Know Your Customer with Accounts & Contacts
Deborah Martin salesforce.com
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5 min Kickoff
15 min Introductions
60 min Presentation & Discussion
10 min Wrap / Survey
Our Agenda How Maximize the Value Todays Session
This is a Discussion - Q&A and sharing experiences is the value of this format
Speak-up - Ask questions, share ideas, and participate
Use GoTo Meeting Communication Tools – Do a virtual “Raise-your-hand” or Comment in the Chat window
Background Noise (be aware) – Please mute yourself is needed
Introductions
Who are you, company profile, industry, etc. ?
What is your role as a Salesforce Stakeholder?
How long has your Company been using Salesforce and number of licenses
What brings you here?
- Top 2 Accounts and/or Contacts related questions
Open Mic. Time
How do I maintain HQ
/ Subsidiary
Relationships in the
system?
Should I use Accounts or
Person Accounts?
To which Account
records should
Opportunities be
assigned? HQ or
Subsidiaries?
?Do I need to have
every Subsidiary
location in my system?Should a Rep own every
Account record in the Account
Family?
Should I align sales
teams solely by HQ
locations?
Common Account Hierarchy ChallengesWhat are Yours?
Accounts and Contacts Essentials
1Getting
Started
2Account
Models
3Sharing
4Additional
Tools &
Integration
Accounts and ContactsGetting Started
Business-to-Business (B2B)
• Accounts represent businesses you have a relationship with.
• Contacts represent individuals at those companies
Business-to-Customer (B2C)
• Accounts can represent business, Households or individuals.
• Contacts still represent individuals from your Business Accounts.
• Are the bedrock to an implementation.
• Represent YOUR customers.
• Are the core of your data within Salesforce.
Demonstration
Account Hierarchies
Record Types
Page Layouts
Shared Contacts
The account hierarchy shows you the accounts that are associated through the Parent Account field, giving you a global view of a company and its subsidiaries. In the hierarchy, accounts are indented to show that they are subsidiaries of the parent account above them.
Account HierarchyGetting Started
Account and Opportunity Management Design Example
Color Legend:Blue = Account Hierarchy (Parent & Subsidiaries)
Grey = Opportunities
Parent Company
Headquarters
Child Account
Latin Amer Subs.
Child Account
EMEA Subs.
Child Account
APAC Subs.
Child Account
North Amer Subs
Opportunity 1
Opportunity 2
Opportunity 3
Opportunity 4
Opportunity 5
Opportunity 6
Salesforce Maintains a Complete Hierarchy
Headquarters RecordPrimary record for all selling
activity
Subsidiary AccountsActivity associated only with
locations that have spending
authority.
Account Hierarchy – Made EasyAppExchange
• Data Trim Account Organizer
Resources
Role Hierarchy – Made EasyAppExchange
• Draggin’ Role
Resources
VS
Who sees what?Sharing and Visibility
Org Wide Default
Role
Hierarchy
Sharing
Rules
Teams
and
Manual
Sharing
Set Base Level of Access(for records you do not own)
1. Private
2. Public Read Only
3. Public Read & Write
Open up Access
(vertical access)
Open up Access
(lateral access)
Open up Access
(flexible)
Security and Visibility
Use Roles to allow upward movement of information, especially in a Private Model.
View, Edit and Report on anything owned by Users below you in the Role Hierarchy.
Role HierarchySharing and Visibility
CEO
AMER VP
Sales Manager
Channel Manager
EMEA VP
Sales Manager
SHARING RULES
The record ownership sharing model recognizes the natural responsibility that people take for various touch points with their customers.
TEAMS & MANUAL SHARING
Account Team allows users to grant additional access to their accounts and related records.
Account OwnershipSharing and Visibility
Who owns the
information?
What action(s) do they need to
take?
How do you drive
accountability?
Customer
Account Team
Contacts
Open Activities
Activity History
Opportunities
Contracts
Cases
Assets
Related Files
Entitlements
360 Degree View of the Customer
Manage Your Interactions Anywhere
Notes Events TasksEmails Log Call
Social Contacts and Accounts
Data IntegrityTaking it to the next level
Duplicate Management
Account Tools
Data.com
IntegrationsTaking it to the next level
Front Office
Back Office
Other(s)
AppExchangeTaking it to the next level
Best Practices and ReferencesLinks to resources
Who Sees What Video Series – YouTube
Account Management
Account Hierarchies Best Practices * and Traction Hierarchy Viewer
Account Insights (available in Lightening Experience and S1 mobile app)
Contact Management
Shared Contacts
Salesforce People - Chatter Group
Shared Contacts
Trailhead - Intro to Account and Contacts
Social data on Accounts and Contacts – Twitter, Klout, Facebook and YouTube
Twitter access in Salesforce1
Person Accounts
Duplicate Management
Prospecting using Data.com – Article and Prospecting with Data.com – Video
Ultimate Guide to D&B Data in Salesforce – Video
Success Community Chatter Group **Success – Getting Started *** Must be logged into the Success Community to access this link
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Thank you
Addendum:Account Hierarchy OverviewBrett MatthewsCustomer Success [email protected]
There are two primary approaches to design Account Hierarchy:
1) Create one consolidated enterprise account record, where all the data for all locations is merged into one account (e.g., all contacts/opportunities).
2) Create one account record for every physical location within your customer’s organization (e.g. XCorpOil New York).
Account Hierarchies - Two Primary Approaches
Account HierarchiesOPTION 1: ONE SALESFORCE ACCOUNT PER ENTERPRISE
With this option, there would be ONE Salesforce Account record for
Global Oil.
All of the Contacts that work anywhere in the world for Global Oil
would be related to this “Enterprise” account, all of the Opportunity records would be contained
at this level and all Phone Calls/Emails/Site Visits/Calendar Events would be related to this
Global Oil account.
This is typically done to simplify senior management reporting. Many times, an organization
does not have an effective BI platform and reports are too difficult to compile for National
Account planning, so the first thought is to merge all activity into one account. It is also thought
to be effective in providing a simple 360 degree view of the customer. May cause more
complexity than it is worth for the end users.
Pro and ConPro Con
• Simple to find the customer.
• Fewer customers in the system makes for Clean
Account specific reports and lists and is very good
for “Enterprise” level reporting.
• A lot of Enterprise specific information will be in
one place.
• You need multiple addresses for the customer
which means you will need to implement an
“Addresses” custom object to handle this, which
makes the system more complex, or rely 100% off
of the Contact addresses, which can often be
unreliable.
• Information overload makes it difficult for users to
quickly understand what is going on with their
specific Contacts and their specific Opportunities.
• You might need to implement an Account mashup
Visualforce screen to logically display the
information to the users to assist with searching
and filtering data.
• You lose out of the box functionality with
Salesforce.
• Data skew – when too many records are
associated against one account, performance
might be affected in Salesforce for searches,
queries and reports.
• Not very good for more granular reporting for your
Accounts (e.g. Opportunities in the Southeast),
Account HierarchiesOPTION 2: ONE SALESFORCE ACCOUNT PER LOCATION
This option involves creating one record for every physical
location for your customers
(e.g. Global Oil – NY HQ, Global Oil – Energy Orlando East).
This option is a lot more specific than Option 1 and provides much more granular detail.
This option involves utilizing a combination of the Account Name field (e.g. “Global Oil – New York
City”), the Account Site field to designate the type of location and the address fields to provide
location granularity. This is how Salesforce describes the often forgotten Account Site field:
Account Site
Account Site Field:
• Headquarters/Parent indicates that a company
is a legal entity with other locations.
• Single location indicates that a company is a
headquarters with no other locations, and that it
may or may not be a distinct legal entity.
• Branch indicates that a company is not a
distinct entity. Rather, a branch is a location of a
headquarters or parent company.
Pro and ConPro Con
• True Account ownership allowed.
• Granular sharing rights (based on Account
ownership above) or criteria based sharing
rules.
• Granular reporting by location, industry, Last
Activity and other Account attributes.
• Utilize out of the box Salesforce functionality
like Account Hierarchy and reports.
• No messy “Address” related list through which
to sort.
• View only the deals/communications/contacts,
etc. related to that location.
• Simple data migrations and integrations based
on address.
• Utilize Salesforce with standard fields and no
custom objects.
• Customer contact organization charts built per
location to know exactly who you are meeting
with at a site.
• More data for users/administrators to maintain.
More possibilities of duplicate Accounts to
merge.
• Harder to find records by searching.
• As with Option 1, if Enterprise reporting is
needed as well (it probably will be), a mashup
or a BI solution will most likely need to be
implemented to visualize all data for the
Enterprise in one location
Join all levels to 1 selected “true” parent
GE
GE Health
The Selective Parent
The Ultimate Parent
Join all levels to the ultimate parent
GE
Formula Fields for Surfacing the Ultimate Parent
http://focusonforce.com/configuration/using-the-salesforce-account-hierarchy/
Tips
• Different Address typically make a Different Account
• Nest People (Contacts) where they work (eg. Tie to the Account they work within)
• Go with simple account names. Avoid appendages “Inc.” and “Corporation.”
• Train users on the naming convention you’ve established for your organization.
• Know that it’s easy to make adjustments to individual account records later as you need to.
• Find and use the “Merge my Accounts” feature.
• Come up with a Data Quality strategy, Governance, and Review Consistently.
• Account Sites don’t have to be geographic. You could choose to organize based on divisions or product lines such as “Intel Mobile.” Keep in mind this may lead to greater ambiguity and more maintenance hassles.
• Search before you create
• Tie in business goals to data quality goals; ensure you identify data quality metrics.
• Consider using duplicate management feature (Spring Release)
• Improve the quality of your data by using things like Required Fields and Validation Rules: https://success.salesforce.com/answers?id=90630000000gsl9AAA
40
AppExchange
Inline Account Hierarchy
41
• Provide a collapsible tree view of the account hierarchy.
• Adaptable to work with any Standard or Custom Object
with a hierarchical relationship
• Can be embedded in your own Visualforce pages or
added to an inline Visualforce page
AppExchange
Traction
42
• Instantly build and display
account hierarchies.
• Identify sales rep overlap
across each hierarchy,
highlight duplicates,
discover whitespace
accounts and make better
territory assignment
decisions.
• This app leverages the
power of Data.com
Premium Clean.
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