Imagine you are rolling Salesforce out to more than 500 users today. What will be their first impression? Will they be annoyed when they encounter duplicate customer records during their first experience? Will they complain when they need to access other systems to get all the relevant customer information they need to do their job? How will that impact your goals for Salesforce adoption?
You get one chance to make a first impression. Delivering trusted and complete customer information on an ongoing basis lays the foundation for successful Salesforce adoption. This was the theme of our customer session at Dreamforce. Three companies highlighted the importance of a trusted and complete customer information foundation in their Salesforce journeys:
- OppenheimerFunds’ Development Manager, Ashish Shrivastava
- Logitech’s IT Department Manager, Steven Perelli-Minetti
- Interstate Batteries’ Director of Market IQ, Mike Darr,
In this blog I’ll cover the OppenheimerFunds story. In future blogs, I’ll cover Logitech and Interstate Batteries.
OppenheimerFunds is one of the nation’s largest asset management companies. To deliver a 360-degree customer view to their business teams OppenheimerFunds retired its legacy CRM application and rolled out Salesforce to their Institutional, Retail and Marketing lines of business. To be successful, more than 525 employees need to successfully adopt Salesforce by the end of 2013.
Ashish and his team knew that they would lay the foundation for successful Salesforce adoption by delivering trusted and complete customer information on an ongoing basis. The team crafted a master data management (MDM) strategy. Customer information would be consolidated from different systems (which was in different formats) to create the “best version of the truth” and shared across the enterprise, including real-time integration with Salesforce.
Ashish highlighted that a critical success factor was including both the business and IT in the MDM strategy. The business owns data governance and stewardship. IT owns data integration, data profiling, data quality, MDM and data services. This collaboration accelerated their speed to market in delivering trusted customer information in Salesforce.
In support of their migration to Salesforce, OppenheimerFunds is using Informatica Cloud for Data Replication to copy and archive data from their legacy CRM application. They are also using it to replicate Salesforce data to take accurate snapshots for compliance and reporting. If they developed their own mappings for each object and tested them, it would have taken significantly more time and resources. Now they have an efficient solution they can roll out to other groups.
During the next phase of the Salesforce implementation, Ashish will use Cloud Integration to connect Salesforce with on-premise and cloud-based applications so that Salesforce doesn’t become a disconnected island.
With their focus on delivering trusted and complete customer information, Ashish and his team have laid the foundation for successful Salesforce adoption. The value OppenheimerFunds is gaining by using Informatica for Salesforce is time to market and fewer resources.
If you are about to embark on a Salesforce roll out, don’t give users any reason to complain. Increase your chances of successful Salesforce adoption by laying a foundation of trusted and complete customer information. Want more?
- Watch this video featuring OppenheimerFunds’ Development Manager, Ashish Shrivastava.
- Review the slides included in Darren Cunningham’s Cloud Integration Blog. Share them with your colleagues to spark your first conversation about how you’ll make sure that Salesforce contains only trusted and complete customer information.
- View this 6-Min Demo: Enrich Customer Data in Your CRM Application with MDM.