Driving Adoption Across the Social EnterpriseDriving Adoption Across the Social EnterpriseLarge EnterpriseKevin Leighton, HP, Vice President, Sales Process & Capabilities, Sales Operations

Lynn Mickleburgh, Adobe, Senior Director, Lead to Order Transformation

Amee Cooper, VMware, Senior Manager, Adoption, Change Management, Training

Heather Wintermantel, salesforce.com, Customer Success Director

Scott Carruth, salesforce.com, Customer Success Director

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Kickoff

Session Objective Share “Best Practices” & different ways to plan, drive, accelerate & sustain adoption in

order to help you realize your companies’ expected business benefits & adoption

goals

Introductions Kevin Leighton – HP, Vice President, Sales Process & Capabilities, Sales Operations

Lynn Mickleburgh – Adobe, Senior Director, Lead to Order Transformation

Amee Cooper – VMware, Senior Manager, Adoption, Change Management, Training

Agenda

Change Journey Overview – 5 minutes

Customer Adoption Stories – 25 Minutes

Panel Discussion & Q&A – 15 Minutes

Wrap Up – 10 minutes

The Journey… Change is a Process, Not an Event

Denial Fear

Frustration

Bu

siness P

erform

ance

Time

Go-Live

Valley of Despair

Managed Change = Value Realization

Unmanaged Change = Unpredictable

Outcomes

Skepticism

Willingness to Accept

Ownership

Awareness

Buy-In

Understanding

Kevin LeightonKevin Leighton

Vice President, Sales Process &

Capabilities, Sales Operations

Linked In: kleighton

Twitter: @k_leighton

Vice President, Sales Process &

Capabilities, Sales Operations

Linked In: kleighton

Twitter: @k_leighton

About HP

• Fortune 10 – U.S.

• Fortune 31 – Global

• Operating in ~170 countries

• Over 300,000 employees

• 177,000 partners worldwide

• #1 or #2 in most markets

Salesforce footprint

• Initial deployment: May 2012; Users to date: >12,000

• Total deployment: ~35,000 Sales; ~300,000 Partners

• Chatter Rollout tied to corporate “OneHP” initiative

Drive improved customer experience, sales productivity, and management visibility

HP’s Burning Platform

All customers…

…through all channels…

…enabled by best-in-class processes and

tools…

…throughout the sales lifecycle…

…with the intelligence needed to manage the

business.

Customers

Sales Compensation

Marketing

Sales Management Dashboard

Service &Support

Quote to Cash

Partners

Online Sales Reps

HP Sales Platform(Global, standardized processes)CRM PRM

FinancialClaims

Sales

HP’s Adoption StoryChallenges

• Multiple Business Groups – highly individualized: different technology, different processes, different organization structures

• Low adoption of existing CRM tools• Cultural change – move away from comfort zone• New roles and skills – ramp of team• Move to the cloud – rapid implementation mode

Approach• Prove what you built is relevant and that we are achieving the

expected ROI – business value and tracking metrics• 4 step approach - Did we build the right solution? Did we deploy to

the right people? Are they using it? Are they deriving the business value?

• Sales Rep at the center• Quarterly release cycle – moving at a very fast pace• Alignment and commonality of processes• User Adoption dashboards…reports were being distributed to “report”

on adoption rather than viewing dashboards real-time

Lessons Learned1. Engage & align Executives – It’s

key to success2. Align success metrics to business

value drivers3. Establish ownership and

accountability by managing to the metrics

4. Don’t underestimate the cultural shift of becoming “social”. The shift from email to chatter for collaboration is huge

5. Define a training plan that enables all impacted stakeholder groups

6. Be sure to identify & communicate what’s changing and WIIFM?

7. Provide a feedback & input mechanism “Voice of the Customer/User”

Lynn MickleburghLynn Mickleburgh

Senior Director

Lead to Order Transformation

Linked In: lynnmickleburgh

Senior Director

Lead to Order Transformation

Linked In: lynnmickleburgh

About Adobe

Salesforce Footprint

Salesforce.com customer since 2004.

Multiple salesforce.com instances due to acquisitions

Phase 1 PRM – July, 2010

Phase 1 Sales – July, 2011

Phase 2 Sales – January, 2012

# of users: approx 10K

Licenses 3,400 Sales Cloud 21,000 Partner Portal 5,000 Chatter Only

Adobe is the leading provider of solutions to create, deliver and optimize digital experiences through content authoring, online marketing optimization and customer experience management.Corporate Profile Founded in 1982

More than $4.2 billion in revenue in FY11

More than 10,000 employees in 39 countries

History of pioneering new markets: desktop publishing, electronic documents, interactive media and digital marketing

Adobe’s Burning PlatformVision, Goals, Objectives

Single, scalable, cost-effective, end to end process

that supports cross-selling:

• Optimize marketing spend

• Improve sales productivity

• Increase back office efficiency

• Improves Enterprise customer purchase

experience

Key Business Capabilities

• Single global CRM system to support all

enterprise products/customers

• Consolidate lead and opportunity management

• Integrate with quoting and contracting, approvals

workflow and order capture

Adobe’s Adoption StoryChallenges

• Multiple systems and processes growing through acquisitions• Complex business models and product/pricing strategies, requiring

complex configuration/rules• Multiple “customer master” data sources resulting in data duplication • Disparate reporting & analytics • Regional & cultural differences result in varying adoption levels • Corporate culture collaborative and silo’d groups

Approach• Major releases shifting to more frequent point releases for easier

adoption of process and tools.• Increased emphasis on change agent community through evolution of

project • Established tighter R&R definition, Improved executive sponsorship &

accountability (via working sessions, ASD event (acc sol design))• Defined & tracked user adoption metrics/KPIs

Lessons Learned1.Manage executive & user

expectations2.Establish solid alignment on target

state 3.Ensure business processes are

defined with clear process ownership & accountability

4.Define effective usage KPIs 5.Over-communicate and over-

engage6.Good BCM plan is really important

but execution of the plan is essential

7.Obtain executive support for effective training plan and ensuring follow-thru execution

Amee CooperAmee Cooper

Senior Manager

Field Automation & Services

Adoption, Change Management & Training

Linked In: amee-cooper

Twitter: @AmeeCooper

Senior Manager

Field Automation & Services

Adoption, Change Management & Training

Linked In: amee-cooper

Twitter: @AmeeCooper

All about

2009 2010 2011

for Partners

Corporate Profile

Enabling Business Transformation

through IT Transformation. The

Global Leader in virtualization and

cloud infrastructure solutions.

Over 400,000 customers and

55,000 partners

$3.77 billion in 2011 revenue

Salesforce.com Footprint

PRM deployment 2009

– 22,000+ Partners, 2,000+

Internal Users

SFA deployment 2010

– Internal Users grow to 4,500+

Services deployment 2011

– Internal Users grow to 7,000+

Today

– 55,000+ Partners– 7,500+ Internal Users

About VMware

VMware’s Burning PlatformC

us

tom

er

Op

erat

ion

s

Channels & Alliances

Field Sales: APJ

Field Sales: AMER

Field Sales: EMEA

Sales Operations

GSS

Renewals

Marketing

Emerging Products

Strategy & Enablement

Vision

Streamlined, easy to use, customer focused

application for all Customer Operations teams

Goals and Objectives

• Align with Leadership business strategy to

continue to provide high value and usage

• Promote collaboration between teams

• Streamline enhancement process and

release cycle

• Single view of Customers for upsell, cross-

sell, and improved customer experience

• Provide one-stop-shop for users, increasing

adoption, integrating 3rd party applications

Enhancement Requests

Prioritization

Deployment

Change Management /

Support

Salesforce.com

Steering Committee

VMware’s Adoption Story

Challenges• Needed a solution that supported VMware‘s exponential growth and

continued evolution of business processes and needs• Partner, Field, Support teams all with critical business enhancements

and updates to continue utilization to the maximum and beyond…

Approach• Keep the momentum going!• Focus and align with Leadership business vision and goals• Create a Strategy to enhance all 3 Cloud deployments• Continue to drive collaboration within and between the 3 Clouds• Leverage lessons learned from Cloud deployments in roadmap

releases, ensuring clear communications and training for Users, increasing use

Lessons Learned1.Congratulate each other2.Create a new vision with

leadership, aligning with their strategy

3.Solidify key partnerships (IT, Business, Automation, Enablement)

4.Keep super user groups going and active

5.Communicate regularly with all users

6.Constantly fine tune Change management strategy

7.Look for ways to continue to improve user adoption

Kevin LeightonKevin Leighton

Vice PresidentSales Operations

Sales Process & Capabilities

Linked In: kleightonTwitter: @k_leighton

Lynn MickleburghLynn Mickleburgh

Senior DirectorFinance Operations

Lead to Order Transformation

Linked In: lynnmickleburgh

Amee CooperAmee Cooper

Senior ManagerField Automation & Services

Adoption, Change Management & Training

Linked In: amee-cooperTwitter: @ameecooper

Adoption – Critical Success Factors

Define Vision & Strategy

Assess Change

Build Change Team

Communicate & Engage

Train & Support

Measure Results

Reinforce & Sustain

Wrap Up

1. What is one key take-away that you’ve learned today?

2. Additional Questions – Post your follow-up questions in the session chatter

3. Materials

4. Closing Thoughts….

Related SessionsRelated Sessions – Adoption Date/TimeWinning: Tips and Tricks for Increasing User Adoption Tuesday, 9/18 @ 2pm

Slashing The High Cost of Low Salesforce Adoption with Gamification Wednesday, 9/19 @ 1:30pm

How to Drive and Measure Success Through Business Value Metrics Thursday, 9/20 @ 2pm

10 Proven Adoption Tactics: What's In It For Me? Thursday, 9/20 @ 4pm

Training and Support for Success Friday, 9/21 @ 9am

Global Deployments: Tips, Tricks, and Best Practices Friday, 9/21 @ 10am

Related Sessions – HP Date/TimeFrom the Garage to the Cloud – Driving the HP Sales Transformation Wednesday, 9/19 @ 1:30pm

Sales Cloud: Every Sales Process is Different-What the Top Ones Have in Common Wednesday, 9/19 @ 3pm

What is your Enterprise Collaboration Strategy? Thursday, 9/20 @ 9am

The Evolution of a Large Enterprise Center Of Excellence Thursday, 9/20 @ 11:15am

Retail Customer Service: Meeting the Demands of Today's Social Enterprise Thursday, 9/20 @ 1:30pm

Your Playbook for a Global Social Media Strategy Friday, 9/21 @ 8:30am

Supporting Salesforce in a Global Enterprise Friday, 9/21 @ 11:30am