Driving B2B Sales in Communications

Ed Dischner, salesforce.com

John Merrill, Cablevision

Chad Rycenga, Charter

Track: Media

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3. New Build-out. Unlit and outside our foot print. Substantial survey and capital required

1. Lit Building. Location is already part of our fiber network and generating revenue.

2. Target Building. Location is unlit, but within our network footprint. Minimal survey and capital required.

How Fiber or Coax Businesses Work: 3 Types of Buildings

REVENUE

MINIMAL COST

SUBSTANTIAL COST

Driving B2B Sales in Communications Enterprise

John Merrill

Senior Sales Systems Manager

Cablevision

JMERRILL@CABLEVISION.COM

Company Introduction

Optimum Lightpath Business telecom

4,000+ miles of fiber optic network

400+ employees

350+ Salesforce users

Approx. $150,000,000 in annual sales

PRODUCT(S) USED: SFA

Service & Support

PRM

4 self deployed applications

4 Appexchange deployed applications

Web to Case, Web to Lead, “Web To Survey”

Sales

Service & Support

Vertical Response

OLP Marketing

Vertical Response

Hardware

Buildings

Form Factory

PRM

Xactly Incent

Key Challenges

Business Challenge Improve access to key building related data to

maximize revenue generation and minimize inefficiencies

Track Inventory

Technology Challenge Cost effectively manage centralized data repository

Facilitate location-based forecasting and revenue reporting

Better target network deployment

High Costs

Reduced revenue

Inefficiency

Low customer service

The Solution

Created custom objects related to Buildings that can

also associate with Leads, Accounts, Opportunities

Built out and centralized business processes to

centralize and expose data

Encouraged adoption of:

Increased access to centralized interdepartmental data.

Dynamic alert functionality

Deeper integration with down-stream systems for more

accurate, real-time data.

Created 126 custom data points and imported legacy data

Trained 20 people (5 departments)

Developed alerts, dashboards, reports and processes pushing data out to drive revenue enhancing activity and maximize resource allocation.

DEPLOYMENT DETAILS

LEADS

(Tenants)Account

Billing Revenue

Customer Contacts

Qualified Prospect Contacts

Billing Revenue

Building

Opportunities

Prospects Revenue

Installed Revenue

Products

Site Survey Status

Landlord Process

Landlord Contact

Landlord Contract Process

Rental Contract $

Site Surveys

Site Survey Status

Building Status

Pending Opportunity Process Flows

Inventory

Routers

Hand Sets

Equipment Location

Construction

Budget(s)

Status

Access Status

Results: Real-time passive and dynamic access to key building data

Building Funnel

Building Inventory

Results: Real-time passive and dynamic access to key building data

Engineering Data from Provisioning System – Updated hourly

Land Lord Agreements Building Access Status

Buildings Lit

Results: Automatically Initiate Campaigns for Tenants in Lit Buildings (the low-hanging fruit)

Use of workflow, lead routing and reporting

Lit Building Leads Status Dashboard

Results: Easily Model Business Cases for Build ROI

1)

2)

Building Funnel

Build Costs

Results: Alerts for Cross Departmental Assistance

Imagine it. Learn it. Use it.

How to apply what you’ve learned when you get home:

• Automate

• Centralize

• Implemented

• Integrate

Driving B2B Sales in Communications SMB

Chad Rycenga

Director, Information Technology

Charter Business

CHAD.RYCENGA@CHARTERCOM.COM

Company Introduction 3rd largest US cable company 5.73m subscribers in 40 states ’05 revenue = $5.504 billion

PRODUCT(S) USED: SFA

Service & Support

PRM

Sandbox

10 custom app/objects

Web to Case, Web to Lead, Site Survey Integration, Pollzter, DemandTools)

Workflow rules

Record Types

INDUSTRY: Telecommunications

EMPLOYEES: 17,200

GEOGRAPHY: US

# USERS: 600

Key Challenges

Business Challenge

Contract Management

Campaigns

Prospect Management

Commoditize SMB

Contact Management

Technology Challenge

Application Integration

Serviceability

Product Availability

Data Integrity

Early Termination Fees

Increased costs

associated with multiple

truck rolls

Forgone revenue for

missed opportunities

Churn

Poor user experience

Channel Conflict

The Solution

How did we address the challenges? Integration with OnBase/Kofax and

alerts/workflow rules Vendor selection and custom object

creation for ‘Staged Prospects’ Survey creation for WLR activities Campaigns/Views/Dashboards Integration/Serviceability – Mashups

for serviceability Paperless contracts Reporting/Business Intelligence SCRUM – concept to creation in 4

weeks

Sandbox : Release Mgt 600 Users Impacted Realtime MRR SSIS for Churn Reduction Service2Service for B2B ‘DemandTool’ IT

DEPLOYMENT DETAILS

Campaign Management - Parent

Campaign Management - Child

Campaign Management – Opportunity Detail

Contract Management - Dashboards

Prospect Mgt - Views

Dashboard - Churn by LOB

Design : Develop : Deploy

How to apply what you’ve learned when you get home:

• You can do it – we can help : community

• You’re only as good as your data GIGO

• Become an army of one

• Iterate…if at first you don’t succeed

Ed Dischner

Account Executive

John Merrill

Senior Sales Systems Mgr

Chad Rycenga

Director, IT

QUESTION & ANSWER SESSION

Don’t miss these Activities: for Media & Communications

Visit our Media & Comms Expo8 Partner Solutions Media and Communications

DemosMeet over 450 Media & Comms

AttendeesBirds of a Feather Industry

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

Industries Lounge

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“Th oug h h e ’s built like a line ba c ke r, h e h a s e xce ptiona l qu ic kne s s o ff th e ba ll – h e c a n pla y infie ld, p itc h , ta ke s na ps , run route s , pe ne tra te a nd d is h th e ba ll, or h urdle …you na m e it, th is g uy c a n proba b ly g e t it done .”Ch a d R yc e ng a on Ch a d R yc e ng a

“Only th os e wh o s e e th e invis ib le , c a n do th e impos s ib le ” – Ch a d R yc e ng a on S F DC

Chad RycengaCharter CommunicationsDirector, IT

Cus tomer Hall of Fame

Wha t the fa ns a re s a ying :

Famed Statis tics :95% Log in R a te12 Cus tom Ta bs5 Cus tom Obje c tsGoog le Ma s h ups / S ite S urve y AppE R P Inte g ra tion

Meet Me At:• IT E xe cutive s• Conne ct on De ma nd: c ryce ng a

Customer Hall of Fame

John MerrillOptimum LightpathSales Sys tems Manager

Wh a t th e fa ns a re s a ying :

Famed Statis tics :93% Log in R a te7 Cus tom Ta bs16 Cus tom Obje c ts 8 Apps Apps Downloa de d:

Ve rtica l R e s pons eP R MXa ctlyDra g g in R oleF orm F a ctory

“He’s so Dreeeeeeamy!” Denise Cangelosi, Patrick Jones - OLP

“He Plays a mean game of Pretty Pretty Princess” – Fiona Merrill, World Ranked PPP Federation Player

“He needs funny lessons” Siobhan Merrill, Founder Funny Lessons R Us

“He needs to keep his head down while addressing the ball” – Every one who plays golf with him