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
Valgen Inc © 2009-2015 All Rights Reserved
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...”
Valgen Inc © 2009-2015 All Rights Reserved
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
Valgen Inc © 2009-2015 All Rights Reserved
• Salesforce not meeting lead generation needs• Dealing with perceptions and mindset of reps
Revamp from the ground up
Valgen Inc © 2009-2015 All Rights Reserved
Phase 1: Assess and take stock (2011/12)Enter Dr. Henkel…
What the heck’s in Salesforce???
Valgen Inc © 2009-2015 All Rights Reserved
Critical data missing, diverse sources(aka “duplicated”)
Valgen Inc © 2009-2015 All Rights Reserved
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
Valgen Inc © 2009-2015 All Rights Reserved
Poor Quality = Reps unable to get through
63% of Leads closed for Invalid/ Incomplete/ Incorrect reason
Valid Reasons
Leads Disposition: Closed Reason
Valgen Inc © 2009-2015 All Rights Reserved
Phase 2: evolved tools and methods
Start with SalesforceExplore Marketing
Automation
Slow but steady progress…
Valgen Inc © 2009-2015 All Rights Reserved
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!
Valgen Inc © 2009-2015 All Rights Reserved
Phase 3: not just about data anymore! (2013/14)
Review & Update
Train Reps!
Make Apps more valuable
Holistic ConversationsExec, Sales, Marketing, IT
Valgen Inc © 2009-2015 All Rights Reserved
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
Valgen Inc © 2009-2015 All Rights Reserved
Valgen Inc © 2009-2015 All Rights Reserved
Cleanse allowed matching to be robust
Valgen Inc © 2009-2015 All Rights Reserved
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
Valgen Inc © 2009-2015 All Rights Reserved
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!
Valgen Inc © 2009-2015 All Rights Reserved
Database Growth: Quality over Quantity
STOP &Take Stock
Acquisition
Cleanse
Consolidate,Enhance
Effect of Consolidate + Enhance
How and why database records were added…
Valgen Inc © 2009-2015 All Rights Reserved
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
Valgen Inc © 2009-2015 All Rights Reserved
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
Valgen Inc © 2009-2015 All Rights Reserved
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!
Valgen Inc © 2009-2015 All Rights Reserved
Angie Henkel
Sales & Marketing
Database Manager,
Fleetmatics
Parth SrinivasaPresident,
Valgen
Thank you!
Please visit www.valgen.com
@valgeninc(847) 800-9310