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
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