Published on January 27, 2014
Grow Faster With The Right Data Best practices for growth through the right strategies at the right time Harish Peri, Salesforce.com Fran Blumenfeld, Meridian Group Intl
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Housekeeping Notes 1 Join the conversation on Twitter Post Your Questions In the question box Webinar Moderators Social Stream Use Hashtag #growwithdata On Twitter
Session Participants Harish Peri Product Marketing Director, Data.com Fran Blumenfeld Corporate Communications Director, Meridian Group International
Agenda The Growth Question(s) The Four Categories Of Growth Meridian Group Intl – Scalable Business Case Study Data, People & Process Best Practices Key Takeaways & Next Steps
The Growth Question(s) What’s the secret to sustainable growth? Do I have the right strategy in place to grow my organization? How do I allocate resources to grow the right way?
No ‘One-size-fits-all’ Answer Depends on where you’re focused as an organization
The Four Categories of Growth Hustling Startup Growth Machine - Find customers - Establish foothold in market - Stay lean and fast - Balance growth and control - Improve communication - Increase productivity Focus: Building Demand Challenges: Focus: Keep Momentum Challenges: Scalable Business Optimized Enterprise - Scale efficiently - Integrate processes/data - Organizational siloes - Manage channels/partners - Organizational overhead - Innovation over intertia Focus: Strategic Expansion Challenges: Focus: Sustainable growth Challenges:
Meridian Group International A ‘Scalable Business’ Case Study
Better data visibility for improved cross-selling Fran Blumenfeld Corporate Communications Director
Who We Are Meridian Group is an organization of companies helping businesses around the world optimize the strategic value of their IT investments. Privately held; founded in 1979 Foundation in equipment leasing and brokerage Global reach Over 1300 technical certifications across multiple vendors
The CHALLENGE Continual growth by acquisition presents challenges when trying to present “one face” to our customers Prospect and account duplicity Inaccurate data Mapping Meridian to our customers
The SOLUTION Create a single view of our customers for marketing and sales, allowing us to track and drive business across our portfolio as a unified enterprise Salesforce.com – platform for customer data Data.com – improved customer insight Pardot – ongoing customer communication People/Process – Marketing owns customer data stewardship across all units; map customers to D&B DUNS hierarchy to understand our relationships
Data, People & Process Best Practices
Category 1 – The Hustling Startup Its all about ‘test, measure & refine’ Data Strategy Process Strategy People Strategy Use CRM aggressively Define and experiment with titles & industries Data acquisition plan Demand gen tactics Enforce CRM usage Define & enforce KPIs Hire hunters Outsource non-core functions Define sales roles you need
Category 2 – The Growth Machine You’re nailing it. Now do what’s working, over and over and over Data Strategy Process Strategy Focused data cleansing ‘Smart’ data – adjacent verticals & decision makers Reporting Establish best practices: lead gen, lead flow, hand-offs Data governance 101 Enforce CRM usage People Strategy Invest in Sales Ops Invest in Marketing: ops, customer references, lead gen Invest in CRM admin
Category 3 – The Scalable Business Take a moment, and get your house in order Data Strategy Single source of truth 3rd party data standard for - territory planning - whitespace - lead routing Data ‘priority’ Process Strategy People Strategy Audit data flows Define data quality & survivorship rules Implement consistent processes for territory planning, seg. analysis More defined sales support roles – channel mgrs, sales strategy, enablement Set up dedicated data stewardship team – need exec sponsorship Establish CF committee for data governance
Category 4 – The Optimized Enterprise Double down for long-term growth Data Strategy Enterprise-grade single source of truth Automated CRM data cleansing strategy Invest in data analytics Process Strategy Internal data ‘SWAT’ team: document system architecture data flow around CRM Regular data audits & process reviews People Strategy Focus on specialization Build out operations, strategy & business analyst roles Identify Centers of Excellence to champion DQ initiatives
Key Takeaways & Next Steps Download the Grow Faster with the Right Data eBook bit.ly/eBookRightData Continue conversation on Twitter: #growwithdata Take this back to your workplace Setup a kickoff meeting with the key stakeholders Decide which category you’re in Craft a 30-60-90 day action plan that keeps data+people +process consistent Implement in small pilots and show measurable wins
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