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Modeling Financial Services Business Processes Gregory Altonji, Citi Lava Trading Jason Atwood, Citi Smith Barney Peter Coleman, ThinkEquity Partners LLC Industry Focus: Financial Services

I F F02 Pat Fisher 91707 Ver2

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Page 1: I F F02  Pat  Fisher 91707 Ver2

Modeling Financial Services Business Processes

Gregory Altonji, Citi Lava Trading

Jason Atwood, Citi Smith Barney

Peter Coleman, ThinkEquity Partners LLC

Industry Focus: Financial Services

Page 2: I F F02  Pat  Fisher 91707 Ver2

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.

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Thank You to Our Partners!!!

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Gregory Altonji

CRM Project Manager

[email protected]

Page 5: I F F02  Pat  Fisher 91707 Ver2

About Lava Trading

• INDUSTRY: Financial Services

• EMPLOYEES: 320

• # USERS: 70

• PRODUCT(S) USED: Sales Force Automation, Relational Junction for

Salesforce, 5 downloaded AppExchange applications (3 dashboard apps,

Vacation Requests, Mobile Admin Console)

Citi's electronic trading solutions, including the Lava technology, provide high-performance trading products for our clients and the financial services industry. Our Lava technology was the first solution to truly consolidate market data distribution and order execution capabilities across all major liquidity sources, including NASDAQ, Listed exchanges, ECNs and ATSs. Our OTC, Listed and Foreign Exchange solutions are used by broker/dealers, market makers, hedge funds and institutional investors.

Page 6: I F F02  Pat  Fisher 91707 Ver2

Lava Trading Case Study - Provisioning

Sales team closes the sale (contract signed)

Implementation Team coordinates onboarding the

new client

Various work requests to internal departments

Status updates and feedback

1st Trade – Revenue begins

Page 7: I F F02  Pat  Fisher 91707 Ver2

Key Challenges

• Long lead time to begin implementation, up to

2 weeks

• Sales Questionnaire rework common

• Inaccurate data

• Duplicate Account and Contact data across

systems

• Create local copy of Salesforce database

• Integration Data Cache

• Live Backup of schema and data

Page 8: I F F02  Pat  Fisher 91707 Ver2

Solution

Integrate Salesforce.com data to internal applications

Backup of Salesforce.com data and schema is never more than 15 minutes old

Relational Junction for Salesforce provides full synchronization of data and schema

Relational Junction vendor maintains compliance with SOAP API updates, frees us to focus on our core competencies (database to database integration, business applications)

CPMS(.NET)

Salesforce.com

SalesforceDB

Page 9: I F F02  Pat  Fisher 91707 Ver2

Before and After Processes - CPMS

Sales to Implementation Process Before Integration

CPMS(Implementation Team)

Salesforce.com(Sales)

Close Sale

Complete 4 page SQ Word Document

Update SQ

SQ Complete?Create Project

Record

Stop

Notify Sales Team

Email SQ to IM Yes

No

Update Opportunity

(maybe)

Monitor Progress via email/sneaker

net

Sales to Implementation Process After Integration

CPMS(Implementation

Team)

Relational Junction Sync(MS SQL Server)

Salesforce.com(Sales)

Yes

Sync

No

Update Opportunity with Project Created

date

Salesforce Opportunity

Updated

Create Project Record

Stop

Request Project(via date)

Begin Implementation

Close Sale

Notify Implementation

Team Lead

New Project Request?

Page 10: I F F02  Pat  Fisher 91707 Ver2

Results

What were the results?

• Reduced average Project Start time from 2 weeks to

15 minutes

• Sales has confirmation within Opportunity that

project has started

• Eliminated missing/inaccurate data

• Key business processes connected to common data

elements

Page 11: I F F02  Pat  Fisher 91707 Ver2

Integration Points

EmployeeDirectory

(MS Access)

Teleco(MS Access)

ProbMan(MS Access)

CPMS(.NET)

Salesforce.com

SalesforceDB

Employee Directory – employee contact records

CPMS – new client onboarding. Application to Application communication. Opportunity triggers new record in CPMS via SalesforceDB triggers.

ProbMan – trouble ticketing and work requests

Teleco – Telecom circuit tracking/billing

Salesforce.com – CRMAccount, Contact, Opportunity management

Page 12: I F F02  Pat  Fisher 91707 Ver2

Best Practices, Tips and Tricks

Plan for integration up front, include external system keys from the start

Bulk import of new account/contact/opportunity data via local copy of database and Relational Junction product to handle key assignment

Design SFA around end-to-end process Work implementation from both directions

Reporting/Dashboard/Analytics requirements (top down) Data entry/process requirements (bottom up)

Communicate/Document integration “rules” to internal developers

Page 13: I F F02  Pat  Fisher 91707 Ver2

Handling Account/Contact Merge

Problem Salesforce.com merge operation flags local record as a delete

(Delete=‘Y’) effectively orphaning the record Solution

Create child intersection objects for both Account and Contact Integrate to these intersection tables Salesforce.com merge includes the child intersection tables,

ensuring externally linked records always point to the active record

AccountExternalAccountInter-

section

Page 14: I F F02  Pat  Fisher 91707 Ver2

Lava Trading – Integration Summary

ChallengeChallenge

Integrate multiple internal applications with Salesforce.com to provide a consistent view of customer data.

Build internal CRM database to mirror Salesforce.com.

No in-house SOAP expertise.

Integrate multiple internal applications with Salesforce.com to provide a consistent view of customer data.

Build internal CRM database to mirror Salesforce.com.

No in-house SOAP expertise.

SolutionSolution ResultsResults Relational Junction for Salesforce

Auto-build internal mirror of Salesforce database instance.

Auto-update local schema based on Salesforce.com changes.

Synch data one-way, bi-sync or with filters.

Schema and data cache for internal integrations.

Use internally available expertise to build integrations via custom SQL Server database table triggers and stored procedures.

Relational Junction for Salesforce

Auto-build internal mirror of Salesforce database instance.

Auto-update local schema based on Salesforce.com changes.

Synch data one-way, bi-sync or with filters.

Schema and data cache for internal integrations.

Use internally available expertise to build integrations via custom SQL Server database table triggers and stored procedures.

Reduced project start interval from 2 weeks to 15 minutes

Eliminated expected 3 month project to build internal CRM data cache

Consistent view of Salesforce data within applications

Able to use existing reporting tool set to augment Salesforce.com reports

Leveraged Salesforce.com data/functionality to internal systems

Reduced project start interval from 2 weeks to 15 minutes

Eliminated expected 3 month project to build internal CRM data cache

Consistent view of Salesforce data within applications

Able to use existing reporting tool set to augment Salesforce.com reports

Leveraged Salesforce.com data/functionality to internal systems

SalesforceMultiple

Internal Systems

SalesforceDB Database Cache

Page 15: I F F02  Pat  Fisher 91707 Ver2

Jason AtwoodFirst Vice President – Technology Strategy

Citi Smith Barney

[email protected]

Page 16: I F F02  Pat  Fisher 91707 Ver2

All About Company Citi Smith Barney

• INDUSTRY: Financial Services

• EMPLOYEES: 317,000

• GEOGRAPHY: Global

• # USERS: 585

• PRODUCT(S) USED: SFA, Service & Support, 3 downloaded AppExchange

applications

Citi is a financial services company, with some 200 million customer accounts in more than 100 countries. Citi Smith Barney is the full service brokerage arm with over 14,500 Financial Advisors in 800 offices worldwide.

Page 17: I F F02  Pat  Fisher 91707 Ver2

Citi Smith Barney – We Hear You Program

Started in May of 2006

Program to encourage branch suggestions

Goal to streamline internal processes

Liaison for Financial Advisors

Email and management branch visits

Reports back to senior management

High touch feel for branches

Page 18: I F F02  Pat  Fisher 91707 Ver2

Citi Feedback – Key Challenges

Replace Manual Effort

• Email address on intranet portal

• Branch visits written on paper

• Excel spreadsheet for tracking

• Workflow through Outlook email

Technology Challenges

• No reporting

• No visibility into progress

• No accountability

• Retain personal touch

Page 19: I F F02  Pat  Fisher 91707 Ver2

Citi Feedback – The Solution

Buy vs Build analysis Sharepoint vs SalesForce.com

SalesForce.com Support Module• Web to case

• S-Control for contact creation

• Queue based workflow

• Dashboards & Reports

Deployment DetailsPhase 1 Phase 2

Products implemented SFA SFA# of Users 34 As neededIntegration points 2 3Training Once OngoingBusiness Units affected 5 units More

Page 20: I F F02  Pat  Fisher 91707 Ver2

Citi Feedback – Results

What are the results?

• Two month build time

• User training sessions

• Launched on 9/10/2007

• 50% of feedback incorporated

• Knowledge base growing

• Workflow enabled

• Clear visibility through dashboards

• Phasing in other channels

Page 21: I F F02  Pat  Fisher 91707 Ver2

Citi Feedback – Tips & Tricks

Assign the right people

SalesForce.com knowledge a plus

Have a hero

Decide on your data

Import vs starting fresh

Plan to move fast

Clear your calendar

Page 22: I F F02  Pat  Fisher 91707 Ver2

Peter Coleman

Chief Operating Officer

[email protected]

Page 23: I F F02  Pat  Fisher 91707 Ver2

All About ThinkEquity Partners LLC

• INDUSTRY: Investment Banking

• EMPLOYEES: 190

• GEOGRAPHY: Global

• # USERS: 120

• PRODUCT(S) USED: salesforce.com for Financial Services

Focused exclusively on the growth sectors of the economy, ThinkEquity Partners LLC offers targeted research, investment banking, wealth management and asset management services for institutional investors, corporate clients, venture capitalists, entrepreneurs and financial sponsors.

Page 24: I F F02  Pat  Fisher 91707 Ver2

Case Study – Key Challenges

Business Challenges

• No single client database

• No way to track the number of internal touch points

• No central forecast

• Poor customer conversion rates

Technology Challenges

• Integration between systems

• Multiple offices and a high degree of wireless users

Page 25: I F F02  Pat  Fisher 91707 Ver2

Case Study – Key Challenges, Cont.

Summary of Challenges

• Hard to define the level of service provided

• Lost revenue

• Inefficient use of valuable resources

• Low quality customer service

Page 26: I F F02  Pat  Fisher 91707 Ver2

Case Study – The Solution

How did we address these challenges?

• Centralized client database

• Integrated all client touch points

• Integration of related systems

• Mandate usage

Deployment DetailsPhase 1 Phase 2

Products implemented SFA SFA# of Users 100Additional 20Integration points None 2Training Quarterly QuarterlyBusiness Units affected 3 units All units

Page 27: I F F02  Pat  Fisher 91707 Ver2

Case Study – Results

What were the results?

• % Improvement – focused 600+ clients down to 80 (4 –

20 lists)

• Cycle time improvements – total view of customer “what

they are eating at the trough”

• Visibility

• Accuracy

• Higher customer satisfaction

• 44% firm-wide revenue growth versus 4% the year before

Page 28: I F F02  Pat  Fisher 91707 Ver2

Integration is Key to Usage - Example

Department: Brokerage

# Users: 100

Key Requirements

• Ease of use/deployment

• Integrate with publishing/commissions system

• Executive visibility

Key Benefits

• Increased customer visibility

• Increased department interaction

• Focused revenue expansion

Page 29: I F F02  Pat  Fisher 91707 Ver2

Sample Screen Shot

Page 30: I F F02  Pat  Fisher 91707 Ver2

Don’t miss these Activities:

Visit our Financial Services Expo13 Partner Solutions Financial Services DemosMeet 700 Financial Services

AttendeesBirds of a Feather Industry

Luncheon: Tue 12:15Enjoy a Latte and Network in our

Industries Lounge

Page 31: I F F02  Pat  Fisher 91707 Ver2

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