Everything You Think You Know About Managed Services is Wrong Once your Salesforce instance is up and running, there’s no doubt you’re feeling pretty good. You did it! Go- live was a success and now you’re reaping the rewards. But how do you keep the good times rolling? Your full- time job consumes enough of your day, let alone trying to stay up to date with all of the requests coming from the users, or staying on top of all the latest and greatest capabilities and improvements.

Maybe getting managed services support from a Salesforce partner is on your mind, and maybe you’ve heard a thing or two that keeps you from making the jump into proactive project and process augmentation.

With Navigator, Silverline’s managed services solution, we aim to set your mind at ease. It’s important to have all the facts in order to make an informed decision for your . So we’ve set out to address common myths about managed services and help you keep your Org moving forward. Table of Contents

Most companies just need staff augmentation, 4 Myth 1 not project

Managed services only applies to Salesforce 6 Myth 2 Implementation went great, so there’s no need 11 Myth 3 for managed services

Managed services is just keeping the lights 12 Myth 4 on for CRM solutions

Managed services is for people who have a 16 Myth 5 specific problem in need of a specific solution

Organizations need a backlog already in place 18 Myth 6 to get full value from managed services

Managed services is too static; 21 Myth 7 need a dedicated project team Myth 1

Most companies just need staff augmentation, not

Salesforce isn’t something that one At Silverline, we’ve structured services admin can master and manage in such a way that it allows us to anymore. You need multiple skill sets partner with and consistently deliver to get the solution that works best for efficiencies, value, and real transfor- your Org. And that skill set could include mation for our clients. We balance data work. It could include custom their deficiencies and complement development, complex configuration,their strengths, by providing a diverse and integrations to other systems. team rather than a single person or a single role. Beyond the immediate You might need a specialty around client team sits hundreds of Silverliners a particular industry, a complicated with a wide diversity of experience that , or possibly can be used on an as-needed basis to adherence to regulatory compliance. provide consultation, solution design, And when you go the staff augmenta-and subject matter expertise. No tion route, you get the expertise and single resource or role could provide skills of a single resource and not a this kind of flexibility and impact. multi-faceted team to address the need. Oftentimes, you discover that Our teams foster and develop long- you needed more than you thought. term while efficiently You can’t know what you don’t know — defining challenges and continuously so bringing in a third party with cross- delivering innovative solutions that functional expertise can help identify, positively impact your business. define, and implement solutions that better serve your company in the long run, while helping to deliver tangible ROI on your valuable investment in the platform. 4

Myth 2

Managed services only applies to Salesforce

Managed services provides skill sets that operate across an ecosystem of solutions. When we say Salesforce, there are so many disciplines. From basic platform needs, classic Sales Cloud, Cloud, and Cloud needs; not to mention the AppExchange and the vast array of Salesforce partner applications that can help tie together components and solutions efficiently. It takes deep cross-functional expertise to tie together all the capabilities Salesforce brings to the table.

At Silverline, managed services doesn’t mean just Salesforce. We come in as a strategic partner focused on evolving your solution. We have the ability to not only look through the Salesforce lens, but also to take a broader look at the entire environment of solutions. We understand how different applications, components, and solutions knit together to provide comprehensive platform solutions. We work on integrations, platform-specific or analytics-specific components, AppExchange, field marketing, mobile compatibility, and more. We look at your broader architecture and identify opportunities to simplify and condense processes.

We draw on our broader team — people who also have expertise in various industries and ancillary tools around Salesforce that are on the AppExchange and are integrated with other platforms. We touch on many different types of enterprise architecture.

Over the years, Salesforce has purchased multiple across industries and focuses — and we have experts available in virtually all of them.

6 1 Case Study A Texas-Sized Digital Transformation

How Stonebriar Spurred Growth and Rounded Up Deals Stonebriar Commercial is a that provides financing solutions to a wide variety of industries throughout the entire credit spectrum. As a rapidly growing startup, Stonebriar has faced incumbent competition from much larger firms in their ecosystem, many of which use outdated tech- nology to originate deals from $5M to more than $50M. Many challenges, mandated changes Stonebriar had limited executive insight into their pipeline, as well as the new lead qualification and loan origination opportunities for five major business platforms (i.e., general equipment, rail leasing, aviation, sponsor finance, and real estate). Their processes were highly manual, requiring keying new opportunities into disparate systems for loans, leases, and post-book servicing.

An outdated website with limited content management capabilities made it hard to foster a dynamic external marketing presence for B2C and B2B customers who are highly engaged on social channels. Stonebriar had no way to perform B2B retargeting to capture attention, measure engagement, or evangelize success.

The company was mandated by executive management and the board to grow its book of business threefold while maximizing efficiency and minimizing headcount. It was clear they needed to grow firm optics and increase ecosystem presence in all channels for all platforms.

But how? Stonebriar knew they needed outside help, so they connected with Silverline to transform their digital ecosystem. 8 Strategic, layered solution To address Stonebriar’s marketing Silverline customized Sales Cloud to needs, Silverline designed a brand- fit Stonebriar’s needs — enriching new website front and back-end opportunities with external data with robust Pardot integration, which sources to calculate risk and portfolio expanded their footprint, established exposure, track staffing requirements, differentiated business platforms build approvals for required credit, for lead routing, and improved asset, and funding tasks, and track the customer experience through progress of underwriting. beautiful, intuitive design.

We also integrated Stonebriar’s New Pardot mailing lists, templates, Salesforce Org with SuperTRUMP, and landing pages allowed Stonebriar Infolease, and Treasury and Market to segment, target, remarket, and build Rates systems so producers can their referral pipeline. Silverline also efficiently price and close dealsextended and Pardot capabilities to social executives can accurately forecast channels via LinkedIn and Twitter to cash flow and portfolio performance.expand and measure engagement Along with these technology and route new leads or opportunities integrations, Silverline implemented to the appropriate teams. pipeline and business activity reports with Conga so with a simple click, Lastly, automated Einstein Contact executives can quickly see the health, and Activity Capture improved performance, and scale of their lines productivity and provided actionable, of business. predictive insights about deal pipelines to executives through Einstein Analytics. 9 Navigating new releases From the start, Stonebriar had a large backlog of needed enhancements and new features with constantly shifting priorities. Silverline applied its Navigator delivery methodology to improve flexibility to re-prioritize as business needs shifted and move ata manageable velocity. By constantly deploying new features — rather than introducing a complete solution all at once — Stonebriar successfully improved user adoption and brought new processes and users onto the platform with little pushback. Measurable results from managed services Silverline and Stonebriar successfully partnered to implement a robust CRM that addressed the challenges outlined when the project began. Since project end, Stonebriar has successfully:

○ Reduced time for deal origination from 72 hours to four hours ○ Increased real pipeline throughput of over 2x (217%) YOY in the first year and 2.5x from January 2018 – April 2019 ○ Scaled from 103 to 130 customers within 15 months (26% increase) with one headcount addition, and from 302 to 372 within the same period (23% increase) ○ Issued five securitized bonds of $2.25B since inception, two of which occurred after the Salesforce implementation completed — due to increased analytics, visibility, and performance (the sum of the two are almost 35% larger than the sum of the previous three) ○ Originated over $20M more/employee than closest competitor ○ Increased deal origination by $50M ○ Grew portfolio by 34% Net Investment (AUM/portfolio value)

10 Myth 3

Implementation went great, so there’s no need for managed services

Go-live is just the beginning of your growth. That automatically signals journey. You’ve got a solution that’s changes in the tools that support you built and ready for use. But, it’s in the process. important that your team understands how to efficiently own and operate We also help establish the appropriate your instance of Salesforce. There level of project management and will be growing pains along the governance for your . way, and a specialized support and That might include everything innovation team can help. There’s from framework and continuous the fundamental administration integration, to release management aspect of it; as your team requires and environment management, even more organized, efficient care and agile methodology. feeding of your Salesforce Org. Org administration is an important skill set Salesforce is continually evolving. to build, and it’s a part of the journey Your business doesn’t stay the we can support. same. So why would the tools you use stay the same? If you want to As the fundamentals become second continue to innovate and grow, you nature, you’re also still running a need to continue to innovate and business. You want to continually grow internally with your tools, your evolve your , your processes, and your teams. business itself, and realize continual

11 Myth 4

Managed services is just keeping the lights on for CRM solutions

Managed services provides you with a team that’s on or even ahead of the cutting edge of new releases and already using them in similar (or even dissimilar) contexts across other organizations. And they can show you how they can apply to your business as well.

You’ll also learn things you didn’t know about your organization through the use of more advanced toolsets. Presuming you’re moving to Salesforce from something that was outdated or disparate — you’re going to learn about your business through the actual use of your new tool. Having a team available to you that understands where to pay attention and maximize learnings to evolve your Salesforce environment is important.

That’s where you start to increase your use of the tool, the value of the tool, and therefore, your ROI on the tool.

The cost of Salesforce is the cost of license renewal. That cost continuously covers improvement. You’re going to keep paying for it, so you may as well stay at the forefront of its functionality and realize its value. 12 2 Case Study

Salesforce Service Cloud Implementation and Managed Services for a Comprehensive Healthcare Delivery System

An organization based in Alaska administers a comprehensive healthcare system throughout rural communities not connected by road. They manage over 40 village clinics, staffed by Community Health Practitioners who provide acute, chronic, emergent, and preventative services. Their regional service and center is accessible only by airplane, boat, and (in winter) snowmobiles and four wheelers. Most patients do not have access to the internet or, in some cases, electricity.

When a higher level of care is needed, patient referrals are often made to one of their five sub-regional clinics, and that requires air travel. Medicaid provides resources for air travel and this provider works with patients to schedule and plan appointments, air travel, and health escorts as needed.

13 Challenging coordination Their challenge was in coordinating Silverline designed a robust, custom and tracking communication between ecosystem from scratch to manage providers, patients, and travel the provider’s patient care using departments. They were managing both Salesforce Service Cloud and it all through email rules and color Salesforce Community. Moving coding in Outlook and expansive Excel methodically and thoughtfully, the spreadsheets. They needed a system provider spent about 10 hours each that could help them provide more week working with the Silverline team timely results for patients over the long- to ensure the ecosystem met their term — and to offer call support seven needs. days a week. Through Navigator, Silverline provides While looking for new ways to manage ongoing support with strategic, their customer database and needs, tactical, and iterative customizations an associate found Salesforce. They to its Salesforce Org, while continuing knew they would need a partner to walk to evolve business processes through them through the overhaul of a new technology. implementation and engaged Silverline to help them develop and adopt the new technology. 14 An improved patient platform The provider’s personnel now have a streamlined, easy-to-use platform that replaces countless spreadsheets, email chains, and outdated patient case files. Their custom Org helps to provide more timely results and updates for patients, companies, and other clinics over the long-term, and to offer patient call support seven days a week.

With their new setup, they have taken over patient travel management from Medicaid, while still keeping communication lines open and transparent. Patients can work with team members to submit cases in-clinic (where there is reliable internet) through their Salesforce Community portal, and update cases as changes occur.

Silverline and the provider reached an agreement for another three-year for ongoing Salesforce support through Navigator.

15 Myth 5

Managed services is for people who have a specific problem in need of a specific solution

With the right managed services provider, you don’t need scope. You don’t need to know exactly what you need. You don’t need to know exactly what you want and you don’t need to know exactly how you’re going to get there. That’s part of what Silverline does. You don’t need to know what you need now and two months from now. You can figure that out as you go in an agile fashion.

You can manage the life cycle and evolution of your platform by having something like managed services, where you’re constantly checking a backlog of enhancements and user requests. As your users come up with new ideas or new business problems, you can continuously review and re-prioritize and solve those problems in a flexible manner.

Things change quickly. Having a big project and only getting one product or solution out the door every six months means your business has already changed drastically during that time. It takes too long to get to the scope and have everything be suited for a perfect waterfall approach; everything has changed by the time you get to the end. So it’s better to manage all of that in a much more agile, nimble fashion. That’s what managed services can do.

Behind every specific problem or need and solution is another specific problem or need and its subsequent solution. And those are going to be of varying scale in terms of complexity and duration. That’s why, at Silverline, we provide the ability to flex either within a quarter or across quarters, and to flex the team composition as required to match the scale of the need. 16

Myth 6

Organizations need a backlog already in place to get full value from managed services

Sometimes it’s even better if you don’t! When we do that work shoulder to shoulder, following a proven format and approach, it’s often a more successful engagement from the start. We work together to look at your business, your needs, and identify any gaps. When we come in with fresh eyes, we can help prioritize and define what needs to be done and also how to most effectively accomplish things.

You know your business best, and partnering with our team of experienced consultants enables us to lend our expertise to the specific needs of your engagement. Our combined experience of past projects spans industries opposite and exactly like yours, giving us a broad, collective expertise to pull from as we architect solutions and enable efficiencies.

Your Navigator managed services team can perform a Health Check on your Org to help identify issues and manage their impact. This type of review can help to define your initial backlog and will often remove blockers that you may have been unaware of. You may think you have a problem you don’t have. You might not think you have a problem that you do have. Our team can work with you to identify and prioritize precisely what will have the greatest effect on your business.

18 3 Case Study

Deeper Member Insights and Managed Services for Baxter Credit Union

Baxter Credit Union (BCU) is a $3.5 BCU knew they needed an updated billion full-service, not-for-profit, solution that not only improved providing SEG project management and pipeline and community banking to over tracking, but made it easier to monitor 200,000 members in all 50 states and member activity and track their overall Puerto Rico. BCU is noted for setting enterprise health. new standards in bringing together technology and member service in Phases with a focus the fast-changing world of financialBCU engaged Silverline to implement services. the following Salesforce products: Growth leads to growing pains ○ Financial Services Cloud ○ Sales Cloud Einstein BCU has experienced tremendous ○ Shield Platform Encryption, growth, due in part to its ability to Event Monitoring, and Field acquire and retain members by Audit Trail establishing personalized and relevant relationships. By implementing the Salesforce platform, BCU will have a more unified Due to outdated tools and siloed view of members, which will enable a information, key metrics were hard to better understanding of each member track, as insights into their members and their relationship with the credit were siloed. It was also difficult union.to correctly match activities and actions to the corresponding members who made them. 19 Additionally, BCU will be able Opportunity management, referral to easily view and act on management, onboarding, and recommendations provided by product white spacing identi- the Salesforce platform, as well fication. The next phase will focus as related activities and actions on Service business units. to its members. They’ll also have increased member engagement Ongoing support and via intelligent relationship enhancements information and connections into other BCU data sources. They with managed services also expect to gain efficiencies Byby constantly driving toward automating manual processes, its goal, BCU recognizes that which will reduce the need for multi- ongoing support and building system navigation and surface enhancements will be necessary. key information about prospective BCU has engaged Navigator to and existing members. build upon the Member Experience Platform delivered during the first Silverline is using a targeted, phase. phased approach for imple- menting the solution across Navigator provides BCU with the enterprise. The first strategic,phase tactical, and iterative focuses on Marketing and Sales customizations to their Salesforce business units with a goal of platform while continuing to evolve gaining a 360-degree view the business processes through and providing a relationship technology. hierarchy in order to perform:

20 Myth 7

Managed services is too static; organizations need a dedicated project team

Managed services is, by nature, very flexible. You can adjust the team quarter to quarter and we can grow or slim down with your needs.

Your business needs are going to evolve and change from quarter to quarter or month to month. That can also include your ability to support a budget commensurate with what you’re trying to achieve. You need the ability to flex a team up and down (and even sideways). We bring that, along with a variety of experience, to the team. At times that means bringing different people with different skill sets to the team — which isn’t possible when you have a static team or a single admin that you manage internally.

Silverline can help you figure out the best model for you at the time, and the skill sets required to accomplish it. We’ll help you figure out the best path forward to get the initiative completed, whether it be with managed services or a full-time project team for a more focused scope.

We have the ability to respond to variances in scope, time frames, and teams. We respect that business needs can change from small to massive and back again. And we have the elasticity to accommodate that. We’ll provide the right people at the right time and the right implementation model that makes sense for you.

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Navigator: Managed Services from Silverline

As your business grows and evolves, your Salesforce instance needs to do the same. Navigator gives you access to our highly skilled Client Services team of Salesforce experts who can assist with every aspect of your Salesforce journey — from technical strategy and business alignment to supplementing your own in-house skills. We learn your business and focus on impact, help you adapt to changing business needs, and keep you on track for long-term success.

Navigator is designed to provide pricing comparable to hiring a single resource, but with a wide range of skills that are nearly impossible to find in one person.

We provide full-time or part-time resources to handle all your Salesforce tasks including: ○ Project Management ○ User Adoption, Training, and ○ Configuration ○ Development ○ Reporting and Analytics ○ Integration Support ○ Strategy and Planning

These services are all along the spectrum of Salesforce complexity — from basic design and configuration to Health Checks and planning for new feature rollouts. In addition, depending on your needs, our team will provide regular strategy planning sessions to ensure you get maximum value and user adoption from your technology investment.

Interested in learning more about Navigator? silverlinecrm.com/managed-services

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