Know Your Customer with Accounts & Contacts

Deborah Martin salesforce.com

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5 min Kickoff

15 min Introductions

60 min Presentation & Discussion

10 min Wrap / Survey

Our Agenda How Maximize the Value Todays Session

This is a Discussion - Q&A and sharing experiences is the value of this format

Speak-up - Ask questions, share ideas, and participate

Use GoTo Meeting Communication Tools – Do a virtual “Raise-your-hand” or Comment in the Chat window

Background Noise (be aware) – Please mute yourself is needed

Introductions

Who are you, company profile, industry, etc. ?

What is your role as a Salesforce Stakeholder?

How long has your Company been using Salesforce and number of licenses

What brings you here?

- Top 2 Accounts and/or Contacts related questions

Open Mic. Time

How do I maintain HQ

/ Subsidiary

Relationships in the

system?

Should I use Accounts or

Person Accounts?

To which Account

records should

Opportunities be

assigned? HQ or

Subsidiaries?

?Do I need to have

every Subsidiary

location in my system?Should a Rep own every

Account record in the Account

Family?

Should I align sales

teams solely by HQ

locations?

Common Account Hierarchy ChallengesWhat are Yours?

Accounts and Contacts Essentials

1Getting

Started

2Account

Models

3Sharing

4Additional

Tools &

Integration

Accounts and ContactsGetting Started

Business-to-Business (B2B)

• Accounts represent businesses you have a relationship with.

• Contacts represent individuals at those companies

Business-to-Customer (B2C)

• Accounts can represent business, Households or individuals.

• Contacts still represent individuals from your Business Accounts.

• Are the bedrock to an implementation.

• Represent YOUR customers.

• Are the core of your data within Salesforce.

Demonstration

Account Hierarchies

Record Types

Page Layouts

Shared Contacts

The account hierarchy shows you the accounts that are associated through the Parent Account field, giving you a global view of a company and its subsidiaries. In the hierarchy, accounts are indented to show that they are subsidiaries of the parent account above them.

Account HierarchyGetting Started

Account and Opportunity Management Design Example

Color Legend:Blue = Account Hierarchy (Parent & Subsidiaries)

Grey = Opportunities

Parent Company

Headquarters

Child Account

Latin Amer Subs.

Child Account

EMEA Subs.

Child Account

APAC Subs.

Child Account

North Amer Subs

Opportunity 1

Opportunity 2

Opportunity 3

Opportunity 4

Opportunity 5

Opportunity 6

Salesforce Maintains a Complete Hierarchy

Headquarters RecordPrimary record for all selling

activity

Subsidiary AccountsActivity associated only with

locations that have spending

authority.

Account Hierarchy – Made EasyAppExchange

• Data Trim Account Organizer

Resources

Role Hierarchy – Made EasyAppExchange

• Draggin’ Role

Resources

VS

Who sees what?Sharing and Visibility

Org Wide Default

Role

Hierarchy

Sharing

Rules

Teams

and

Manual

Sharing

Set Base Level of Access(for records you do not own)

1. Private

2. Public Read Only

3. Public Read & Write

Open up Access

(vertical access)

Open up Access

(lateral access)

Open up Access

(flexible)

Security and Visibility

Use Roles to allow upward movement of information, especially in a Private Model.

View, Edit and Report on anything owned by Users below you in the Role Hierarchy.

Role HierarchySharing and Visibility

CEO

AMER VP

Sales Manager

Channel Manager

EMEA VP

Sales Manager

SHARING RULES

The record ownership sharing model recognizes the natural responsibility that people take for various touch points with their customers.

TEAMS & MANUAL SHARING

Account Team allows users to grant additional access to their accounts and related records.

Account OwnershipSharing and Visibility

Who owns the

information?

What action(s) do they need to

take?

How do you drive

accountability?

Customer

Account Team

Contacts

Open Activities

Activity History

Opportunities

Contracts

Cases

Assets

Related Files

Entitlements

360 Degree View of the Customer

Manage Your Interactions Anywhere

Notes Events TasksEmails Log Call

Social Contacts and Accounts

Data IntegrityTaking it to the next level

Duplicate Management

Account Tools

Data.com

IntegrationsTaking it to the next level

Front Office

Back Office

Other(s)

AppExchangeTaking it to the next level

Best Practices and ReferencesLinks to resources

Who Sees What Video Series – YouTube

Account Management

Account Hierarchies Best Practices * and Traction Hierarchy Viewer

Account Insights (available in Lightening Experience and S1 mobile app)

Contact Management

Shared Contacts

Salesforce People - Chatter Group

Shared Contacts

Trailhead - Intro to Account and Contacts

Social data on Accounts and Contacts – Twitter, Klout, Facebook and YouTube

Twitter access in Salesforce1

Person Accounts

Duplicate Management

Prospecting using Data.com – Article and Prospecting with Data.com – Video

Ultimate Guide to D&B Data in Salesforce – Video

Success Community Chatter Group **Success – Getting Started *** Must be logged into the Success Community to access this link

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Thank you

Addendum:Account Hierarchy OverviewBrett MatthewsCustomer Success ManagerBrett.matthews@salesforce.com

There are two primary approaches to design Account Hierarchy:

1) Create one consolidated enterprise account record, where all the data for all locations is merged into one account (e.g., all contacts/opportunities).

2) Create one account record for every physical location within your customer’s organization (e.g. XCorpOil New York).

Account Hierarchies - Two Primary Approaches

Account HierarchiesOPTION 1: ONE SALESFORCE ACCOUNT PER ENTERPRISE

With this option, there would be ONE Salesforce Account record for

Global Oil.

All of the Contacts that work anywhere in the world for Global Oil

would be related to this “Enterprise” account, all of the Opportunity records would be contained

at this level and all Phone Calls/Emails/Site Visits/Calendar Events would be related to this

Global Oil account.

This is typically done to simplify senior management reporting. Many times, an organization

does not have an effective BI platform and reports are too difficult to compile for National

Account planning, so the first thought is to merge all activity into one account. It is also thought

to be effective in providing a simple 360 degree view of the customer. May cause more

complexity than it is worth for the end users.

Pro and ConPro Con

• Simple to find the customer.

• Fewer customers in the system makes for Clean

Account specific reports and lists and is very good

for “Enterprise” level reporting.

• A lot of Enterprise specific information will be in

one place.

• You need multiple addresses for the customer

which means you will need to implement an

“Addresses” custom object to handle this, which

makes the system more complex, or rely 100% off

of the Contact addresses, which can often be

unreliable.

• Information overload makes it difficult for users to

quickly understand what is going on with their

specific Contacts and their specific Opportunities.

• You might need to implement an Account mashup

Visualforce screen to logically display the

information to the users to assist with searching

and filtering data.

• You lose out of the box functionality with

Salesforce.

• Data skew – when too many records are

associated against one account, performance

might be affected in Salesforce for searches,

queries and reports.

• Not very good for more granular reporting for your

Accounts (e.g. Opportunities in the Southeast),

Account HierarchiesOPTION 2: ONE SALESFORCE ACCOUNT PER LOCATION

This option involves creating one record for every physical

location for your customers

(e.g. Global Oil – NY HQ, Global Oil – Energy Orlando East).

This option is a lot more specific than Option 1 and provides much more granular detail.

This option involves utilizing a combination of the Account Name field (e.g. “Global Oil – New York

City”), the Account Site field to designate the type of location and the address fields to provide

location granularity. This is how Salesforce describes the often forgotten Account Site field:

Account Site

Account Site Field:

• Headquarters/Parent indicates that a company

is a legal entity with other locations.

• Single location indicates that a company is a

headquarters with no other locations, and that it

may or may not be a distinct legal entity.

• Branch indicates that a company is not a

distinct entity. Rather, a branch is a location of a

headquarters or parent company.

Pro and ConPro Con

• True Account ownership allowed.

• Granular sharing rights (based on Account

ownership above) or criteria based sharing

rules.

• Granular reporting by location, industry, Last

Activity and other Account attributes.

• Utilize out of the box Salesforce functionality

like Account Hierarchy and reports.

• No messy “Address” related list through which

to sort.

• View only the deals/communications/contacts,

etc. related to that location.

• Simple data migrations and integrations based

on address.

• Utilize Salesforce with standard fields and no

custom objects.

• Customer contact organization charts built per

location to know exactly who you are meeting

with at a site.

• More data for users/administrators to maintain.

More possibilities of duplicate Accounts to

merge.

• Harder to find records by searching.

• As with Option 1, if Enterprise reporting is

needed as well (it probably will be), a mashup

or a BI solution will most likely need to be

implemented to visualize all data for the

Enterprise in one location

Join all levels to 1 selected “true” parent

GE

GE Health

The Selective Parent

The Ultimate Parent

Join all levels to the ultimate parent

GE

Formula Fields for Surfacing the Ultimate Parent

http://focusonforce.com/configuration/using-the-salesforce-account-hierarchy/

Tips

• Different Address typically make a Different Account

• Nest People (Contacts) where they work (eg. Tie to the Account they work within)

• Go with simple account names. Avoid appendages “Inc.” and “Corporation.”

• Train users on the naming convention you’ve established for your organization.

• Know that it’s easy to make adjustments to individual account records later as you need to.

• Find and use the “Merge my Accounts” feature.

• Come up with a Data Quality strategy, Governance, and Review Consistently.

• Account Sites don’t have to be geographic. You could choose to organize based on divisions or product lines such as “Intel Mobile.” Keep in mind this may lead to greater ambiguity and more maintenance hassles.

• Search before you create

• Tie in business goals to data quality goals; ensure you identify data quality metrics.

• Consider using duplicate management feature (Spring Release)

• Improve the quality of your data by using things like Required Fields and Validation Rules: https://success.salesforce.com/answers?id=90630000000gsl9AAA

40

AppExchange

Inline Account Hierarchy

41

• Provide a collapsible tree view of the account hierarchy.

• Adaptable to work with any Standard or Custom Object

with a hierarchical relationship

• Can be embedded in your own Visualforce pages or

added to an inline Visualforce page

AppExchange

Traction

42

• Instantly build and display

account hierarchies.

• Identify sales rep overlap

across each hierarchy,

highlight duplicates,

discover whitespace

accounts and make better

territory assignment

decisions.

• This app leverages the

power of Data.com

Premium Clean.

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