Published on March 6, 2014
Grow Faster with the Right Data How Splunk Keeps Business Running at Full Speed Christopher Nelson, Splunk, Sr. Director of Business Applications Brett Stineman, Salesforce.com, Director of Product Marketing
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Session Participants Christopher Nelson Brett Stineman Sr. Director of Business Applications Product Marketing Director
Agenda • Understanding the Growth Framework • Splunk – a Growth Machine Business Case Study • Growth Machine Best Practices • Key Takeaways & Next Steps • Q&A
The Best Strategy for Success? Depends on Your Course
The Four Categories of Growth Hustling Startup Growth Machine Focus: Building Demand Challenges: Focus: Keep Momentum Challenges: - Find customers - Establish foothold in market - Stay lean and fast - Balance growth and control - Improve communication - Increase productivity Scalable Business Optimized Enterprise Focus: Strategic Expansion Challenges: Focus: Sustainable growth Challenges: - Scale efficiently - Integrate processes/data - Organizational siloes - Manage channels/partners - Organizational overhead - Innovation over intertia
Christopher Nelson Splunk, Inc. Sr. Director of Business Applications
Splunk Splunk was founded to pursue a disruptive new vision: make machine data accessible, usable and valuable to everyone. It's what we call Operational Intelligence. § Extended period of rapid revenue growth § § § Freemium business model generates high volume leads/interest Dealing with leads coming in from multiple sources Rapidly expanding Sales Team (Size & Geography) § Salesforce customer since 2008 § Data.com Prospector customer since Jigsaw § Data.com Clean customer since 2012
Splunk’s Journey to Clean Data Splunk Data Pre IPO § Multiple Data Sources § Duplicates & Bad Data § Hidden Great Data Business Challenge: § How do we scale with Data Challenges? § Can we find our Great Data Quickly? Our Data should be an Asset and not a Liability!!
A Master Data Process & Data.com Splunk Data Principles: § Accurate § Complete § Consistent § Timeliness Data.com Clean: § Baseline • Accuracy • Completeness • Timeliness Data Operations: § Data Council § De-Dupe Strategy § Metrics § Measure • Match Rate • Completeness • Splunk Score Process Data.com
Managing the State of the Data Step #1 -Increase Match Rate Across Objects Step #2 – Analyze Data that doesn’t Match Step #3 – Manage to a Defined Quality Score
Discussion: Growth Machine Best Practices
Growth Machine Best Practices PROCESS DATA • • • Invest in a Sales Intelligence solution to clean and enrich your customer data • Define which customer data is the highest value; focus data quality initiatives on it • Ensure you have the right reports to assess and understand your growth opportunities • Define data flows and which system should be the customer master PEOPLE • – – Use workflows and process automation to manage leads and improve sales productivity Define hand-off between Marketing and Sales for lead management Invest in role specialization for Marketing and Sales: – – • Inside Sales Sales Ops Marketing Ops Marketing Campaigns Bring in an experienced CRM admin to establish system and data stewardship controls
Key Takeaways & Next Steps • Download the Grow Faster with the Right Data eBook – bit.ly/eBookRightData • 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 for data +people+process Implement in small pilots and show measurable wins
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