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Education on Demand
Bob Weir, Northeastern University
Marc Sternberg, Bronx Lab School
Trevor McDougall, IDP Education Australia
Daniel Strunk, DePaul University
Track: Nonprofit, Government and Education
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.
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All About
• Industry: Higher Education
• Community: 20,000+ students, 3000+ faculty/staff, 180,000+ alumni
• SFDC Focus: Contributor and prospect relationship management
• Prospects/contributors: 275,000 individuals, foundations, corporations
• Users: 150 University Advancement staff, administrators, and executives
Founded in 1898 in Boston, Northeastern is the 5th largest private university in the United States and is renowned for:
Experiential Learning (#1 in Coop per US News and World Report) Interdisciplinary Research (over $70 million sponsored annually) Urban Engagement in the heart of Boston
www.northeastern.edu
Case Study – Key Northeastern Challenges
Business Challenges• Renewed emphasis on university advancement
• New President plus Senior Vice President for Advancement
• Distribution of responsibility (& staff) into colleges/units
• Includes internal and external cultural change
• Ability for one-to-one connection & management at scale
• Strict contact and fiscal management plus security
Technology Challenges• 100 day development cycle during organization transformation
• Shift system/service perspective from ‘system out’ to ‘customer in’
• Bi-directional integration with ‘back-end’ PeopleSoft systems
Case Study – The Northeastern Solution
How did we address these challenges?
• Adapted SFDC sales management functionality to fundraising
• 100 day project (from idea to production deployment)
• Engaged SFDC services team including dedicated project lead
• Assigned NU project management & enterprise systems resources
• Created representative knowledge worker/executive steering team
• Rapid prototyping with concurrent information architecture
development and enterprise systems integration
• Policy and practices decisions ‘on the fly’ with later confirmation
• Eventual reliance on Cast Iron integration appliance technology
Case Study – The Northeastern Benefits
Quick enablement of a completely new organizational structure with evolving objectives, structures, processes, hiring…
Unprecedented user acceptance Ease of use
7X24 availability anytime, anywhere
Up to the minute information
Knowledge worker direct client information update
One tool for all staff functions (dev’t, alumni, mgmt, etc)
Dynamic evolution Division calendar for all events, conferences, etc.
Added ‘Northeastern Ambassador’ field in one day
Growing use of workflows and alerts
Northeastern’s salesforce.com Future
Continued evolution of the Advancement SFDC Support for mobile devices
Standard reports for cross-organization consistency
Executive and knowledge worker dashboards
Events calendar integration with Lotus Notes
Transparent replacement of the ‘back-end’ system
Additional Salesforce CRM application pending Student ‘Early Warning’ System
• Faculty/Advisor communications and management tool for student progress & performance concerns
All About Bronx Lab School
• INDUSTRY: Secondary Education
• EMPLOYEES: 52
• GEOGRAPHY: New York City
• # USERS: 52
• PRODUCT(S) USED: CRM functionality “Principalforce”, Crystal Reports
integration for student transcripts
Founded 2004, Bronx Lab is a college preparatory school located in the Central Bronx that currently serves 420 minority, under-resourced high school students from across New York City.
Case Study – Key Challenges
Business Challenges• Having a single-source record for basic student contact data
• Collecting data on grades, attendance and behavioral information
• Tracking student progress across teachers
• Creating and sharing student transcripts
Technology Challenges• City mandated system (ATS) for student attendance
• Built in 1978 in DOS – only 5 resources for 1,400 schools • One way data flow – data goes in but doesn’t come out• Not customizable – doesn’t allow non-traditional reporting• Inability to access systems from off school premises
• Moving away from Excel & paper-based record keeping with non-tech savvy user base
Case Study – Key Challenges, Cont.
Summary of Challenges
• Difficulty collecting and sharing student information
across different teachers, counselors etc.
• Inability to track non-traditional metrics
• Innovative educational processes hamstrung by
traditional, legacy systems
Case Study – The Solution… “Principalforce”
How did we address these challenges?• Treating students as clients and using robust CRM system to manage all
aspects of the student experience• Basic contact information
• Student behavior
• Credit accumulation
• Grades – immediate dissemination and historical analysis/comparison
• Multiple teacher input for parent meetings
• Use Crystal Reports to generate student transcript (given to student every 4 wks)
Deployment Details#Users - ~800Training - Friday morning bagelsOngoing improvements – Project management application, grade book integration, parent access
Case Study – Results
What were the results?
• ~30 NYC schools now using Salesforce.com
• 800 users using one instance
• Ability to perform non-standard reporting including
“narrative grading”
• Better accuracy with data submitted to City
All About IDP & IELTS
IDP is a global company offering student recruiting and testing services around the globe. IDP is part-owned by 38 universities in Australia and represents all education sectors.
International student services Assessment and evaluation services for education and
immigration
IELTS is the International English Language Testing System owned by IDP and used in 120 countries worldwide.
Recognised by over 1000 U.S. higher education institutions Located in Pasadena, CA
Case Study – Some Key Challenges
Business Challenges• No visibility of student information• Poor student qualification• Ad-hoc approach to marketing• Complexity of business rules
Technology Challenges• Multiple systems for collection• Internet speed• Failed “Global Apply Online” project
• INDUSTRY: Education – student recruitment and language testing
• EMPLOYEES: 700
• GEOGRAPHY: Global, HQ Australia
• # USERS: 500
• PRODUCT(S) USED: SFA, Service & Support, ExactTarget
Case Study – The Solution
How did we address these challenges?• Simplified “Counselling” process using SFA• Coordinated management of campaigns• Implemented AppExchange Exact target email marketing tool• Mangers have visibility of sales and support performance via Dashboards• Migrated all data from old systems and removed them• Contracts with institutions and business rules managed within SFDC• No upgrade to comms required
Deployment Details•400 network users, 100 corporate users•Over 50 global offices•2 month design, 1 pilot office, 4 month rollout•2.5 staff full-time deployed and supported•Integration with legacy finance system•Initial onsite training onsite during rollout•Over 40 CRM champions trained
IDP - Student Recruitment process
Lead
A LEAD is a prospect or potential student or buyer of IDP services. Typically a person who expresses interest in IDP products & services.
Lead Generation and Management
Contact
A CONTACT isQualified Leads [Student Contact]
Campaign
CAMPAIGNS are any marketing activities that you undertake to generate interest in IDP products or services and build brand awareness or generate leads (new prospective students) for the business.
Account
An ACCOUNT a Household of a Student [Customer]
Opportunity
An OPPORTUNITY is a sale or deal or promise of potential sale for an IDP product or service. There are currently 5 opportunity types:1) Course Applications2) Visa Service3) Accommodation4) Tour5) Customised Services
Product Interest
A list of each of the products (from IDP product suite) that the particular student is interested in. Opportunities are created from a Product Interest.
IDP Products
All IDP products including courses, on-campus, transnationals and other products such as accommodation, orientation tours etc.
IDP Invoice
IDP INVOICES - are created from and written back on a daily basis from the financial system.
Opportunity ManagementContact/Acct Management
Case Study – Results
What are the results?
• Increased visibility
• Accuracy of student information has increased
• Availability to see accurate conversion rates ( which
is an important KPI for the business)
• User adoption has been excellent
• Rollout completed in April 2007
Lessons learned @ IDP
Some of things we have learned
• Have business users work closely with people
configuring SFDC
• Setup designated “SFDC Champions” in the
business
• Keep the number of required fields to minimum
• Do not under estimate change management required
– different national cultures at IDP
Daniel P. StrunkDaniel P. Strunk
Director Partnership Development Director Partnership Development
About me: Daniel P. Strunk
Director Partnership Development – Sales Leadership Program
35 years experience in sales & marketing
Sales
Marketing
Consulting Clients
Co-Author – Principles of CRM, Thomson-Southwestern 2007
About DePaul University: Largest Catholic University in the USA. 23,000 undergraduate students Rated “the most diverse college campus in America” by the Princeton
Review in 2006. We currently have 480 students taking sales leadership classes. We graduate 160 students form the program annually.
The Mission of the Center for Sales Leadership:To prepare graduating seniors with the attitudes and skills necessary to meet the challenges of the sales profession today.
In 2003 the Center for Sales Leadership had 3
CRM challenges:1. Teach the benefits of CRM and SFA,
2. Manage the business of partner acquisition, and
3. Develop a relationship with our growing alumni population.
We met these challenges through our emerging
relationship with
Why ? The right people. Mr. Dan Dal Degan Central Regional Vice
President
The Sales Leadership Program is a complex business.
At a University IT support isn’t always an option
The solution is easily learned and more importantly easy to
use.
Today system usage is 100%
Because of our involvement two other programs within the
university have become customers of
What action did we take? In 2005 we began to:
Use the Enterprise Edition of to manage our program
Teach in our Sales Strategy & Technology course.
What action did we take? In 2006-2007
With the support help of we developed the first interactive on-demand sales case.
• The case environment:– Accommodates 42 students,
– Uses 84 accounts,
– Contains 162 different buyer profiles,
– Identifies 320 sales opportunities, and
– Results in a sales presentation to a buyer
Managed the acquisition of 12 new partners and developed an alumni campaign management strategy
What are our results with ? The management of our program has been simplified.
Our graduates have become leaders in CRM at their new
employers.
The case has evolved into a sophisticated selling tool. • 15 universities have adopted the system and the case in the U.S.
This fall we will begin campaign management with our
alumni.
Bob Weir
VP, Information Services
Marc Sternberg
Founder and Principal
Trevor McDougall
MIS Manager
Tucker MacLean
Sr. Director, Nonprofits & Higher Ed
Moderated By:
Daniel Strunk
Director, Partnership Development
Panelists:
Don’t miss these Activities:
Visit our Nonprofit, Government and Education Expo
17 Partner Solutions Enjoy a Latte and Network in our
Industries Lounge
Meet over 300 Nonprofit, Government and Education Attendees
Industry Networking Event: Dinner & Cocktails: Tue 6:00pm
salesforcefoundation.org/npdreamforce07
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