Data GovernanceHow to drive better business insights with strong data governance

#YouHackWeHack Webinar Series presents:

with Matt DillonCo-Founder & VPNuvem Consulting@mdillon_cloud

Hosted by Ricky WheelerCMO, Ebsta

How to participate:• For audio choose “Use Mic &

Speakers” or “Use Telephone” in your Audio window

• Submit your text question using the Questions Pane

• Note: A recording will be made available

• Data quality = strongest asset, biggest problem

• Your data governance strategy• Creating a center of excellence• Establishing data standardization• Developing application management plans• Release management• Incorporating data & systems integration strategies

• Data cleansing essentials• Q&A

Todays Agenda

Your data is one of the most important assets you have as a business but are you taking the necessary steps to manage your data with care?

Are you using your data to improve the customer experience and make better business decisions?

Current State of our Data

90%incomplete

74%need updates

21%dead

15%+duplicate

20%useless

Common Data Entry Points

Source: Sales & Marketing Data Quality Benchmarks Report, Demand Metric, 2013

Email

Marketing AutomationCRM

Organizations are growing their databases by an average of 10% every year! 90% of our data created in last 12 months!

Other

Data Entry

Captured

Imported

Integration

11%

5%

72%

68%

73%

11%

68%

66%

50%

47%

90%

65%

32%

44%

• Name spelling• Address line (St. vs. st.)• State consistency• Lead source• Department / job level• Public-facing forms don’t match the CRM; sync

failure

Common Data Entry Errors

Cost of Dirty Data The longer dirty data is allowed to reside in a system, the higher the probability it will negatively impact:• Customer experience• Marketing campaign performance• Sales intelligence• Executive-level reports and decision making• Your company’s bottom line

88%

12%

$600m

Cost of Dirty DataCompanies reporting that bad data has a direct impact on the bottom line

Average annual revenue loss

Estimated average annual revenue loss to U.S. businesses

Source: Gartner

89%

Cost of Dirty Data

Marketers who expect to compete on customer experience in 2016.

Source: Gartner

Dirty data that originates in the marketing or sales tool, then proliferates throughout the org, leads to lower conversion, missed opportunities and a weak customer experience.

Sales Cloud as your Data HubSales Cloud CRM is the central repository for all customer or partner information.

As such, it must be customized correctly, managed with care, updated appropriately and governed as if your business depended on it.

Where do we start?1. Creating a center of excellence2. Establishing data standardization3. Developing application management

plans• Release management

4. Incorporating data & systems integration strategies

1. Creating a Center of Excellence

• Executive sponsor• Sales and marketing leader(s)• System administrator(s)• End-user champion• Leaders of other departments

touched by the central database (CRM)

You must designate one person as the “owner” of your solution. There cannot be multiple owners.

2. Data Standardization• Complete• Accurate• Meaningful• Well Organized• Speak a Common Language

2. Data Standardization• Required fields• Picklists• Matching field names and

values• Meaningful data

• Are you capturing the right data in the right place for the teams who need it?

3. Application GovernanceApplication Management

A. All new apps fully vetted through proper discovery

B. All new apps approved by Center of Excellence

C. All new apps subject to standard implementation process, including training

3. Application GovernanceRelease managementAll major apps must have a plan for new releases

For example: Sales Cloud has 3 new releases per year with some that include major updates or replacement of existing features

4. System integration1. Applications and data schema are validated,

tested and approved.2. Bi-directional integration matches system of

record’s architecture in Salesforce and connected app

3. Multiple integration touchpoints; you must make sure there is no overlap

4. Integrations timed and well documented either using a tool such as Lightning Connect, Jitterbit, Boomi, Cast Iron or direct API integration

Data CleansingEssentials

Data Cleansing Tools and Tricks1. Automated Tools

2. Human Element1. Training fundamentals2. Have power users give examples of how they

identify and address data issues

Data StewardshipUltimately, data stewardship is everyone’s responsibility.• Executives set the vision for integrated technologies; data

strategy• Department Leaders ensure team is properly supported

with right number of admins and tools; must enforce data strategy

• Admins must train sales reps on data entry and management

• Sales Reps must practice sound management principles• What’s in it for them? Awesome BI and reports!

Closing Remarks

Bad data costs more than you think!• The time to act is now!Sales Cloud CRM is your hub for all customer activity and data• Do you have the right integrations?• Is your system optimized with strong adoption?• How can you automate data entry?3 elements of a data governance strategy• Create a Center of Excellence• Establish data standardization with data

mapping• Develop an application management planCleanse your database and review data quality every 6 months

Matt Dillon, Nuvem Consultingmatt.dillon@nuvemconsulting.com@mdillon_cloudFree consultation: http://info.nuvemconsulting.com/strategy-session

Q&A

Next Webinar: HOW TO IMPROVE SALES CONVERSION RATES WITH THE EBSTA SCOREWith Dan Remedios, (Head of Product at Ebsta)April 19th at 5pm GMT, 9am PacificRegister at www.ebsta.com

Q&A