Wasted time with wrong
leads
• New reps not selling
• Poor data quality
• No data for segmentation
• Account data for territory
planning
What if the data & insights you need to grow
your business was already in your app?
Data.com: The Best Data, The #1 Sales App A Foundation for CRM Success
Built Natively for Salesforce
Real-Time Clean Data
Leading Business Data
Grow Your Pipeline & Increase Sales Opportunities
Source: Data.com Customer Survey Nov .2012
Get more and better leads
directly inside Salesforce
Accounts and contacts in one click
Industry’s most accurate contacts
Enrich inbound marketing leads
Leverage titles, industry, and
company size for targeting & lead
scoring
+25% Increase in sales
opportunities
Keep Reps Focused on Selling, Not Searching
Source: Data.com Customer Survey Nov .2012
Focus on revenue generating
activities Automatically clean accounts &
contacts
Enrich accounts with D&B profiles
Cross-sell and up-sell with
account linkages & hierarchies
Get real-time updates & alerts
+23% Improvement in
sales productivity
Make Smarter Decisions with Richer, Cleaner Data
Source: Data.com Customer Survey Nov .2012
Gain deeper insights with
more accurate & reliable data
Plan territories & sales alignment with
industry, employee size & revenue
Perform revenue roll-ups & cross
border selling easier with corporate
linkages
Discover new trends in your business
+33% Improved
data completeness
Data.com Demonstration
Meet Our Customers
Wall Street Journal Improves Performance with Data.com
Reporting was problematic and not reliable
Sales team on average saving 5 hours a week
New Business team has grown pipeline by 40%
Our sales team loves using Data.com Ines Pacheco – Manager, Analytics,
WSJ digital network
Adobe® EchoSign® Grows their Business with Data.com
100% increase in MQ opportunities + 50% more closed deals
45% of new business from data.com – deals close faster
2000% ROI using Data.com to “land & expand” accounts
Data.com has changed my life!
I just wish I found it sooner. Eitan Saban, VP – Head of Client Success
Data.com Helps CleverTouch Grow their Business
UK’s Fastest Growing Marketing Agency
Multiple customer data sources due to acquisitions
Single view to support targeted marketing of decision makers
Data.com is essential to CleverTouch
Campaigns -Nick Burrell, Co Founder and Director Of Operations
CareerBuilder Saves 8 Million in Sales Productivity
1,000 reps spend more time selling vs. managing data
Finding budgets & buyers up to 8 layers deeper than expected
Saving 4 hours a week per sales rep
“Now we can tap into names and titles we
never could before – at the click of a button. Lindsey Nelson, VP of Sales Productivity, CareerBuilder
Succeed in Sales and Marketing with Data.com
(Source: Data.com Customer Survey Nov 2012)
Average Percentage Improvements Reported by Customers
Join Thousands of Salesforce.com Customers
450% Customer Growth*
*since September 2010