Salesforce.com Secrets of Success: Best Practices for Growth and Profitability

Cover......Page 1
Contents......Page 10
Acknowledgments......Page 20
About the Author......Page 22
 The Promise of CRM......Page 24
 Achieving the Promise of CRM......Page 26
 Do You Need an SFA System or a CRM System?......Page 28
 When Salesforce.com Is the Best Choice—and When It Isn't......Page 30
 How to Use This Book......Page 31
 What Every CxO Needs to Know About Salesforce.com......Page 34
 Why Are You Looking at an SFA/CRM System?......Page 36
 Keeping the Big Picture in Focus......Page 37
  Change Management......Page 38
  Championing......Page 39
  Requirements and Priorities......Page 41
  Resource Commitments......Page 44
  Detailed Requirements......Page 45
  Business Process Changes......Page 46
  The Touchy Side of Business Processes......Page 47
  Team Members......Page 48
  Project Deliveries......Page 49
 Deployments and the Adoption Cycle......Page 50
  Executive Mandates......Page 51
  Adoption Metrics......Page 52
  The Politics of System Adoption......Page 53
  Be Careful What You Ask For......Page 56
  Forecasting......Page 58
  Compliance......Page 59
 Essential Tools for the Executive......Page 60
 Getting to Business Value......Page 62
 Developing a Model of Your Customer Relationship......Page 63
 Setting Requirements: Who, Where, What, and Why......Page 65
 Organizing and Publishing Project Documents......Page 69
 Prioritizing Requirements......Page 70
 Knowing Your Boundaries......Page 74
 Making the Business Case......Page 77
  Estimating Costs......Page 78
  Lowered Costs......Page 82
  Increased Revenues......Page 84
 Developing a Straw-Man Schedule......Page 85
 Avoiding the Big Bang Project......Page 91
 Outsourcing......Page 93
 Setting Executive Expectations......Page 95
 Getting the Right Resources Committed......Page 97
 For Users, Seeing Is Believing......Page 100
  The Executive View......Page 101
  The View from the Trenches......Page 103
 Scoping the System via Report Mock-Ups......Page 104
 The Crux: Semantics......Page 106
 Reports—Inside Versus Outside......Page 107
 Scoping the System via User Screen Design......Page 109
 A Guided Tour of the SFDC Object Model......Page 111
 What’s in a Namespace?......Page 115
  Internal SFDC Data......Page 117
  Self-Healing Data......Page 122
  Migrating Historical SFA/CRM Data......Page 123
  External System Data......Page 124
  Customer and Account Data......Page 126
 Historical External Data......Page 127
 Data Pollution......Page 130
 Migrating Data from an Existing SFA/CRM System......Page 131
 Migrating Data from Other Systems......Page 141
 Your Big Weekend: Doing the Import......Page 142
  Accounts......Page 143
  Opportunities......Page 145
 The Morning After the Morning After: Enriching Data......Page 147
  Architectural......Page 149
  Manipulative......Page 150
 Creating a Cost Model for Clean Data......Page 151
 Before You Begin......Page 152
 Big Bangs and Waterfalls......Page 153
 The Agile Manifesto......Page 154
 You Really Have to Plan: Agile Development Is Not Enough......Page 156
 Wave Deployment......Page 157
 What’s in a Wave?......Page 158
 Planning the Sequence of Waves: WaveMaps......Page 159
  Technical Dependency......Page 161
  User Readiness......Page 163
 Collecting Resources for a Wave......Page 166
 Starting the Wave......Page 169
 As a Wave Takes Shape......Page 173
 Dirty Little Secret: The Data Are Everything......Page 175
 During the Wave: Real-Time Scheduling......Page 176
 Kicked Out of a Wave......Page 179
 Wave Endgame......Page 180
 Deployment......Page 181
  Go/No-Go Criteria......Page 183
 Getting Ready for the Next Wave......Page 184
 Post-Implementation Implementation......Page 185
 Adoption Is Everything......Page 188
 Using the SFA Maturity Model......Page 189
  The SFA Model’s Five Levels......Page 190
  What Is Your Overall Goal?......Page 194
 Part II: Is Your Organization Ready for Its Target Level?......Page 198
 Part III: How Big Is the Gap?......Page 206
  Who Are the Users?......Page 207
  Why Should Users Change?......Page 208
 User Training......Page 210
 Post-Deployment User Frustration......Page 212
 How Many Administrators Does It Take to Screw in a Light Bulb?......Page 214
 It’s Not Just Big Organizations......Page 216
 Who’s the Champion?......Page 217
  Chief Marketing Officer......Page 218
  The Chief Executive Officer or the Board of Directors......Page 220
 Who Pays for the System?......Page 221
  Chief Financial Officer......Page 223
  The CEO or the Board of Directors......Page 224
 Who Owns the Data Now?......Page 225
 Dealing with Review Committees......Page 230
 Identifying and Dealing with Opposition to the Project......Page 231
  Top Down: Champions......Page 233
  Top Down: Sticks......Page 234
  Inside Out: Heroes and Mavens......Page 235
  System Out: Carrots......Page 236
  Dealing with Luddites......Page 237
 The Politics of Restriction......Page 239
 SFDC Is a Platform, Not Just a Product......Page 242
 Don’t Overdo It......Page 244
  Differences Between Add-On Technologies......Page 245
  Business Models for Add-On Products......Page 247
  Different Pricing Models in the AppExchange......Page 248
  Calibrate the Level of Effort and Reward......Page 249
  Integrate, Rather Than Extend......Page 250
  Build—Don’t Buy—Your Add-Ons......Page 252
 Essential Toys: Featurettes......Page 254
 Essential System Administrator Tools......Page 256
 Essential Add-Ons for the Marketer......Page 259
 Essential Features for Sales Management......Page 262
 Essential Tools for Support......Page 267
 Essential Extensions for Finance......Page 269
 Essential Features for the Executive......Page 271
 The Top-Down Perspective......Page 272
 What Is a Business Process?......Page 273
 How Do Business Processes Fit Together?......Page 274
  Salesforce Automation......Page 275
  Marketing Automation......Page 280
  Call Center......Page 281
  Customer Service......Page 283
  Selecting Candidate Processes......Page 285
  Analytical Steps......Page 286
  Diagram......Page 288
  Objects and Intermediate States......Page 289
  Lead Cultivation Workflow Narrative......Page 291
  Moving to the Workflow Diagram......Page 292
 Best Practices with Business Process Redesign......Page 294
 Making the Changes......Page 298
 After the Changes Are Made......Page 299
 "Universal” Best Practices......Page 300
 Define and Document the Sales Model......Page 303
  Initial Setup......Page 306
  Prospecting and Initial Contact......Page 307
  Lead Cultivation, Nurturing, and Qualification......Page 310
  Conversion and Hand-Off to Sales......Page 314
  The Sales Cycle......Page 318
  Order Operations for Outside Sales......Page 319
 Sales Representatives......Page 322
  Opportunity Management......Page 325
  Forecasting and the Pipeline......Page 326
  Quoting and Closing......Page 327
  Named Account Model of Selling......Page 328
  Partner Management......Page 331
  Business Development......Page 333
 Field Sales Engineers or Product Specialists......Page 334
  Setting the Example......Page 335
  Mandates for the Reps......Page 337
  Revenue Planning......Page 339
  Territory Management......Page 341
  Account Management......Page 344
  Partner Management......Page 345
  Forecasting......Page 347
  Activity Management......Page 353
  Performance Management......Page 355
  The First Order of Business......Page 358
 Lead Generation and Collection......Page 359
  Tradeshows and Conferences......Page 362
  Banner Ads, Site Sponsorships, and Other Internet Advertising......Page 363
  Google AdWords......Page 364
  Email Marketing......Page 365
 Lead Generation Campaigns......Page 367
  Naming Campaigns......Page 368
  Setting Up Campaigns......Page 369
  Running Campaigns......Page 371
  First, Make Sure It’s a Lead......Page 372
  Lead Capture and Insertion......Page 374
  Lead Scoring and Aging......Page 378
  Opt-Out......Page 381
  Lead Enrichment......Page 382
  Lead Handling in the Named Account Model......Page 383
 Lead Cultivation and Nurturing......Page 384
 Lead Qualification and Conversion......Page 385
 Customer References......Page 386
 Public Relations......Page 389
  Marketing Collateral and Documents......Page 390
  Price Lists......Page 391
  Polling and Customer Feedback......Page 392
 Marketing System Administrator......Page 393
  Ongoing Tasks......Page 394
 Marketing Executives......Page 395
  Marketing Best Practices......Page 397
  Metrics and Analytics......Page 399
 Support Organizations and SFDC......Page 402
 Universal Support Best Practices......Page 404
 The Customer Order Support Center......Page 407
 Order Expediting, Distribution, and Shipping......Page 409
 Technical and Warranty Support......Page 410
 The Customer Help Desk......Page 414
  Training......Page 415
  Consulting......Page 416
 Driving the Investment Decision......Page 418
 Keeping Expectations Reasonable......Page 421
 The Path to Project Success......Page 422
  The Quote to Cash Cycle......Page 423
  Profitability Analysis......Page 427
  Workflows and Streamlining......Page 428
  Process Controls, Security, and Compliance......Page 429
  Investor Relations......Page 431
  The Operational Side of M&A or Divestitures......Page 432
 Fundraising......Page 433
  Information Retention......Page 434
 Human Resources......Page 435
 Level of IT Engagement......Page 438
 Skills IT Will Need......Page 441
 Planning for the Implementation......Page 442
  Data Quality and the Continuity of Information......Page 443
  Support and Administration......Page 444
  Security......Page 446
  Integration......Page 448
 Implementation......Page 449
  Implementing Data Quality......Page 450
  Areas Where IT Personnel Need to Be Directly Involved in SFDC......Page 453
 Ongoing Usage......Page 454
  Encouraging Adoption......Page 455
  Administration......Page 456
 Prioritizing Project Requirements......Page 464
 The Delphi Method......Page 465
 Prioritize via Investment......Page 466
 Weakest/Strongest Elimination......Page 467
 Popular Votes......Page 470
 Example Project Requirements: Smaller Company......Page 472
 Example Project Requirements: Larger Company......Page 474
 A......Page 480
 B......Page 481
 C......Page 482
 E......Page 484
 F......Page 485
 I......Page 486
 L......Page 487
 M......Page 488
 O......Page 489
 P......Page 490
 R......Page 491
 S......Page 492
 T......Page 494
 W......Page 495
 Z......Page 496