Alumni are ambassadors of your brand. So how do you engage them and create a lifelong relationship? Find out how Smith College has adopted Salesforce Communities to build an integrated Alumni engagement platform. Also learn how Notre Dame is increasing Alumni participation by leveraging Radian6 to track communication success and constituent sentiment.

1. Strategies for Successful Enterprise-Wide
Salesforce Deployments

2. Chris Coppa
Chief Technology Officer
University of Southern California
Marshall School of Business
Deepak Rama
Senior Engineer
Stanford University Graduate School of Business
@StanfordBiz

3. Agenda
• Drivers for Change
• Salesforce Deployments
• Measuring Success
• Areas of Success
• Challenges
• Data Governance
• Q&A

4. Drivers for Change

5. About USC Marshall School of Business
University of Southern California Marshall School of Business
• Founded in 1920 as the College of Commerce and Business
Administration, we are the oldest AACSB accredited school of business in
Southern California.
• 2,000 Ph.D., Masters, and Graduate Certificate Program students
• 4,100 Undergraduate Majors / 900 Minors
• 250 full time faculty / 250 staff

6. Strategies for Successful Enterprise-wide
Salesforce Deployments
• Drivers for Change
• Searching for a foundation platform as opposed to applications
• Looking for new and better ways to solve problems
• Leverage new technology and cloud services
• 360 degree view of all Marshall constituents

7. Strategies for Successful Enterprise-wide
Salesforce Deployments
• Drivers for Change
• Death to Excel!!! (No offense Microsoft)

8. About the GSB
First Last Name
Title
• Founded in 1925, one of 7 schools
• Small : ~1000 students, ~120 Faculty, ~400 staff
• But Impactful:
• 3 Nobel faculty
• Phil Knight(Nike), Mary Barra(GM), Charles Schwab
(Schwab)
• Highly collaborative lifelong network between students,
faculty and alumni

9. Principal Drivers – Core CRM
• Institution-wide platform => Easy information sharing
• Track individual + organizational relationships
• Flexible + extensible => Richly attributed relationships
• Apps Ecosystem => Additional BI / Analytics to derive additional value
• Pure cloud solution => Reduced maintenance overhead

10. Principal Drivers – Custom applications (Force.com)
• Consolidate fractured legacy platforms (Java, .Net etc)
– Cloud based, reduce overhead
– PaaS IaaS
– Higher order capabilities compared to options like Azure or EC2

11. Salesforce Deployments

12. Strategies for Successful Enterprise-wide
Salesforce Deployments
• Salesforce as a Platform
• The goal of Salesforce is to establish a “cradle to grave” relationship
management system for our most valuable resource – people.
Engage
• Undergraduate
Admissions
• Executive Education
• Career Services
• Graduate Admissions
• External/Alumni Relations
Integrate
• Student Information
Systems
• Administrative
Information Systems
• Central Advancement
• Alumni Relations
Educate
• Academic Alliance
• Premier + Success
Plan
• Integration into
Business Analyst
Curriculum

13. Salesforce @ GSB - Chronology
• Core CRM solution, Custom Applications Platform

14. Salesforce Footprint @ GSB
Faculty Administration
Ø Promotion / Tenure
Ø Recruitment
Ø Faculty “HR”
MBA Program
Ø Class preferencing / allocation
Ø Study Trips preferencing / allocation
Ø Class catalog
Ø MyGSB Intranet Portal Integration
Ø Internship / Project Opportunities
Stanford Institute for Innovation in Developing Economies (SEED)
Ø Prospect Management
Ø Applicant lifecycle (apply, evaluate, decision)
Centers & Programs of Excellence (Entrepreneurial Studies, Social
Innovation, Value Chain Innovation etc)
Ø Individual / Corporate Relationship Management
Ø Events, Seminars
Executive Education
Ø Prospect Management
Ø Corp Relationships
Facilities
Ø Work Request Management
Ø Student Housing - Application and Allocation
Campus ERP (Peoplesoft) Alumni System
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Career Management Center
Ø Employer Relationships

15. Measuring Success

16. Strategies for Successful Enterprise-wide
Salesforce Deployments
• Measuring Success

17. Measuring Success
• Direct:
– Pure cloud => Maintenance overhead
– Zero overhead for building administrative interfaces
• ROI:
– Rapid creation => Increased nimbleness of IT and business units
– Flexible + extensible => Able to meet higher order needs, beyond tactical business
requirements

18. Areas of Success

19. Strategies for Successful Enterprise-wide
Salesforce Deployments
• Areas of Success
• Undergraduate Admissions
• Successful processing of 18,000 inquiry records and 8,700 applicant records
• Executive Education
• Managing over 100 opportunities / 34 active campaigns / 54 active or planned events
• Data Governance Model
• Custom built security model to allow data sharing between multiple user groups
• Integration with USC’s Central Alumni and Development Offices
• All University alumni and fundraising activities and information will be accessible via
Salesforce – with custom portals for each School within the University

20. Areas of Success – Core CRM
• Rapidly expanding demand across units:
– Career Management Center: Employer relationships
– Executive Education Opportunity Tracker
– Academic Programs : Full lifecycle (Prospect -2- Applicant -2- Admit) *
– Centers of Excellence (Entrepreneurship, Social Innovation etc): External entity
relationships, internship opportunities
*In conjunction w/Marketplace apps - Exact Target etc

21. Areas of Success – Custom Applications
• Core platform for paperless office / process automation initiatives:
– Student Housing - Application => Assignment
– Faculty Promotion / Tenure Management
• Class Supply/Demand management (Gather preferences => Process
=> Allocate => Waitlist)
• Global Study Trips: (Gather preferences => Process => Allocate =>
Waitlist => Emergency Information (PHI data))

22. Challenges

23. Strategies for Successful Enterprise-wide
Salesforce Deployments
• Challenges
• Must have executive buy in!
• Internal resources or strategic partners?
• Data! Data! Data!

24. Challenges
• Data Governance
• Change management wrt business users
– Explicit deliverable on each project
• Definitely early on growth curve as custom applications platform:
– Development support (IDE / dev tools, build / deployment automation)
– Gaps in native capabilities (filtering, multi-column sort etc.,)
– Analytics, data integration
• Support Services (Premier Support)
• Ecosystem of business process partners, implementers

25. Data Governance

26. Strategies for Successful Enterprise-wide
Salesforce Deployments
• Data Governance
• Who owns the data?
• Who controls the data?
• How will you secure the data?
OR

27. Data Governance
• Cannot overemphasize, crucial to success
• School-wide governance group, sets and communicates rules to all
business units
• Remains challenging however:
– Gaps in platform native capabilities => business users can easily create duplicates etc
– Apps Ecosystem more focused on enrichment than cleanliness
• Optimistic goal: 80% prevention + 20% repair
– Ecosystem apps + homegrown rules + policies

28. Looking Ahead
• Expand CRM footprint
– Alumni Relationship Management
– Dean’s Dashboard
• Grow custom applications suite
– Service Request Management (Case + Workflows)
• Augment platform capabilities
– Integrate Visualization / Analytics tools
– Mobile-enable selected functions and applications
– Integrate into intranet portal

29. Q&A