strategies for successful enterprise wide salesforce deployments

Strategies for Successful Enterprise-Wide Salesforce Deployments

Chris Coppa Chief Technology Officer University of Southern California Marshall School of Business

Deepak Rama Senior Engineer Stanford University Graduate School of Business @StanfordBiz

Agenda

• Drivers for Change • Salesforce Deployments • Measuring Success • Areas of Success • Challenges • Data Governance • Q&A

Drivers for Change

Marc Benioff Chairman & CEO

About USC Marshall School of Business University of Southern California Marshall School of Business

• Founded in 1920 as the College of Commerce and Business Administration, we are the oldest AACSB accredited school of business in Southern California.

• 2,000 Ph.D., Masters, and Graduate Certificate Program students • 4,100 Undergraduate Majors / 900 Minors • 250 full time faculty / 250 staff

Foundation Pres – PowerPoint Template – 16x9 FY14.pptx


Strategies for Successful Enterprise-wide Salesforce Deployments

• Drivers for Change • Searching for a foundation platform as opposed to applications • Looking for new and better ways to solve problems • Leverage new technology and cloud services • 360 degree view of all Marshall constituents




• Drivers for Change • Death to Excel!!! (No offense Microsoft)



About the GSB

First Last Name Title


•  Founded in 1925, one of 7 schools

•  Small : ~1000 students, ~120 Faculty, ~400 staff

•  But Impactful: •  3 Nobel faculty

•  Phil Knight(Nike), Mary Barra(GM), Charles Schwab

(Schwab)

•  Highly collaborative lifelong network between students, faculty and alumni

Principal Drivers – Core CRM

•  Institution-wide platform => Easy information sharing

•  Track individual + organizational relationships

•  Flexible + extensible => Richly attributed relationships

•  Apps Ecosystem => Additional BI / Analytics to derive additional value

•  Pure cloud solution => Reduced maintenance overhead

Principal Drivers – Custom applications (Force.com)

•  Consolidate fractured legacy platforms (Java, .Net etc)

–  Cloud based, reduce overhead

–  PaaS IaaS

–  Higher order capabilities compared to options like Azure or EC2

Salesforce Deployments



• Salesforce as a Platform • The goal of Salesforce is to establish a “cradle to grave” relationship management system for our most valuable resource – people.


Engage • Undergraduate

Admissions • Executive Education • Career Services • Graduate Admissions • External/Alumni Relations

Integrate • Student Information

Systems • Administrative

Information Systems • Central Advancement • Alumni Relations

Educate • Academic Alliance • Premier + Success

Plan •  Integration into

Business Analyst Curriculum

Salesforce @ GSB - Chronology •  Core CRM solution, Custom Applications Platform

Salesforce Footprint @ GSB Faculty Administration

Ø  Promotion / Tenure

Ø  Recruitment

Ø  Faculty “HR”

MBA Program

Ø  Class preferencing / allocation

Ø  Study Trips preferencing / allocation

Ø  Class catalog

Ø  MyGSB Intranet Portal Integration

Ø  Internship / Project Opportunities

Stanford Institute for Innovation in Developing Economies (SEED)

Ø  Prospect Management

Ø  Applicant lifecycle (apply, evaluate, decision)

Centers & Programs of Excellence (Entrepreneurial Studies, Social

Innovation, Value Chain Innovation etc)

Ø  Individual / Corporate Relationship Management

Ø  Events, Seminars

Executive Education

Ø  Prospect Management

Ø  Corp Relationships

Facilities

Ø  Work Request Management

Ø  Student Housing - Application and Allocation

Campus ERP (Peoplesoft) Alumni System

I N T E G R A T I O N S

M A N U A L

A N A L Y T I C S / B I

Career Management Center

Ø  Employer Relationships

Measuring Success



• Measuring Success


Measuring Success

•  Direct: –  Pure cloud => Maintenance overhead –  Zero overhead for building administrative interfaces

•  ROI: –  Rapid creation => Increased nimbleness of IT and business units –  Flexible + extensible => Able to meet higher order needs, beyond tactical business

requirements

Areas of Success



• Areas of Success • Undergraduate Admissions

• Successful processing of 18,000 inquiry records and 8,700 applicant records

• Executive Education • Managing over 100 opportunities / 34 active campaigns / 54 active or planned events

• Data Governance Model • Custom built security model to allow data sharing between multiple user groups

• Integration with USC’s Central Alumni and Development Offices • All University alumni and fundraising activities and information will be accessible via Salesforce – with custom portals for each School within the University


Areas of Success – Core CRM

•  Rapidly expanding demand across units:

–  Career Management Center: Employer relationships

–  Executive Education Opportunity Tracker

–  Academic Programs : Full lifecycle (Prospect -2- Applicant -2- Admit) *

–  Centers of Excellence (Entrepreneurship, Social Innovation etc): External entity relationships, internship opportunities

*In conjunction w/Marketplace apps - Exact Target etc

Areas of Success – Custom Applications

•  Core platform for paperless office / process automation initiatives: –  Student Housing - Application => Assignment –  Faculty Promotion / Tenure Management

•  Class Supply/Demand management (Gather preferences => Process => Allocate => Waitlist)

•  Global Study Trips: (Gather preferences => Process => Allocate => Waitlist => Emergency Information (PHI data))

Challenges



• Challenges • Must have executive buy in! • Internal resources or strategic partners? • Data! Data! Data!


Challenges

•  Data Governance

•  Change management wrt business users –  Explicit deliverable on each project

•  Definitely early on growth curve as custom applications platform: –  Development support (IDE / dev tools, build / deployment automation)

–  Gaps in native capabilities (filtering, multi-column sort etc.,)

–  Analytics, data integration

•  Support Services (Premier Support)

•  Ecosystem of business process partners, implementers

Data Governance



• Data Governance • Who owns the data? • Who controls the data? • How will you secure the data?


OR

Data Governance

•  Cannot overemphasize, crucial to success

•  School-wide governance group, sets and communicates rules to all business units

•  Remains challenging however: –  Gaps in platform native capabilities => business users can easily create duplicates etc –  Apps Ecosystem more focused on enrichment than cleanliness

•  Optimistic goal: 80% prevention + 20% repair –  Ecosystem apps + homegrown rules + policies

Looking Ahead

•  Expand CRM footprint –  Alumni Relationship Management –  Dean’s Dashboard

•  Grow custom applications suite –  Service Request Management (Case + Workflows)

•  Augment platform capabilities

–  Integrate Visualization / Analytics tools –  Mobile-enable selected functions and applications

–  Integrate into intranet portal