Table of Contents
Copyright..................................................................................................... 1
Praise for Salesforce.com® Secrets of Success............................................ 4
Acknowledgments....................................................................................... 6
About the Author........................................................................................ 8
Introduction.............................................................................................. 10
Executive Summary.................................................................................. 20
What Every CxO Needs to Know About Salesforce.com.............................................................................................................. 20
Why Are You Looking at an SFA/CRM System?......................................................................................................................... 22
Keeping the Big Picture in Focus................................................................................................................................................. 23
Driving Toward Project Approval................................................................................................................................................ 25
Once the Project Is Under Way.................................................................................................................................................... 31
Deployments and the Adoption Cycle......................................................................................................................................... 36
After Deployment: Using SFDC to Help Drive the Ship.............................................................................................................. 42
Essential Tools for the Executive................................................................................................................................................. 46
Chapter 1. Planning Ahead........................................................................ 48
Getting to Business Value............................................................................................................................................................ 48
Developing a Model of Your Customer Relationship................................................................................................................... 49
Setting Business Goals.................................................................................................................................................................. 51
Setting Requirements: Who, Where, What, and Why.................................................................................................................. 51
Organizing and Publishing Project Documents........................................................................................................................... 55
Prioritizing Requirements........................................................................................................................................................... 56
When Requirements Should Bend.............................................................................................................................................. 60
Knowing Your Boundaries........................................................................................................................................................... 60
Making the Business Case............................................................................................................................................................ 63
Quantifying the Return................................................................................................................................................................ 68
Developing a Straw-Man Schedule.............................................................................................................................................. 71
Avoiding the Big Bang Project...................................................................................................................................................... 77
Outsourcing.................................................................................................................................................................................. 79
Setting Executive Expectations.................................................................................................................................................... 81
Getting the Right Resources Committed..................................................................................................................................... 83
Chapter 2. Reports and Data..................................................................... 86
For Users, Seeing Is Believing..................................................................................................................................................... 86
Start with What You Have........................................................................................................................................................... 87
Scoping the System via Report Mock-Ups.................................................................................................................................. 90
The Crux: Semantics.................................................................................................................................................................... 92
Reports—Inside Versus Outside.................................................................................................................................................. 93
Scoping the System via User Screen Design................................................................................................................................ 95
A Guided Tour of the SFDC Object Model................................................................................................................................... 97
What’s in a Namespace?............................................................................................................................................................. 101
SFDC’s Data Requirements........................................................................................................................................................ 103
Historical External Data............................................................................................................................................................. 113
Chapter 3. Preparing Your Data............................................................... 116
Data Pollution............................................................................................................................................................................. 116
Getting the Lay of the Land........................................................................................................................................................ 117
Migrating Data from an Existing SFA/CRM System.................................................................................................................. 117
Migrating Data from Other Systems.......................................................................................................................................... 127
Your Big Weekend: Doing the Import....................................................................................................................................... 128
The Morning After: Deduping Records..................................................................................................................................... 129
The Morning After the Morning After: Enriching Data............................................................................................................. 133
The Ultimate Job Security.......................................................................................................................................................... 135
Creating a Cost Model for Clean Data........................................................................................................................................ 137
Chapter 4. Implementation Strategy........................................................ 138
Before You Begin........................................................................................................................................................................ 138
Big Bangs and Waterfalls........................................................................................................................................................... 139
The Agile Manifesto................................................................................................................................................................... 140
You Really Have to Plan: Agile Development Is Not Enough.................................................................................................... 142
Wave Deployment...................................................................................................................................................................... 143
What’s in a Wave?...................................................................................................................................................................... 144
Planning the Sequence of Waves: WaveMaps........................................................................................................................... 145
Collecting Resources for a Wave................................................................................................................................................ 152
Starting the Wave....................................................................................................................................................................... 155
As a Wave Takes Shape.............................................................................................................................................................. 159
Dirty Little Secret: The Data Are Everything............................................................................................................................. 161
During the Wave: Real-Time Scheduling.................................................................................................................................. 162
Kicked Out of a Wave................................................................................................................................................................. 165
Wave Endgame........................................................................................................................................................................... 166
Deployment................................................................................................................................................................................. 167
Getting Ready for the Next Wave............................................................................................................................................... 170
Post-Implementation Implementation...................................................................................................................................... 171
Chapter 5. People and Organizational Readiness..................................... 174
Adoption Is Everything............................................................................................................................................................... 174
Using the SFA Maturity Model................................................................................................................................................... 175
Part I: What Is Management Trying to Achieve, and How Hard Will It Be?............................................................................. 176
Part II: Is Your Organization Ready for Its Target Level?.......................................................................................................... 184
Part III: How Big Is the Gap?..................................................................................................................................................... 192
Understanding the Next Wave of Users..................................................................................................................................... 193
User Training.............................................................................................................................................................................. 196
What User Readiness Means for Deployment........................................................................................................................... 198
Post-Deployment User Frustration........................................................................................................................................... 198
How Many Administrators Does It Take to Screw in a Light Bulb?.......................................................................................... 200
Chapter 6. Working the Politics.............................................................. 202
Technology Is Not the Problem................................................................................................................................................. 202
It’s Not Just Big Organizations.................................................................................................................................................. 202
Who’s the Champion?................................................................................................................................................................ 203
Who Pays for the System?.......................................................................................................................................................... 207
Who Will Own the System?....................................................................................................................................................... 209
Who Owns the Data Now?.......................................................................................................................................................... 211
Dealing with Review Committees.............................................................................................................................................. 216
Identifying and Dealing with Opposition to the Project............................................................................................................. 217
The Politics of System Adoption................................................................................................................................................ 219
Identifying and Dealing with Adoption Problems..................................................................................................................... 223
Indoctrination............................................................................................................................................................................ 225
The Politics of Restriction.......................................................................................................................................................... 225
Chapter 7. Products You Will Need......................................................... 228
SFDC Is a Platform, Not Just a Product.................................................................................................................................... 228
Don’t Overdo It.......................................................................................................................................................................... 230
First, Seek to Understand........................................................................................................................................................... 231
Next, Weigh Your Options......................................................................................................................................................... 236
Essential Toys: Featurettes........................................................................................................................................................ 240
Essential System Administrator Tools...................................................................................................................................... 242
Essential Add-Ons for the Marketer.......................................................................................................................................... 245
Essential Features for Sales Management................................................................................................................................ 248
Essential Tools for Support........................................................................................................................................................ 253
Essential Extensions for Finance............................................................................................................................................... 255
Essential Features for the Executive.......................................................................................................................................... 257
Chapter 8. Optimizing Business Processes.............................................. 258
The Top-Down Perspective........................................................................................................................................................ 258
What Is a Business Process?...................................................................................................................................................... 259
How Do Business Processes Fit Together?............................................................................................................................... 260
Identifying Which Business Processes You Need to Think About............................................................................................. 261
Analyzing Business Processes.................................................................................................................................................... 271
Example Business Process Analysis........................................................................................................................................... 275
Salesforce.com Secrets of Success: Best Practices for Growth and Profitability
Salesforce.com Secrets of Success: Best Practices for Growth and Profitability
Salesforce.com Secrets of Success: Best Practices for Growth and Profitability By David
Taber ISBN: 9780137154289 Publisher: Prentice Hall
Prepared for David Taber, Safari ID: dtaber@saleslogistix.com
Print Publication Date: 2009/05/15 User number: 1798015
How Much Should Be Changed?............................................................................................................................................... 280
Best Practices with Business Process Redesign........................................................................................................................ 280
Making the Changes.................................................................................................................................................................. 284
After the Changes Are Made...................................................................................................................................................... 285
Chapter 9. Best Practices for Sales.......................................................... 286
“Universal” Best Practices......................................................................................................................................................... 286
Define and Document the Sales Model..................................................................................................................................... 289
Inside Sales................................................................................................................................................................................ 292
Sales Representatives................................................................................................................................................................ 308
Field Sales Engineers or Product Specialists............................................................................................................................ 320
Sales Management...................................................................................................................................................................... 321
Chapter 10. Best Practices in Marketing.................................................. 344
Marketing Organizations........................................................................................................................................................... 344
Lead Generation and Collection................................................................................................................................................ 345
Lead Generation Campaigns...................................................................................................................................................... 353
Lead Handling............................................................................................................................................................................ 358
Lead Cultivation and Nurturing................................................................................................................................................ 370
Lead Qualification and Conversion............................................................................................................................................ 371
Partners...................................................................................................................................................................................... 372
Customer References................................................................................................................................................................. 372
Public Relations.......................................................................................................................................................................... 375
Product Management/Product Marketing................................................................................................................................ 376
Marketing System Administrator.............................................................................................................................................. 379
Marketing Executives................................................................................................................................................................. 381
Chapter 11. Best Practices in Customer Support...................................... 388
Support Organizations and SFDC............................................................................................................................................. 388
Universal Support Best Practices.............................................................................................................................................. 390
The Customer Order Support Center........................................................................................................................................ 393
Order Expediting, Distribution, and Shipping.......................................................................................................................... 395
Technical and Warranty Support.............................................................................................................................................. 396
The Customer Help Desk........................................................................................................................................................... 400
Professional Services.................................................................................................................................................................. 401
Chapter 12. Best Practices in Finance and Legal...................................... 404
Driving the Investment Decision............................................................................................................................................... 404
Keeping Expectations Reasonable............................................................................................................................................. 407
The Path to Project Success....................................................................................................................................................... 408
Accounting and Ongoing Operations........................................................................................................................................ 409
Mergers, Integrations, and Divestitures.................................................................................................................................... 418
Fundraising................................................................................................................................................................................. 419
Legal........................................................................................................................................................................................... 420
Human Resources...................................................................................................................................................................... 421
Chapter 13. Best Practices in IT............................................................... 424
Level of IT Engagement............................................................................................................................................................. 424
Skills IT Will Need...................................................................................................................................................................... 427
Planning for the Implementation.............................................................................................................................................. 428
Implementation.......................................................................................................................................................................... 435
Ongoing Usage........................................................................................................................................................................... 440
Appendix A. Tools to Prioritize Requirements........................................ 450
Prioritizing Project Requirements............................................................................................................................................. 450
The Delphi Method..................................................................................................................................................................... 451
Prioritize via Investment............................................................................................................................................................ 452
Weakest/Strongest Elimination................................................................................................................................................ 453
Popular Votes............................................................................................................................................................................. 456
Appendix B. Example Requirements Statements..................................... 458
Example Project Requirements: Smaller Company................................................................................................................... 458
Example Project Requirements: Larger Company.................................................................................................................... 460
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Salesforce.com Secrets of Success: Best Practices for Growth and Profitability By David Taber
ISBN: 9780137154289 Publisher: Prentice Hall
Print Publication Date: 2009/05/15 User number: 1798015
© 2009 Safari Books Online, LLC.