Gaining a Data-First Perspective with Salesforce Wave
Salesforce.com made waves (pardon the pun) at last month’s Dreamforce conference when it unveiled the Salesforce Wave Analytics Cloud. You know Big Data has reached prime-time when Salesforce, which has a history of knowing when to enter new markets, decides to release a major analytics service.
Why now? Because companies need help making sense of the data deluge, Salesforce’s CEO Marc Benioff said at Dreamforce: “Did you know 90% of the world’s data was created in the last two years? There’s going to be 10 times more mobile data by 2020, 19 times more unstructured data, and 50 times more product data by 2020.” Average business users want to understand what that data is telling them, he said. Given Salesforce’s marketing expertise, this could be the spark that gets mainstream businesses to adopt the Data-First perspective I’ve been talking about.
As I’ve said before, a Data First POV shines a light on important interactions so that everyone inside a company can see and understand what matters. As a trained process engineer, I can tell you, though, that good decisions depend on great data — and great data doesn’t just happen: At the most basic level, you have to clean it, relate it, connect and secure it — so that information from, say, SAP, can be viewed in the same context as data from Salesforce. Informatica obviously plays a role in this. If you want to find out more, click on this link to download our Salesforce Integration for Dummies brochure.
But that’s the basics for getting started. The bigger issue — and the one so many people seem to have trouble with — is deciding which metrics to explore. Say, for example, that the sales team keeps complaining about your marketing leads. Chances are, it’s a familiar complaint. How do you discover what’s really the problem?
One obvious place to start to first look at the conversation rates for every sales rep and group. Next explore the marketing leads they do accept such as deal size, product type or customer category. Now take it deeper. Examine which sales reps like to hunt for new customers and which prefer to mine their current base. That will tell you if you’re sending opportunities to the right profiles.
The key is never looking at the sales organization as a whole. If it’s EMEA, for instance, have a look to see how France is doing selling to emerging markets vs. the team in Germany. These metrics are digital trails of human behavior. Data First allows you to explore that behavior and either optimize it or change it.
But for this exploration to pay off, you actually have to do some of the work. You can’t just job it out to an analyst. This exercise doesn’t become meaningful until you are mentally engaged in the process. And that’s how it should be: If you are a Data First company, you have to be a Data First leader.