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Building Your Life & Health Insurance Business with Salesforce
Karen Morton, Genworth Financial
Paul Carrasco, Genworth Financial
Katy Zahn, AMERIGROUP
Track: Financial Services
DF07-LifeIns-0907
Safe Harbor Statement
“Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements including but not limited to statements concerning the potential market for our existing service offerings and future offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make.
The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance of the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our effective tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange rates and interest rates.
Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com/investor. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.
Thank You to Our Partners!!!
Customers in all segments have found success with Salesforce.com
P&CLife
Distribution
PersonalIndividual
Group CommercialBroker
HealthPersonal
AnnuityLifeGroup BenefitsHealth
The demand for relationship management has never been greater
Direct and intermediated distribution
Businesses and Consumers
Why are Insurance Companies Coming to Salesforce?
Brokers
Banks
Consultants
Agents
Advisors
Karen Morton
IT Leader, Retirement and Protection Sales Solutions
Paul Carrasco
IT Project Leader, Retirement and Protection Sales [email protected]
All About Genworth Financial
• INDUSTRY: Insurance
• EMPLOYEES: 7,000
• GEOGRAPHY: Global
• # USERS: 170
• SALESFORCE.COM PRODUCT(S) USED: SFA, 6 AppExchange applications
(3 external & 3 internal) as of September 2007
Genworth is a global financial security company dedicated to providing trusted solutions that help people realize their dreams - of owning homes, building peace of mind, achieving aspirations and enjoying financial independence.
Genworth Business Situation in 2004-2006
Had many groups, all using different business processes and tracking different data
Difficulty tracking producer interactions with the company
Multiple systems in place for tracking producer interactions
Some producer interactions not being tracked at all
Multiple groups with
unique tracking needs
Overlapping efforts among
several groups
No single view of the
customer internally
Existing systems not
meeting all business
needs
Situation Challenges
Genworth Needed To Address Challenges
1. …offered a single View of a Producer…
2. …was flexible enough to work the way Genworth does,
including variations across different divisions…
3. …and helped run the business by providing insights into the
most important activities and metrics.
To achieve greater success, Genworth needed a solution that…
Solution: Salesforce.com and AppExchange
Better Technology
• Increased adoption
• Higher security and tracking of
changes to producer records
• Better accessibility for users
• More flexible – supports the
business better
Salesforce.com Deployment DetailsApplications: SFA, AppExchange apps170 usersIntegration Points: 10 Scontrols, 3 Custom Apps, backup to
Oracle, feeds from mainframe systems.
Leveraging the AppExchange
ExactTarget • Used for email notifications to customers
• Pulls contacts out of SFDC to send and track emails
Brainshark • Integration makes it easy to share Brainshark presentations with contacts through the application and tracks their use of the presentation
Mobile Console • In pilot currently
Fixed Life Sales Support Team Call Tracking
Initial Load of Accounts and Contacts from Access Database
Integration with ExactTarget
TLC Team Call Tracking
2007 (To Date)20064th Quarter 2005
Advanced Marketing Call Tracking
LTC Group Opportunity Tracking
Merged two Salesforce instances
Internal Wholesaler Call Tracking
Onboarding process for LTC Career Team
Current RolloutFlexible architecture allowed initial rollout with quick expansion from there
15 Users
199 Users1 Admin
2 System Admins3 Business Admins
1 Developer
119 Users
2 System Admins3 Business Admins
1 Developer
IT Project Tracking Module
Load of data from Licensing Admin System
Request Tracking
Integration with Brainshark
Adoption & Results
Results
• 100% of calls are logged by Sales phone teams
• Elimination of Access databases
• Single point for Change Requests
• Project Tracking
• Higher user satisfaction with web based system.
• Customized Search functionality that fits our business
model.
User Feedback
Mary Steuart, Sales Analyst, Genworth Financial
(September, 2007)
• “Setting up a new account and GA Id's and doing
updates are a breeze now! When I look back to
where we were early last year to now, it doesn’t seem
like the same system.”
• “I love Salesforce and that is coming from me the
non believer at first on what sales force could offer
us.”
Account Screen Shot
Contact Screen Shot
IT Project Screen Shot
Request Screen Shot
AMERIGROUP Background
• INDUSTRY: Managed Healthcare
• EMPLOYEES: 3,833
• MEMBERS: • Medicaid – 1,332,000• Medicare – 5,000 going to 20,000
• GEOGRAPHY: Multiple states throughout the US
• # USERS: 14, expanding to 100 in October
• PRODUCT USED: SFA
AMERIGROUP is a a multi-state managed healthcare company focused on serving people who receive healthcare benefits through publicly sponsored programs, primarily Medicaid and Medicare. AMERIGROUP is one of the few companies addressing the needs of the “dual eligible” market.
AMERIGROUP : Launching Direct Sales
Core business is Medicaid
No direct sales force
No CRM systemIn 2006, the company began providing a Medicare product
Involved direct sales
Required a CRM system
Sales Process
Leads from internal member data, purchased lists, advertising, direct mail
Qualification (telemarketing)
In-home appointments
Application
Members
New sales process necessitated creation of a CRM system at Amerigroup
Challenges Posed by New Sales Model
Launch in two locations, quickly expand to more TX & MD in 2007 NY, NJ, FL, NM, TN in 2008 Need to be able to launch and train quickly
Distributed sales teams made it difficult to track activity and other key metrics
Source and qualify leads from multiple sources
Business
Technology Mobile sales force without computer access Few IT resources available Transition from existing homegrown system
AMERIGROUP’s Solution
How did we address these challenges?• Hired Sales Coordinators to sit between mobile field sales and
Salesforce.com
• Centralized training in Virginia Beach for Coordinators
• Track all calls made against leads. Track conversions at each stage of pipeline and use data for reporting
• Imported all existing data directly into Salesforce.com as part of the launch
Deployment Details SFA 14 users initially Telemarketers and Marketing Coordinators Onsite training for all users Phase 2: Integrate with core enrollment system
AMERIGROUP’s Solution
Lead list identified
Telemarketer calls leads
Home visit scheduled
App-lication
received?
Outcome recorded in Salesforce
Decline recorded in Salesforce
Re-contact task auto generated
No
Te
lem
ark
etin
gS
ale
sC
oo
rdin
ato
r
Yes
Yes
No Decline recorded in Salesforce
Re-contact task auto generated
Lead interested
in appt?
Application processing
Ease of Implementation
Katy hired in November 2006
No IT background
No CRM experience
No data management experience
Salesforce Professional Services helped to
configure it at end of November
2 week internal testing
Katy loaded all the data into the app
Launched January 8, 2007
Sample Reporting
Results & Key Benefits
Very successful sales organization
• 21% of calls get through
• 30% of those converted to in-home appointment
• 68% close ratio on in-home visits
Key benefits of Salesforce for Amerigroup
• Senior management visibililty
• Combining compliance with better lead management
• Insight into value of leads
Moving Forward with Salesforce.com
Expanding to 5 new states, 33 new markets
Training, implementing new users
Integrating with core system, FACETS
Leveraging Salesforce.com for Incentive
Compensation tacking, processing, payment
Karen Morton
IT Leader, Retirement and Protection
Paul Carrasco
IT Leader, Retirement and Protection
Katy Zahn
Manager, Sales and Marketing Operations
QUESTION & ANSWER SESSION
Don’t miss these Activities:
Visit our Financial Services Expo
13 Partner Solutions
Financial Services Demos
Meet 700 Financial Services Attendees
Enjoy a Latte and Network in our Industries Lounge
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Customer Hall of Fame
Dianne Wright, Vice President, Sales Operations Leader says: “…Integrating Salesforce.com into the sales team has truly been rewarding, enlightening, thoughtfully planned and implemented and most importantly led by Karen's and Paul's excellent leadership. They clearly demonstrate the energy, passion, creativity and expertise that we needed for this integration.“
What the fans are saying:
Famed Statistics (Sept. 07):70% Login Rate20 Custom Tabs22 Custom ObjectsApps Downloaded: Brainshark, ExactTarget, Salesforce Mobile
Meet Me At:• Building Your Life Insurance Business with Salesforce
Karen MortonGenworth FinancialIT Leader, Sales Solutions
Paul CarrascoGenworth FinancialIT Project Leader, Sales Solutions
Customer Hall of Fame
Jon Leeke, Vice President of Medicare Sales and Marketing says: "As our company embarks on a major product expansion for 2008, offering a suite of new programs in nine new markets within seven states, Salesforce will play an integral role as the mechanism monitoring all aspects of the sales process. Katy is the hub around which all this activity circulates. Without her expertise, dedication and attention to detail, we would have little hope of success. Couple this with her warm and engaging personality, and you have a true role model for the entire organization."
Katy ZahnAMERIGROUP CorporationManager, Sales and Marketing Operations
What the fans are saying:
Famed Statistics:85% Login RateApps Downloaded: Planning & Adoption Dashboard
