Best Practices Rollout Webinar

Gregg Johnson

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Welcome Webinar AttendeesWebinar Attendees see 2 components:

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Goals for Today’s Session

Discuss the key rollout decisions and how to evaluate them

Provide best practice guidance

Highlight key resources you can leverage

Answer any outstanding questions you may have

We will not review how to perform admin setup in this session – we have provided online videos for this purpose

Share Any Content Easily & Instantly

Find the Best Content Every Time

Get More Value with User Feedback

Proactively Deliver the Right Content

Technology Can Provide the Tools to Help Cure Information Overload, But You Also Need Organizational Commitment to Change

The Five Questions You Need to Answer

How many workspaces do you need, and what workspace permissions should you create?

How do you want to use tags and content types to organize documents as you publish them?

How do you want to integrate Content with your other Salesforce apps?

How are you going to migrate your existing content?

How do you launch Content to the rest of your organization?

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Sales Workspace

What Are Workspaces, and How Do They Work?1

Marketing Sales

Workspaces are “buckets” of content

You decide which users or groups can see which sets of content

Each workspace can be configured differently in terms of users and how you organize content

Content is ‘owned’ in one workspace but can be shared with multiple workspaces

Users can have different rights in different workspaces

How Do I Decide How Many Workspaces to Create?1

Who do you want to access this content?

Other than simply viewing content, what other rights do you want each workspace member to have?

Workspaces are similar to folders in terms of controlling access rights to documents; however, workspaces, unlike folders, are not the primary method of navigating to find content

1 Best Practice Recommendations

Start with a “Sales Content” workspace for “official” sales materials Marketing and Sales Operations to have “author” permissions Sales to have “view” (and potentially comment/tag) permissions

Add a second “Marketing” or “Sales Collaboration” workspace second Provide marketing with a “draft room” to collaborate on materials before

sharing with sales Enable sales teams to share their own “informal” materials (e.g., RFP

responses)

Use Public Groups to simplify user administration Leverage existing groups, or create new ones using the role hierarchy Add individual users as needed

2 Multiple Ways of Finding Materials in Content

Search Tags Content Fields

Who can tag, and what tags can they use?

What custom fields do you want to add, if any?

2 What Are the Tradeoffs Between Tags and Filters?

+ Users can subscribe to them

+ Are dynamic/flexible

+ Visualize available content

- Cannot be “required” fields

- Are not mutually exclusive

- Users cannot subscribe (today)

- Require admin setup, and are more “top down”

- Do not help visualize content

+ Can be “required” fields

+ Can be “dependent” fields

+ Can have mutually exclusive values

2 What Options Do I Have for Tagging?

Range of Tagging Options

Open Tagging Guided Tagging Restricted Tagging

• Users with tagging rights can enter any tags they want

• Workspace admins create “suggested” tags

• Users choose “suggested” tags or add their own

• Workspace admins create “suggested” tags

• Users can only choose from list of “suggested” tags

2 What Types of Custom Fields Might I Create?

Standard Custom

Approved for external use

Product line

Competitors

Review Date

Author

File Type

Tag

Workspace

?

Admins: Think of Content Types as “Record Types for documents”

Content Types represent the different content within their business Sales Asset could have a

‘Product’ attribute Resumes have an “education

level” field

Can define which content types can be used in each workspace

SalesAsset

Product Reference

BasicDocument

2 Use Content Types to Manage Multiple Custom Fields

Example: Internal Salesforce.com Configuration 40 teams using Content throughout company

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Example: Internal Salesforce.com “Sales Asset”2

Property Name Type DescriptionTitle Text The title of the content

Description Text A description of the content

Tags A list of Guided Tags A recommended list of guided tags relating to current product and marketing initiatives and product names.

Sales Tool type Internal Prep Document, Datasheet, Client Presentation, Whitepapers and Analyst Reports, Case Study, Competitive

Describes the main type of the asset.

Products & Services Multi-select list of products The product(s) that the content relates to. Tip: Use same names as in CRM.

Region Global, North America, EMEA, … For regional content

Approved for Client Use (required)

Checkbox: Default is No Allows you to select whether content is approved for client use

Next Review Date Date (formula) Formula (e.g. 6 months from publishing date) to define when docs should be next reviewed

2 Best Practice Recommendations

Don’t overcomplicate categorization With full-text search on key file formats, less of a need to add tons of metadata More fields act as a barrier to contributing content

Test your categorization with end-users before implementing Add 15-20 documents, ask end-users to search/filter, and have them provide feedback Use your existing categorization as a starting point, but take the chance to review it

Use custom fields for mutually exclusive and non-keyword values Create “review date” and “customer-approved” fields for sales assets Make custom field values specific to a workspace (e.g., document type values)

Use an categorization approach that is appropriate for the workspace Workspaces with fewer members usually require less structure Use different tagging approaches and custom fields for different workspaces

Align your categorization model in Content with your data model in CRM and other areas Use the same names with the same entities whenever possible (e.g., products, competitors) Work with cross-functional teams to define appropriate values across departments

3 Three Ways to Integrate Content with Other Apps

Provide Access to Content in Other Apps

Recommend Content Based on Record Data

Associate Content with Specific Records

• Expose selected Content tabs in other apps

• Save users time by eliminating the need to change applications

• Suggest relevant content based on specific fields on commonly used Salesforce objects

• Eliminate the need to search for content when reps have already “given” you key information

• Improve chances of reps using “the right” content

• Link files as you publish them to records in Salesforce

• Establish logical connections between data and documents, like with campaigns and underlying assets

3 Recommend Content Based on Record Data

Supported objects: opportunities, cases, accounts, leads, contacts, products, custom objects Fields that drive recommendations are defined today, configurable in the future Add ‘Related Content’ to the page layout

3 Associate Content with Specific Records

Use Case: Upload a creative asset and associate it with a marketing campaign Lookups available for standard and custom objects Note – security model driven by workspace, not by access to record Add custom “lookup” field

3 Best Practice Recommendations

Expose Content tabs in users’ “primary” applications Use “Workspaces” as a content dashboard/starting point for reps (expose it in the Sales app) Expose “Workspaces” and “Contribute” in the Marketing app for publishers

Align your categorization model in Content with your data model in CRM and other areas Use the same names with the same entities whenever possible (e.g., products, competitors) Work with cross-functional teams to define appropriate values across departments

Use notes and attachments for content “private” to a record Only associate generic content with records in Salesforce

Test “content recommendations” before a full rollout Use a custom profile to pilot content recommendations with a group of users Make sure end users understand how the security model works and the role of

notes/attachments

4 Migrating Existing Content Will Take the Most Time

Moving materials into Content is an ideal time to “clean house”

– Which materials should we keep versus delete?

– Who owns the materials going forward?

– How do these materials fit into the new classification structure we have designed?

Two options for migrating materials into Content– Mass migration with SFDC Professional Services

– Manual upload

4 Migration Plan Should Include Four Steps

Inventory Clean Test andValidate Migrate

Create an inventory of all relevant existing content

Remove outdated or irrelevant materials

Identify new content owners

Develop a “straw man” approach to organizing content

Upload a sample of materials (30-50 documents)

Test with end users and obtain feedback

Refine as needed

Complete final migration

4 Best Practice Recommendations

Leverage existing tools to help create your starting inventory Some content management applications have tools to extract documents and metadata If you are using the Docs tab, leverage the DreamFactory app “Dox” on the AppExchange to

export files

On manual uploads, set yourself up for initial success Agree on a guided tagging model beforehand, or have all publishers enter document titles, tags,

and descriptions in Excel first for cross-publisher comparison and review Use the upload process as a training mechanism for publishers Worst case, hire a temp and leverage “publish on behalf of” functionality

“Divide and conquer” on categorization Push subject matter experts to classify their documents to obtain buy-in and divide the work Provide examples and show them how to use the product first so everything is easy

Test your categorization model with end users before completing a final upload Much more effective to get feedback on an actual application than a design on paper Publishers will often be inclined to overcomplicate categorization

5 A Well-Designed Rollout is a Key to Success

Enabling users to become productive quickly and see value in the application

Sponsorship

Training

Tactics

Getting the right executives to put their weight behind your rollout

Using the right combination of carrots and sticks to drive use of the product

5 Best Practice Recommendations (I)Prepopulate the repository Get even 15-20 documents in Content before you show it to anyone, even if it is your closest

colleagues and sponsors

Get the leader of your sales organization to co-sponsor the rollout Show end users that this project is primarily aimed at helping them, not just publishers Have the VP of Sales communicate day-to-day benefits from an end user (sales rep) perspective

Build enthusiasm among “ordinary users” Ask for sales reps to volunteer on providing feedback on your categorization Giving a select few a “sneak peek” makes the sales team feel involved and helps build “buzz”

Don’t let high usability mask the need for training Ask key publishers/sponsors to run 15 minute 1:1 training in small organizations Run 1-to-many training webinars in larger organizations Distribute the online training demos we’ve created for administrators, publishers, and end users

“Force” reps to start using the system to the greatest degree possible Launch around significant events (e.g., new product), and put all key materials only in Content Email links to documents in Content, not as attachments

5 Best Practice Recommendations (II)Monitor adoption Look at key documents periodically to assess adoption / activity Create dashboards/reports to view overall download and publishing activity

Coach end users on how to get the most out of Salesforce Content In launch emails, include document links and suggestions for tags/documents for subscriptions

Leverage periodic tips/tricks that we publish on our blog, even in the months after initial launch

Encourage publishers to be super-responsive to encourage feedback Ask publishers to subscribe to their own materials so they get instant notification of comments Add comments with new versions that reference which pieces of feedback drove key changes

Link to Content from other natural “places to look” Insert the “workspaces” tab into your most widely used Salesforce apps Larger customers are inserting links to Content from their Intranet

Use Salesforce Ideas as your “online suggestion box” Ask for feedback and ideas from your user community

Keep up-to-date on new Content functionality Leverage our blog, the release admin previews, and quarterly user group meetings to stay on

top of the newest Content functionality

Resources to Help Make Your Rollout Successful

Content Blog: http://blogs.salesforce.com/salesforce_content

Content IdeaExchange: http://ideas.salesforce.com/popular/salesforce_content

Content Learning Center: www.salesforce.com/form/other/learning_center.jsp

Email me at gregg.johnson@salesforce.com

Questions &Answers