Agenda

1
Agenda

• Introduction
• Interactive discussion
• Tools that ADTRAN uses
• real-world examples of CRM
• Answers to your questions

2
David Dutton

• Marketing Operations Manager Program Manager
  Sales and Marketing CRM
• 4 years with ADTRAN
• 3 years with FedEx in Memphis,TN
• 2 years with a Defense Contractor.
• MS Management Rensselaer Polytechnic Institute
  (NY)
• BS Electrical Engineering Auburn
• NOT a CRM guru

3
ADTRAN

• NOT an ideal example of automated CRM IT
  infrastructure
• IS an ideal example of a company focused on
  exceeding customers expectations
• Balanced view of the good and bad

4
Company Overview
Corporate Statistics

• FY2003 Revenue 396 Million
• Employees 1,600
• Location Cummings Research Park, Huntsville,
  Alabama
• Products Installed in 47 Countries Worldwide

5
Business Credibility
A Solid Foundation

• 18-year History
• Long-term Financial Success
• Sound Business Strategy
• Strong Emphasis on Engineering Innovation and
  Cost Reduction
• Extensive Product Lines
• Deep Tech Support and Service Organizations
• Broad, Loyal Customer Base and Channel

6
Building Business Networks - CN
The Carrier Network

• Copper
• Fiber
• Wireless

7
Building Business Networks EN
The Enterprise Network

• Internet
• Voice
• Data
• Video

8
NetVanta 3200Modular Access Router
9
Customer Relationship Management

• Why so much hype?
• Name some good examples
• Goal 360 degree view of customer

10
3 Keys to CRM

• People
• Processes
• Technology

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Customer Touch Points

• Web
• Phone
• Direct Contact
• Trade Shows
• Email
• Direct Mail
• Tele-marketing

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CRM_at_ADTRAN - Software/Services

• Internet Extranet
• Webridge
• ERP
• Baan
• Customer Service and Support (CSS)
• Remedy CRM
• Sales Force Automation (SFA) Marketing
  Automation
• Salesforce.com CRM
• Email Campaigns (Vertical Response)

13
Internet Extranet

• Webridge
• Implemented in 2000
• Manages all web content
• Allows document control
• Captures
• Product Registrations
• Join our Mailing List
• Training Registrations
• Support Requests

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ERP

• Baan
• Implemented in 1998
• Used by
• Accounting
• Operations/Manufacturing
• Shipping/Receiving
• Central nervous system of ADTRAN business systems

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Customer Service

• Remedy CRM
• Implemented in 2001
• Used by
• Applications Engineering (Pre-sales)
• Technical Support (Post-Sales)
• IM Contract Services
• Return Materials Authorization
• Tracks issues submitted via phone, email, web

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Sales and Marketing

• In 2003, the following systems were used
• Outlook, Excel, Webridge, ACT, Remedy, and MS
  Access
• Anything wrong with this approach?

What information is valuable?

• Who are my Prospects?
• Who are my existing Partners and Customers?
• What opportunities are out there?
• How is ADTRAN winning or losing opportunities?
• What Products do we need to be building?
• How effective our are marketing campaigns?
• Who should we be cross selling to?

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Sales and Marketing

• Implemented Jan. - March 2004
• Not a Client/Server Architecture
• Salesforce.com is an ASP
• Used by
• Field Sales
• Marketing
• Product Management
• Database of leads, contacts and sales
  opportunities.

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Sales and Marketing
Leads
Prospects
Customers
Marketing
Field Sales
Customer Support
Field Sales
Remedy

• Campaign Management

• Case Management
• Knowledge Management
• Self-Service

• Lead Management
• Contact Management

• Opportunity Management
• Account Management

Management

• Forecasting
• Product Planning
• Sales Funnel Analysis

21
Sales and Marketing
Airforce Wireless Edition
Outlook/Palm IntelliSync
Custom Applications
Online Access
Offline Edition
Customers Applications
22
Demonstration
23
Email Campaigns

• Vertical Response
• Engaged in August 2001
• Used by Marketing
• Services provided
• Send email msgs
• Manage opt-outs and bounce-backs
• Metrics for open, forward, deleted

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Summary

• Web Webridge
• Sales and Marketing Activity Salesforce.com
• Support Activity Remedy
• Financial Activity - Baan

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Your Questions
Enterprise Network Solutions
?