I F H005 Dushyant Pandya91807
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Transcript of I F H005 Dushyant Pandya91807
Competitive Advantage in High-Tech Manufacturing Through Flexibility & Visibility
Track: High-Tech
Mark Silber, IT System Architect, Qualcomm
Evan Randall, Manager, Strategic Sales Program, Spansion
EJ Tavella, VP Solutions, Steelwedge
Mandar Parikh, Sr. Manager, Product Strategy, Salesforce.com
Safe Harbor Statement
“Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements including but not limited to statements concerning the potential market for our existing service offerings and future offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make.
The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance of the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our effective tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange rates and interest rates.
Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com/investor. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.
High Tech Firms Have Standardized on Salesforce
~500 Subscribers~1,000 Subscribers
~70 Subscribers~100 Subscribers
~800 Subscribers
~275 Subscribers
~45 Subscribers
~1500 Subscribers
~80 Subscribers
~150 Subscribers
~450 Subscribers
~125 Subscribers
~350 Subscribers ~230 Subscribers~400 Subscribers
~890 Subscribers
~40,000 Subscribers~14,000 Subscribers ~7,600 Subscribers ~1,600 Subscribers
Why are High Tech companies coming to Salesforce?
Flexibility to support rapidly changing strategies Support new business models and operations Rapid reconfiguration and deployment
Loved by the sales team Easy to use, any time, any where access High quality service with processes that meet company needs
Leveraging visibility into customer demand True field sales and pipeline visibility Drive innovation and resource allocation to shifting needs
6
Background
Qualcomm Incorporated is a leader in developing and delivering innovative digital wireless communications products and services based on CDMA and other advanced technologies. Headquartered in San Diego, California, Qualcomm is included in the S&P 500 Index and is a 2007 FORTUNE 500® company.
• INDUSTRY: High Tech
• EMPLOYEES: 11,000+
• GEOGRAPHY: Global
• # USERS: 890
• PRODUCT(S) USED: SFA, Service & Support, Customer Portal, Custom
Applications, AppExchange Applications
Numerous divisions – QUALCOMM Internet Services (QIS), QUALCOMM Enterprise Services (QES), MediaFLO, QUALCOMM CDMA Technologies (QCT), nPhase, QUALCOMM Government Technologies (QGOV)
Unique business and CRM requirements across divisions and departments
Three instances of large on-premise CRM applications and three instances of Clarify
Background
Not able to respond quickly to business changes with existing on-premise solution and externally facing support portal: 8-12 week release cycle
Wanted a faster, lighter CRM solution with more flexibility to automate time-intensive manual processes
Provide better self-service capability to our customers
High total cost of ownership for ongoing sustainment and low return on investment
Divisions used CRM because they “had to” not because they “wanted to”
Business Challenges
Reduce required CRM support infrastructure needed to support numerous on-premise CRM systems (40+ servers, 17 Virtual Servers, 11 databases)
Avoid monthly downtime for mandatory server patches
Costly replacement of unsupported hardware
Difficult and expensive to upgrade to current versions of on-premise CRM system
Performance challenges with remote access and global locations
Too many systems
Technology Challenges
The Solution – Flexibility
Incrementally deployed Salesforce across business units while proving viability and value Implemented for new “start-up” division to
automate service & support (MediaFLO – 2005)
Deployed Salesforce in 23 days (55 users) for first
SFA and marketing group in QES Construction
Equipment
Extremely successful track record and ease of
use drives adoption and desire to leverage
Salesforce for other business process automation
Lightweight & Customizable Quickly react to changing business requirements
Eliminated performance and stability issues with
existing on-premise CRM systems
Products implemented: SFA, SSS, Customer Portal, Call Center Edition
# Users: 890 Training: Developed in
house Business Units: MediaFLO,
QFT, QES, QIS QChat, QIS BREW
DEPLOYMENT DETAILS
The Solution – Consolidation & Enforcement
Before Too many systems, manual processes,
scattered information, “dirty” and inconsistent data
After Consolidated data-gathering and reporting
across customers Extensive validation rules and tailored screens
drive “clean” data On-screen data quality indicators and data
quality dashboards Single system to view and maintain key
customer information leveraging TIBCO integration to other business systems
The Solution – 360 Degree Customer View
Numerous Account related custom objects to track key customer information Call Reports, Strategic Account Profiles, Competitive Threats, Messaging
Invoices, Shipments, Contracted Products & Services, 3rd Party Contracted Products & Services, NMC Accounts & Support Alerts
More planned!
Some custom objects have additional custom objects to capture even
more detail (i.e., Strategic Account Profiles, Call Reports) Unique screens by Account type – T&L Strategic versus T&L District
versus Construction Equipment
Strategic Account Profile Completed yearly – previous CRM solution
only had capability to capture one profile – not as detailed and no way to review previous years
Additional custom objects capture key details
Available “real-time” Cognos report produces specific format with 7+ pages of detail
The Solution – Sales Visibility
How is Salesforce used? Opportunity and pipeline management across product
lines
Comprehensive and targeted campaigns
Single system to review key customer information
Mobile device access and Outlook integration for Account Managers and Customer Service Reps
Call Reports and Strategic Account Profiles Strategic Account Profile by year Call Reports capture detailed site visits
Executive and Region Dashboards Established easy-to-use metrics, including “at-a-
glance” usage and adoption dashboards
System Integration Messaging Invoices Shipments Additional Oracle ERP integrations
Service and Support & Customer Portal in QIS for QChat and BREW
Service and support, sales force automation, marketing, custom applications for QES
Integration with internal business systems, Cognos and planned integration with Oracle ERP
Migrated 130,000+ cases, and 100,000+ misc. records including activities and attachments
Recent Deployment History
23 days for QES CE, 55 users (1 analyst)2 weeks for QChat Service and Support with TIBCO integration (70 users)1 week for QChat Customer Portal (1 analyst)4 months for remaining QES - SFA, SSS, Custom Apps, TIBCO integration (200+ users)2 months for QIS BREW - SSS (200 users) & Customer Portal (1,500+ users)
Solution Summary
High user and customer satisfaction and adoption
Replaced 2 of the 3 large on-premise CRM systems
Aligned with strategic objectives
Each division has their own instance of Salesforce
Desire by the businesses to leverage additional features and take advantage of the flexibility and speed to implement to deploy additional functionality
Changed the perception of CRM from “have to use” to “want to use”
Results
Management buy-in – before AND after deployment
Ability to respond quickly to changing business requirements
Customization and configuration capabilities enable rapid deployment
Ease of use drives high adoption rate
Doing it right the first time drives credibility
Take advantage of new features and functionality introduced by Salesforce to improve and enhance existing new and implementations
Key Success Factors
Evan Randall
Manager, Strategic Sales Program
EJ Tavella
VP Solutions
Spansion Background
Background $3 billion High-Tech Semiconductor Manufacturer
Largest Manufacturer Dedicated to NOR Flash Memory Worldwide
Customer segments: Automotive, Consumer Electronics, Wireless
Direct sales and distribution channels
~8,900+ Employees Worldwide
1000’s of Distributors and Customers Worldwide
10,000+ Part Numbers
2 Semiconductor Fab Locations & 4 Final Assembly Facilities
S&OP and Sales Forecasting Issues…
“Real-time” customer information not available Missing salesforce.com design-win opportunities
Missing SAP Revenue, backlog, history
Data analysis and modeling
Current system lacks flexibility & scalability Manual entry and reconciliation
Internally developed – hard coded
“Web intended vs. Web enabled”
Data integrity & latency concerns Lack of timely data drives inaccurate plans and assumptions
Multiple touch points: Customer, Rep Firms, Sales, BUs, Ops, Finance
Static pricing information
The Solution – Design Win Opportunities
How is Salesforce used? Streamlined opportunity, pipeline
management for all design opportunities
across product lines
Single system to coordinate sales team
activity logs
Call Reports and Weekly Review Calls Call Reports capture detailed site visits
Review dashboards real-time with mgmt
on weekly calls
Executive and Region Dashboards Established easy-to-use metrics,
including “at-a-glance” usage and
adoption dashboards
Steelwedge: Systematically manage sales
forecast and marketing plan
Capturing assumptions, events and exceptions.
Performance reporting integrated out of the box
Benefits: Simple “no training” tool for
sales
Increase forecast accuracy & ASP Visibility
Visibility to exceptions
The Solution – Sales Forecasting
Spansion Solution
SFDC Contributing Elements Opportunities Pipeline Tracking Design Win Commission Tracking Spansion Sales Pipeline Sales Process Dashboards
SAP Contributing Elements Actuals BBB Data Historical Data Inventory
SW Contributing Elements
Sales Pipeline Bridge Links sales opportunities from AppExchange to drive operations plan
Enterprise-Enabled Excel Simple online & off-line sales input and collaborative planning tool
Multi Level Planning Tops down, Bottoms Up, Middle out, across units, revenue & margin
Performance Mgmt Dashboards comparing actuals versus plan, using plan of record
Integrated Planning Platform for integrated Sales & Operations Planning (S&OP)
Email-enabled Workflow Scheduled and exception based emails to engage distributed users
Cycle time down from 10 weeks to 3 weeks
Real Time Data vs. Manual Data
Bottoms Up Account Planning
Tops Down Market Planning
Performance Analytics
How Does Steelwedge Work?
Executive Management
Product Management/ Marketing
FinanceOperationsSales
Executive Performance ReviewSales Planning Process
Record Plan of Record
Open up planning template
Review, Edit & Approve Plans
Submit New Plan: Record reasons; Trigger
action/process
Update Plan or Scenario
Opportunity Pipeline
Single Item Forecast Update Template
Drill Down links to Opportunity Details
Benefits
70% reduction of forecast process support time Elimination of spreadsheet maintenance & manual data entry Creation of a single forecast data repository
Improvement to Sales productivity Reduced time spent by Sales entering forecast data Less time spent gathering supporting data & reports
Optimize revenue and reduce cost Improved margin and ASP analysis capabilities Reduce excess & obsolete inventory with better detailed mix
Scalable tool that can meet global requirements Alignment with operations requirements
Mark Silber
IT System Architect
QUESTION & ANSWER SESSION
Evan Randall
Manager, Strategic Sales
EJ Tavella
VP Solutions
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