The Demise of Duplicate Data Webinar (Part 1)

Copyright Symphonic Source, Inc. 2013

The Demise of Duplicate Data: Two-Part Webinar Series

Webinar 1 – Identify your problem areas and understand process implications before you dedupe

Webinar 2 – Implement dupe clean-up & dupe prevention

Copyright Symphonic Source 2013


WEBINAR #1 AGENDA

• Problems with duplicate data

• Be aware of your points of entry

• Prevent data loss in merging & conversion

• Sales process to follow-up with both Leads AND Contacts

What Clean Data Looks Like


Data model needs to support reliable

reporting on:Inquiries/Touches

Unique PeopleUnique Companies

... From 1 Company...

... From 3 People...

6 Inquiries...

Understand Your Points of Entry


SFDCList Import

Manual Entry in UI Webforms

Integration• Single

Record or Bulk Insert?

Marketing Automation

Data.com

Event Mgt

AppEx.

Tips to Minimize Manual DuplicatesQuick Create – Consider removing from the home page.

Clone – Consider removing from page layout.

Search – Uncheck Options from Search Page and use “Search All”

Find Duplicates – Train on this option from the Lead record

Attach to Existing – Train on using this during Lead Conversion

User Profile – Consider who needs to create Leads & Contacts

...... free apps on AppExchange help address manual entry


Problems With Duplicates

Data Fragmentation • Making decisions based on incomplete data can cost your business.

Inefficient Workflow • Time is your most expensive cost of doing business.


Problem: Lead Assignments


• Multiple Reps step on each others toes

• Reps “lose a turn”

Non Profit Tip: Reps “lose a turn” - For example, in the Nonprofit world, I’ve had folks want to understand how many touches with a constituent until a donation is received. However, in order to leverage the real-time reporting in Salesforce.com, they have to perform a Firedrill to shuffle together data.

Problem: Activity History


• Have to look in multiple places for history.

• HUGE time suck to look for duplicates!

EmailVoicemailPhone Call

Leads Contact(s)

Activity History after Deduping


• Best to see full Activity History in one place...

EmailVoicemailPhone Call

Leads Contact(s)

VoicemailVoicemail

EmailPhone Call

EmailEmail

Problem: Diluted Lead Scores


• One person could perform multiple actions.

• Scoring not added together when spread across dupes.

... From 1 Company...

... From 3 People...

6 Inquiries...


“Okay, so I’ll start deduping...”Not so fast... Don’t be haphazard.

Data Loss – Merging can cause data loss... Be sure your data survives your deduping process!

Sales Follow-up – Will Sales know how to follow-up with inquiries from existing Contacts/Leads, and not just new Leads?


Considerations Regarding Duplicates


• Duplicate records often contain different data

• What data needs to be preserved?

• Do your tools and processes enable you to select or combine key data points?

Merge Leads...Can only pick one Value to keep...

Lose data in Merge

Non Profit Tip: Be cautious of the impact of One-to-One model, if used.

Deleting a Contact may cascade-delete other data, so beware:- providing delete button to general users- allowing all users to Merge Contacts

Solution: Campaigns & Other Related Objects


Merge Leads:Campaigns or other related objects (e.g. Activity History,

Custom Objects, etc) on each Lead...

... Preserved on Merged

Lead

Convert Lead to Existing Contact

Preserves All Campaigns AND the

original Source!

Problem: Fragmented Campaign Influence


Incomplete picture of Influence/Source due to Lead Source & Campaigns on unconverted Leads not rolling up

to the Contacts & Opportunities

Opportunity

Webform Campaign

Missing Webinar RegMissing Tradeshow

Trial Campaign

Enforce Contact Roles to get full

Influence

Solution: Contact Roles & Campaigns


With complete picture of Source & Influence, now can make choice about which Campaign to Credit...

i.e. Earliest, most recent, weighted attribution, ignore non-responded campaigns, etc

Opportunity

Webform CampaignWebinar Registration

Trial CampaignTradeshow Campaign

Lead to Contact Duplicate Considerations


Does your process account for conflicting data and is the contact owner alerted when the lead

is converted to the existing contact

Webform/List ImportRobert SmithAcme [email protected](206) 555-5555

Solution: Sales Processes & Reporting Across Both Leads & Contacts


• There is no one process that will work for everyone.

• Best option depends on Ownership/Assignment Methods

Tasks

•Relate to Leads & Contacts

•Can be created by integrated systems:•MA•Deduping tool•Workflow Rule•Apex

Campaign Members

•Report across touches on Leads & Contacts in one place

•Supported by MA systems

Opportunities

•Can be created by MktgAutomation by Lead Score or simple Apex.

•Report on one object instead of across many.

Account & Contact Routing

•Third Party Routing or SFDC Territory Management can allow Accounts & Contacts to be routed like Leads.

•Needs tighter data taxonomy.

Problem: Data Loss in Conversion


• Data in Lead fields mapped to Opportunities will be lost if the Lead converts with no Opportunity created.

Opportunity

Lead conversion splits data into Account + Contact + Opportunity

Solution: Map Conversion Away from Opps


Opportunity

• Map Lead fields to Account & Contact records

• Account Fields accessible in all Opportunity Reports.

Enterprise Users

• Use Workflow Field Updates or Apex to port values from Account to Opportunity.


Today’s Takeaways• Duplicated data creates cost at all levels

• Evaluate your current and future Points of Entry

• Carefully consider workflow and data use before deduping

• Use Campaigns for Source/Influence Data

• Retain Campaign Influence with Opportunity Contact Roles

• Design a “Lead/Contact Agnostic” Sales follow-up process

• Limit data conversion mapping from Lead to Opportunity


Homework before Webinar #2Document Points of Entry – How do dupes get into your system? What

data do you collect/require from the point of entry?

Evaluate Processes– Think about your business processes and how you might make the right people aware to follow-up.

Analyze Your Database- Perform a free and quick scan for duplicate data using one of the available tools like Cloudingo


Questions and AnswersQ: Does the same principle apply when you merge 2 contacts?A: My point only applies to Contacts in the Nonprofit One-to-One model, but will apply to other child records in a parent-child relationship on your contact.

Q: Any tips for addressing duplicates in the system with private sharing rules( i.e. reps can't know that the contact already exists?)A: Allow them to see the name and owner in the search (layout) results but no other info.

Q: What do you suggest to do when a contact moves organizations and is attached to several opportunities at their previous company? Do you create a duplicate or delete the old contact?A: Some companies keep that original record but use a checkbox for “No Longer There” and re-assign the Opportunity to the new customer contact record. Other companies change the Account name of the Contact and that retains all the Contact history. There is no single correct answer and you really need to determine which process works best for your sales team. I would ask the Sales Team what they want the process to be and work with them to solve the issue.


Questions and AnswersQ: What are some best practices considering duplicates in the system with private sharing rules, i.e. when you search for someone that's private nothing is returned?A: You could control the search layout to return results with the name of the lead or contact and you could see the owner, but when you click into it you wouldn't be able to view the record.orImplementing action instead of clean up, instead of creating a new lead, just append the record that the owner created. This minimizes duplicates and confusion.

Q: If a user finds a dupe, what's the process you use to have them flag this?A: Typically, we allow users to merge the records themselves, but if you do need a way to flag them "@" ingthem, or Chatter is a good way to do that. Your team will then merge them during their periodic clean-up. It just depends on the permissions your users have. Cater to that.If you do want them to be able to delete records only during merging, you can put some APEX triggers in place that will prevent the user from just deleting records without merging them.

Q: Is Chatter Actions a good alternative to quick create or should I hold off on implementing Chatter Actions from allowing users to create contacts?A: Yes, if you use CA you can allow a user to create a record on the fly, which means you will be able to override a function like Search before create training. More on that here: http://www.verticalcoder.com/2013/04/25/summer-13-chatter-actions/


Questions and AnswersQ: What do you do when a contact moves organizations and is attached to several opportunities? Do you create a dupe for that contact, or do you delete the old contact?

A: There's no correct answer to this question, but some companies keep the record but use a checkbox for "no longer there", and then re-assign a new contact who's at the customer site, so the sales team can continue to work those deals, but with the new contact.

Other companies create a second contact record and attach it to the deals they are working. Lastly, some companies use contact roles to keep the records clean.

In the Non-profit starter pack you have "affiliations, which is a custom object record that allows you to say this person is a former employee of XXXX company, and a current employee of XXXX. This allows you to keep multiple relationship histories for the one contact. Also, leverage contact roles here, too.

The idea that you're going to move one account contact to another would work fine, as long as all the associated activity history stays where it originally came from, so be judicious when working with the "related to" function, otherwise you'll have activity history displacement.


Resources• Link to MPV website: http://www.salesforce.com/mvp/• Blog on Chatter Actions: http://www.verticalcoder.com/2013/04/25/summer-13-chatter-actions/• Link to de-duplication solutions: http://www.cloudingo.com http://www.dupecatcher.com



Thanks for joining us!

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The Demise of Duplicate Data Webinar (Part 1)

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