Zebra Technologies Corporation

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Zebra Technologies Corporation

• Closed Loop Lead Management Using Oracle
  Marketing On Line, Telesales, and Partners On
  Line Applications

March 8, 2004 Dan Tokarz Business Systems Analyst
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Closed Loop Lead Management Background
Information

• Printing Solutions for Business Improvement
• 2003 Revenue 536M
• 2000 Employees
• Domestic and International Operations and Sales
• Headquarters in Vernon Hills, IL

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Closed Loop Lead ManagementBackground
Information (continued)

• Zebra Sells Through Direct and Indirect Channels
• 100 Key Resellers
• Marketing Campaigns Directed at End Users
• Print Ads
• Internet
• Trade Shows
• Sales Lead Inquiries Into Zebra Go to a Lead Team
  for Processing
• Phone
• E-mail
• Internet
• Trade show leads

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Closed Loop Lead ManagementBackground
Information (continued)

• Leads Are Logged in a Legacy System for
  Distribution and Tracking
• Oracle Forms 2000
• Distributed internally (Channel Managers) and
  externally (Resellers)
• Distribution is done through Microsoft Excel and
  Outlook
• Follow up is manual with updates provided back to
  the lead team via Excel and e-mail
• Lead team updates lead status and creates reports
  from the legacy system

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Closed Loop Lead Management Objective and Scope

• Track a Lead Generated by a Specific Marketing
  Campaign From Initial Contact Through Closure
• Particularly interest in end users vertical
  market and/or specific application
• Automated lead routing
• Lead creation and reseller (partner) assignment
• Partner responsible for updates on-line
• Generate management reports
• Focus on Indirect Leads
• Phase I Implementation Done With 11 Key Resellers

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Closed Loop Lead Management Implementation
Approach

• Oracle E-business Suite Applications Used
• Version 11.5.8
• Oracle Marketing On-Line (OMO)
• Oracle Telesales (OTS)
• Oracle Partners on Line (POL)
• Oracle Sales on Line (OSO)
• Oracle Consulting Services (OCS)
• Provided training and implementation guidance
• Oracle fast forward process flows
• Internal Project Team
• Project lead
• (3) Business Systems Analysts
• Process owner super users

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Closed Loop Lead Management Phase I

• Campaign Creation
• Lead Creation and Routing
• Partner Acceptance and Management of Lead
• Continue to Run Legacy System in Parallel
• Leads for pilot partners re-entered in Oracle for
  routing to partners

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Campaign Creation
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Campaign Creation
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Campaign Creation
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Lead Creation
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Vertical Market and Application Flex Fields
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Opportunity and Partner Assignment
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Opportunity and Partner Assignment
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Partner Acceptance
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Partner Acceptance
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Partner Update
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Closed Loop Lead Management Phase II

• Lead Import
• Imported 2500 leads from legacy system
• Used concurrent process Lead Import
• Automated Channel Assignment (Direct/Indirect),
  Territory Assignment, Partner Matching and Lead
  Routing Across a Wide Range of Leads and Criteria
• Conducted in a Test Environment Only
• Identify Issues Related to Using Process in a
  Live Environment

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Automated Channel Assignment
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Automated Channel Assignment
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Partner Matching
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Partner Matching
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Partner Matching
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Partner Matching
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Closed Loop Lead Management Lessons Learned

• Mixed Results with OCS Fast Forward Flows
• More Upfront Intense Training for Business
  Analysts on Application is Required
• Lead Import Process Has Good Potential
• Automated Partner Matching Process Has Good
  Potential
• Standard Functionality in OTS and POL Has
  Limitations Related to Real Time Partner Matching
  and Easy Access to Relevant Information
• 11i Work Flow Has Good Potential

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Closed Loop Lead Management Full Deployment Issues

• Real Time Partner Assignment
• Standard work flow background process does not
  run in real time
• Limited visibility of assigned partner and
  related information in OTS
• UI Issues Related to Fast Entry of Contact and
  Lead Information
• Partner Ability to Print or Extract Relevant
  Opportunity Information
• Summary Viewing and Updating of Opportunity
  Information in POL

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Closed Loop Lead Management Q and A

• ?