Cranking up Impact with Analytics

Change behavior, drive conversations, streamline

processes

Etienne Droulez, Salesforce.com, Sr. Solution Delivery Manager

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“Action is the real measure

of intelligence”

Napoleon Hill

Changing Behavior with Analytics

Cindy Pogrund

EVP, Customer Experience

@cindypogrund

www.linkedin.com/in/cindypogrund

All about Ifbyphone

Ifbyphone is the leading voice-based marketing automation

platform helping business manage, measure, and automate

their online and off-line lead activities.

Track which ads drive leads

Set up a virtual call center integrated with Salesforce

Respond to leads faster

Send customer notifications or interactive surveys

Real time analytics

Simple Problem Statement

We struggled implementing an effective marketing and sales

process because it took too long to measure and manage it.

“You cannot manage what you cannot measure”

Bill Hewlitt

Changing behavior with analytics

1. Sales reps – driving activity

2. Product and marketing activities

a. Improving PPC campaigns

b. Driving our road map

3. Reducing cancellations

4. Board level reporting

“Change the way

you look at things

and the things you

look at change.”

Wayne W. Dyer

Here a dashboard, there a dashboard, everywhere a dashboard

• How are we doing against our sales KPIs as a company? Corporate Performance

• How are our marketing campaigns performing?

Marketing & Leads

• How is our entire sales team performing?

Sales Management ALL

• How are our qualifying and onboarding teams performing?

Account Development

• How is an individual rep preforming from a management view? Sales Management

Status

•How are my accounts performing? What accounts have I not touched? What accounts are up and down?

Sales Rep

Solution #1 – Driving Rep Activity Level

Report on what you measure.

“If it is not in Salesforce, did it happen?”

Activity increase over 100% in 30 days

Highest month over month revenue

increase in history of company.

Was it a coincidence?

Solution #2 – Product and Marketing

Close the Loop

Customer information at your fingertips before every call

Boost agent productivity and reduce input errors

Track which marketing activities generate leads

Take significant financial actions based on those results

Closing the loop – How it works?

Closing the loop – The results

Solution #3 – Reducing Cancellations

Reducing cancellations – measure then manage

What behavior changed?

Account Cancellation

March

August

Changing behavior with analytics

1. Identify a problem

1. Sales Reps Activity Levels

2. PPC Spend Growing Out of Control

3. Reducing Cancellations

4. Focusing Board Discussions on Strategy

2. Analyze the data

3. Set a base measurement

4. If necessary modify process

5. Measure the results

6. Watch behaviors change

Driving Sales Conversation

through Analytics

Ron Cowan

Director of Sales Operations &

Training

Zimmer Dental, Inc.

All about

Based in Carlsbad, CA; Zimmer Dental is a

manufacturer and distributor of Dental Implants,

Prosthetics, Surgical Tools and Regenerative

Products

• Direct Sales Organization of 300+ in Ten Countries

• Sells through Distributor Organization in 60+ Countries

• Annual Sales of $250 Million

• Division of Zimmer Holdings (ZMH) with $4.5 Billion in

Sales

About Zimmer Dental….

How I Define My Job…

Help the Global Sales Organization Sell More

Tools

• Process Improvement

• Information

• Training

The Challenge…

Too Much Data

• Our business very transactional

• Many products

• High number of customers

• Salespeople looking for ‘Whales’

• Educate in the importance of details and how they add up

…….How did I get involved with Analytics?

What I Had to do…

Define my Audience

• Identify the data that really mattered

• Consolidate and highlight categories

• Juxtapose the information

Highlighting Blind Spots is What Really Matters

Salespeople have 20 seconds with the Doctor

• Product Blind Spots

• Account Blind Spots

• Territory Blind Spots

Germany

Acct System

(GSD Software)

France

Acct System (Sage Ligne 100 v15.54)

Spain

Acct System (Sage v14)

DCS USA

Acct System (DCS/IW)

Canada

Acct System (Sage Business Vision)

Germany

View

France

View

Spain

View

USA

View

Canada

View

Staging

Database

&

SCRIBE!

73 fields

Of data

Pulled from

Accounting

systems

Combined

Into 16

Fields of

Summarized

Data

pushed

Into

Salesforce.com

73 16

Salesforce.com

Global Instance

SCRIBE® Analytics Integration to Salesforce.com

How I Consolidated Data….

The Value of

Juxtaposition

DENTAL CROWNS DENTAL TOOLS DENTAL DRILLS CAVITY FILLER

Debra Jones Steve Smith Amy Morton Ken Fuji Rick Ross Sue Richards Trey Johnson

DENTAL CROWNS YTD

DENTAL CROWNS PYTD

DENTAL CROWNS - % CHANGE

DENTAL CROWNS FPY

DENTAL DRILLS YTD

DENTAL DRILLS PYTD

DENTAL DRILLS- % CHANGE

DENTAL DRILLS FPY

DENTAL TOOLS YTD

DENTAL TOOLS PYTD

DENTAL TOOLS- % CHANGE

DENTAL TOOLS FPY

CAVITY FILLER YTD

CAVITY FILLER PYTD

CAVITY FILLER - % CHANGE

CAVITY FILLER FPY

OTHER YTD

OTHER YTD

OTHER- % CHANGE

OTHERFPY

Fonzarelli Dental Office PC

DENTAL CROWNS BY UNITS YTD

DENTAL CROWN BY UNITS PYTD

Presentation of

Account Data

By Categories

0

0

Highlighting What Really Matters…

Dr. Arthur Fonzarelli

212-555-1234

Dr. Arthur Fonzarelli

121 Park Ave

Suite 805

New York, NY 10001

Fonzarelli Dental Office PC

Dionne Warwick

0

Here’s How I did it…

• Equipment & Systems

• Account Reports

• Scribe Reporting Middleware

Using Analytics

to

Streamline Process

Blair Coffman

Sr. Manager, Sales Operations and

Systems

All about Pandora

Pandora means “all gifted” in Greek. In ancient Greek

mythology, Pandora received the gift of music from Apollo

and, as we all know, she was very curious. We celebrate

that virtue and it is our mission to reward the musically

curious with a never-ending experience of music discovery.

350+ users

Increased sales productivity through streamlined process

Heavy use of APIs for multiple system connectivity

What’s your strategy?

Initial Evaluation

• End users taking many steps to reach goals

• Heavy electronic paper pushing

• Multiple points of data entry for same data

• Workarounds become unworkable and result in broken

processes

Now what?

Have to run the business – too time consuming to dive into what

works vs.. what used to work

Bring in the analytics!

Data capture and analysis

Document high level workflow

Break workflow down into each click / data entry

Field utilization analysis

Page layouts

Number of fields per page

Analyze, analyze, analyze

End results and goals

Single system of record

Single field of entry OR multiple connected entry points

Streamlined workflow

Faster, more efficient sales without increasing headcount

Etienne Droulez

Salesforce

Cindy Pogrund

Ifbyphone

Ron Cowan Blair Coffman

Zimmer Dental

Pandora

@salescloud

@salescloud