Dreamforce 2010: Sales Cloud Integration: Accelerate CRM Adoption and ROI

Sales Cloud Integration: Accelerate Adoption and ROI

Matt Brady, TransUnionZach Bacon, LifeTime FitnessJohn Hoefnagels, Toshiba

Introducing Informatica Cloud

True SaaS Integration

Proven Customer Success

www.informaticacloud.com

Designed for Line of Business Users

Integration Drives Cloud Application Success

Greater Adoption More Business ValueStronger Connection

Session Objectives:

Understand how the right approach to integration can

accelerate Salesforce adoption and success

Learn from 3 enterprise Salesforce customers about

how they’ve approached integration outside of IT

Gain 2-3 best integration best practices that can help

improve Business / IT alignment and collaboration

Matt Brady

Director, Sales AutomationTransUnion

Who We Are

TransUnion is a global leader in credit and information management. For more than 30 years, we have worked with businesses and consumers to gather, analyze and deliver the critical information needed to build strong economies throughout the world.

• INDUSTRY: Financial Services

• EMPLOYEES: 3,000

• GEOGRAPHY: Global

• # USERS: 625

• PRODUCT(S) USED:

• Sales Cloud (Marketing, Sales, Analytics, Workflow)

• Service Cloud (Call Center, Customer Portal, Email,

Partner Portal, SF-to-SF, Community)

• Custom Cloud (Apex, VisualForce, Sites, Content,

numerous custom applications)

Summary

Integration scenarios within TransUnion:

Users: employee profiles showing activities, expertise

Campaigns: response data shared with Marketing

Contacts: collateral distribution list shared with IT

Billings: invoice data showing MTD actuals

#1

#2

Scenario

Sales launched Salesforce.com in Sp’2006

HR launched SuccessFactors.com in Sp’2010

Sales wants “one system” to manage all information!

Admins wondering how Chatter profile adds value?

#1

Strategy

Salesforce (InTouch) for “real-time” information– Opportunities

– Groups

– Discussions

SuccessFactors (Compass) for “long-term” information– Experience

– Education

– Interests

Solution

Exporting the User table on a daily basis– Custom field for “InTouch user profile” URL

Updating the User table with Employee data– Custom field for “Compass associate profile” URL

Displaying link on User mini page layout

Architecture

InformaticaCloud

InTouchCompass

UserUserEmployee TransUnion

EmployeeEmployee UserUser

Result

Scenario

Sales needed invoice data showing MTD actuals

IT data warehouse took hours to compile desired report

#2

Result

One system

Secure

Real-time

Recommendations

Why are we doing this?

Where / how can we get the data?

Is the data quality high (enough)?

What security and permissions apply?

How might this integration grow & change?

Zach Bacon

Sr. Mgr Business App Delivery, Life Time Fitness

Who We Are?

• Publicly-traded (NYSE:LTM) Healthy Way of

Life company based in Chanhassen,

Minnesota.

• Designs and operates distinctive, multi-use

sports, professional fitness, family recreation

and spa/resort centers that help members lead

healthy and active lives.

• 89 centers in 19 states and 24 markets

• Annual revenues in excess of $800 million

Salesforce at Life Time Fitness

Today: +4M leads in Salesforce

B2B implementation in 2005– 30 users

B2C implementation in 2008– 800 users, 1000 as of 2010

– Replaced struggling Siebel CRM implementation

Started with Lead Management and SFA for Membership Sales– Expanded to General Managers, Club Business Administrators, Dues Collection Department, and pilots in

Personal Training staff

IT-supported Integrations into legacy Member Management System and Enterprise Data

Warehouse/Cognos

Bottleneck: Agility and Availability

The Challenge: How can we quickly make the right data available

to the right people in an automated and accessible fashion?

SQL Knowledge Required

Multiple Business-

Management Databases

No Extract Automation Outside

of IT

Rapid Expansion = Many New

Fields

Constrained IT Resources

The Result…

Many ad-hoc exports via the data loader

The Solution: Informatica Cloud

Business-managed

Point-and-click replication and exports (vs. API-based replication)

Variety of endpoints – csv, FTP, SQL

Easy automation and setup (<10 minutes, vs. months…)

www.InformaticaCloud.com

Results: Massive Improvements in Agility, Accessibility, and Time Savings

Daily replication

into business-

managed

reporting

databases

One-click

initiation of

multi-object

extracts for list

generation or

import into

other systems

Direct

placement of

CSV files on

vendor FTP

sites for list

scrubbing

Fast setup for

any business

unit requiring

data exports

from either

Salesforce

instance (B2C

or B2B)

Results: Massive Improvements in Agility, Accessibility, and Time Savings

Daily replication

into business-

managed

reporting

databases

One-click

initiation of

multi-object

extracts for list

generation or

import into

other systems

Direct

placement of

CSV files on

vendor FTP

sites for list

scrubbing

Fast setup for

any business

unit requiring

data exports

from either

Salesforce

instance (B2C

or B2B)

No More Bottleneck, No More Manual Extract/Compilation

No More Bottleneck, No More Manual Extract/Compilation

Start small – don’t boil the ocean

ONE (business) system owner to coordinate

job creation and troubleshoot

Use cloud data integration to move TOWARDS

“One Version of the Truth”– Not to proliferate redundant data sources

Become the “Path of Least Resistance” to

avoid rogue integrations (via Data Loader) by

impatient business units

Keep an open relationship with IT– It’s not a competition! You’re taking work off their

shoulders (that they may not want anyway!)

Recommendations

ITBusinessManager

Continue to consolidate onto two paths:

Offload standardized and static jobs onto IT

Certain lead lists are still generated outside of Salesforce– Use Informatica Cloud to get them INTO to Salesforce

Future Plans

IT ReplicationSelf-Service Data Replication

John Hoefnagels

Business Systems and Process Manager

TABS

Toshiba America Business Solutions, Inc.

TABS is a sales, marketing, service support and toner manufacturing company for copiers, facsimiles, multi-function printing products, and network controllers in the United States, Latin America, South America and the Caribbean.

Employees: - approx. 3,500

TABS FY09Annual Budgeted Sales: $1.06 BILLION

#SFDC USERS: 800+ North America

#Subsidiaries: 13 US, 6 Int.

TPDToner Products Division.

Based in Mitchell, S.D., TABS-TPD is the largest of three toner manufacturing facilities owned by Toshiba.

EIDElectronic Imaging Division

Sales, marketing and service support for office products and document solutions

TBSToshiba Business Solutions

Wholly-owned subsidiary corporation of TABS, that operates a network of wholly owned office equipment dealers throughout the United States

DSEDocument Solutions Engineering

Leading research and development of innovative solutions for office products

The Challenges We Faced

Needed to quickly integrate Salesforce.com with a

variety of sources (on premise systems and 3rd party)– ERP system data: customers, machines, service histories, etc.

Outside information: legacy CRM data and lease agreement

details.

Very short timeframe to implement a solution– Days vs. weeks

In house IT resources could not match our timeframe

Choosing the Right Solution

The business team reviewed the

following integration options:– Cast Iron, Pervasive and Informatica Cloud

After deciding Informatica provided the

best solution from the LOB perspective, IT engaged to

evaluate technical side– Looked at Informatica, Oracle Fusion and custom-built solution

Both the Business and IT agreed Informatica Cloud was

the best solution

What Informatica Cloud Helped Us Achieve

Sales reps had to go to multiple

sources in order to gather the

information needed to manage

their accounts

– Oracle ERP, Tesseract, 3rd Party

lease companies, TABS legacy

“SFA” system, etc.

Customer related data was

updated daily but inaccurate; other

data manually gathered as time

permitted

TodayTodayHistoricallyHistorically

• Single view of all needed data

• Able to fully import all of our legacy CRM data (18 different databases)

• Hourly updates (ERP systems data)

• Weekly updates (leasing)

• Ability to quickly make adjustments to data integration process without IT involvement

Salesforce – Single View of Data from Various Sources

Salesforce – Single View of Data from Various Sources

Informatica Cloud: CRM Data Integration, Record Maintenance, and more…

Informatica Cloud: Used to Schedule Repeatable Processes or for “Real Time Transformation”

Data Mapping: “Drag & Drop”, Transformation Coding, “Database Lookups”, even an Instant Validation Tool!

The Payoff: Higher CRM Activity = Increased Rev

– Salesforce pilot in July Initial revenue increase

– Informatica Cloud implemented in September

• Efficiency soared as sales reps were able to see all the information

they wanted in one place. They could spend their time selling rather

than searching high and low for what they needed!

We are just getting started…

Informatica Cloud – Future State

Greater collaboration between the business and IT

– Simplifies process and empowers business users to quickly tackle integration projects

• Allows you to fully take advantage of Salesforce’s simple configuration platform

– Initially brought in by the business, Informatica Cloud is now being used by our IT group

– Toshiba Corporate in Japan is also evaluating the cloud solution for possible rollout to other Toshiba companies

Results: Integration No Longer Just for IT

www.informaticacloud.com

IT

DeveloperBusinessManager

SaaSAdministrator

Discussion

Matt Brady, TransUnion

Zach Bacon, Life Time Fitness

John Hoefnagels, Toshiba

www.InformaticaCloud.com

Booth 500Booth 500

Thank You

http://www.InformaticaCloud.com