Strategies for Salesforce Master Data

Management (MDM)

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 About Perficient

Perficient is a leading information technology consulting firm serving clients throughout

North America.

We help clients implement business-driven technology solutions that integrate business

processes, improve worker productivity, increase customer loyalty and create a more agile
enterprise to better respond to new business opportunities.
 Perficient Profile

• Founded in 1997

• Public, NASDAQ: PRFT

• 2013 revenue ~$373 million

• Major market locations throughout North America

• Allentown, Atlanta, Boston, Charlotte, Chicago, Cincinnati,
Columbus, Dallas, Denver, Detroit, Fairfax, Houston,
Indianapolis, Minneapolis, New York City, Northern
California, Oxford (UK), Philadelphia, Southern California,
St. Louis, Toronto, Washington, D.C.

• Global delivery centers in China, Europe and India

• >2,200 colleagues

• Dedicated solution practices

• ~85% repeat business rate

• Alliance partnerships with major technology vendors

• Multiple vendor/industry technology and growth awards

 Salesforce Practice

• More than 450 customers │Completed ~3,000 Salesforce engagements

• Expertise: Sales and Service Clouds, Chatter, Portals, Communities,

Mobile and Custom Development on Salesforce Platforms

• Industry Strength: Healthcare, FinServ, Hi-Tech and Consumer/Retail

• ~ 80 certified consultants │ ~ 180 multiple certifications

• One of the highest Salesforce.com customer satisfaction ratings: 9.4

out of 10!
 About Informatica

The #1 Independent Leader in Data Integration

Founded: 1993
2013 Revenue: $948.2 million
8-year Annual CAGR: 17% per year
Partners: 500+
• Major SI, ISV, OEM and on-demand leaders
Customers: Over 5,000
• Customers in 82 Countries
• Direct Presence in 28 Countries
Employees: 3,200+
Technology Leadership:
• Gartner positions INFA in leaders quadrant for
Data Integration, Data Quality, Enterprise
Integration Platform as a Service, MDM –
Customer Data, and Data Masking
• # 1 in TNS Customer Loyalty rankings
(8 Years in a Row)
 Speakers

Shankar RamaNathan
Sr. Solutions Architect – Information Governance | Enterprise
Information Solutions CWP
Perficient

Randall Gayle
Informatica Practice Director
Perficient

Simon McVeigh
Director of Cloud Product Specialists
Informatica
 Agenda

 Introduction
 Business challenges with Salesforce and MDM
 Salesforce trends
 Master Data Management trends
 CRM and MDM challenges
 Salesforce - Cloud MDM Solution
 Informatica Cloud MDM for Salesforce Solution
 Architecture scenarios
 Reference Architecture
 Use cases
 How does this work? (Demo)
 Walkthrough / Demo
 Q&A
 CRM Trends

Salesforce Trend:
Salesforce is the worldwide leader in CRM Salesforce grew 24.7% faster than its nearest
software, with 16.1% market share. competitor from 2012 to 2013, attaining
30.3% growth in worldwide revenues.

Forbes
 MDM Trends

MDM Trend: Rising Adoption of MDM in the Cloud

• Currently, MDM is typically implemented in on-premises

By 2015, 10 percent of solutions.
packaged MDM
implementations will be • Many industries, such as financial services, are reluctant to
delivered as SaaS in the place such important, heavily shared information as master
public cloud. data outside the firewall.

• Equally, there is resistance to the idea that the governance of

one's primary information assets can be left to an outsider.

“On the supply side, very few MDM • Privacy issues have also dampened adoption of software as
technology and service providers a service (SaaS).
have, so far, developed specific MDM
SaaS or PaaS products that are
scalable, elastic and multitenant,” • However, on-premises MDM solutions are increasingly being
John Radcliffe said. “But when they integrated with SaaS applications, and there are various
do, we expect them to exploit the
cloud computing value proposition
cloud-sourced data services (such as data quality or data
and increase their marketing of MDM integration as a service) that can help with MDM
in the cloud.” - Gartner implementations.
 Why CRM and MDM
Strategies Go Together

Reality
• CRM is typically the entry point for a new customer /
prospect “CRM leaders must understand
• Many companies have multiple CRMs the benefits of the MDM
discipline to CRM and make it
• Customer Information exists in multiple applications part of their CRM strategy.
• Multiple hierarchies are a necessity and typically CRM’s are
not meant for managing hierarchies MDM is critical to enabling CRM
• Duplicate or incomplete customer information exists in leaders to create the 360-
many companies degree view of the customer
required for an optimized
• Often CRM implementation does not involve MDM strategy
especially cloud solutions customer experience."

Advantages of CRM & MDM Strategy - Gartner

• MDM provides a trusted CRM environment
• MDM consolidates and provides the best available
Customer information that is reliable
• MDM improves the overall Data Quality of the CRM
• MDM provides Hierarchy management and integration into
CRM
 CRM and MDM Challenges

MDM Challenges:
• Data Quality
• Multiple versions of the truth
• Multiple systems and sources
• Duplicate data for the same thing
• No standardization
• No standard hierarchies
• Data Governance
• No rules for determining source of data
• No rules for identifying correct version of
data
• No rules for match and merge
• No standardization rules
• Hierarchies are not well defined

Salesforce Challenges:
• Multiple entries for a single customer in one CRM
• Multiple copies of a CRM system due to mergers
or acquisitions
• Not integrated or kept in sync with other system
• Data is not standardized
• Incomplete or missing data
• No standardized hierarchies for reporting
 CRM and MDM Challenges

MDM Challenges: Customer Example

• Data Quality
• Multiple versions of the truth
• Multiple systems and sources
• Duplicate data for the same thing
• No standardization
• No standard hierarchies
• Data Governance
• No rules for determining source of data
• No rules for identifying correct version of
data
• No rules for match and merge
• No standardization rules Shell Canada Limited
• Hierarchies are not well defined Shell Energy Trading
Shell Global Solutions (US), Inc.
Shell Information Technology International,
Salesforce Challenges: Inc.
Shell International Exploration & Production
• Multiple entries for a single customer in one CRM
(SIEP)
• Multiple copies of a CRM system due to mergers or Shell Oil Company
acquisitions Shell Oil Products US
• Not integrated or kept in sync with other system Shell Projects & Technologies
Shell Projects & Technologies [Consulting]
• Data is not standardized Shell Projects & Technologies [Logica]
• Incomplete or missing data Shell Upstream Americas
• No standardized hierarchies for reporting Shell Upstream Americas [Logica]
….
 CRM and MDM Challenges

MDM Challenges: M&A Example

• Data Quality
• Multiple versions of the truth
• Multiple systems and sources Company 1 Company 2
• Duplicate data for the same thing
• No standardization
• No standard hierarchies
• Data Governance
• No rules for determining source of data
• No rules for identifying correct version Customer: Customer:
of data
Shell Oil Company Shell Oil Company
• No rules for match and merge
• No standardization rules
• Hierarchies are not well defined

Salesforce Challenges:
• Multiple entries for a single customer in one CRM
• Multiple copies of a CRM system due to
mergers or acquisitions
• Not integrated or kept in sync with other system
• Data is not standardized
• Incomplete or missing data
• No standardized hierarchies for reporting
 CRM and MDM Challenges

MDM Challenges:
• Data Quality
• Multiple versions of the truth
• Multiple systems and sources
• Duplicate data for the same thing
• No standardization
• No standard hierarchies
• Data Governance
• No rules for determining source of data
• No rules for identifying correct version of Customer Loyalty Example
data
• No rules for match and merge Company 1 Company 2
• No standardization rules Tier Level Tier Level
• Hierarchies are not well defined
Gold Diamond
Salesforce Challenges:
Silver Ruby
• Multiple entries for a single customer in one CRM
• Multiple copies of a CRM system due to mergers
Bronze Sapphire
or acquisitions
• Not integrated or kept in sync with other system
• Data is not standardized
• Incomplete or missing data
• No standardized hierarchies for reporting
 CRM and MDM Challenges

MDM Challenges:
• Data Quality
• Multiple versions of the truth
• Multiple systems and sources
• Duplicate data for the same thing
• No standardization
• No standard hierarchies
• Data Governance Systems Examples
• No rules for determining source of data
• No rules for identifying correct version
of data System 1 System 2
• No rules for match and merge
• No standardization rules
• Hierarchies are not well defined

Salesforce Challenges:
• Multiple entries for a single customer in one CRM
• Multiple copies of a CRM system due to mergers Customer Customer
or acquisitions
Shell Oil Company Shell Oil Company
• Not integrated or kept in sync with other
system
• Data is not standardized
• Incomplete or missing data
• No standardized hierarchies for reporting
 CRM & MDM
Perception vs Reality
Modernize Your CRM In Six Steps Step 1 — Align Your CRM Strategy With Your Customer Experience
Source: Forrester
Strategy

Step 2 — Focus CRM Outcomes On Revenue Uplift, Not Operational

Efficiencies

Step 3 — Leverage CRM To Effortlessly Support The End‐To‐End

Customer’s Journey
MDM is Key to
Customer
Experience Step 4 — Use CRM To Deeply Personalize Engagement

Step 5 — Extend CRM Beyond Its Traditional Footprint By Leveraging

Integrations

Step 6 — Combat The CRM “Hate Factor” By Engaging CRM Users

Simply And Easily
 CRM & MDM
Perception vs Reality

CRM & MDM

Perception
 CRM & MDM
Perception vs Reality

CRM & MDM

Perception
 CRM & MDM
Perception vs Reality

CRM & MDM

Perception
 CRM & MDM
Perception vs Reality

CRM & MDM CRM & MDM

Perception Reality
 CRM & MDM
Perception vs Reality

CRM & MDM CRM & MDM

Perception Reality
 CRM & MDM
Perception vs Reality

CRM & MDM CRM & MDM

Perception The New Reality

Addresses Multi‐Org
Lack of Budget /
scenarios. Full MDM
Understanding
potential

MDM is expensive and Minimal OpEx Budget.

it is a large undertaking Quick POC

MDM is not in scope Should be in Scope. On

for CRM or IT is the cloud, minimal Data
stretched already Governance
 CRM & MDM
Perception Vs Reality

CRM & MDM CRM& MDM

Perception The New Reality
 Informatica Cloud
MDM for Salesforce

Global Reporting Solution

• Keep Multiple Salesforce Instances

Salesforce+ Informatica Cloud MDM for Salesforce • Create a Master Salesforce instance

Benefits

• Global Reporting
Consolidated Golden Record
Match/ Merge Cleansed record
De‐Dup Choose not to synchronize
Hierarchy Keep independent salesforce data
Publication Minimal Data Governance
Reference Data
Disadvantages
No Synchronization
Duplicate Customer Data
 Informatica Cloud MDM
for Salesforce

Synchronized Multi-Org
• Keep Multiple Salesforce Instances
• Make one of the Salesforce instance
Salesforce+ Informatica Cloud MDM for Salesforce
as Master Salesforce instance

Benefits

• Global Reporting
Consolidated Golden Record
Match/ Merge Cleansed record
De‐Dup Synchronized data for all instances
Hierarchy Keep independent Salesforce data
Publication Minimal Data Governance
Reference Data No Duplicate Customer Data

Disadvantages
No integration to Enterprise data
 Informatica Cloud MDM for
Salesforce | Enterprise

Complete MDM Solution

Salesforce+ Informatica Cloud MDM for Salesforce

Match/ Merge
De‐Dup
Custom
App.
Hierarchy
Publication
Reference Data
Stewardship

Data Governance
 Informatica Cloud MDM for
Salesforce | Use Cases

Data Quality Consolidation Hierarchy

• Incomplete Data of Data Management
• Inaccurate Data • Disjointed • Create more
• De-Duplicate Systems robust Customer
Data • Fragmented Data Relationships
• Validate Data • Multiple • Multi-Dimensional
Salesforce.com
Orgs
Informatica Cloud MDM for Salesforce
DEMO

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