Enabling Sales Effectiveness Through Data Quality and Business Process Integration

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Enabling Sales Effectiveness Through Data Quality
and Business Process Integration

• Matt Lawrence
• Wind River Systems

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Company Background
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We Lead Device Software Optimization

• Founded 1981, IPO 1993
• Corp Center in Alameda, CA
• Market share leader
• 35 of commercial market
• 314M in revenue change in deferred (FY07)
• 285M in revenue
• 29M in deferred revenue
• 15 in operating efficiency margin
• 75M in research development
• 200M in free cash
• 1,300 employees
• 42,000 developers
• 1,200 design wins last year
• 350 million deployed devices

NASDAQ WIND NASDAQ WIND
Revenue Mix
Products 137.1M
Services 70.8M
Production Licenses 77.4M
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Leaders in Every Industry Rely on Wind River
Alcatel-Lucent Cisco EMC Ericsson Hewlett-Packard
Huawei Intel Juniper LG Electronics Marconi Motoro
la Nokia-Siemens Nortel Oki UT Starcom ZTE
ABB Agilent BMW Bosch/Blaupunkt Continental Daimle
rChrysler Delphi GE General Motors Honda Honeywell
Hyundai Magneti Marelli Mitsubishi National
Instruments Nissan Rockwell Automation Samsung Sch
neider Siemens Yasukawa
BAE Systems Boeing EADS General
Dynamics Finmeccanica Harris Honeywell ITT L3
Communications Lockheed Martin MHI NASA NEC Northr
op Grumman Raytheon Rockwell Collins Smiths
Aerospace Thales US Navy
Apple Datung Epson Ericsson Hewlett-Packard Iwatsu
LG Electronics Motorola Philips Ricoh Samsung San
yo Sony Thomson Toshiba Verizon
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The Most Innovative, Complex Devices Are Built
on Wind River

• Telematics
• Vehicle tracking and airbag deployment
  notification
• Remote/mobile payment
• Traffic and point-of-interest information
• Location-based services
• Infotainment
• Audio, gaming, video
• Navigation
• Powertrain / X-by-wire steer, brake, drive
• Test Measurement equipment
• Medical devices
• Robotics
• Power-generation equipment
• Semiconductor equipment

• Smartphones
• Feature phones
• Portable media players
• Digital cameras
• Set-top boxes
• IPTVs
• PVR/DVRs
• Digital televisions
• Home access/gateways
• IP video security/monitors
• VoIP telephony
• Digital copiers
• Laser printers
• Multifunction printers

• Media gateways
• Wireless access points
• WiMAX base stations
• Radio network controllers
• Broadband access systems
• Customer premises equipment
• VoIP phones
• Switches

• Avionics
• Integrated Modular Avionics (IMA) cores
• Displays
• Flight controls
• Flight management
• Command and control
• Communications
• Software Defined Radio
• Intelligence, surveillance, and reconnaissance
• Radar, sonar
• Space
• Instruments
• Navigation
• Propulsion
• Weapons systems

350 million devices worldwide use Wind River
technology
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Device Software Optimization Is Drivingthe Trend
from Build to Buy
Complex Device Requirements

• Content
• Convergence
• Connectivity
• Differentiated
• Faster time-to-market
• Lower development costs
• Higher quality

Competitive Pressure
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Strategic Transformational Change
Deploy the world class CRM solution, providing
reliable information, and driving sales
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Establish the single authoritative source of
customer information across the business
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Implement enterprise level integration (SOA)
between the front and back office systems
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Dirty Customer Data
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Technology Roadmap
Trillium-Data Cleansing
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Combined Project Scope

• Upgrade Siebel Sales from 6.3 the 7.8 platform,
  Streamline the Sales process from Lead Generation
  to Account, Opportunity and Forecast Management,
  thru New License and Renewal Quote/Order
• Implement State of the Art Business Intelligence
  (Oracle BI), replacing the legacy reporting
  solution (Business Objects Excel)
• Perform up front Customer Cleansing using
  Trillium, Siebel Account Merge and Oracle TCA
  tools Incorporate Trillium RTC into Siebel SFA
• Implement the Oracle Customer Data Base Hub,
  standardize on key Customer attributes common to
  Siebel SFA and Oracle EBS
• Implement Oracles SOA Suite, re-Architecting the
  integration process and data flow between Siebel
  SFA and Oracle EBS

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Siebel Project Org Chart
Executive Sponsors Damian Artt, VP WW Sales
Services Barry Mainz, Chief Operating
Officer Scott Fenton, VP CIO
Project Management Office
Wind River IT Team Members
Perficient Consulting Team Members
IT Technical Team TBD
Core Team
Worldwide Sales
Finance
Marketing
WCO / Services




Subject Matter Experts Field Sales (AMs,
HAT/SAT, SSMs, TAMs), Corporate Sales (AEs,
Renewals, SDRs), Compliance, Deal-Desk
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CDB Project Organization Chart
Project Management Office
Executive Sponsors Barry Mainz, Chief Operating
Officer Scott Fenton, VP CIO Arun Anur, OC
Executive Sponsor
Wind River IT Team Members
Oracle Consulting Team Members
Core Team
Lori Jimenez Scott Stanley Doug Wong Tracy
Williams Patty Posadas Greg Williams Candi
Bashiri
Subject Matter Experts AMs, Sales Admins,
Collections Analysts, Credit Mgmt. Etc. as
needed
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Siebel Upgrade (6.3 to 7.8)

• Perform a Global AS-IS review US, EMEA, APAC,
  Japan Teams
• Focus on driving a common process
• Fix Performance woes outside the States
• Determine the need for Offline Client
• Consolidate Quote/Order in Siebel
• Sales Support/Renewals OM on the Same System
• Opportunity for Check Balances before
  Transmission to ERP
• Out of the box capabilities Siebel UI
• Standard functionality
• Exception was Quoting
• Multiple Proposal Templates, Complex Product
  Structure
• Technical Upgrade/Conversion
• Full Historical Data Conversion
• Iterative Process, Practice makes Perfect
• Accounts, Quote, Contacts MUST match

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What we didnt get to

• Quote Approval via Siebel
• Sales Management, Legal and Finance approval
  prior to sending out a Customer Quote
• Processed managed outside the system (for now)
• Product Configurator
• WRS has a highly complex Product Hierarchy
• Opted for a Catalog structure
• Product Hierarchy as a follow on project
• Marketing Web Leads
• Remains a manual process
• Next Phase (I promise!)
• Outlook Integration
• Next Phase (I really promise!)

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Business Intelligence

• Separate DB, Seamless Experience
• Separate DB, Server, refreshed hourly from SFA
• Access is based on Sales Visibility AM up
  through EVP
• Seamless access via Connected mode, just another
  tab in SFA
• Focused on Forecast Pipeline
• Big Splash with the Business
• Available 24x7, Connected mode only
• No waiting on the Forecast Report, No churning
  through Excel
• Full Transparency of Information up through the
  Sales Hierarchy
• IT Owns the Infrastructure and Integration,
  Business Owns Reporting!
• As Expected, the new Solution caused increased
  demand
• BI is Oracles Warehouse Solution
• Fits WRS roadmap for Enterprise Reporting

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Data Cleansing Approach

• Establish Standards and Definitions
• Define Set the Attributes for Customer
• Apply Customer Definition to Siebel SFA and
  Oracle EBS
• Set the Baseline
• How Many Duplicates do we have? at what Level?
  (Party, Account, Site)
• Set and Communicate Cleansing Goals (remember,
  youre never finished!)
• Dedicate Resource(s) to the Customer Data Stewart
  Role
• Full time position, Cross-Functional, Position of
  Influence
• Begin the Merge
• Involve and Train Key Team members in TCA
• Credit, Invoicing, Order Management
• Supervise Production Merges
• Dont forget your GEOs!
• Choose the Cleansing Tool
• Trillium
• Batch Cleansing process using Global Postal
  Directories

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Customer Database Hub

• Driven from the Customer Standards Discussions
• Apply the Attribute Model
• Account Name, Address, City, State, Postal Code,
  Country, Hub Xref ID
• Common to Siebel and Oracle EBS
• Define your Matching Rule set in DQM
• How Loose or Tight should the Matching be?
• WRS took a Conservative Approach, Exact Match
• Load Process
• Coordinated the effort with Trillium Cleansing
• Loaded Subset of Cleansed Records into the Hub
  for end to end Testing
• Independently performed Full volume Loads from
  Siebel and EBS

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SOA Approach

• Define Highest Value Integrations
• Customer Interface, New Customer Only
• No Changes to Customer Acct - Oracle EBS is the
  Master
• License Quote to Order (Product/Services Sales)
• Renewals Quote to Service Contract
• Mapping Implications
• Single-Org Structure in Siebel, Multi-Org in EBS
• Bi-Directional Mapping Requirements
• Error Handling, Presenting a meaningful message
• Integrating Systems, Integrating Teams
• Functionality
• New Customer Creation
• EBS Party, Account, Bill-To, Ship-To, Sold-To
• Notifications/Transmission
• Automated Credit Check Notification for New
  Customers
• Transmit Directly to Oracle OM Service
  Contract, Book and Ship
• Order Status sent back to Siebel

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SOA Challenges

• Change Management
• Systems and Processes are now highly connected
  and dependent
• Business Teams IT need to Plan and Execute
  together
• Initial Increase in Credit Check Notifications
• Major change from informal Process to Automated
• Due to our Tight Matching Rules
• Manual Check in OCO Required to Validate Customer
• Process Adoption
• Took a little time to get comfortable with
• Old (obsolete) processes still performed
• Training fixed this

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Project Timeline
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Deployment Plan

• Three Dry Runs prior to Production Cutover
• To get the timing and dependencies straight
• Estimated Four Day Cutover
• Production Cutover Timing November 7 to 11
• Apply Trillium Cleansed Data to EBS, Siebel 6.3
• Perform the Siebel Upgrade 7.8
• Implement Production SOA, CDB Hub Platform
• Perform Customer Database Hub Load
• Validate Siebel
• Validate the Hub
• Validate Customer, Quote to Order, Quote to
  Service Contract Integration
• Load Business Intelligence, Validate the data
• Take a deep Breath
• Go Live!

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Project Lessons

• Think Twice (no three Times!) about merging
  independent initiatives into one Enterprise
  effort
• For WRS, it was Foundational for the Future
• Know your project dependencies
• Parallel activities such as cleaning customer
  information while testing the capabilities of the
  Database Hub Crossing a bridge while building
  it
• Be flexible and willingness to change
• Changes in Business Practices and Processes
• Changes in Roles, new Heroes emerge
• Applies to IT, understand the responsibilities of
  each team and execute as one

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Critical Success Factors

• Gain strong Cross-Functional buy-in from the
  Executive level down, and a willingness to shift
  from Thats how we do things
• Deliver the projects on time, with promised
  capabilities, focus on the end Goal
• Deliver on the Upgrade, Customer Integration
  Platform
• Nearly 30 of our Accounts match between Siebel
  and EBS
• Make sure you have the Post-Implementation
  Support Plan in place
• Elicit open and constructive feedback from the
  Business, the Good, the Bad, etc.
• Communicate, communicate, communicate!

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Future Plans and Projects

• Short Term
• Automate Customer Verification from Siebel Quote,
  Order
• Verify before Transmitting Order to EBS
• Streamline the Customer Merge Process
• Continue with Customer Cleansing
• Continually Track Metrics, Show Progress
• Expand the Siebel, BI Footprint
• Implement Siebel Marketing, Marketing Analytics
• Targeted Marketing, Opt-In, Automate Lead Gen
• Automate Deal Approvals, Agreements
• Outlook Integration
• Apply SOA capabilities to Customer Service

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Questions?
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WIN!

• matt.lawrence_at_windriver.com