1

2

Eliminate SaaS Silos and Maximize Salesforce.com Adoption with

Informatica Cloud

Andrew Bartels, CTO

PSA Insurance & Financial Services

Dennis Donahue, President and COO

JPD Financial

Darren Cunningham, VP Product Marketing

Informatica

3

Session Agenda

• Hear from two C-Level executives about their

Salesforce integration strategy

• Andrew Bartels, PSA Insurance & Financial Services

• Dennis Donahue, JPD Financial

• Gain insight on how Cloud integration has

empowered the line of business

• Learn a better way to integrate Cloud

applications with the rest of your business

• Best practices and lesson learned on adopting

Cloud technology

4

How PSA Insurance & Financial Services

transformed its business with cloud based

data integration

5

Company Background

PSA is a diversified insurance

and financial services provider

Practice areas P&C Insurance

Employee Benefits Consulting

Fiduciary Consulting

Wealth Management

Headquartered in Hunt Valley, Maryland

Recognized as a “Top 100 Broker” in US

Inc. 500 List of Fastest Growing Privately Held Companies

6

The Normal Industry Model

Personal

Insurance

Wealth

Management

P&C Insurance

Retirement Plan

Employee Benefits

So much to manage…

Business Owner /

Executive

7

The PSA Differentiator

Wealth

Management

Commercial

Insurance

Retirement Plan

Employee Benefits

Personal

Insurance

Business Owner /

Executive

8

Growth is Good….But Messy

• PSA has grown primarily through acquisition

• Result – multiple silos of transactional data

• Result – critical customer information was hidden or hard to access

P&C Insurance Employee Benefits

Wealth Management

Fiduciary Consulting

Acquisitions

Personal Lines

9

Our Business Need…

Drive adoption of Salesforce.com

Increase ROI on data

Increase Client relationship visibility

10

Cloud First but…Challenges

Scalable

Reliable

Flexible

Secure

11

On-Premise Cloud

Firewall

12

The Solution

• Reliability = Adoption

• Proactive issue notifications

• “Solution driven” 24/7 Support

• Connectors / Plug-ins

• Single soft agent install

• No security changes required

• Accessible from internet or mobile

13

Business Benefits

100% Salesforce.com adoption

X-sell visibility

BI & Reporting

360 degree view of

customer relationship

Trigger data based

workflow actions

Data Hygiene

Track & measure ROI on

marketing campaigns

Master Data Management

Data visibility

X workflow business processes

14

Return on Data

• X-sell visibility / Identified opportunities that = 33% of

new sales potential for year

• 100% Salesforce.com adoption / > 100k per year

• Data Hygiene Cost = 20 hrs x 104 weeks @ fully

burdened $65 = $135k

• Build vs Buy / Saved > $100k excl. Support

• One producers story…

15

The Road Ahead…

16

What to Watch Out For?

Understand your workflows

Understand your data

Include all stakeholders in the design process

Always think „Master Data Management‟ (MDM)

Find the right implementation partner

17

Conclusion

18

Cloud integration provides timely actionable

data for key business imperatives

19

Company Background

• Founded in 1984

• International Service Capabilities

• HQ in Santa Clara, California USA

• European Office in Harpenden UK

• Niche AP/AR Auditing Firm

• Currently supporting our clients in 20+ countries

• Privately held, debt-free organization

20

What We Needed

Timely Actionable Data

360 degree view of vendors across clients

Agile data between Salesforce & our EDW

ROI on Data: Leverage JPD‟s 27 years of Audit IP

Integration: Between JPD and JPD clients

Data hygiene – Call Center in particular

21

Business Challenge – Previous State

Client Master Vendor File

Prepping and screening of vendor

data

Vendor Information updated in

SFDC

SFDC Supported

Vendor Communication

Process

Mail Phone

Raw A/R Data

Scanned A/R Data

Vendor Information updated in

SFDC

Global Contact Center

JPD

Client

Vendor

Labor intensive

Delay of

1 - 2 weeks

and inconsistent

results

Vendor

relationships

managed manually

with inconsistent

results

22

The Data Architecture Vision

Sell

• Negotiate contract

• Close the deal

Initiate

• Obtain data from client and vendors

• Prepare data

Produce

• Check vendor records

• Validate against client records

Prioritize

• Insert attributed data into queue

• Prioritize queue

Submit

• Submit to client portal

• Manage for quick client decision

Bill

• Bill client

• Refund client

Run the Business:

Plan

Calibrate

Report

Manage

Optimize

Automate

23

Dennis Donahue

President

Person 15

Client Ops Owner

Request to Cash

Client

Person 14

Client Rep

Submit to Cash

Vendor

Person 11

Manager

Request to Validate

Planning &

Controls

HR & Training

Marketing

Person 1

Vendor Rep

Request to Validate

Person 2

Vendor Rep

Request to Validate

Person 3

Vendor Rep

Request to Validate Person 12

(CS & QA)

Request to CashPerson 4

Vendor Rep

Request to Validate

Person 5

Vendor Rep

Request to Validate

Person 6

Vendor Rep

Request to Validate

Person 7

Vendor Rep

Request to Validate

Person 8

Vendor Rep

Request to Validate

Person 9

Vendor Rep

Request to Validate

Person 10

Vendor Rep

Request to Validate

Person 15

Client Ops Owner

Request to Cash

Client

Person 14

Client Rep

Submit to Cash

Vendor

Person 11

Manager

Request to Validate

Person 2

Vendor Rep

Request to Validate

Person 1

Vendor Rep

Request to Validate

Person 3

Vendor Rep

Request to Validate

Person 13

Client Ops Support

(ASG)

Request to Cash

Person 4

Vendor Rep

Request to Validate

Person 5

Vendor Rep

Request to Validate

Person 6

Vendor Rep

Request to Validate

Person 7

Vendor Rep

Request to Validate

Person 8

Vendor Rep

Request to Validate

Person 9

Vendor Rep

Request to Validate

Person 10

Vendor Rep

Request to Validate

Budgeting

& Forecasting

Management

Reporting

Metrics

Controls

Person 15

Client Ops Owner

Request to Cash

Client

Person 14

Client Rep

Submit to Cash

Vendor

Person 11

Manager

Request to Validate

Person 2

Vendor Rep

Request to Validate

Person 1

Vendor Rep

Request to Validate

Person 3

Vendor Rep

Request to Validate

Person 13

Client Ops Support

(ASG)

Request to Cash

Person 4

Vendor Rep

Request to Validate

Person 5

Vendor Rep

Request to Validate

Person 6

Vendor Rep

Request to Validate

Person 7

Vendor Rep

Request to Validate

Person 8

Vendor Rep

Request to Validate

Person 9

Vendor Rep

Request to Validate

Person 10

Vendor Rep

Request to Validate

SFDC Admin

Operational

Support

Client Data

Management

Phones, Telephony,

Desktop Support

= Run the Business

= Produce Claims

= Acquire Business

= Vendor Facing

= Client Facing

Callers, Auditors

QA, CS, ASG

Callers, Auditors Callers, Auditors

Strategic

Operational

Authorized & Accountable

Confidential

Person 13

Client Ops Support

(ASG)

Request to Cash

Person 12

(CS & QA)

Request to Cash

Person 12

(CS & QA)

Request to Cash

AM, Billing AM, Billing AM, Billing

QA, CS, ASG QA, CS, ASG

Sales

Steve Wiesenthal

Finance

2.1

Client

(unlimited levels)

3.1

Vendor

(unlimited levels)

4.1

Claim

5.1

User

4.3

Claim Supporting

Documents

Apprio

BD & AM

1.1

Partner

1.3

Partner Contract

3.2

Vendor Contacts

2.2

Client Contacts

2.5

Client data request

2.6

Client Vendor List

Data Model JPD & Technology Angle Confidential

0.1

JPD Company

Parameters

2.7

Client Vendor List

History

2.9

Client Drop Down

0.2

Company

Credit Types

0.3

Currency1.2

Partner Contacts

2.3

Client Contract

2.4

Client

Contract

Thresholds

1.4

Partner

Contract

Thresholds

Account Opportunity

Contract UserSFDC

Multicurrency

3.3

Vendor Statement

2.10

Client Invoice

0.5

Vendor

Control Valve

6.1

Case

Case

4.2

Claim Refund

4.4

Claim Drop Down

Apprio

Quickbooks

2.8

Client

Credit Types

0.4

Claim

Control Valve

2.11

Client Payments

Quickbooks

Purpose

Request Statements

Initiate Request

Follow-up if Necessary

Escalate if Necessary

Validate Claims

Initiate Request

Follow-up if Necessary

Escalate if Necessary

Submit Claims

Initiate Request

Follow-up if Necessary

Escalate if Necessary

Vendor

Vendor

Case

Vendor

Vendor

Case

Claim

Claim

Case

Purpose PurposeList List List

QA

QA

Client Ops Support & Customer Service

Client Ops Owner

The Scalable JPD

Operation

People Process Technology

The New JPD Architecture

24

Business Challenge – Current State

Client Master Vendor File

Update Data Warehouse

Prep and screen file

SFDC Supported

Vendor Communication

Process Phone

Fax Email

Raw A/R Data

Electronic A/R Data

Vendor information updated in Salesforce

JPD

Client

Vendor

Informatica

Automated

Processes

Co

nsis

ten

cy

Accu

racy

Quick Results

25

Business Challenges - Relationships

Vendor

Screening

Exception

Listing

SFDC Supported

Vendor

Communication

Process

Phone

Letter

FAX

EMAIL

Vendor

Base

Raw A/R Data

Client A Client B Client C Client D

Vendor 1 Vendor 4 Vendor 3 Vendor 2

Clients and vendors relationships

Many to Many

26

Client Data Challenges

Vendor File Vendor

Screening

Auditable

File

Master

Vendor File

Auditable File

Exception

Listing

JPD – “Intelligent Vendor Base” “A” - Opportunities

“B” - Opportunities

“C” - Opportunities

Audit Plan

JPD

Client

•Client Reviews Exceptions & Approves File

Examples of Typical Exceptions •Employees

•Charities

•Insurance

•Banks

• Government- US & International

• Attorneys

• Collection Agencies

• Unions

Informatica Cloud

27

JPD‟s Approach to the Cloud

JPD did not

run to the cloud

Thoughtful,

purposeful architecture

Stayed true

to the business

28

Options Considered

Risks Benefits

Requires IT knowledge

in house to build

No cost associated

today

Requires IT knowledge

in house to maintain

and monitor

Is not extensible to a

DQ solution

Microsoft Tools

Risks Benefits

2 week learning

curve (compared to

free tools)

Highly scalable

solution

Integrated with

Salesforce

Cloud-based solution

Extensible to Data

Quality

Create services to offer

to customer base

Easy to use graphical

interface

Informatica Cloud

29

ROI Calculation

Current State As-is

Planned Activity Hours/File Cost

#

files/month

Monthly

Cost

Loading Vendor file DM team 40 1000 10 $10,000.00

DM Review Load DM Manager 25 1200 10 $12,000.00

Vendor File

Reconciliation DM Manager 1 48 10 $480.00

Screening Process

Vendor Rep

Team 6.25 137.5 10 $1,375.00

DM Review Screen DM Manager 1 48 10 $480.00

QA Review VP Manager 2.5 157.5 10 $1,575.00

OCR Report history VP Manager 0.02 0.52 70 $36.40

OCR Checking

Vendor Rep

Team 0.041 1.066 2500 $2,665.00

Referencing

Vendor Rep

Team 2.5 65 10 $650.00

Total $29,261.40

Future State –

Informatica Cloud

Monthly Cost post

build quarterly files Hours/File Cost

#

files/month

Monthly

Cost

Loading Vendor file DM team 2 50 10 $500.00

DM Review Load DM Manager 1 48 10 $480.00

Vendor File

Reconciliation DM Manager 1 48 10 $480.00

Screening Process

Vendor Rep

Team 3 66 10 $660.00

DM Review Screen DM Manager 1 48 10 $480.00

QA Review VP Manager 1 63 10 $630.00

OCR Report History VP Manager 0 0 70 $0.00

OCR Report

Vendor Rep

Team 0 0 70 $0.00

Referencing

Vendor Rep

Team 0 0

Monthly Maintenance DM team 4 100 $100.00

Monthly Service Fee* $1,500.00

Total $4,830.00

30

Value Add of Cloud Integration

Agility Historical

Data

Attributing/

Enriching Data

Business

Intelligence

31

Data Warehouse: Managing Vendor Data

CLIENT

VENDOR

Update/Insert

New vendors

to screen

Update existing

vendors

Insert new

vendors

Update DNA

flags

Insert new vendors

with TIN

Update DNA

flags

Update DNA

flags

Validate new TIN

Validate

new

Addresses

Screen

file

Vendor

File

VENDOR

MASTER

Database

.com

Salesforce

VENDOR

MASTER/

Update

client

exclusions

Update TIN

Insert new vendors

with TIN

Insert new vendors

with TIN

Address Doctor

IRS

Weekly:

Deactivate

vendors

Daily:

Cancel

statements

Daily:

Finalize

claims

32

Warehouse: Future Roadmap – Automating the Forensics

Client

Transactional

data

Assembled Vendor

Audit Data Generate Anomalies

True holistic view of

P2P relationship

Informatica Cloud

Automated

Audit Output

Real

time attest

33

Run the Business Corporate financials Management reporting Staff/Resource management Technology administration Contribute to Bus Dev goals

Produce Claims Launch client engagements Find claims Manage claims to completion Pursue future claims upon trigger-dates

Acquire Business Find new customers Manage relationships with current customers Forecast pipeline Contribute to Operations preparedness

Recognized Business Benefits

34

CEO Key Performance Indicators

FY „09 FY „10 FY‟11 FY ‟12(Est)

Top Line

Revenue

_ 12% growth 21% growth 30% growth

Profit growth _ +3% +400% +250%

Revenue Per

Employee

_ +29% +13% +25%

Revenue Per

Client

_ +20% +17% +25%

AVG Credit to

CASH time

120 days 90 days 65 days 50 days

35

In Summary

• What to watch out for:

• Not understanding technology limitations soon enough

• Transaction costs, when where and how to move data

• Build the foundation not the roof first

• Recommendations:

• Know your end state and work back

• Partner with experts (Archipelago)

• ROI, unlock resources and IP

• Value stream architecture approach

• When it comes to cloud: Walk, Jog, Run

www.InformaticaCloud.com

36

Questions?

Eliminate SaaS Silos and Maximize

Salesforce.com Adoption with

Informatica Cloud