1. Business Success for Small &
Medium Businesses
Ask the Experts
Dana Feldman, salesforce.com
Commercial SMB Manager, Australia & New Zealand

2. Safe harbor
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3. Steven Whittington
Chief Operating Officer

4. What do you do as a Business?
 Australia’s leading network of professional psychology practices,
providing psychology services to both private and corporate clients
Head Office: Melbourne, VIC
 National Support Centre servicing practices throughout VIC, NSW & QLD, Practices: 137
including managing scheduling, administration and marketing of over 130 Psychologists: 208
practices Support Staff: 16
Steven Whittington
 We had a busy call centre that was battling will increasing enquiry levels Chief Operating Officer
coupled with a growing network of practices that weren’t being serviced well
enough by our current systems www.liferesolutions.com.au
 BRW’s eighth largest growing franchise in Australia, we needed a solution
that was smart, flexible and capable of scaling with our business

5. Why Salesforce?
 Reviewed several CRM solutions including MS Dynamics, Net Suite and salesforce.com
 Our consulting partner, Aprika Business Solutions demonstrated salesforce.com had the flexibility to be easily
customised to our requirements and the scalability to support our objectives for rapid network expansion
 Salesforce.com has an intuitive user interface and we were able to customise page layouts to make data entry
swift and build workflow rules & triggers to automate common business processes that helped reduce call handling
times
 The power of the salesforce.com API was a key factor given we knew we would be looking to integrate our CRM
system with other key business systems
 The licensing model made it a cost effective solution, enabling us to provide the national support team with a full
enterprise platform whilst using authenticated website licenses to provide access to key areas for practice staff

6. What are the results / outcomes?
 We have reduced our call handling time from 9 minutes to under 60 seconds
 We have a seamless business platform that manages our processes end to
end, providing clear insight to the business KPI’s. Salesforce.com has allowed us
to integrate with eHealth compliant practice management software whilst providing
enterprise-level business system functionality
 Our team has really embraced Chatter, which provides us with a secure social
application to share information internally Aprika Business Solutions
 The ‘Virtual Briefcase’ portal keeps us connected to our practices, has automated Colin Johnson
e-commerce functions, and has evolved the service delivery model of our business Managing Director
to enable us to achieve aggressive growth targets
www.aprika.com.au
 Built a strong ongoing relationship with our Salesforce.com consulting partner
Aprika Business Solutions who drove the entire project from needs
analysis, solution architecture through integration, custom app
design, development and training. They have become an extension of our own
team and stay engaged with the achievements of our business

7. What would you do differently?
 Build additional workflow / trigger functionality to automate more business processes
 Engage Aprika to deliver ‘End User’ training as well as ‘Train the Trainer’ training

8. Phil Newman
Managing Director

9. What do you do as a Business?
Fortress Systems are a Melbourne based manufacturer of high power, high voltage resistors for the mining, oil & gas,
and utility industries. We manufacture most of what we sell in our Braeside facility.

10. Why Salesforce?
• At the time we had no CRM system
• We had just added a second sales person, and he didn’t have access to all of the information in my head
• We needed to install a system quickly and we considered Salesforce low risk as it was a low cost to entry. If it
didn’t work we would have moved onto something else.

11. What are the results / outcomes?
• Dramatically improved our productivity and organisation of the sales process.
• Greater visibility of opportunities and are able to capture much more IP. We use Chatter to monitor the amount of
opportunity follow up activity. Good for managers.
• We normally quote an opportunity to more than one OEM and we are able to tie together enquiries very effectively
which saves a lot of time and enables us to provide consistent offers. We save 2-3 hours every time we identify we
have quoted the same job previously.
• We have expanded the use to other areas of the business, in particular Quality & OHS by building custom objects
ourselves.

12. What would you do differently?
• Build a relationship with our Salesforce Account Executive earlier. It was a 30 minute demo from her that really
triggered our expansion of the system to other areas of the business.
• Get in touch with a local Salesforce Consultant earlier. Some things we can do ourselves but others are a lot
quicker done by the experts. The little bits of advice we have received have been invaluable.
• Tackle roles, profiles, and permissions at the beginning, not after three years!
• The decision maker needs to understand the capabilities of the system through some technical knowledge of it
in order to be able to fully utilise its capabilities, especially if you are too small a company to have a full time
Salesforce Administrator.
• Spend more time working on reports and dashboards to allow more use of the information we gather.

13. David Gibbs
Executive Director

14. What do you do as a Business?
ParkLogic By Domain manage
Domain Name Management
(eg, www.lawyer.com) • Traffic flow – to multiple different
destinations (rules based routing)
• 400 Customers
• Domain Acquisition and Sales tracking and
• 5 Continents management
• 1,500 Batches or ‘Portfolios’ of • Domain Registrations
Domain Name assets
• 400+ control, integrity and reporting fields
• 1,000,000+ individual Domain Name per Domain Name Asset
Assets

15. Why Salesforce?
Core functionality Presentation & Intelligence
Sales Customer Portal
• Leads • External Presentation Layer
• Contacts • Configurable / Visual Force
• Accounts
• Opportunities Flexible Data Integration
• Web Services API
Service • Visualforce / Flex mashups
• Cases
• Knowledge base Decision Support Intelligence
• Help • Complex Calculations
• Ideas and Answers • Analytic Snapshots / Data Management
• Validation
Robust, Secure, Scalable, Integrated Reporting
• Alarms and alerts
Fortune 500 Endorsed
• History Tracking – who changed what?

16. What are the results / outcomes?
From internal
and external
use of
combined
analytic and
reporting
engine

17. What are the results / outcomes?
To
professional
external
interface . .

18. What are the results / outcomes?
. . and
purpose built
internal
interfaces for
operational
control,
reporting and
decision
support

19. What are the results / outcomes?
Technical Operations Client Operations
Daily 50k records;
Controls 5m fields
Instant Critical updates;
alarms
Daily 2m records;
100m fields
Weekly 2m records;
Accounts Sales
200m fields
ParkLogic Web Client 200+ Customer
Analytic Engine Management Portals

20. What would you do differently?
Context
• 3 of our team had worked with salesforce.com integration partners. We wouldn’t and couldn’t have done it
without that!
Aligned Data Models
• The more you plan and continually refine the alignment the better; Master versus Slave decisions critical, as
is understanding Salesforce.com data model and its evolution
Document and test
• Continual evolution is tempting, and valuable, but don’t forget to follow through rapidly before you forget
Read the Release Notes
• The continual platform evolution solves many problems
. . . and . . .
Limit Relief
• We would highly value selective relief on limits and better access to product managers on ‘new’ functionality

21. Chris Leask
Customer Relations & Warranty
Operations Manager

22. What do you do as a Business?
We are a wholly owned subsidiary of the Honda Motor Co. Japan
• Honda Australia Motorcycles and Power Equipment Pty Ltd are the official importer/distributor of
high quality Motorcycle, Power Equipment and Marine Products.
• We also locally manufacture a comprehensive range of Lawn & Garden Products
• We are also the most prominent provider of Motorcycle & ATV training via our Honda Australia
Roadcraft Training facilities in VIC, NSW & QLD
• In excess of 1 million products in operation within Australia everyday.

23. Why Salesforce?
Honda Australia undertook an in-depth vendor selection process over an 18 month period looking for the
following criteria:
 Low cost of ownership (IT Resource, no maintenance or upgrades, hardware etc)
 Proven CRM Solution
 Ease of use
 Powerful Customisation to meet our particular business needs
 Streamlined case management process
 High level reporting capabilities
And most importantly
 The ability to interact with our existing ERP systems

24. What are the results / outcomes?
Within a relatively short period of time we achieved the following outcomes:
 Installation of Saleforce CRM
 Launch of system into Customer Service & Sales Divisions
 Creation of reports/dashboards for specific areas of the business
 High level of customisation to meet our business needs including:
 Inclusion of loyalty score
 Case management
 Product categories and pricing
 Inclusion of Dealer visit reports
 CSi surveys

25. What would you do differently?
 Include a greater number of stakeholders to improve the ownership experience within the company
 Consider a longer term customer relationship strategy
 Higher level of ongoing internal staff training
 Increase utilisation of Salesforce support via Account Managers & Help desk