Organizations rely on solutions like Salesforce to run day-to-day operations and keep track of the massive amounts of data generated by daily customer interactions. As their business grows and their data analysis requirements evolve, these companies often find they need more robust reporting capabilities than what Salesforce offers out-of-the-box. Join industry analyst James Haight from Blue Hill Research as he presents his new research paper, “Using Birst to Increase Efficiency and Customer Insight in Salesforce,” and describes how companies are turning to business intelligence solutions like Birst to help decision-makers glean greater insight from Salesforce data and deliver increased value to customers. In this webinar, you will learn: How a leading health insurance provider recognized it reached the upper limits of Salesforce reporting The factors this organization considered when choosing a business intelligence solution How this company transformed its business operations with greater efficiency and deeper customer insight.

1. Enterprise-caliber Cloud BI
WHEN SALESFORCE
ISN’T ENOUGH
ACCELERATE YOUR BUSINESS AND
UNDERSTAND CUSTOMER BEHAVIOR
August 26, 2014

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WEBINAR NOTES
Please send questions
using the online interface
Attendees muted upon entry

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FEATURED
SPEAKERS
James Haight
Analyst
Blue Hill Research
Pedro Arellano
Sr. Director, Product Strategy
Birst
Matt Train
Principal Solutions Engineer
Birst

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AGENDA
• Increasing Efficiency and Customer Insight in
Salesforce
• Salesforce and Birst for Better Insight
• Demonstration
• Q&A

5. Enterprise-caliber Cloud BI
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Blue Hill Research
James Haight, Analyst

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In Case You Didn’t Know…
Salesforce is one of the most popular CRM systems out there with over
100,000+ customers and provides its own array of reporting
capabilities
How it is used:
o Capture information from customer interactions
o Manage customer accounts
o Track sales and pipeline data
o Identify leads
o And a whole lot more….

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Salesforce Analytics
Salesforce provides built in reporting and analytics capabilities
This provides great options for things such as:
o Reporting on sales pipeline
o Tracking sales vs. forecast
o Providing a snapshot of operational data
o Quantifying customer inquiry requests
…but presents challenges for analysis involving:
o Highly customized dashboards
o Extensive cross object reporting
o In depth analysis of historical trends
o Understanding interactions with outside data sources

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Limitations of Salesforce Analytics
Challenges reported to Blue Hill break out into two major areas
Complexity Limitations
Salesforce is a fantastic solution, just not a dedicated analytics engine
o Display limitations of rows of data in reports
o Limited cross-object reporting capabilities
o Limitations in connecting to outside data sources
Contextual Limitations
Reporting on customer trends over time and relative to other data feeds can be of
great importance
o Difficulties in providing analysis within the context of the broader organization
o Difficulties in understanding interrelationships of data relative to history

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Opportunities for BI Solutions
As dedicated analytics engines, enterprise BI solutions present
potential solutions for:
o More complex data discovery, visualization, and custom dashboard creations
o Better understanding of historical trends and of relationships over non-standard time
intervals
o Painting the ‘whole picture’ by expanding cross-object reporting capabilities
o Example: Trying to identify customer upsell opportunities based on service center calls and historical upgrade
trends
o Incorporating outside data sources such as alternative systems of record or net-new data
streams such as machine sensor logs.

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Potential Operational Benefits
Blue Hill has typically observed two areas of benefit associated with
integration of Salesforce data into BI solutions
o Operational Time Savings
o Dependent on sophistication/demands of current reporting
o Opportunity to replace time consuming processes of exporting data and
running spreadsheet based
o Collaboration
o Enhanced Insight
o Allows for view of previously undiscovered interrelationships
o Opportunity to further democratize access to data
o Ability to ask deeper question

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Translating Benefits into Business Value:
Time Savings
Opportunity to shift resources to
more value added endeavors
Enhanced Insight
Identify cost saving and revenue
generating opportunities

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A Real World Example:
Large New England-based Insurance Company
About the Subject
o Specializing in health insurance and related services
o Fortune 100 company
o ~50,000 employees
o Workforce spread across all 50 states
o Customer network of over 20 million

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How They Use Salesforce
We use Salesforce a lot. We use
it for just about everything
besides contracting, HR and
finance. It has become pretty
much ubiquitous and houses
about 60-70% of our operational
data in one form or another.
– Business Unit Director
How they use it
o Heavy reliance on Salesforce for internal
operational data
o “Tool of choice” for data capture
Scope of Use
o 60-70% of enterprise operations tracking takes
place within Salesforce

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Pain Points:
o Tracking customer acquisition and behavior required export to external
tools such as Microsoft Access or Microsoft Excel
o These tools were unable to handle the large (and growing) data volumes
o Unwieldy manually processes resulted
o Historical trend analysis = charts and reports copied side-by-side in
PowerPoint

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Solution Criteria:
Dedicated Analytics Platform
“Scalability”
o Storage Capacity
o Ability to replicate across the organization
“Completeness”
Relative ease of integration
o Fast time to value
o Salesforce and other data repositories
Cloud-based desired
‘End to end’ analytics
Enterprise support,
experience, and usability

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Solution Selected
Birst selected because. . .
o Appealing delivery model and perceived fast time to value
o Completeness of analytics platform
Description of the solution deployed…
o Implemented in four departments
o Sits on top of Salesforce data
o Uniting operational data from across the organization
Initial engagement
o Pilot to test business value
o Would expand deployment if value was proved

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Business Value Reported
Two primary areas of impact were reported
o Operational efficiency
oSingle tool to store, analyze, and report on data
o Eliminated need to move data from solution to solution (i.e.
Microsoft Excel, Access etc…)
o Elimination of manual processes
Finance: What’s the ROI / TCO?
o Improved Insight
oBetter customer management
oDetermining price sensitivity of customers by
demographic
Technology: How do I implement / manage this?
Line of Business: Does it improve business performance?

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We are already seeing ROI with the four departments
using it. By the end of the year we will have the
entire senior leadership on the tool and expect to
see great visibility into our work and successes.
—Business Unit Director

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Points to Consider
o The subject’s experience of encountering the upper
bounds of Salesforce’s analytic capabilities is not unique
o Depending on current needs there may be significant
value on improving reporting analysis operations
o Consider the implications of improved analytical context
on decision making

20. Enterprise-caliber Cloud BI
Thank you!
To join the conversation, follow us on
Phone: +1 (617) 624-3600
Contact Sales: sales@bluehillresearch.com
Contact Research: research@bluehillresearch.com

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SALESFORCE
& BIRST FOR
BETTER
INSIGHT

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SALESFORCE
REPORTING
• Salesforce reports are ideal when:
– You want to display your company’s sales pipeline
– You want to report the number of deals closed in a quarter
– You need to look at your sales data at this moment in time
– Salesforce is your primary data source
– Your custom analytics are spreadsheet-based

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SALESFORCE
REPORTING
• But not so ideal when…
– You need to understand historical trends
– Perform cross-object reporting
– Incorporate outside sources of data
– Analyze data by particular time frames
– Display more than 2,000 rows in a report
– Customize dashboards

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BIRST GIVES YOU
MORE
• Report on any object in Salesforce - including
custom objects
• Better visibility into sales pipeline for improved
forecasting and increased deal closure
• Dramatically reduce time and effort for sales
analysis
Dashboards Mobile BI Pixel-perfect reports Ad hoc reports

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SINGLE INTEGRATED BI
PLATFORM
ETL, DATA WAREHOUSE, LOGICAL LAYER,
VISUALIZATIONS
Enterprise Reporting Predictive Analytics Interactive Dashboards Visual Discovery Design Studio Mobile Analytics
Unified Logical Layer Smart Analytic Engine
Automated Historical
& Analytic Data Store
Automated Data
Management
1 1
2 2

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BIRST FOR SALESFORCE
POWERFUL ANALYTICS TO DRIVE GREATER SALES
SUCCESS
• Increase bookings / rep
Rapid Time to Value
• Reduce sales cycle time
• Increase win rates
• Improve forecast accuracy
4 week pre-defined engagement
Automated data refinement
Pre-defined sales analytics model
Discovery Ready
300 attributes & 265 Measures
Embedded Best Practices
45+ KPIs
22 best practice reports
Customization Ready
Custom object and field exposure
10 custom analytic attributes
5 custom analytic measures
Extend with additional data sources

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BIRST FOR SALESFORCE
POWERFUL ANALYTICS TO DRIVE GREATER SALES
SUCCESS
• Pipeline Movement
– Quarter Movement – Chart
– Quarter Movement Details
• Pipeline Evolution and Velocity
– Pipeline Velocity by Stage
– Pipeline Count Evolution
– Pipeline Revenue Evolution
• Snapshot Analysis
– Weekly Pipeline Growth
– Opportunity Stage Drop Off
• Pipeline Amount Change
– Pipeline Amount Change Daily
– Pipeline Amount Change - Detail
• Sales Overview
– Pipeline Funnel
– Pipeline by Product by Opportunity
Type
– Average Deal Size by Sales Team
– Pipeline by Team by Forecast
Category
– Opportunity Details
• Sales Rep Performance
– Sales Rep Contribution
– Sales Rep Closing Performance
– Sales Reps by Booked Revenue KPIs
• Win Rate Analysis
– Win Rate and Deal Size by Account
Type, Deal Source, Industry, Oppty
Type

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DEMONSTRATI
ON

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IDENTIFY TOP SALES
MANAGERS TO RAPIDLY
GROW A BUSINESS
Results
•Analysis of best market segments & customers who
would buy multiple time vs. once
•Pipeline analysis to understand whether bottlenecks
are customer, product, rep or region related
•Revenue growth: 83%
•TTV: 39 days
Why Birst?
•Salesforce solution accelerator
•Analytic snapshots on Salesforce
“For about the same amount of time
we were idle with the previous
analytic tool, we found ourselves
actually up and running with Birst”.
Lori Bush,
President & CEO
Challenges
•Grow sales org rapidly by identifying top performing
sales managers who can train new reps
•Understand customer lifetime value to determine
where to focus marketing and sales efforts
•Quickly resolve pipeline bottlenecks
Data Sources

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ABOUT BIRST
• Enterprise-Caliber BI
Platform – born in the cloud
• 10,000+ organizations rely
on Birst across all verticals
• 80+ Strategic Partners
2014 Business Intelligence and Analytics
Magic Quadrant
“ No. 1 in product functionality and
customer (that is, product quality, no
problems with software, support) and
sales experience.”

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LEADERS RELY ON
BIRST
Embedded Mid-market Enterprise

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Q&A

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LEARN MORE
• Download Blue Hill Case
Study
– birst.com/insight
• Join us for a Live Demo
– Every Tues and Thurs @
11:00 am PT/2:00 pm ET
– birst.com/livedemo
• Contact us
– info@birst.com
– (866) 940-1496 (or +1 415-766-4800)

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THANKS

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SALESFORCE
REPORTING
• Some companies need more:
Which of the following analytic capabilities would allow your organization to realize more value
from your SFA investment?
– Recent Sales Force Automation Analytics Survey

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SOME COMPANIES
NEED MORE
• Improved Pipeline Management:
“Do I have enough pipeline to meet my target? What
if I increase my average deal size? What if I close
deals faster?”
–Complete visibility into pipeline and change
analytics:
 Sales rep scorecard
 Win rate analysis
 Pipeline stress test

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SOME COMPANIES
NEED MORE
• Historical Analysis & Forecasting:
“What’s changed in my pipeline? How does my
pipeline compare with the same period of time last
quarter/year/month?”
–Enable rich analysis across time:
 Show current state
 Show historical states
 Enable conversion analysis
 Show stage velocity

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SOME COMPANIES
NEED MORE
• Insight Across the Enterprise:
“Did my commit meet my forecast? What is the
overall cost of my leads that convert to closed/won
deals?”
–Create a single, holistic view:
 Integrate financial bookings,
ERP and any third party data sources
 Ensure data consistency
 Automate data consolidation