Becoming the Hero Your Sales and Marketing Teams Need

This talk will focus on the ways to leverage the Elastic Stack to build tools for your sales and marketing teams. We will demo some internal tools we’ve built including cohort analysis of Salesforce data, leveraging Watcher to alert on large data changes, and more.

Transcript

1. 1 Russ Savage @russellsavage Becoming the Hero Your Sales and Marketing Teams Need
2. 2 Agenda Marketing vs Engineers Free Your Marketing and Sales Data Kibana, Watcher and Custom UIs 1 2 3 4 Wrapping Up
3. 3 How Most Engineers See the Marketing Team 3
4. 4 How Most Marketers See the Engineering Team Can I please have a pixel?
5. 5 Technology spend by CMOs will increase 10x in 10 Years from $12 billion to $120 billion Ashu Garg General Partner, Foundation Capital
7. 7 1,876 Companies
9. 9 9 My Advice: Make friends with your CMO and head of sales
10. 10 Warning: This is one (my) way, not the best or only way
11. 11 Most Marketing and Sales APIs are Junk This whole API is one big WTF
12. 12 Make Your Life Easier, Move Your Data to Elasticsearch •  You get… ‒ More speed ‒ Less Downtime ‒ No API limits ‒ Everyone sees the data •  And best of all, you get a single, unified, (amazing) REST API
13. 13 13 Step 1: Find the Data
14. 14 So Where Is Our Data? Log Files
15. 15 15 Step 2: Make a Plan
16. 16 Our Plan: ‘Stash Everything Into Elastic Cloud
17. 17 17 Step 3: Start Building Connectors
18. 18 Logstash Plugins Everywhere https://github.com/logstash-plugins/logstash-input-salesforce
19. 19 Custom Filters Enrich and Flatten Data
20. 20 Generic Process Slide Logstash Input for each Marketing / Sales System 1 2 N N+1 Enrichment Filters: Internal lookups, 3rd Parties Calls, Aggregates Logstash Output to Elasticsearch …
21. 21 Each Source Gets Its Own Index
22. 22 22 Aliases: Learn them, use them, love them
23. 23 But Wait, There’s More •  Did I Mention a Single REST API? •  You also get: ‒ Kibana dashboards ‒ Monitoring and Alerting with Watcher ‒ Custom UIs
24. 24 CMOs Freakin’ Love Dashboards And pay dearly for them…
25. 25 Incorporate Business Rules into Watches Help your Marketing team find issues before they hit Twitter
26. 26 Custom Reporting UIs Build the reporting your 3rd party tool promised but never delivered
27. 27 Wrapping Up •  Business teams have money and vendors which is dangerous •  3rd party marketing and sales tools have terrible APIs •  Use the Elastic Stack to create a centralized place to access the data •  Leverage Kibana, Watcher, and custom UIs to impact the business
28. 28 28 Become the hero you were meant to be!
29. 29 29 Thank You! Russ Savage @russellsavage gh: russorat
30. 30 Please attribute Elastic with a link to elastic.co Except where otherwise noted, this work is licensed under http://creativecommons.org/licenses/by-nd/4.0/ Creative Commons and the double C in a circle are registered trademarks of Creative Commons in the United States and other countries. Third party marks and brands are the property of their respective holders.