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Slide 1: Education on Demand Track: Nonprofit, Government and Education Bob Weir, Northeastern University Marc Sternberg, Bronx Lab School Trevor McDougall, IDP Education Australia Daniel Strunk, DePaul University
Slide 2: Safe Harbor Statement “Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forwardlooking statements including but not limited to statements concerning the potential market for our existing service offerings and future offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make. The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance of the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our effective tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange rates and interest rates. Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com/investor. Salesforce.com, inc. assumes no obligation and does not intend to update these forwardlooking statements, except as required by law.
Slide 3: BOB WEIR Vice President, Information Services bobweir@neu.edu
Slide 4: All About Founded in 1898 in Boston, Northeastern is the 5th largest private university in the United States and is renowned for:  Experiential Learning (#1 in Coop per US News and World Report)  Interdisciplinary Research (over $70 million sponsored annually)  Urban Engagement in the heart of Boston • Industry: Higher Education • Community: 20,000+ students, 3000+ faculty/staff, 180,000+ alumni • SFDC Focus: Contributor and prospect relationship management • Prospects/contributors: 275,000 individuals, foundations, corporations • Users: 150 University Advancement staff, administrators, and executives www.northeastern.edu
Slide 5: Case Study – Key Northeastern Challenges  Business Challenges • Renewed emphasis on university advancement • New President plus Senior Vice President for Advancement • Distribution of responsibility (& staff) into colleges/units • Includes internal and external cultural change • Ability for one-to-one connection & management at scale • Strict contact and fiscal management plus security  Technology Challenges • 100 day development cycle during organization transformation • Shift system/service perspective from ‘system out’ to ‘customer in’ • Bi-directional integration with ‘back-end’ PeopleSoft systems
Slide 6: Case Study – The Northeastern Solution  How did we address these challenges? • Adapted SFDC sales management functionality to fundraising • 100 day project (from idea to production deployment) • Engaged SFDC services team including dedicated project lead • Assigned NU project management & enterprise systems resources • Created representative knowledge worker/executive steering team • Rapid prototyping with concurrent information architecture development and enterprise systems integration • Policy and practices decisions ‘on the fly’ with later confirmation • Eventual reliance on Cast Iron integration appliance technology
Slide 7: Case Study – The Northeastern Benefits  Quick enablement of a completely new organizational structure with evolving objectives, structures, processes, hiring…  Unprecedented user acceptance  Ease of use  7X24 availability anytime, anywhere  Up to the minute information  Knowledge worker direct client information update  One tool for all staff functions (dev’t, alumni, mgmt, etc)  Dynamic evolution  Division calendar for all events, conferences, etc.  Added ‘Northeastern Ambassador’ field in one day  Growing use of workflows and alerts
Slide 8: Northeastern’s salesforce.com Future  Continued evolution of the Advancement SFDC  Support for mobile devices  Standard reports for cross-organization consistency  Executive and knowledge worker dashboards  Events calendar integration with Lotus Notes  Transparent replacement of the ‘back-end’ system  Additional Salesforce CRM application pending  Student ‘Early Warning’ System • Faculty/Advisor communications and management tool for student progress & performance concerns
Slide 9: MARC STERNBERG Founder and Principal marc@bronxlabschool.org Presented by: Michael Roth salesforce.com
Slide 10: All About Bronx Lab School Founded 2004, Bronx Lab is a college preparatory school located in the Central Bronx that currently serves 420 minority, under-resourced high school students from across New York City. • INDUSTRY: Secondary Education • EMPLOYEES: 52 • GEOGRAPHY: New York City • # USERS: 52 • PRODUCT(S) USED: CRM functionality “Principalforce”, Crystal Reports integration for student transcripts
Slide 11: Case Study – Key Challenges  Business Challenges • • • • Having a single-source record for basic student contact data Collecting data on grades, attendance and behavioral information Tracking student progress across teachers Creating and sharing student transcripts  Technology Challenges • City mandated system (ATS) for student attendance • • • • Built in 1978 in DOS – only 5 resources for 1,400 schools One way data flow – data goes in but doesn’t come out Not customizable – doesn’t allow non-traditional reporting Inability to access systems from off school premises • Moving away from Excel & paper-based record keeping with non-tech savvy user base
Slide 12: Case Study – Key Challenges, Cont.  Summary of Challenges • Difficulty collecting and sharing student information across different teachers, counselors etc. • Inability to track non-traditional metrics • Innovative educational processes hamstrung by traditional, legacy systems
Slide 13: Case Study – The Solution… “Principalforce”  How did we address these challenges? • Treating students as clients and using robust CRM system to manage all aspects of the student experience • • • • • Basic contact information Student behavior Credit accumulation Grades – immediate dissemination and historical analysis/comparison Multiple teacher input for parent meetings • Use Crystal Reports to generate student transcript (given to student every 4 wks) Deployment Details #Users - ~800 Training - Friday morning bagels Ongoing improvements – Project management application, grade book integration, parent access
Slide 14: Case Study – Results  What were the results? • ~30 NYC schools now using Salesforce.com • 800 users using one instance • Ability to perform non-standard reporting including “narrative grading” • Better accuracy with data submitted to City
Slide 15: TREVOR MCDOUGALL MIS Manager trevor.mcdougall@idp.com
Slide 16: All About IDP & IELTS IDP is a global company offering student recruiting and testing services around the globe. IDP is part-owned by 38 universities in Australia and represents all education sectors.  International student services  Assessment and evaluation services for education and immigration IELTS is the International English Language Testing System owned by IDP and used in 120 countries worldwide.  Recognised by over 1000 U.S. higher education institutions  Located in Pasadena, CA
Slide 17: Case Study – Some Key Challenges • INDUSTRY: Education – student recruitment and language testing • EMPLOYEES: 700 • GEOGRAPHY: Global, HQ Australia • # USERS: 500 • PRODUCT(S) USED: SFA, Service & Support, ExactTarget  Business Challenges • • • • No visibility of student information Poor student qualification Ad-hoc approach to marketing Complexity of business rules  Technology Challenges • • • Multiple systems for collection Internet speed Failed “Global Apply Online” project
Slide 18: Case Study – The Solution  How did we address these challenges? • • • • • • • Simplified “Counselling” process using SFA Coordinated management of campaigns Implemented AppExchange Exact target email marketing tool Mangers have visibility of sales and support performance via Dashboards Migrated all data from old systems and removed them Contracts with institutions and business rules managed within SFDC No upgrade to comms required Deployment Details •400 network users, 100 corporate users •Over 50 global offices •2 month design, 1 pilot office, 4 month rollout •2.5 staff full-time deployed and supported •Integration with legacy finance system •Initial onsite training onsite during rollout •Over 40 CRM champions trained
Slide 19: IDP - Student Recruitment process Lead Generation and Management Contact/Acct Management Contact A CONTACT is Qualified Leads [Student Contact] Opportunity Management Campaign CAMPAIGNS are any marketing activities that you undertake to generate interest in IDP products or services and build brand awareness or generate leads (new prospective students) for the business. Lead A LEAD is a prospect or potential student or buyer of IDP services. Typically a person who expresses interest in IDP products & services. Product Interest A list of each of the products (from IDP product suite) that the particular student is interested in. Opportunities are created from a Product Interest. Opportunity An OPPORTUNITY is a sale or deal or promise of potential sale for an IDP product or service. There are currently 5 opportunity types: 1) Course Applications 2) Visa Service 3) Accommodation 4) Tour 5) Customised Services Account An ACCOUNT a Household of a Student [Customer] IDP Products All IDP products including courses, on-campus, transnationals and other products such as accommodation, orientation tours etc. IDP Invoice IDP INVOICES - are created from and written back on a daily basis from the financial system.
Slide 20: Case Study – Results  What are the results? • Increased visibility • Accuracy of student information has increased • Availability to see accurate conversion rates ( which is an important KPI for the business) • User adoption has been excellent • Rollout completed in April 2007
Slide 21: Lessons learned @ IDP  Some of things we have learned • Have business users work closely with people configuring SFDC • Setup designated “SFDC Champions” in the business • Keep the number of required fields to minimum • Do not under estimate change management required – different national cultures at IDP
Slide 22: Daniel P. Strunk Director Partnership Development dstrunk@depaul.edu
Slide 23: About me: Daniel P. Strunk   Director Partnership Development – Sales Leadership Program 35 years experience in sales & marketing  Sales  Marketing  Consulting Clients  Co-Author – Principles of CRM, Thomson-Southwestern 2007
Slide 24: About DePaul University:      Largest Catholic University in the USA. 23,000 undergraduate students Rated “the most diverse college campus in America” by the Princeton Review in 2006. We currently have 480 students taking sales leadership classes. We graduate 160 students form the program annually. The Mission of the Center for Sales Leadership: To prepare graduating seniors with the attitudes and skills necessary to meet the challenges of the sales profession today.
Slide 25:  In 2003 the Center for Sales Leadership had 3 CRM challenges: 1. 2. 3. Teach the benefits of CRM and SFA, Manage the business of partner acquisition, and Develop a relationship with our growing alumni population.  We met these challenges through our emerging relationship with
Slide 26:  Why ?  The right people. Mr. Dan Dal Degan Central Regional Vice President  The Sales Leadership Program is a complex business.  At a University IT support isn’t always an option  The solution is easily learned and more importantly easy to use.  Today system usage is 100%  Because of our involvement two other programs within the university have become customers of
Slide 27: What action did we take?  In 2005 we began to:  Use the Enterprise Edition of to manage our program  Teach in our Sales Strategy & Technology course.
Slide 28: What action did we take?  In 2006-2007  With the support help of we developed the first interactive on-demand sales case. • The case environment: – – – – – Accommodates 42 students, Uses 84 accounts, Contains 162 different buyer profiles, Identifies 320 sales opportunities, and Results in a sales presentation to a buyer  Managed the acquisition of 12 new partners and developed an alumni campaign management strategy
Slide 29:  What are our results with ?  The management of our program has been simplified.  Our graduates have become leaders in CRM at their new employers.  The case has evolved into a sophisticated selling tool. • 15 universities have adopted the system and the case in the U.S.  This fall we will begin campaign management with our alumni.
Slide 30: Moderated By: Tucker MacLean Sr. Director, Nonprofits & Higher Ed Panelists: Bob Weir VP, Information Services Marc Sternberg Founder and Principal Trevor McDougall MIS Manager Daniel Strunk Director, Partnership Development
Slide 31: Don’t miss these Activities: Visit our Nonprofit, Government and Education Expo  17 Partner Solutions  Enjoy a Latte and Network in our Industries Lounge Meet over 300 Nonprofit, Government and Education Attendees  Industry Networking Event: Dinner & Cocktails: Tue 6:00pm  salesforcefoundation.org/npdreamforce07
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