How to Create Top Sales Dashboards

How to Create Top Sales Dashboards Thomas Tobin, salesforce.com Ashley Landry, SunGard Jennifer Wobser, FFF Enterprises Track: Sales Operations

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Creating Dashboards Where did dashboards originate? The process to create a good dashboard SunGard and sales executive dashboards FFF Enterprises and sales dashboards Questions and Answers

The origin of Dashboards LEO: 1951 Lyons – tea and cake chain in UK Weekly output Over-and-under average pay per bakery Production summaries Structured reports from accounting and transactions Spreadsheets Model-driven simulations

Same set of questions as in 1951 The consumer The business question Why do they want to know? What shape should it be? Where does the answer come from? What questions will there be from this number? What can they do to change it?

Ashley Landry Project Manager – Salesforce.com Operations Team [email_address]

SunGard Data Systems Global leader in integrated software and IT services 25k customers in over 50 countries including the world's 50 largest financial services companies Supply solutions to the financial services industry, higher education and the public sector Provide solutions to information dependant enterprises of all types to maintain the continuity of their business through information availability services Privately Owned Company Annual revenue of $4 billion Global infrastructure spanning 50+ business units INDUSTRY: Software & IT Services EMPLOYEES: 16000 GEOGRAPHY: Global PRODUCT(S) USED: SFA, Service & Support, 3 AppExchange Applications # USERS: 1000+

SunGard Standard Dashboards Executive Adoption Marketing GAM Account Dashboard – All Accounts GAM Account Dashboard Individual GAM Dashboard Executive Adoption Marketing Sales Analysis Executive Adoption Marketing Corporate Group Business Unit Global Account Management

Key Challenges Global Account Management Across 40 Independent Business Units Lack of… New Deal Awareness Solution Selling Meeting Collaboration Pipeline Views Quota Management Low customer service Reduced revenue Inefficiency Poor account planning

The Solution - How did we address the challenges? Global Account Dashboards Global Account Managers need to know… What’s about to close? What’s new? Who’s meeting with who? How are deals progressing? Are we reaching our goals? Based on the following custom fields: Ultimate Parent GAM Account GAM Quotable Revenue *Open sharing model for relationship exposure

Short-Term What’s about to close? Who’s meeting with who? What’s new? What’s big?

Big Picture How are things progressing? Pipeline by Account Stage Type – focus on new business Business Unit – solution selling, cluster products, gaps

Long-Term Are we reaching our account management goals – pipeline and actual? Quarterly Annually

Results What were the results? Higher customer satisfaction Visibility for improved Solution selling Relationship leverage Quota management Account planning

In the Future… In the News (Factiva) – What are the top stories for my accounts? Account Status – Integrate project management tools

Jennifer Wobser Business Systems Analyst and Salesforce.com Administrator [email_address]

FFF Enterprises The Nation’s Largest Bio-pharmaceutical Distributor Nationwide distribution of biopharmaceuticals, plasma products, vaccines, and trial drugs Commitment to making a difference in healthcare Privately Owned Company Founded in 1988 Four Corporate Divisions 40 Outside Field Sales Reps/10 Inside Sales Reps INDUSTRY: Biopharmaceutical Distribution EMPLOYEES: 200+ GEOGRAPHY: Headquarters based in Temecula, CA PRODUCT(S) USED: Premium Support, AppExchange Mobile, and 6 AppExchange Applications # USERS: 90+

Key Challenges Executives Needed view over field and house reps Missing metrics on time invested vs. revenue Reps No view over product/territory revenue split Accounts being untouched Unpredictable revenue Lower accountability View only extends to the edges of the desk

What did people want? I had a personal view of the problem Spent 2 years in sales Started doing admin work and tracking the metrics on what I wanted for myself when I was in sales Analyzing what activity/account information was available to the reps within salesforce.com Built the dashboards Talked to my executive users Talk-and-tweak Regular changes after listening to their experience of Salesforce and business processes

Where did the data come from Internal ERP (Movex) Data loaded each night using custom process Loads customer info Loads orders and items history into custom objects Salesforce.com Logs Activities Analyzes Sales

How did we organize it? Created Dashboard folders By Role: Management, Sales, CS, etc. By Metric: Activities, Sales, Territory, etc. Standardized Templates Each sales rep received the same dashboards Management can also access sales dashboards

Deciding what people see User profile/target audience Do they know how to decipher data? Multi-variable graphs, stacked bar charts or just line graphs? First divide dashboard using columns Weekly, monthly, quarter 2006,2005,2004 Then by component Product group, topic, activity

FFF Example – Management Activity Dashboard Monthly View Graphical representations of total activity goals Summaries by department, facility type, & users with the most activities logged

FFF Example – Sales User Activity Dashboard Overall View Total accounts owned with logged activities vs accounts without activities Summary of activities by month and week Click on any component to obtain the target report underneath

Instant Dashboards on the Appexchange Easy to find Go to the AppExchange Type in ‘Dashboards’ Get it now Instant reports and folders are created Won’t interfere with existing reports or dashboards

How did it work? Metrics on success Management tracked activities = 50% rise in logged activities Additional10% increase in activities after dashboard on sales performance by territory Sales reps Now easily find where to get low-hanging fruit = increased profitability Execs Can review sales activity performance daily from any computer Increased communication - everybody knows what’s measured and how Unexpected Bonus Sales support center gets 80% less calls by sales reps for account sales statistics and invoiced account orders

Jennifer Wobser IT Administrator Ashley Landry Project Manager Thomas Tobin Product Manager QUESTION & ANSWER SESSION

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How to Create Top Sales Dashboards

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