Adoption and training to maximize Salesforce ROI.

1. Kate Hagemann
Director of Change Management & Adoption
Bluewolf

2. All About Huntington
Founded in the Midwest and headquartered in
Columbus, Ohio, after more than 140 years, we still bear
our founder’s name. We provide Personal, Business and
Specialty financial services in more than 600 branches, at
over 1,300 ATMs, online and through mobile banking
across six states:
Ohio, Michigan, Indiana, Pennsylvania, West Virginia, and
Kentucky.
Implementation Highlights:
• 7,400 of our 11,000+ colleagues are active
Salesforce.com users
• Over 80% of active users are consistently logging
in to MAX every 14 days

3. Meet MAX
Phase One
 Focus on Cross-Segment Referrals Management rolled out to all
sales segments in early June 2010
– Business Banking, Commercial Banking, Private Financial Group, Mortgage and other
(non-Retail) colleagues launched in MAX on May 10, 2010
– Retail and Customer Service Call Center colleagues launched on June 7, 2010
Phases Two+
 Added Opportunity, Activity and Customer
Management, Reporting and Dashboards, and custom Enterprise-
wide Sales Process tools
 Phases 2+ roll out segment-by-segment with incremental
functionality adds beginning late in the second quarter of 2010
and will continue into early 2011
Systems Integrations will continue throughout 2011 and 2012
3

4. Change Management Overview
Change Management Tactics:
 Branding Salesforce.com internally as MAX
 Adopting a Social Networking theme
 Creation of “hbook,” a likeness of “facebook”
 Creation of Comprehensive Cross-media communications plan
 Multi-faceted and multi media Sales User, Sales Support User and
Super-User (Champion) Training
 Creation of the MAX Champion Network

5. hbook

6. Are you “Friends”
with MAX on hbook?
Colleagues can
read their Leader’s
thoughts on MAX
and read Friends’
and Fans’ comments
Colleagues receive
MAX updates
regularly on hbook
and can register to
become a “Fan”

7. Are you a fan of
MAX on hbook?
Colleagues were
asked to become
a fan of MAX
Champions and
other colleagues were
challenged to refer
other colleagues to
become fans

8. MAX Champions

10. Champion Recruitment & Success
 Leveraged the executive
management committee and
segment leaders to recruit
Champions
 Our goal was to recruit 57
Champions
 Offered the “Prestige” of being
the Subject Matter Experts on
THE top strategic initiative
 Budgeted a modest stipend per
Champion

11. Successes and
Lessons Learned

12. Everybody Loves MAX:
Adoption Success Pre-Launch
1,000
91% Training
Participation! Referrals!
30,000
Referrals!

13. MAX Fun Facts Five Month Post-Launch
One Referral 50% of Over 3,400 More than
from 6,500 Colleagues Colleagues = 8,300 Cross-
Colleagues >20 Referrals Referral/Week Segment Wins
Interesting Wins 6,600
Investments
4,300
Mortgages
1,110
Insurance 700
Policies Treasury
5,600 Loans/Lines Products
13

14. Key Take-Aways:
Our Lessons Learned

15. What do you think of MAX?
Colleagues have a
dedicated mailbox for
MAX questions and
user suggestions
Colleagues have a
dedicated technical
issues queue for MAX
issues and technical
fix suggestions

16. Feedback = Fixes
Colleagues receive
an email and an hbook
article when we
implement new
functionality or put in
fix suggestions…

17. Adoption Lessons Learned
Communications Training
1. Maintain a dedicated resource for 1. Ensure all segment Champions
communications and adoption strategies are engaged in training sessions
2. Use multiple channels to deliver both 2. Host a post training hotline for
company-wide and targeted
user questions
communications
3. Utilize Champions as communications 3. Get regular feedback from daily
support and alternative post-training Champion calls
during a launch
4. Reward colleagues for being active and
engaging in communications 4. Provide alternative training
options (OLT, WebEx, Onsite)