Are You Connected? Approaching Enterprise Integration

Peter Hanstén - Wärtsilä Corporation

Jon Brayshaw - salesforce.com

Chirag Patel - Citrix Systems, Inc.

Larry Jovanovic - salesforce.com

Track: Global Enterprise Deployment

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Session Overview

Goals Provide practical integration insight and best practices by…

• Evaluating different approaches to integration

• Reviewing key challenges and lessons learned

Suggest best courses of action for those planning integrations

Agenda Wärtsilä Solution Study

SAP XI Integration Considerations

Citrix Solution Study

Enterprise Integration Approach Considerations

Q&A

Peter Hanstén

VP, Ship Power Quality Systems

peter.hansten@wartsila.com

Jonathan Brayshaw

Principal Consultant (London)

jbrayshaw@salesforce.com

Who is Wärtsilä?

• Wärtsilä in 2006

• Net sales of € 3,189.6 million Order intake of € 4,621.1

million

• 14,346 employees Order book of € 4,438.9 million

The leading supplier of ship machinery, propulsion, and manoeuvring solutions for all types of marine vessels and offshore applications

A leading supplier of power plants for the decentralized power generation market, and for the oil and gas industry

•

•

Implementation Objectives & Key Principles

Objectives Achieve a true 360 degree view of our customers

Optimize life-cycle revenue and profit through increased

customer loyalty and external efficiency

Critical Success Factors Prioritize change management

Correctly identify prospects and customers

Focus on team selling

Track and keep promises made to customers

Use standard features of SAP XI

Overcome technology incompatibilities: write once, reuse a lot

Wärtsilä Solution Overview

Scope 200 user pilot; 2000+ user global roll-out in 2008 (65 countries)

Deep opportunity management process and functionality

Integration with our data warehouse via SAP XI and WebMethods

Bi-directional integration with two quoting systems

Current Status Wrapping up the build phase

End user training begins in mid-October

100% of SFA functionality for 4 countries

Leveraging the pilot for change management during 2007

Business and Technology Considerations

Business Challenges Global CRM system needed

Better Account/Customer management via…

• Sharing information globally

• Supporting geographically disparate sales teams

Automating Opportunity-to-Order processes

Technology Challenges Many embedded, heterogeneous systems

Lots of scattered data; little usable information

IT wants to use SAP technology

An SI manages our infrastructure and implementation team

Real-time outbound messaging required for the integration

The Wärtsilä Integration Strategy

Business-side

Support 360 degree view of Customer• Customer Master

• Installations

Technology-side

Integration with internal quoting systems to support

Opportunity-to-Order processes

SAP XI is the integration “tool of choice”

WebMethods used as external/Internet facing interface

(firewall)

Perpetual data synchronisation across systems

The Wärtsilä Integration Architecture

What is SAP XI?

SAP Exchange Infrastructure (SAP XI)

EAI tool, part of SAP Netweaver Drag and drop message mapping

Persistence layer

Connectivity to many types of systems

• SAP

• Web Services adapter

– Generates messages to salesforce.com

– Can receive outbound salesforce.com messages

• Enterprise adapter for database connectivity

Challenges between SAP XI and salesforce.com

WSDL Compatibility SAP XI cannot truly consume the salesforce.com WSDL

• SAP XI does not understand “complex” types

• No error is thrown on the WSDL from SAP XI

• SAP XI only sees attributes of sObject, rather than resolving the sObject

to the correct salesforce.com object referenced

Session Management SAP XI assumes static SOAP header information

• SAP expects a static username and password; salesforce.com provides a

dynamic Session ID

• SAP expects a static URL endpoint; salesforce.com uses dynamic URL

end points

Solution: WSDL Compatibility

Before <element name="upsert">

<complexType>

<sequence>

<element name="externalIDFieldName" type="xsd:string"/>

<element name="sObjects" type="ens:sobject" minOccurs="0" maxOccurs="unbounded"/>

</sequence>

</complexType>

</element>

After

<element name="upsert">

<complexType>

<sequence>

<element name="externalIDFieldName" type="xsd:string"/>

<element name="sObjects" type="ens:Account" minOccurs="0" maxOccurs="unbounded"/>

</sequence>

</complexType>

</element>

Solution: Session Management

Salesforce.com Authorisation Process Initial login call returns a Session ID

Session ID is required in all subsequent calls

Session IDs have a limited life time

Expired Session IDs return login errors

Solution WebMethods manages login, Session ID retrieval, and re-

login to salesforce.com

WebMethods updates the SOAP header information, when

needed, for messages going to salesforce.com

Key Takeaways

Many options to integrate salesforce.com and SAP XI is SAP’s method of integrating its products

There are many other methods (SAP Connector, EAI tools,

AppExchange Partners)

SAP integration is highly feasible, high-value Process automation reduces data errors and increases

efficiency

Integration allows the fuller utilization of each application

Key Takeaways

Involvement and education are critical Does everyone understand SaaS concepts?

Establish a common lexicon, as systems can use the same

terms for different things

Pilot approach has downsides

Integration is required upfront to provide a reasonable

environment for evaluation, often before the full production

scope is really known

Pilot system will require enhancements before it can become

production; some interfaces may need to be rewritten

Pilot scope is very difficult to carve out and stick to

Chirag Patel

Director of Sales Systems

chirag.patel@citrix.com

Larry Jovanovic

Solution Architect (Chicago)

ljovanovic@salesforce.com

Who is Citrix?

The global leader for application delivery infrastructure. 200k+ organizations worldwide rely on Citrix for application delivery

6k+ channel and alliance partners in more than 100 countries

Citrix EdgeSight™

Monitor Real-Time User Experience

Citrix WANScaler™

Accelerate Apps to Branch Offices

Citrix Access Gateway™

Enable Secure App Access

Citrix® NetScaler®

Deliver WebApps

Citrix Presentation Server™

Deliver Windows Apps

Citrix Desktop Server™

Deliver Windows Desktops

Users Apps

Citrix Solution OverviewWhat was our problem and solution approach?

Primary Problem Legacy CRM system with performance/maintainability issues

Project Objective Improve ‘core’ SFA functionality within an aggressive timeline

Key Strategies Leverage as much ‘out-of-the-box’ as possible

Focus on functionality that drives user adoption

Citrix Solution OverviewWhere are we today?

Implementation Recap Time – Eight month effort

Users – 1300+ across the globe

Deployment – “Big bang” approach

Current Status Seven months in production with strong user adoption

Added smaller components (e.g. Activity Tracking)

Reviewing larger components (e.g. Lead Management)

Key Challenges

Key Challenges Immoveable go-live date to coincide with yearly partner

conference

Brain surgery (how to carve out SFA from CRM?)

Tight integration with legacy system became critical path

Four Impacted Areas Deployment

Users

Data

Integration

Deployment ImplicationsChallenge #1

Staged rollout with iterative deployments over time Unable to carve out scope or users

Tight data integrations were fundamental

‘Big Bang’ implementation Everything at once (or close)

Only option that allowed us to meet our timelines

User View – CurrentChallenge #2

Vantive (legacy CRM)Vantive (legacy CRM)

Geo Sales

Sales Ops

Partners

CC / Tech Sup

Marketing

Education Consulting

Channel Ops

Finance

Order ServicesChannel Mgrs

Sales Mgmt

Customers

Education Ops

CC Acct SpecSales Eng

Geo Sales

Sales Ops

Consulting

Channel Mgrs

Sales Mgmt

Sales Eng

Master Data Management ConsiderationsChallenge #3

Tackling Master Data Management (MDM) What data entities do we master where? (determine attributes,

data model, etc.)

We didn’t have an MDM strategy Planned to quickly move SFA to salesforce.com

Still needed to apply MDM principles to guide decisions

Thought process on determining ultimate data master Leverage salesforce.com for SFA functionality

Mastered in salesforce.com only what had to be there

Retroactively developing and implementing our MDM

strategy

Citrix MDM Landscape - Current

Vantive (legacy CRM)Vantive (legacy CRM)

Installed Prod

Partners

Acct Teams

Campaigns

Accounts

Territories

Sales TeamsProducts

Users

Cases

LeadsContracts

Opportunities SMS Plans

Contacts

Opportunities ExceptionsSMS PlansContacts

AccountsProducts

Our options: (order of preference)1) Link to data from SFDC – read only2) Link to data from SFDC – editable3) Push data into SFDC – read only4) Push data into SFDC – editable 5) Master data in SFDC – editable

Exceptions

Integration ImplicationsChallenge #4

‘Point to Point’ vs. SOA? Chose ‘Point to Point’

Best allowed us to meet aggressive timelines

Retroactively shifting to an SOA architecture Leveraging experience to setup ‘final’ architecture

Setting up reusable components for new integrations

Interfaces – 6 total, covering 10 data objects 4 uni-directional

2 bi-directional for Contacts and Opportunities

Key Lessons Learned

Interfaces can neutralize key SaaS benefits Still subject to the lowest common denominator

Decrease speed of implementation, increase reliance on IT

Decrease flexibility of enhancements

Favors ‘Big Bang’ vs. incremental releases

Strive for simplicity in design Additional interfaces should be rationalized

1 + 1 != 2

• Bi-directional interface introduces a lot more complexity

• Bi-directional interface makes the integration less flexible

Key Lessons Learned (cont’d)

Develop a strategy for environments and migration Development, QA, and Production environments (at a minimum) Strict internal process to migrate changes between environments

Data, data, data… Data synchronization across systems is an on-going effort

• Have a good strategy to reconcile• Plan to keep doing this

Have a plan for doing ‘mass’ updates so that ‘regular’ updates do not get queued

Expect data mapping challenges• Data models likely do not match• Attribute fields may not match

– Address field is 4 fields in one system, one field in another– Field lengths differ between systems

Tackling Integration – Master Data Management

Definition: A set of processes and technologies that ensure

information about business objects is current, consistent, and

accurate whenever it is used internally or shared outside of an

enterprise.” - AMR Research

Questions to consider What are my data elements? (e.g. Accounts, Orders)

Where will those elements be mastered?

Who will need to access these elements?

What operations will need to be performed on these elements?

Ensure your MDM strategy aligns with business processes, not

legacy constraints

Integration alone cannot fix or succeed against low quality data

Tackling Integration – Enterprise Strategy

Approaching integration with a strategy provides a plan and platform

that can create economies of scale Lower incremental effort, cost, and risk across implementation and

maintenance cycles

Investigate whether a strategy already exists Is there an organizational standard? (ESB, EAI, SOA)

Establishing a strategy Consider both current and future initiatives, even if the future is not well

known

Evaluate existing subject matter expertise, investments, and the longevity of

those

Understand alternatives - total cost of ownership for custom integrations;

include support costs and limits, maintenance requirements

Tackling Integration – Additional Considerations

Align your organization with the key stakeholders and

organizational goals

Understand how the application will be used and what the key

success factors are

Develop the big picture, then identify the steps to get there

Ensure that cross-step dependencies are identified and

monitored continuously

Mobilize your troops

Identify the subject matter experts

Understand where you will need assistance

Look to leverage expert services early and in key areas

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Questions?

Peter Hanstén - Wärtsilä Corporation

Jon Brayshaw - salesforce.com

Chirag Patel - Citrix Systems, Inc.

Larry Jovanovic - salesforce.com