© 2007 Wind River Enabling Sales Effectiveness Through Data Quality and Business Process...

© 2007 Wind River

Enabling Sales Effectiveness Through Data Quality and

Business Process Integration

Matt Lawrence

Wind River Systems

© 2007 Wind River 2

Company Background


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

Revenue Mix

Products $137.1M

Services $70.8M

Production Licenses

$77.4M


Leaders in Every Industry Rely on Wind River

Network Equipment

30%

Industrial &Automotive

20%

Aerospace & Defense

25%

Consumer

25%

Alcatel-LucentCiscoEMCEricssonHewlett-PackardHuaweiIntelJuniperLG ElectronicsMarconiMotorolaNokia-SiemensNortelOkiUT StarcomZTE

ABBAgilentBMWBosch/BlaupunktContinentalDaimlerChryslerDelphiGEGeneral MotorsHondaHoneywellHyundaiMagneti MarelliMitsubishiNational InstrumentsNissanRockwell AutomationSamsungSchneiderSiemensYasukawa

BAE SystemsBoeingEADSGeneral DynamicsFinmeccanicaHarrisHoneywellITTL3 Communications Lockheed MartinMHINASANECNorthrop GrummanRaytheonRockwell CollinsSmiths Aerospace ThalesUS Navy

AppleDatungEpsonEricssonHewlett-PackardIwatsuLG ElectronicsMotorolaPhilipsRicohSamsungSanyoSonyThomsonToshibaVerizon


The Most Innovative, Complex Devices

Are Built on Wind River

350 million devices worldwide use Wind River technology

• 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

Network Equipment

30%

Industrial &Automotive

20%

Aerospace & Defense

25%

Consumer

25%


• Content

• Convergence

• Connectivity

• Differentiated

• Faster time-to-market

• Lower development costs

• Higher quality

Complex Device Requirements

Competitive Pressure

Device Software Optimization Is Drivingthe Trend from Build to Buy

Wind River enables companies to

develop, run, and manage

device software faster, better,

at lower cost, and more reliably

Wind River Mission


Strategic Transformational

Change

Establish the single authoritative source of customer information across the business2

Implement enterprise level integration (SOA) between the front and back office systems 3

Deploy the world class CRM solution, providing reliable information, and driving sales

1


Campaign

Lead/Prospects

Propects/Customers

Opportunity

Sales

Quote

Marketing

SIEBEL to

ORACLEInterface

Sales Orders

Trade Compliance

OE Validation

Booking Validations

Pick Release

Licensing/Install Key Generation

ManualUPS

Interface

Shipping method

Shipping & Distribution

Prod

uct,

Serv

ice

and

Ren

ewal

Quo

tes

Marketing/Sales/Order Cycle

Agreement

Funding

Billing

ExpenseTimecard

Service Contracts

Install Base

LIBRA

Scorpio

SIEBEL DB

ORACLE DB

SIEBEL - ORACLE

INTERFACE

Advance Pricing

Item BOM Interface

Payables

Invoice

Service Contracts Renewal

AR Distribution

Daily Revenue Recognition

Collections

General Ledger

Tax Interface

Oracle Applications

SIEBEL Applications

Custom Interfaces

Custom Applications/Programs

Third Party Applications

Fulfillment/Contract/Project Cycle Finance Cycle

Wind River Quote to Cash Process

Customer Self Service (Windriver.com)

Export Compliance Screening

Professional Service Quotes

Purchase Orders

PO Requisitions

Project Billing

Costing

Project Costing

Payment Manager/

Postive Pay

Auto Lockbox

Cash Management

Auto Reconcillation

Daily Rate Converation

Fixed Assets(FA)

Plumtree

Eval

uatio

n Le

ads

Quo

tes

Oracle Custom Extensions

Customer Data Base

Teleservice (TSR)

Dun & Bradstreet

Manual Interface

Automatic Interface

Sales Forecasting

RMAs & Credit Memos

QE Reporting to show pending activity status & stage

Knova Interface

Customers

Manual

Entry

Customer Entry and Support Interface

Customer Address/Contact

Entry

Project Performance

Analysis

Sales Incentive Compensation

10.7 Deferred Revenue

Manual Entry

Spreadsheet Import/Export

Manual Journal Entry

iSupport

Manual Order Entry for Quote Import Failures

Project

Resource Mgmt

Inventory Mgmt

Product & Price Sync

Trade Shows3rd Party Lead ListUser Conference

PromotionsAd ResponseOther Leads

Leads

Customer Addresses and

Contacts


Dirty Customer Data


Technology Roadmap

CUSTOMERS

SALES

Sales Order Quotes

Service Contracts Quotes

CUSTOMERS

Order Management

Service Contracts

Contracts Renewal

Customer Entry

Customer Entry

Sales Person

Quote Order

Contracts Renewal

Customer Info

Service Oriented Architecture(SOA) Suite

Customer Data Hub(CDH)

Customer Credit Info

Marketing

LEADS/PROSPECTSMarketing

CAMPAIGN

Inside Sales

Dun & Bradstreet

CUSTOMERSCLEANSING &

MATCHING

*exceptional case

Service Contract Number Info Update

Sales Order # & Shipment info update

CDB TO BE Process

Trillium-Data

Cleansing


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 Oracle’s SOA Suite, re-Architecting the integration process and data flow between Siebel SFA and Oracle EBS


Siebel Project Org Chart

Wind River IT Team Members IT Technical Team

TBD

Project Management Office

Worldwide Sales Finance

Subject Matter Experts

Field Sales (AM’s, HAT/SAT, SSM’s, TAM’s), Corporate Sales (AE’s, Renewals, SDR’s), Compliance, Deal-Desk

Subject Matter Experts

Field Sales (AM’s, HAT/SAT, SSM’s, TAM’s), Corporate Sales (AE’s, Renewals, SDR’s), Compliance, Deal-Desk

Marketing

WCO / Services

Core Team

Perficient Consulting Team Members

Executive SponsorsDamian Artt, VP WW Sales &

ServicesBarry Mainz, Chief Operating

OfficerScott Fenton, VP & CIO


Oracle Consulting Team Members

Oracle Consulting Team Members



Subject Matter Experts – AMs, Sales Admins, Collections Analysts, Credit Mgmt. Etc. as needed… Subject Matter Experts – AMs, Sales Admins, Collections Analysts, Credit Mgmt. Etc. as needed…

Executive SponsorsBarry Mainz, Chief Operating Officer

Scott Fenton, VP & CIO

Arun Anur, OC Executive Sponsor

Executive SponsorsBarry Mainz, Chief Operating Officer

Scott Fenton, VP & CIO

Arun Anur, OC Executive Sponsor

Wind River IT Team Members

Wind River IT Team Members

Core Team

Lori JimenezScott StanleyDoug Wong

Tracy WilliamsPatty PosadasGreg WilliamsCandi Bashiri

Marketing APAC/ Japan CS/ Sales EMEA Finance

CDB Project Organization Chart


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

• Training Plan– Develop Online Help– Training Logistics & Delivery– Don’t underestimate!


What we didn’t 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!)


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 Oracle’s Warehouse Solution– Fits WRS roadmap for Enterprise Reporting


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, you’re 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• Don’t forget your GEOs!

• Choose the Cleansing Tool– Trillium

• Batch Cleansing process using Global Postal Directories• Refine, Refine, Refine


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


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


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


Project TimelineSiebel/CDB Project Timeline

Project Planning & Requirements Definition

Functional Analysis & Design

Technical Solution Design

Customer Data Cleansing Effort

CRP1 - Data Governance Process

CRP2 - Customer Data Cleansing Approach

Production Customer Data Cleansing

Project Build

System Test

System Integration Test I

System Integration Test II

User Acceptance Test & Fix Cycles

Production Transition

Go LiveProduction Stabilization

11/12

April May June July August September October November December


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!


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


Critical Success Factors• Gain strong Cross-Functional buy-in from the Executive

level down, and a willingness to shift from “That’s 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!


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


Questions?

© 2007 Wind River Enabling Sales Effectiveness Through Data Quality and Business Process...

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