Enterprise-caliber Cloud BI

WHEN SALESFORCE ISN’T ENOUGH

August 26, 2014

ACCELERATE YOUR BUSINESS AND UNDERSTAND CUSTOMER BEHAVIOR

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WEBINAR NOTES

Please send questionsusing the online interface

Attendees muted upon entry

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FEATURED SPEAKERS

James HaightAnalystBlue Hill Research

Pedro ArellanoSr. Director, Product StrategyBirst

Matt TrainPrincipal Solutions EngineerBirst

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AGENDA

• Increasing Efficiency and Customer Insight

in Salesforce

• Salesforce and Birst for Better Insight

• Demonstration

• Q&A

Enterprise-caliber Cloud BI

Increasing Efficiency Increasing Efficiency and Customer Insight from and Customer Insight from

SalesforceSalesforce

Blue Hill ResearchJames Haight, Analyst

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Salesforce is one of the most popular CRM systems out there with over 100,000+ customers and provides its own array of reporting capabilities

How it is used:

o Capture information from customer interactionso Manage customer accountso Track sales and pipeline datao Identify leadso And a whole lot more….

In Case You Didn’t Know…

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Salesforce Analytics

Salesforce provides built in reporting and analytics capabilities

This provides great options for things such as: o Reporting on sales pipelineo Tracking sales vs. forecasto Providing a snapshot of operational datao Quantifying customer inquiry requests

…but presents challenges for analysis involving: o Highly customized dashboardso Extensive cross object reportingo In depth analysis of historical trendso Understanding interactions with outside data sources

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Complexity Limitations

Salesforce is a fantastic solution, just not a dedicated analytics engineo Display limitations of rows of data in reportso Limited cross-object reporting capabilitieso Limitations in connecting to outside data sources

Contextual Limitations

Reporting on customer trends over time and relative to other data feeds can be of great importance

o Difficulties in providing analysis within the context of the broader organization o Difficulties in understanding interrelationships of data relative to history

Limitations of Salesforce AnalyticsChallenges reported to Blue Hill break out into two major areas

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Opportunities for BI SolutionsAs dedicated analytics engines, enterprise BI solutions present potential solutions for:

o More complex data discovery, visualization, and custom dashboard creationso Better understanding of historical trends and of relationships over non-standard time

intervalso Painting the ‘whole picture’ by expanding cross-object reporting capabilities

o Example: Trying to identify customer upsell opportunities based on service center calls and historical upgrade trends

o Incorporating outside data sources such as alternative systems of record or net-new data streams such as machine sensor logs.

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Potential Operational BenefitsBlue Hill has typically observed two areas of benefit associated with integration of Salesforce data into BI solutions

o Operational Time Savings o Dependent on sophistication/demands of current reportingo Opportunity to replace time consuming processes of exporting data and

running spreadsheet basedo Collaboration

o Enhanced Insighto Allows for view of previously undiscovered interrelationships o Opportunity to further democratize access to datao Ability to ask deeper question

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Translating Benefits into Business Value:

Time SavingsOpportunity to shift resources to more value added endeavors

Enhanced InsightIdentify cost saving and revenue generating opportunities

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A Real World Example:Large New England-based Insurance Company

o Specializing in health insurance and related serviceso Fortune 100 companyo ~50,000 employeeso Workforce spread across all 50 stateso Customer network of over 20 million

About the Subject

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How They Use Salesforce

We use Salesforce a lot. We use it for just about everything besides contracting, HR and finance. It has become pretty much ubiquitous and houses about 60-70% of our operational data in one form or another.

– Business Unit Director

How they use it

o Heavy reliance on Salesforce for internal operational data

o “Tool of choice” for data capture

Scope of Use

o 60-70% of enterprise operations tracking takes place within Salesforce

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o Tracking customer acquisition and behavior required export to external tools such as Microsoft Access or Microsoft Excel

o These tools were unable to handle the large (and growing) data volumes

o Unwieldy manually processes resulted

o Historical trend analysis = charts and reports copied side-by-side in PowerPoint

Pain Points:

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“Scalability”o Storage Capacityo Ability to replicate across the organization

“Completeness”

Relative ease of integrationo Fast time to valueo Salesforce and other data repositories

Solution Criteria:Dedicated Analytics Platform

Cloud-based desired

‘End to end’ analytics

Enterprise support, experience, and usability

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Solution Selected

Birst selected because. . .o Appealing delivery model and perceived fast time to valueo Completeness of analytics platform

Description of the solution deployed…o Implemented in four departmentso Sits on top of Salesforce datao Uniting operational data from across the organization

Initial engagement o Pilot to test business value o Would expand deployment if value was proved

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Finance: What’s the ROI / TCO?

Technology: How do I implement / manage this?

Line of Business: Does it improve business performance?

Business Value Reported

Two primary areas of impact were reportedo Operational efficiency

o Single tool to store, analyze, and report on datao Eliminated need to move data from solution to solution (i.e.

Microsoft Excel, Access etc…)o Elimination of manual processes

o Improved Insight oBetter customer managementoDetermining price sensitivity of customers by

demographic

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We are already seeing ROI with the four departments using it. By the end of the year we will have the entire senior leadership on the tool and expect to see great visibility into our work and successes.

—Business Unit Director

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Points to Consider

o The subject’s experience of encountering the upper bounds of Salesforce’s analytic capabilities is not unique

o Depending on current needs there may be significant value on improving reporting analysis operations

o Consider the implications of improved analytical context on decision making

Enterprise-caliber Cloud BI

Thank you!To join the conversation, follow us on

Phone: +1 (617) 624-3600Contact Sales: sales@bluehillresearch.com Contact Research: research@bluehillresearch.com

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SALESFORCE & BIRST FOR

BETTER INSIGHT

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SALESFORCE REPORTING• Salesforce reports are ideal when:

– You want to display your company’s sales pipeline

– You want to report the number of deals closed in a quarter

– You need to look at your sales data at this moment in time

– Salesforce is your primary data source

– Your custom analytics are spreadsheet-based

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SALESFORCE REPORTING• But not so ideal when…

– You need to understand historical trends

– Perform cross-object reporting

– Incorporate outside sources of data

– Analyze data by particular time frames

– Display more than 2,000 rows in a report

– Customize dashboards

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BIRST GIVES YOU MORE• Report on any object in Salesforce - including custom objects

• Better visibility into sales pipeline for improved forecasting and increased deal closure

• Dramatically reduce time and effort for sales analysis

Dashboards Mobile BI Pixel-perfect reports Ad hoc reports

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Automated DataManagement

Automated Historical& Analytic Data Store

Unified Logical Layer Smart Analytic Engine

SINGLE INTEGRATED BI PLATFORMETL, DATA WAREHOUSE, LOGICAL LAYER, VISUALIZATIONS

Visual DiscoveryEnterprise Reporting Mobile AnalyticsDesign StudioInteractive DashboardsPredictive Analytics

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BIRST FOR SALESFORCEPOWERFUL ANALYTICS TO DRIVE GREATER SALES SUCCESS

• Increase bookings / rep

• Reduce sales cycle time

• Increase win rates

• Improve forecast accuracy

Rapid Time to Value4 week pre-defined engagement

Automated data refinementPre-defined sales analytics model

Discovery Ready300 attributes & 265 Measures

Embedded Best Practices45+ KPIs

22 best practice reports

Customization ReadyCustom object and field exposure

10 custom analytic attributes5 custom analytic measures

Extend with additional data sources

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BIRST FOR SALESFORCEPOWERFUL ANALYTICS TO DRIVE GREATER SALES SUCCESS

• Pipeline Movement– Quarter Movement – Chart

– Quarter Movement Details

• Pipeline Evolution and Velocity

– Pipeline Velocity by Stage

– Pipeline Count Evolution

– Pipeline Revenue Evolution

• Snapshot Analysis– Weekly Pipeline Growth

– Opportunity Stage Drop Off

• Pipeline Amount Change– Pipeline Amount Change Daily

– Pipeline Amount Change - Detail

• Sales Overview– Pipeline Funnel

– Pipeline by Product by Opportunity Type

– Average Deal Size by Sales Team

– Pipeline by Team by Forecast Category

– Opportunity Details

• Sales Rep Performance– Sales Rep Contribution

– Sales Rep Closing Performance

– Sales Reps by Booked Revenue KPIs

• Win Rate Analysis– Win Rate and Deal Size by

Account Type, Deal Source, Industry, Oppty Type

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DEMONSTRATION

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Results

•Analysis of best market segments & customers who would buy multiple time vs. once

•Pipeline analysis to understand whether bottlenecks are customer, product, rep or region related

•Revenue growth: 83%

•TTV: 39 days

Why Birst?

•Salesforce solution accelerator

•Analytic snapshots on Salesforce

“For about the same amount of time we were idle with the previous analytic tool, we found ourselves actually up and running with Birst”.

Lori Bush, President & CEO

Challenges

•Grow sales org rapidly by identifying top performing sales managers who can train new reps

•Understand customer lifetime value to determine where to focus marketing and sales efforts

•Quickly resolve pipeline bottlenecks

IDENTIFY TOP SALES MANAGERS TO RAPIDLY GROW A BUSINESS

Data Sources

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ABOUT BIRST

• Enterprise-Caliber BI Platform – born in the cloud

• 10,000+ organizations rely on Birst across all verticals

• 80+ Strategic Partners

“ No. 1 in product functionality and customer (that is, product quality,

no problems with software, support) and sales experience.”

2014 Business Intelligence and Analytics Magic Quadrant

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LEADERS RELY ON BIRST

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Q&A

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LEARN MORE

• Download Blue Hill Case Study

– birst.com/insight• Join us for a Live Demo

– Every Tues and Thurs @ 11:00 am PT/2:00 pm ET

– birst.com/livedemo• Contact us

– info@birst.com– (866) 940-1496 (or +1 415-766-4800)

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THANKS

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• Some companies need more:

Which of the following analytic capabilities would allow your organization to realize more value from your SFA investment? – Recent Sales Force Automation Analytics Survey

SALESFORCE REPORTING

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SOME COMPANIES NEED MORE• Improved Pipeline Management:

“Do I have enough pipeline to meet my target? What if I increase my average deal size? What if I close deals faster?”

–Complete visibility into pipeline and change analytics:

Sales rep scorecard Win rate analysis Pipeline stress test

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SOME COMPANIES NEED MORE• Historical Analysis & Forecasting:

“What’s changed in my pipeline? How does my pipeline compare with the same period of time last quarter/year/month?”

–Enable rich analysis across time: Show current state Show historical states Enable conversion analysis Show stage velocity

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SOME COMPANIES NEED MORE• Insight Across the Enterprise:

“Did my commit meet my forecast? What is the overall cost of my leads that convert to closed/won deals?”

–Create a single, holistic view: Integrate financial bookings,

ERP and any third party data sources Ensure data consistency Automate data consolidation