NYC data quality presentation

Valgen Inc © 2009-2015 All Rights Reserved

Angie Henkel

Sales & Marketing

Database Manager,

Fleetmatics

Parth SrinivasaPresident,

Valgen

NYC Breakfast with Data.com

Fleetmatics & Valgen: on a quest for Data Quality


4-year journey to accelerate lead generation

In the beginning: Data, Data everywhere, not a drop to use

aka… the Wild West

Phase 1: Assess/take stockPhase 2: Define vision: Basic blocking and tackling of data quality – tools and methodsPhase 3: Develop advanced cleansing and enrichmentPhase 4: Drive business value: powering Marketing programs, enabling Sales processes

Realizing Success:Working now on “And happily ever after...”


In the beginning: Feels like what could possibly be broken… has been broken

Entrepreneurial roots and the race for market share

Data coming and going any which way

Every sales region… a different process


• Salesforce not meeting lead generation needs• Dealing with perceptions and mindset of reps

Revamp from the ground up


Phase 1: Assess and take stock (2011/12)Enter Dr. Henkel…

What the heck’s in Salesforce???


Critical data missing, diverse sources(aka “duplicated”)


Phase 2: Basic blocking and tackling (2012/13)

• Game ground plan of “first and ten”• Need tools like Data.com

– But, poor marketing automation processes• Assess what’s working, what’s not• With over 30% growth, had to fix ASAP


Poor Quality = Reps unable to get through

63% of Leads closed for Invalid/ Incomplete/ Incorrect reason

Valid Reasons

Leads Disposition: Closed Reason


Phase 2: evolved tools and methods

Start with SalesforceExplore Marketing

Automation

Slow but steady progress…


Phase 3: advanced cleanse + maintain • Outgrew needs with ad hoc and existing tools• Valgen delivered advanced capabilities• Expand into mid-market and Enterprise Sales• Maintenance!


Phase 3: not just about data anymore! (2013/14)

Review & Update

Train Reps!

Make Apps more valuable

Holistic ConversationsExec, Sales, Marketing, IT


Extensive matching + enhancing Salesforce

• Cross-object deduping, fuzzy matching, duplicate reduction• Tagging master and subordinates; rep assignment• Rules applied on “duplicates” – fields and records

• Initially helped SMB, then Med-Large and then Enterprise sales strategy caught on!

Cleanse Match Survive Reconcile

New tools and features



Cleanse allowed matching to be robust


Survive applies advanced rules to keep record

Rep/Queue

Lead Status

Last Sales Touch

If rep, then keep

Most active? Keep that!

Retain record with most recent sales

touch


Phase 4: Driving business value (2014/15)• Continue database acquisition and growth

– From 500K to 3.3M in 4 years!• Accelerate proactive data quality measures• Support rise of marketing automation usage• Enrich Valgen cfMAPP app used by reps: 80,000 hits/mo.• Exploring more new tools in Salesforce stack

Consistently delivering results: not one and done!


Database Growth: Quality over Quantity

STOP &Take Stock

Acquisition

Cleanse

Consolidate,Enhance

Effect of Consolidate + Enhance

How and why database records were added…


Focus on getting Fleet Data

Started with 448K, currently it is 1.8M On average, 11% of data related to Industry was added from 2011 to 2015

Cumulative YoY Levels


What’s in our future?• Evaluate Data.com

– API integration with Valgen cfMAPP• Evaluate Pardot/streamline stack• Continue sourcing relevant industry data• Leverage lessons internationally• More training for Reps!

The Road

Ahead


Summary: the key to great data• A multi-step process… no easy fix• Need discipline to stay focused• Choose high caliber partners who invest

in your business• Reach out and get help; benchmark,

apply lessons learned• Communicate, Communicate,

Communicate!


Angie Henkel

Sales & Marketing

Database Manager,

Fleetmatics

Parth SrinivasaPresident,

Valgen

Thank you!

Please visit www.valgen.com

@valgeninc(847) 800-9310

http://www.valgen.com/

Data & Analytics

NYC data quality presentation