Post on 05-Dec-2014
description
Strategies for Salesforce Master Data Management (MDM)
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Perficient is a leading information technology consulting firm serving clients throughout
North America.
We help clients implement business-driven technology solutions that integrate business
processes, improve worker productivity, increase customer loyalty and create a more agile
enterprise to better respond to new business opportunities.
About Perficient
• Founded in 1997
• Public, NASDAQ: PRFT
• 2013 revenue ~$373 million
• Major market locations throughout North America• Allentown, Atlanta, Boston, Charlotte, Chicago, Cincinnati,
Columbus, Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis, Minneapolis, New York City, Northern California, Oxford (UK), Philadelphia, Southern California, St. Louis, Toronto, Washington, D.C.
• Global delivery centers in China, Europe and India
• >2,200 colleagues
• Dedicated solution practices
• ~85% repeat business rate
• Alliance partnerships with major technology vendors
• Multiple vendor/industry technology and growth awards
Perficient Profile
• More than 450 customers │Completed ~3,000 Salesforce engagements
• Expertise: Sales and Service Clouds, Chatter, Portals, Communities, Mobile and Custom Development on Salesforce Platforms
• Industry Strength: Healthcare, FinServ, Hi-Tech and Consumer/Retail
• ~ 80 certified consultants │ ~ 180 multiple certifications
• One of the highest Salesforce.com customer satisfaction ratings: 9.4 out of 10!
Salesforce Practice
About Informatica
Founded: 19932013 Revenue: $948.2 million 8-year Annual CAGR: 17% per yearPartners: 500+• Major SI, ISV, OEM and on-demand leadersCustomers: Over 5,000• Customers in 82 Countries• Direct Presence in 28 CountriesEmployees: 3,200+Technology Leadership:• Gartner positions INFA in leaders quadrant for
Data Integration, Data Quality, Enterprise Integration Platform as a Service, MDM –Customer Data, and Data Masking
• # 1 in TNS Customer Loyalty rankings (8 Years in a Row)
The #1 Independent Leader in Data Integration
Speakers
Randall GayleInformatica Practice DirectorPerficient
Shankar RamaNathanSr. Solutions Architect – Information Governance | Enterprise Information Solutions CWPPerficient
Simon McVeighDirector of Cloud Product SpecialistsInformatica
Agenda
Introduction Business challenges with Salesforce and MDM
Salesforce trends
Master Data Management trends
CRM and MDM challenges
Salesforce - Cloud MDM Solution Informatica Cloud MDM for Salesforce Solution
Architecture scenarios
Reference Architecture
Use cases
How does this work? (Demo) Walkthrough / Demo
Q & A
CRM Trends
Salesforce Trend:Salesforce is the worldwide leader in CRM software, with 16.1% market share.
Forbes
Salesforce grew 24.7% faster than its nearest competitor from 2012 to 2013, attaining 30.3% growth in worldwide revenues.
MDM Trends
MDM Trend:
By 2015, 10 percent of packaged MDM implementations will be delivered as SaaS in the public cloud.
Rising Adoption of MDM in the Cloud
• Currently, MDM is typically implemented in on-premises solutions.
• Many industries, such as financial services, are reluctant to place such important, heavily shared information as master data outside the firewall.
• Equally, there is resistance to the idea that the governance of one's primary information assets can be left to an outsider.
• Privacy issues have also dampened adoption of software as a service (SaaS).
• However, on-premises MDM solutions are increasingly being integrated with SaaS applications, and there are various cloud-sourced data services (such as data quality or data integration as a service) that can help with MDM implementations.
“On the supply side, very few MDM technology and service providers have, so far, developed specific MDM SaaS or PaaS products that are scalable, elastic and multitenant,” John Radcliffe said. “But when they do, we expect them to exploit the cloud computing value proposition and increase their marketing of MDM in the cloud.” - Gartner
Why CRM and MDM Strategies Go Together
Reality• CRM is typically the entry point for a new customer / prospect
• Many companies have multiple CRMs• Customer Information exists in multiple applications• Multiple hierarchies are a necessity and typically CRM’s are not meant for managing hierarchies
• Duplicate or incomplete customer information exists in many companies
• Often CRM implementation does not involve MDM strategy especially cloud solutions
Advantages of CRM & MDM Strategy• MDM provides a trusted CRM environment• MDM consolidates and provides the best available Customer information that is reliable
• MDM improves the overall Data Quality of the CRM• MDM provides Hierarchy management and integration into CRM
“CRM leaders must understand the benefits of the MDM discipline to CRM and make it part of their CRM strategy.
MDM is critical to enabling CRM leaders to create the 360-degree view of the customer required for an optimized customer experience."
- Gartner
CRM and MDM Challenges
MDM Challenges:• Data Quality
• Multiple versions of the truth• Multiple systems and sources• Duplicate data for the same thing• No standardization• No standard hierarchies
• Data Governance• No rules for determining source of data • No rules for identifying correct version of
data• No rules for match and merge• No standardization rules• Hierarchies are not well defined
Salesforce Challenges:• Multiple entries for a single customer in one CRM• Multiple copies of a CRM system due to mergers
or acquisitions• Not integrated or kept in sync with other system • Data is not standardized• Incomplete or missing data• No standardized hierarchies for reporting
• Multiple entries for a single customer in one CRM• Multiple copies of a CRM system due to mergers or
acquisitions• Not integrated or kept in sync with other system • Data is not standardized• Incomplete or missing data• No standardized hierarchies for reporting
CRM and MDM Challenges
Shell Canada LimitedShell Energy TradingShell Global Solutions (US), Inc.Shell Information Technology International, Inc.Shell International Exploration & Production (SIEP)Shell Oil CompanyShell Oil Products USShell Projects & TechnologiesShell Projects & Technologies [Consulting]Shell Projects & Technologies [Logica]Shell Upstream AmericasShell Upstream Americas [Logica]….
MDM Challenges:• Data Quality
• Multiple versions of the truth• Multiple systems and sources• Duplicate data for the same thing• No standardization• No standard hierarchies
• Data Governance• No rules for determining source of data • No rules for identifying correct version of
data• No rules for match and merge• No standardization rules• Hierarchies are not well defined
Salesforce Challenges:
Customer Example
• Data Quality• Multiple versions of the truth• Multiple systems and sources• Duplicate data for the same thing• No standardization• No standard hierarchies
• Data Governance• No rules for determining source of data• No rules for identifying correct version
of data• No rules for match and merge• No standardization rules• Hierarchies are not well defined
CRM and MDM Challenges
Customer:
Shell Oil Company
Customer:
Shell Oil Company
Company 1 Company 2
M&A ExampleMDM Challenges:
Salesforce Challenges:• Multiple entries for a single customer in one CRM• Multiple copies of a CRM system due to
mergers or acquisitions• Not integrated or kept in sync with other system • Data is not standardized• Incomplete or missing data• No standardized hierarchies for reporting
• Data Quality• Multiple versions of the truth• Multiple systems and sources• Duplicate data for the same thing• No standardization• No standard hierarchies
• Data Governance• No rules for determining source of data • No rules for identifying correct version of
data• No rules for match and merge• No standardization rules• Hierarchies are not well defined
• Multiple entries for a single customer in one CRM• Multiple copies of a CRM system due to mergers
or acquisitions• Not integrated or kept in sync with other system• Data is not standardized• Incomplete or missing data• No standardized hierarchies for reporting
CRM and MDM Challenges
MDM Challenges:
Salesforce Challenges:
Tier LevelDiamond
Ruby
Sapphire
Company 1 Company 2
Customer Loyalty Example
Tier LevelGold
Silver
Bronze
• Data Quality• Multiple versions of the truth• Multiple systems and sources• Duplicate data for the same thing• No standardization• No standard hierarchies
• Data Governance• No rules for determining source of data • No rules for identifying correct version
of data• No rules for match and merge• No standardization rules• Hierarchies are not well defined
• Multiple entries for a single customer in one CRM• Multiple copies of a CRM system due to mergers
or acquisitions• Not integrated or kept in sync with other
system • Data is not standardized• Incomplete or missing data• No standardized hierarchies for reporting
CRM and MDM Challenges
MDM Challenges:
Salesforce Challenges:
System 1 System 2
Systems Examples
Customer
Shell Oil Company
Customer
Shell Oil Company
CRM & MDM Perception vs Reality
Modernize Your CRM In Six StepsSource: Forrester
Step 1 — Align Your CRM Strategy With Your Customer Experience Strategy
Step 2 — Focus CRM Outcomes On Revenue Uplift, Not Operational Efficiencies
Step 3 — Leverage CRM To Effortlessly Support The End‐To‐End Customer’s Journey
Step 4 —Use CRM To Deeply Personalize Engagement
Step 5 — Extend CRM Beyond Its Traditional Footprint By Leveraging Integrations
Step 6 — Combat The CRM “Hate Factor” By Engaging CRM Users Simply And Easily
MDM is Key to Customer Experience
CRM & MDM Perception vs Reality
CRM & MDM Perception
CRM & MDM Perception vs Reality
CRM & MDM Perception
CRM & MDMPerception vs Reality
CRM & MDM Perception
CRM & MDMPerception vs Reality
CRM & MDM Perception
CRM & MDM Reality
CRM & MDMPerception vs Reality
CRM & MDM Perception
CRM & MDM Reality
CRM & MDMPerception vs Reality
CRM & MDM Perception
CRM & MDM The New Reality
Should be in Scope. On the cloud, minimal Data
Governance
Minimal OpEx Budget. Quick POC
Addresses Multi‐Org scenarios. Full MDM
potential
MDM is not in scope for CRM or IT is stretched already
MDM is expensive and it is a large undertaking
Lack of Budget / Understanding
CRM & MDMPerception Vs Reality
CRM & MDM Perception
CRM& MDM The New Reality
Informatica Cloud MDM for Salesforce
Match/ MergeMatch/ MergeDe‐DupDe‐DupHierarchyHierarchyPublicationPublication
Reference DataReference Data
Salesforce+ Informatica Cloud MDM for Salesforce
• Keep Multiple Salesforce Instances• Create a Master Salesforce instance
Benefits
• Global ReportingConsolidated Golden RecordCleansed recordChoose not to synchronizeKeep independent salesforce dataMinimal Data Governance
DisadvantagesNo SynchronizationDuplicate Customer Data
Global Reporting Solution
Informatica Cloud MDM for Salesforce
Match/ MergeMatch/ MergeDe‐DupDe‐DupHierarchyHierarchyPublicationPublication
Reference DataReference Data
• Keep Multiple Salesforce Instances• Make one of the Salesforce instance
as Master Salesforce instance
Benefits
• Global ReportingConsolidated Golden RecordCleansed recordSynchronized data for all instancesKeep independent Salesforce dataMinimal Data GovernanceNo Duplicate Customer Data
DisadvantagesNo integration to Enterprise data
Synchronized Multi-Org
Salesforce+ Informatica Cloud MDM for Salesforce
Informatica Cloud MDM for Salesforce | Enterprise
Complete MDM Solution
Custom App.
Match/ MergeMatch/ MergeDe‐DupDe‐DupHierarchyHierarchyPublicationPublication
Reference DataReference Data
Data Governance
StewardshipStewardship
Salesforce+ Informatica Cloud MDM for Salesforce
Informatica Cloud MDM for Salesforce | Use Cases
Data Quality• Incomplete Data• Inaccurate Data• De-Duplicate
Data• Validate Data
Data Quality• Incomplete Data• Inaccurate Data• De-Duplicate
Data• Validate Data
Consolidation of Data• Disjointed
Systems• Fragmented Data• Multiple
Salesforce.comOrgs
Consolidation of Data• Disjointed
Systems• Fragmented Data• Multiple
Salesforce.comOrgs
Hierarchy Management• Create more
robust Customer Relationships
• Multi-Dimensional
Hierarchy Management• Create more
robust Customer Relationships
• Multi-Dimensional
Informatica Cloud MDM for SalesforceDEMO
Learn more: www.informaticacloud.com
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