World Class Operationalization of Salesforce CRM Platform

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World Class Operationalization of Salesforce CRM
Platform
Track Executive Insight

• Aaron Bagchee, Seagate

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Aaron Bagchee IT Sr. Manager
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All About Seagate Technology
Seagate Technology engages in the design,
manufacture, and marketing of disc drives for
enterprise, desktop, mobile computing, consumer
electronics, and branded solutions markets of the
disc drive industry

• INDUSTRY Manufacturing
• EMPLOYEES 55,000
• GEOGRAPHY Global
• Revenue 12 B
• USERS
• Internal 1500
• PRM 370
• Customer Portal 18,500
• PRODUCT(S) USED Salesforce CRM SFA, Service
  Support, PRM, Customer Portal, Content

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Salesforce CRM Evolution at Seagate

• 2001 - a failed CRM implementation of
  YOUcentric/JDEdwards platform
• 2002 Salesforce CRM first used
• Originally intended for channel sales teams, but
  it soon grew to be used by our marketing teams as
  well, especially once we coupled it with Eloqua
  and the SPP program.
• 2003 - Focal platform for customer data quality
  management
• API integration with Sales and Marketing
  Database, TrueComp and other Seagate IT platforms
• 2005 - Globalized Seagate Partner Program Portal
  Deployed
• 2007 - IT took over management of the platform
• 2007 - Business defined CRM Strategy
• 2008 - IT defined Salesforce CRM technical
  strategy

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Salesforce CRM at Seagate Today
Sales
Customer Data Management

• Account and Contact Management
• Activity Management
• Track pre and post sales activity
• Sales Forecasting
• Opportunity Mgmt
• Sales Performance Tracking (Commissions)
• Sales Productivity and Workflow Applications
• Reporting
• Content Collaboration

• Direct Partners and Customers
• Indirect Customers and Partners
• Consumers

Customer Service
New

• Case Mgmt
• Knowledge Base
• Chat

Marketing
PRM

• Lead Mgmt and Qualification
• Campaign Definition
• Campaign Targeting and Segmentation

• Partner Portal
• Channel Partner Program Registration and Database
• Manage Channel Programs
• Channel Communications

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Seagate SalesCenter Portal
SSO Enabled
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Salesforce.com System Map
3500 Users
350 Users
15000 Users
1500 Users
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How did we get there?
4 Keys to Success

• Align IT with Business
• Apply core IT processes and principals to the
  management of the platform
• Implement key foundational infrastructure and
  strategy
• Leverage partner to accelerate adoption and time
  to value

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Keys to Success Business/IT Partnership

• The business needs to think more like IT
• IT needs to think more like the business
• Strategy Planning
• Roadmap Planning
• Quarterly Business Reviews

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Keys to Success IT Ownership/Governance

• IT inherited a system that had been managed by
  the business with little oversight
• Support and development coming from mulitiple and
  disparate vendors
• No change control or release management process
• No security or access control policies
• No formal app development practices
• No strategy for the platform
• Business was no longer able to keep up
• IT took ownership of the platform so the business
  could focus on new initiatives

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Keys to Success Operationalize Salesforce CRM

• Centralize development and support into single
  group
• Train IT staff on the platform
• Establish change management process according to
  Seagate standards
• Improve controls for user access management
• Perform internal audit to identify gaps in
  current operations
• eSecurity, SOX Reviews
• Follow SDLC processes
• Breakthrough dept system admin barrier

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Keys to Success Build Foundation

• Key foundational infrastructure and processes
  need to be developed in order for Salesforce CRM
  as a platform to be accepted and more readily
  adopted into the Enterprise IT portfolio
• Scale Operations
• Accelerate deployment of new applications

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Keys to Success Build Foundation

• Infrastructure
• Data Integration
• Implemented Informatica for ETL data integration
• Automate synch of key customer data
• Extended existing Tibco Business Works
  infrastructure to support web services
  integration
• Single Sign On (SSO)
• Integrated SFDC with our Siteminder SSO
  infrastructure
• Implemented auto provisioning using SFDC API
• Process
• Establish Data Governance for customer data in
  Salesforce CRM
• Define data and security architecture for
  Salesforce CRM

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Keys to Success Technical Strategy

• Define how Salesforce CRM as a technology
  platform will be utilized within your IT
  landscape
• Create consensus and stake holder buy in from
  both business and IT groups
• Eliminate need to evaluate different technology
  when specific criteria are met
• Identify the resources and investments needed to
  enhance and sustain the platform

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Keys to Success Technical Strategy Focus Areas

• CRM Database
• Define what customer types will be supported
• Define what data will be stored in Salesforce CRM
  and what will not
• Integration
• Identify the tools and methods for which we do
  integration
• Identify when/what data will be stored in
  Salesforce CRM and what data will not
• BI/Reporting
• How will reporting be integrated into Salesforce
  CRM ?
• What tools/methods will be used?
• How does this align with long term BI/EDW
  strategy?
• Security
• Identify the security architecture that will
  support current and future initiatives
• Define security governance
• Entitlement Framework
• Define how Salesforce CRM will be used to store
  and manage customer profiles to be leveraged by
  internal/external applications to drive
  personalization, entitlement
• Applications
• Identify what types of applications will be
  delivered through the platform
• Identify the criteria that needs to be met in
  order for Salesforce CRM to be the right solution
• Mobile

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Keys to Success Seagates Salesforce CRM
Platform Strategy

• Salesforce CRM is Seagates CRM platform and will
  support core CRM processes
• Salesforce CRM will drive the SalesCenter portal
• Force.com platform will be used to build and
  deliver web form based approval and workflow
  applications
• Salesforce CRM will be used for entitlement,
  drive personalization and provide single view of
  customer
• Salesforce CRM will be a front end to Seagate
  backend transactional processes and BI
• Salesforce CRM will be used to deliver mobile
  services to the Sales teams

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Keys to Success Strategic Partner

• Our strategic partner, Wipro, allowed us to scale
  operations to support and accelerate new business
  initiatives
• Consolidate suppliers to reduce administrative
  overhead and lower total cost of ownership
• Implement onsite/offshore Model
• Provide technology oversight role as well as
  provide ongoing technical support and operations
  of the infrastructure
• Align outside services under IT
• Optimize ability to allocate resources to new
  projects and support ongoing operations
• Optimize internal IT staff to work on higher
  value activities

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Challenges

• Platform Challenges
• Governor Limits
• APEX Class Limits
• Managing testing and deployment
• Code Management
• Process Challenges
• Data Governance
• How do you manage shared data across many
  business functions?
• Balancing speed and quality
• Getting it done right vs. just getting it done
• Dont overlook usability

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Case Study Visual Force

• A debit SPA is a request from either a
  distributor or Seagate sales rep to sell a
  product to a unique reseller at a price lower
  than the list price.
• Business Problem
• The existing SPA Create application was
  inflexible and difficult to modify
• Needed to replace the legacy Special Pricing
  Request application that was end of life
• Sales representatives were not able to approve
  Debit SPAs via their Blackberry (PDA), resulting
  in greater Turn-Around-Time as Sales Reps can
  only approve SPAs from an Internet connected PC.
  
• Additionally, Seagate cannot quantify which
  opportunities in Salesforce.com are underpinned
  with Debit SPAs

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Case Study Visual Force

• Solution
• Build a wizard driven workflow application using
  Visual Force that met our corporate branding
  standards and was easy to use
• Integrate with our back office pricing approval
  system

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SPA Home
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Create SPA
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Search Bill to Customers
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Step 2 - Capture Product Pricing Information
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Step 3 Justification and Comments
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Step 4 SPA Summary
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SPA Partner Home
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SPA - Partner Create
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Search SPA
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Manage. Share. Build. Apply what youve learned
4 Keys to Success

• Speak the same language in business and IT
• Ensure stability and compliance through IT
  governance
• Focus on foundational infrastructure and process
  in order to scale efficiently
• Get professional help Outside consultants are
  good

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C S Swaminathan General Manager CRM and SCM
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Wipro Practice Overview Powered by Strategic
Alliance with Salesforce.Com
On Demand Delivery for lower TCO

• Quick Facts
• One of the largest Salesforce Practices with
  large number of certified and authorized
  consultants
• Experience in implementing multiple projects
  using Global Delivery model

• Product Expertise
• Expertise in all applications of Salesforce
• Expertise in integrating Salesforce CRM with
  Mobile/Hand held applications
• Expertise in integrating Salesforce with Legacy
  and Other packaged applications

• Service Offerings
• Business Consultancy
• End to end Implementation
• Support Maintenance
• Global Rollouts
• Application Migration Consolidation

• Process Expertise
• Robust Implementation Processes and Methodology
• Robust knowledge management hand-off processes

CSAT stands for Customer Satisfaction Survey
Rating
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Center of Excellence
Process Improvements Increase the Quality of
Deliverables
Knowledge Management Re-usable frameworks
Minimizes Implementation timelines and cost
Expert Services Provide global experience from
across the industry to implementation / project
teams
New Tools Technology To maintain thought
leadership in Technical and Functional Domain
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Wipros Value proposition

• One of the largest Salesforce Practices with
  large number of certified and authorized
  consultants
• On Demand Delivery for lower TCO
• Expertise in integrating Salesforce with
  Mobile/Hand held applications
• Expertise in integrating Salesforce with Legacy
  and Other packaged applications
• Partnership with OEM for the implementation of
  Force.com solutions
• Dedicated Center of Excellence to carry out proof
  of concepts and pilots
• Premier Strategic Alliance partner for
  salesforce.com
• Joint Go To Market Initiatives
• Partner with Salesforce.com Professional Services

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Seagate objectives How we Align
Solution Elements Adopted
Resources that are familiar with the system
Transition Knowledge Transfer in 4 weeks
Minimize Risk
Governance Change management
Experience, tools re-usability of processes
Effective offshore usage
Improve productivity by managing mix of resources
cross training
Maximize Savings
Seagate Objectives
Optimizing workload across locations
Process improvement
Implement best practices for long-term problem
resolution
Enrich Customer Experience
Flexibility to match Seagates business needs
Service based model allowing for ramp-up/down
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QUESTION ANSWER SESSION
Aaron Bagchee
IT Sr. Manager
William Coker
Sr. Manager, Sales Productivity Operations
C S Swaminathan
Global Practice Head CRM, SCM