Secrets of Success: Best Practices for Growth and Profitability


Drive Better Productivity and Increase Saleswith Now

Discover Real-World Best Practices?Without Paying Expensive Consultants

You?re investing in for one reason: to drive major performance improvements across your entire organization. Secrets of Success will help you do just that. Drawing on his experience with dozens of deployments, author David Taber offers expert guidance on every aspect ...

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Drive Better Productivity and Increase Saleswith–Starting Now

Discover Real-World Best PracticesWithout Paying Expensive Consultants

You’re investing in for one reason: to drive major performance improvements across your entire organization.® Secrets of Success will help you do just that. Drawing on his experience with dozens of deployments, author David Taber offers expert guidance on every aspect of deployment, with results-focused best practices for every area of the organization touched by, including sales, marketing, customer service, finance, legal, and IT. This is information you’d otherwise have to pay a consultant $300/hour to get...information you won’t find in any other book!

Taber walks you through developing a comprehensive and effective implementation strategy, followed by tactics and specifics to overcome every challenge you face, including internal politics. Through this book and its companion Web site,, Taber provides questionnaires, step-by-step guides, and extensive resources–all part of the Revenue Overdrive™ system that gives your organization maximum results from

  • Achieve higher end-customer satisfaction and dramatic sales productivity gains
  • Use the SFA Maturity Model to assess readiness, fill gaps, and gain early, deep user adoption
  • Overcome “people, product, and process” pitfalls that can limit the value of
  • Learn which tools, add-ons, features, and extensions are right for your implementation

This book’s start-to-finish roadmap for success can be used by companies of all sizes in all industries–with specific chapters for executives, team leaders, implementation team members, developers, and users throughout the business.

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Editorial Reviews

From the Publisher

Praise for® Secrets of Success

“ is usually thought of as an SFA system, but it really needs to be thought of as a full-fledged CRM. For more than five years, I’ve headed up marketing teams trying to expand the power of SFDC for highly automated Internet customer interaction systems.® Secrets of Success is required reading for the modern marketer, sales exec, or customer support professional.”

Mark de Visser, CEO of Sonatype® Secrets of Success is terrific because it gives guidance to every major executive, as well as tactical recommendations to the implementation team. Using this book’s methods ensures the high user adoption rate we achieved at Syneron. It also provides hundreds of tips that save time and money in the real world.”

Doron Gerstel, CEO of Syneron Medical

“® Secrets of Success helps the busy executive figure out what to do—and not to do—when a Salesforce system is being built or extended. I appreciate the balance it provides, giving strategic guidance to the executive team and tactical tips to the implementers.”

Dave Kellogg, CEO of Mark Logic® Secrets of Success focuses on the business processes that surround SFDC—the things that people do to leverage the system and become more effective. Any organization going through internal change in sales, marketing, or other customer-facing teams needs to see and work on the big picture. This book helps them do just that.”

Jon Lambert, CFO of Wombat Trading Systems division, New York Stock Exchange

“Mr. Taber takes a hard look at reality and CRM systems and finds the way to bridge the gap between the two using You are sure to succeed with your initiative by reading this excellent book. This is the ‘manual’ we were all looking for.”

Joshua Meiri, User Group Leader® Secrets of Success combines Agile with, the most widely used, hosted SFA system. Taber takes it one step further by telling product marketers and product managers how to use SFDC and the latest Agile tools to do their jobs better. A must-read.”

Rich Mironov, CMO of Enthiosys® Secrets of Success is the distillation of lessons learned at dozens of SFDC customers, and every lesson has been put in terms that people at every level of the organization can understand. I only wish this book had been out when we were building out our system—we could have saved endless meetings by simply following its best practices.”

Daniel Moskowitz, CFO of Zend Technologies® Secrets of Success is an invaluable guide for the executive wanting to get the most leverage from The book tells the executive what to ask for—and what not to ask for—to get the best revenue visibility and results from the team. We’ve been steadily expanding our SFDC system to make it into a full-fledged CRM, using the techniques from this book. This book is highly recommended for companies that want to grow their size and sales performance.”

Dave Robbins, CEO of BigFix® Secrets of Success is the first book to apply Agile methods to SFA/CRM systems development, and it breaks new ground for both the technologist and executive. At ThoughtWorks, we’ve been using Agile for years, and Taber’s Salesforce approaches really pay off.”

Roy Singham, CEO of ThoughtWorks

“I have been waiting years for this book and never knew it! David Taber has written an excellent guide to the benefits and pitfalls of implementing SFDC and, in the process, provides insight and valuable information on successfully navigating through user groups, management, sales, marketing, and IT departments to get the best results.”

Dan Weiss, Manager of Sales and Marketing Applications, Bell Microproducts

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Product Details

  • ISBN-13: 9780133517392
  • Publisher: Prentice Hall
  • Publication date: 11/19/2013
  • Edition number: 2
  • Pages: 624
  • Sales rank: 538,836
  • Product dimensions: 7.00 (w) x 9.00 (h) x 1.50 (d)

Meet the Author

David Taber is an internationally recognized marketing and management consultant in the IT industry, with more than twenty-five years’ experience, including eight years at vice president or above.

Taber’s company, SalesLogistix, is a certified implementer of solutions, with clients in the United States, Canada, Israel, and India. SalesLogistix created two widely used applications in Salesforce’s App Exchange. He has personally worked on dozens of implementations, from early stage start-ups to larger companies such as Sun Microsystems and Symantec. His experience as a marketing VP–working with the sales organization, engineering, customer, support, finance, and corporate management–gives him unique insight into the habits and needs of the executive suite. Additionally, his background in IT makes it easy for him to work at both business and technical levels.

As an accomplished writer and speaker, Taber has created and delivered presentations to audiences in many countries and coaches CEOs on venture capital pitches. He has been a guest lecturer in marketing at the University of California and Carnegie Mellon University, and he taught the product marketing class at the University of California Berkeley extension.

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Table of Contents

Acknowledgments xix

About the Author xxi

Introduction xxiii

The Promise of CRM xxiii

Achieving the Promise of CRM xxv

Do You Need an SFA System or a CRM System? xxvii

When Is the Best Choice–and When It Isn’t xxix

How to Use This Book xxx

Executive Summary 1

What Every CxO Needs to Know About 1

Why Are You Looking at an SFA/CRM System? 3

Keeping the Big Picture in Focus 4

Driving Toward Project Approval 6

Once the Project Is Under Way 12

Deployments and the Adoption Cycle 17

After Deployment: Using SFDC to Help Drive the Ship 23

Essential Tools for the Executive 27

Chapter 1: Planning Ahead 29

Getting to Business Value 29

Developing a Model of Your Customer Relationship 30

Setting Business Goals 32

Setting Requirements: Who, Where, What, and Why 32

Organizing and Publishing Project Documents 36

Prioritizing Requirements 37

When Requirements Should Bend 41

Knowing Your Boundaries 41

Making the Business Case 44

Quantifying the Return 49

Developing a Straw-Man Schedule 52

Avoiding the Big Bang Project 58

Outsourcing 60

Setting Executive Expectations 62

Getting the Right Resources Committed 64

Chapter 2: Reports and Data 67

For Users, Seeing Is Believing 67

Start with What You Have 68

Scoping the System via Report Mock-Ups 71

The Crux: Semantics 73

Reports–Inside Versus Outside 74

Scoping the System via User Screen Design 76

A Guided Tour of the SFDC Object Model 78

What’s in a Namespace? 82

SFDC’s Data Requirements 84

Historical External Data 94

Chapter 3: Preparing Your Data 97

Data Pollution 97

Getting the Lay of the Land 98

Migrating Data from an Existing SFA/CRM System 98

Migrating Data from Other Systems 108

Your Big Weekend: Doing the Import 109

The Morning After: Deduping Records 110

The Morning After the Morning After: Enriching Data 114

The Ultimate Job Security 116

Creating a Cost Model for Clean Data 118

Chapter 4: Implementation Strategy 119

Before You Begin 119

Big Bangs and Waterfalls 120

The Agile Manifesto 121

You Really Have to Plan: Agile Development Is Not Enough 123

Wave Deployment 124

What’s in a Wave? 125

Planning the Sequence of Waves: WaveMaps 126

Collecting Resources for a Wave 133

Starting the Wave 136

As a Wave Takes Shape 140

Dirty Little Secret: The Data Are Everything 142

During the Wave: Real-Time Scheduling 143

Kicked Out of a Wave 146

Wave Endgame 147

Deployment 148

Getting Ready for the Next Wave 151

Post-Implementation Implementation 152

Chapter 5: People and Organizational Readiness 155

Adoption Is Everything 155

Using the SFA Maturity Model 156

Part I: What Is Management Trying to Achieve, and

How Hard Will It Be? 157

Part II: Is Your Organization Ready for Its Target Level? 165

Part III: How Big Is the Gap? 173

Understanding the Next Wave of Users 174

User Training 177

What User Readiness Means for Deployment 179

Post-Deployment User Frustration 179

How Many Administrators Does It Take to Screw in a Light Bulb? 181

Chapter 6: Working the Politics 183

Technology Is Not the Problem 183

It’s Not Just Big Organizations 183

Who’s the Champion? 184

Who Pays for the System? 188

Who Will Own the System? 190

Who Owns the Data Now? 192

Dealing with Review Committees 197

Identifying and Dealing with Opposition to the Project 198

The Politics of System Adoption 200

Identifying and Dealing with Adoption Problems 204

Indoctrination 206

The Politics of Restriction 206

Chapter 7: Products You Will Need 209

SFDC Is a Platform, Not Just a Product 209

Don’t Overdo It 211

First, Seek to Understand 212

Next, Weigh Your Options 217

Essential Toys: Featurettes 221

Essential System Administrator Tools 223

Essential Add-Ons for the Marketer 226

Essential Features for Sales Management 229

Essential Tools for Support 234

Essential Extensions for Finance 236

Essential Features for the Executive 238

Chapter 8: Optimizing Business Processes 239

The Top-Down Perspective 239

What Is a Business Process? 240

How Do Business Processes Fit Together? 241

Identifying Which Business Processes You Need to Think About 242

Analyzing Business Processes 252

Example Business Process Analysis 256

How Much Should Be Changed? 261

Best Practices with Business Process Redesign 261

Making the Changes 265

After the Changes Are Made 266

Chapter 9: Best Practices for Sales 267

“Universal” Best Practices 267

Define and Document the Sales Model 270

Inside Sales 273

Sales Representatives 289

Field Sales Engineers or Product Specialists 301

Sales Management 302

Chapter 10: Best Practices in Marketing 325

Marketing Organizations 325

Lead Generation and Collection 326

Lead Generation Campaigns 334

Lead Handling 339

Lead Cultivation and Nurturing 351

Lead Qualification and Conversion 352

Partners 353

Customer References 353

Public Relations 356

Product Management/Product Marketing 357

Marketing System Administrator 360

Marketing Executives 362

Chapter 11: Best Practices in Customer Support 369

Support Organizations and SFDC 369

Universal Support Best Practices 371

The Customer Order Support Center 374

Order Expediting, Distribution, and Shipping 376

Technical and Warranty Support 377

The Customer Help Desk 381

Professional Services 382

Chapter 12: Best Practices in Finance and Legal 385

Driving the Investment Decision 385

Keeping Expectations Reasonable 388

The Path to Project Success 389

Accounting and Ongoing Operations 390

Mergers, Integrations, and Divestitures 399

Fundraising 400

Legal 401

Human Resources 402

Chapter 13: Best Practices in IT 405

Level of IT Engagement 405

Skills IT Will Need 408

Planning for the Implementation 409

Implementation 416

Ongoing Usage 421

Appendix A: Tools to Prioritize Requirements 431

Prioritizing Project Requirements 431

The Delphi Method 432

Prioritize via Investment 433

Weakest/Strongest Elimination 434

Popular Votes 437

Appendix B: Example Requirements Statements 439

Example Project Requirements: Smaller Company 439

Example Project Requirements: Larger Company 441

Index 447

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