Busting Myths of On-Demand: Integration Peter Coffee Director, Platform Research salesforce.com Robert Ball Integrations L...
More than a Browser <ul><li>Myth: It’s hard to integrate with on-demand systems </li></ul><ul><ul><li>The browser looks li...
Keys to Enterprise On-Demand <ul><li>Business-oriented API </li></ul><ul><li>Synchronization as required </li></ul><ul><li...
Agreement on Objectives <ul><li>Integration of what? </li></ul><ul><ul><li>Data </li></ul></ul><ul><ul><li>Logic </li></ul...
Agreement on “Success” <ul><li>Cost reduction </li></ul><ul><li>Performance achievement </li></ul><ul><li>Service-oriented...
Enterprise-ready ERP integration options Mash-ups from AppExchange Native Desktop Connectors Integration Partner Ecosystem...
Mash-ups from AppExchange Native Desktop Connectors Integration Middleware Connectors Developer Toolkits Native ERP Connec...
Activant – Increased Sales Productivity with Integration to Oracle 11i Force.com Connect for Oracle 11i and Fusion Middlew...
Activant – Who are we  Systems Integrator Leading provider of POS/ERP solutions for medium sized businesses in four vertic...
Activant – ERP Integration Challenge Faced Business Challenges <ul><li>Change processes in Finance to maintain needed data...
Activant – Solution - Roadmap 1 Business Analysis This is critical! - Much of Activant’s was already done as a result of l...
Activant – Benefits Increased Sales & Finance Productivity Hidden cost of sales having to “look up” information eliminated...
Example 2: Integration Partner Ecosystem  Force.com Connect Category on the AppExchange Data Integration Integration Appli...
SIEMENS Business Overview 230.480 Power Transmission and Distribution Lighting Automation  and Control Information and Com...
Our ERP & CRM Environment <ul><li>Salesforce.com </li></ul><ul><ul><li>550 seats across three Operating Companies </li></u...
ERP Integration Challenge Faced <ul><li>Business processes not yet fully harmonized </li></ul><ul><li>Business Warehouse n...
Possible Options <ul><li>Custom Code </li></ul><ul><ul><li>Quick but dirty </li></ul></ul><ul><ul><li>Too programming inte...
Solution - Roadmap Product Master Pricing Master Invoicing/Billing Master Order Master Invoicing/Billing Master Product Ma...
Benefits & Lessons Learned <ul><li>Integration strategy follows CRM platform strategy  </li></ul><ul><ul><li>No Software, ...
Thousands of Customers Integrate with salesforce.com Every Day  Now Serving Over 1 Billion API Integration transactions pe...
Integration Best Practices <ul><li>Partner with Business – Understand the Processes </li></ul><ul><li>Choose Approach Base...
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  • Apex Connect is a comprehensive family of on technologies built on top of the Apex Web Services API to enable customer integration success. Apex Connect offers five paths to integration success 1. Mash-ups on the AppExchange directory that customers can install with the click of a mouse. Over 230 partners have pre-packaged common integrations to the AppExchange directory. This is a unique integration advantage that only multi-tenant architectures can deliver. Because ISV partners know that every salesforce.com customer is on the exact same version, they are able to essentially shift the integration development burden from the customer to the partner. 2. Native connectors for common ERP applications such as SAP R/3 and Oracle 11i.  These connectors allow our customers to rapidly deploy the most common integration use case for ERP - customer master synchronization. 3. Native connectors for common desktop applications. These connectors support rapid integration to Microsoft Outlook and Lotus Notes for email; and Microsoft Excel and Word for integrating salesforce data with Microsoft Office. 4. An Apex Connect category on AppExchange provides connectors to popular integration middleware platforms. We have worked very closely with over 25 integration middleware vendors to developer connectors that make salesforce.com essentially plug-and-play with these solutions.  Companies like Tibco, Informatica, Cast Iron and Pervasive are providing certified connectors to salesforce.com to accelerate customer development of sophisticated business process integrations. 5. Toolkits for common development environments to support custom integration development.  Salesforce.com provides toolkits to support popular development environments such as J2EE, and .NET. Customers can create highly custom integrations and leverage their development environment investments and skill-sets.
  • Apex Connect is a comprehensive family of on technologies built on top of the Apex Web Services API to enable customer integration success. Apex Connect offers five paths to integration success 1. Mash-ups on the AppExchange directory that customers can install with the click of a mouse. Over 230 partners have pre-packaged common integrations to the AppExchange directory. This is a unique integration advantage that only multi-tenant architectures can deliver. Because ISV partners know that every salesforce.com customer is on the exact same version, they are able to essentially shift the integration development burden from the customer to the partner. 2. Native connectors for common ERP applications such as SAP R/3 and Oracle 11i.  These connectors allow our customers to rapidly deploy the most common integration use case for ERP - customer master synchronization. 3. Native connectors for common desktop applications. These connectors support rapid integration to Microsoft Outlook and Lotus Notes for email; and Microsoft Excel and Word for integrating salesforce data with Microsoft Office. 4. An Apex Connect category on AppExchange provides connectors to popular integration middleware platforms. We have worked very closely with over 25 integration middleware vendors to developer connectors that make salesforce.com essentially plug-and-play with these solutions.  Companies like Tibco, Informatica, Cast Iron and Pervasive are providing certified connectors to salesforce.com to accelerate customer development of sophisticated business process integrations. 5. Toolkits for common development environments to support custom integration development.  Salesforce.com provides toolkits to support popular development environments such as J2EE, and .NET. Customers can create highly custom integrations and leverage their development environment investments and skill-sets.
  • World leader in data conversion and signal conditioning technology, Analog Devices serves over 60,000 customers, representing virtually all types of electronic equipment
  • World leader in data conversion and signal conditioning technology, Analog Devices serves over 60,000 customers, representing virtually all types of electronic equipment
  • World leader in data conversion and signal conditioning technology, Analog Devices serves over 60,000 customers, representing virtually all types of electronic equipment
  • World leader in data conversion and signal conditioning technology, Analog Devices serves over 60,000 customers, representing virtually all types of electronic equipment
  • World leader in data conversion and signal conditioning technology, Analog Devices serves over 60,000 customers, representing virtually all types of electronic equipment
  • 25 innovative partners with proven integration success. Cast Iron has multiple SFDC integrations with their integration appliance that have taken less than a week. They actually offered their solution at Dreamforce with no charge for implementation Above all has several SFDC customers who are building more sophisticated composite applications between SFDC and traditional vendors like oracle and legacy applications.
  • Intoduction LANDSCAPE PICTURE Siemens is a global company with a diversified portfolio of products. (And no, we don&apos;t make matresses!). These are the Siemens Operating Companies in the US, each with a global Headquarters in Europe (mainly Germany). Two years ago we tried something radically different for Siemens, we broke down a typical siloed organization and created one salesforce for all of the POWER companies. We now share our SFDC org with Power Generation and their subsidiary called TurboCare. Power Transmission &amp; Distribution in the US region is a relatively small organization within Siemens globally. In the US Region, PTD has just over 1200 employees and is approaching $1B in Sales. For this ERP discussion, I&apos;ll only be talking about my PTD experience – PG is about to embark on their own magic carpet ride…
  • ERP/CRM Environment SPTD has been a SFDC user since early 2000. I took over admin in 2002 with 100 seats. In 2005 we brought on two additional SOC&apos;s, PG and TurboCare. We have successfully integrated several smaller acquisitions in each company. SPTD and TurboCare currently have around 160 users, PG has about 230 users. In 2005, PTD completed a major SAP project to replace 3 existing ERP Platforms with SAP R/3 (Baan, Cincom, and Solomon). Prior to that it made no economic sense to try to integrate our CRM with our multiple ERP platforms. With one stable system of record now, it was finally time.
  • Here is what we were facing… Although consolidating platforms standarized many processes, but not completely Businesses still have unique needs for reporting (imagine that!) No Business Warehouse in place yet. BW is in our IT roadmap, and would allow for some aggregate reporting – but not much customizing intially Business need for reporting data from SAP is high. Internal customers want to display business results data in dashboards Essentially no in-house developers (you probably know what that&apos;s like – one guy doing the work of 5, right?) PTD is small and does not have a development staff for IT projects. WANTED: Visibility of forecast pipeline through shipment, in one place, with dynamic reporting and NO CODING!
  • The Solution Options We knew early on that anything that was code dependent would be out of the question for our organization. That eliminated us doing custom code or even traditional integration software tools. Besides, I learned early on that NO SOFTWARE thing is not a bad idea! We brought Cast Iron in to do a demo because we knew it had to be as simple to get up and running as SFDC. When they showed us how easy it was – in a live demo – we were impressed. We really didn&apos;t want to mess with maintaining code (or servers for that matter). We now lease their little red box (see it there) on a monthly basis and that includes full 24/7 support.
  • Project Roadmap – going back to Andrews slide – where do you start? Our Strategy is to start small and build expertise and confidence. Personnally – eat the elephant one bite at at time… Then expand to other business units. First Project (Phase 1) was completed in under 3 weeks . Bringing Order and Invoice data into Closed Won Opps. Second phase (Started), bringing Line Item data from Order over to Opportunity Products. Project #2 (Phase 1 starting in October), synchoronizing Customer Master data for Accounts. Second Phase creating Opportunities for Service Division spare part quotes. Now these projects were &amp;quot;sponsored&amp;quot; by just one business unit – but the work can be expanded to others in the business (once they find out).
  • So what are my &amp;quot;demystifying&amp;quot; takeaways for you? We don&apos;t develop or maintain CRM software (not our business) I am one of 6 admins who all share the work part-time. Very little overhead for this platform. We do projects, but very little ongoing maintenance. The integration strategy you pick should fit your business (for us that was: Simple, flexible, cheap). Cast Iron platform approach was the correct decision for us. Low cost No development Simple to get up and running fast Cleary define the business process and needs We struggled a bit on this – even though we thought we were keeping it simple (had we done this – maybe 2 weeks). New stuff kept coming out of the woodworks – Good idea – but where were you yesterday??? Start Simple and deliver quickly Support for first project success was critical. Used Cast Iron consultant to set-up connections and get it working quickly Initial Orchestrations can be easily &amp;quot;tweaked&amp;quot; Once we started, the results were visible in 2 weeks. Phased approach allows for more complex solutions to be delivered more effeciently Internal customer is excited and continues to see new opportunities Scope Creep! In a good way. &amp;quot;Can you do this?&amp;quot; There is genuine excitement about the possibilities going forward. We now show other business units what we&apos;ve done and watch their eyes grow big! &amp;quot;You can do that???&amp;quot; That&apos;s what I love best about this part of my job ;-)
  • Key Message and Speaking points: Emotively build credibility that we’re delivering our value – integration in days – for tons of customers: Of different sizes (a few large and many midsize companies) In different industries (high-tech manufacturing, industrial manufacturing, logistics, healthcare, financial services, service industries, etc.) Solving different problems (internal integration, external integration and On-demand integration) Optional (if you are presenting to a large company who already is using an EAI solution): Almost all our customers, like Motorola, Toyota, BAT, etc. – already have EAI solutions in place, and using Cast Iron to augment their existing integration solutions. We augment EAI, not replace them. Transition: {go to the next slide}
  • Download Busting the Myths of On-Demand: Integration

    1. 1. Busting Myths of On-Demand: Integration Peter Coffee Director, Platform Research salesforce.com Robert Ball Integrations Lead Activant Solutions Randy Berger Process Development Manager Siemens Power Transmission and Distribution
    2. 2. More than a Browser <ul><li>Myth: It’s hard to integrate with on-demand systems </li></ul><ul><ul><li>The browser looks like a “glass wall” </li></ul></ul><ul><ul><li>Access to other data and logic are important </li></ul></ul><ul><li>Busted: On-demand integration is easier, faster, and less risky </li></ul><ul><ul><li>Native connectors </li></ul></ul><ul><ul><li>Enterprise middleware </li></ul></ul><ul><ul><li>Web 2.0 “mash-ups” </li></ul></ul>
    3. 3. Keys to Enterprise On-Demand <ul><li>Business-oriented API </li></ul><ul><li>Synchronization as required </li></ul><ul><li>Scalable to high data volume </li></ul><ul><li>Open to data diversity </li></ul>
    4. 4. Agreement on Objectives <ul><li>Integration of what? </li></ul><ul><ul><li>Data </li></ul></ul><ul><ul><li>Logic </li></ul></ul><ul><ul><li>User interface </li></ul></ul><ul><li>Toward what end? </li></ul><ul><ul><li>Indefinite co-existence </li></ul></ul><ul><ul><li>Legacy system consolidation </li></ul></ul><ul><ul><li>Strategic move to on-demand development </li></ul></ul>Mash-ups from AppExchange Native Desktop Connectors Integration Partner Ecosystem Developer Toolkits Native ERP Connectors
    5. 5. Agreement on “Success” <ul><li>Cost reduction </li></ul><ul><li>Performance achievement </li></ul><ul><li>Service-oriented architecture </li></ul><ul><li>Risk management </li></ul><ul><li>Governance improvements </li></ul>
    6. 6. Enterprise-ready ERP integration options Mash-ups from AppExchange Native Desktop Connectors Integration Partner Ecosystem Developer Toolkits Native ERP Connectors 2 3 A comprehensive solution built on the Force.com Web Services API 1
    7. 7. Mash-ups from AppExchange Native Desktop Connectors Integration Middleware Connectors Developer Toolkits Native ERP Connectors Example 1: Native ERP Connectors Synchronization, Pre-Built Templates, and Packaged Transfomation
    8. 8. Activant – Increased Sales Productivity with Integration to Oracle 11i Force.com Connect for Oracle 11i and Fusion Middleware Challenge <ul><li>Inconsistent view of customers across multiple applications since salesforce.com was implemented company-wide a year ago resulted in reduced sales productivity </li></ul><ul><li>Sought to return sales productivity by providing critical customer data to sales teams through a single interface </li></ul><ul><li>Highly technical, resource intensive build of integration versus vendor-provided integration appliance </li></ul>Solution Results <ul><li>Used Force.com ConnectOracle 11i, a native connector from salesforce.com, to synchronize customers across systems; including custom Oracle programs to enhance functionality </li></ul><ul><li>Customer master integration will serve as the springboard for process integration via Oracle Fusion BPEL manager </li></ul><ul><li>Next phases: </li></ul><ul><ul><li>Contacts </li></ul></ul><ul><ul><li>Web Portal </li></ul></ul><ul><ul><li>Install Base </li></ul></ul><ul><ul><li>Items, Pricing </li></ul></ul><ul><ul><li>Order Entry </li></ul></ul><ul><li>Higher sales productivity </li></ul><ul><li>Sales can now access critical ERP data via Salesforce </li></ul><ul><li>Reduced time per sales call </li></ul><ul><li>Synchronized Customer Master across front and back office </li></ul><ul><li>Highly reliable, hybrid solution installed in minimal time under budget. </li></ul><ul><li>Higher quality data, better communication between Sales and Finance departments </li></ul>Salesforce Oracle 11i
    9. 9. Activant – Who are we Systems Integrator Leading provider of POS/ERP solutions for medium sized businesses in four vertical markets: Hardware Stores, Auto Parts, Lumber/Building, Wholesale Distribution. Revenue = $500 million/year. Approximately 400 sales reps. Complete Solutions Provider Integrate the hardware, OS, database, apps software, connectivity, content, and services to be the “IT Department” for our customers. Steep Growth Curve Several acquisitions per year ($50 million - $200 million companies). Most Sales to Existing Customers Over 2 / 3 of sales revenue comes from existing customers. Approx. 2 / 3 of total revenue comes from recurring fees (license, content subscription & services). Activant Solutions Inc. – Livermore, CA
    10. 10. Activant – ERP Integration Challenge Faced Business Challenges <ul><li>Change processes in Finance to maintain needed data on Oracle </li></ul><ul><li>Persuade sales reps to allow Oracle to overwrite “their” data </li></ul><ul><li>Transformation business logic </li></ul><ul><li>Synchronize the meaning of data items </li></ul><ul><li>Develop feedback channels (Sales – Finance) </li></ul><ul><li>Key New Accounts (KNA) process </li></ul>Technical Challenges <ul><li>Data denormalization issue </li></ul><ul><ul><li>“ Safety Net” concurrent requests </li></ul></ul><ul><ul><li>Packing multiple data items into a single descriptive flexfield </li></ul></ul><ul><li>Oracle Business Event system (Workflow) </li></ul><ul><ul><li>Implementing changes </li></ul></ul><ul><ul><li>Overloading </li></ul></ul><ul><li>KNA Process </li></ul><ul><ul><li>Oracle descriptive flexfield  Salesforce workflow </li></ul></ul><ul><li>Implementation strategy </li></ul><ul><ul><li>Comparing Oracle & Salesforce data </li></ul></ul><ul><ul><li>Phased go-live using data load utility </li></ul></ul><ul><ul><li>Temporary Salesforce workflow </li></ul></ul>
    11. 11. Activant – Solution - Roadmap 1 Business Analysis This is critical! - Much of Activant’s was already done as a result of legacy integration, and initial salesforce data load. Activant had additional work resulting from legacy system data not being on Oracle yet. Develop on Oracle First The ERP effort is bigger, more risky and has more “red tape.” Salesforce development & Force.com Connect development is much smaller – more fun. Have Sales Sign Off on the Data Show them the differences between what’s in Salesforce now and what Oracle will overwrite with. Work through the differences until Sales is satisfied before implementing. Go Live in Phases (if Possible) By coupling data signoff with Go Live, the process is smoother. By implementing in phases it is more manageable. 2 3 4
    12. 12. Activant – Benefits Increased Sales & Finance Productivity Hidden cost of sales having to “look up” information eliminated, especially when it required calling someone. Finance gets better feedback and can get the data correct quicker (less back & forth). Team Spirit Before, Sales complained about the data that Finance maintained and their responsiveness. Now it’s a partnership and Sales shares responsibility for data accuracy. Better Reporting By having the data synchronized, reporting on Oracle & Salesforce data together is easy. More Accurate Data / Communication With the feedback loop, The Oracle data is more accurate. Finance uses the integration to communicate needs about customers to Sales. Easy to Monitor & Maintain Oracle alerts & Salesforce workflow notifications provide electronic alerts, often before problems occur.
    13. 13. Example 2: Integration Partner Ecosystem Force.com Connect Category on the AppExchange Data Integration Integration Appliances Middleware Composites SOA Certified connectors to more than 30 integration middleware partners Document Management
    14. 14. SIEMENS Business Overview 230.480 Power Transmission and Distribution Lighting Automation and Control Information and Communications Power Transportation Medical OSRAM Automation and Drives Industrial Solutions and Services Communications 1 Siemens Business Services Power Generation Transportation Systems Siemens VDO Automotive Medical Solutions Siemens Building Technologies 28.5% 19.7% 19.3% 9.8% 17.3% 5.4% 1) Since Oct.1, 2006 represented by Siemens Networks GmbH Co. KG and Siemens Enterprise Communications GmbH & Co. KG Power Transmission and Distribution TurboCare <ul><li>$6B annual Global sales </li></ul><ul><li>18,000 employees </li></ul><ul><li>#2 global market share </li></ul>
    15. 15. Our ERP & CRM Environment <ul><li>Salesforce.com </li></ul><ul><ul><li>550 seats across three Operating Companies </li></ul></ul><ul><ul><li>Used for joint sales force in North America </li></ul></ul><ul><li>SAP </li></ul><ul><ul><li>System of Record for SPTD </li></ul></ul><ul><ul><li>Order Mgmt – Financials - Purchasing </li></ul></ul>
    16. 16. ERP Integration Challenge Faced <ul><li>Business processes not yet fully harmonized </li></ul><ul><li>Business Warehouse not in place yet </li></ul><ul><li>High demand for reporting key business performance </li></ul><ul><li>Limited in-house developer support </li></ul>WANTED: Visibility of pipeline through shipment in one place Integration without code development!
    17. 17. Possible Options <ul><li>Custom Code </li></ul><ul><ul><li>Quick but dirty </li></ul></ul><ul><ul><li>Too programming intensive </li></ul></ul><ul><ul><li>Difficult to modify as needs changed </li></ul></ul><ul><li>Traditional Integration Tools </li></ul><ul><ul><li>Too costly </li></ul></ul><ul><ul><li>Long learning curve </li></ul></ul><ul><ul><li>No native salesforce.com connectivity </li></ul></ul><ul><li>Integration Appliance </li></ul><ul><ul><li>New technology </li></ul></ul><ul><ul><li>Configuration-based approach </li></ul></ul><ul><ul><li>Built-in salesforce.com & SAP Connectivity </li></ul></ul>
    18. 18. Solution - Roadmap Product Master Pricing Master Invoicing/Billing Master Order Master Invoicing/Billing Master Product Master Cast Iron Integration Appliance Customer Master Customer Master
    19. 19. Benefits & Lessons Learned <ul><li>Integration strategy follows CRM platform strategy </li></ul><ul><ul><li>No Software, no development, rapid deployment, easy to change </li></ul></ul><ul><li>Make simplicity a “must-have” while reviewing implementation options </li></ul><ul><ul><li>Choose Simple solutions, not build-it-yourself tools </li></ul></ul><ul><ul><li>Cast Iron platform approach was the correct decision for us </li></ul></ul><ul><li>Clearly define the business and technical requirements up front </li></ul><ul><ul><li>Key to rapid deployment is agreement up front </li></ul></ul><ul><li>Start simple… and deliver quick results </li></ul><ul><ul><li>Support for first project success was critical </li></ul></ul><ul><ul><li>Build on initial experience </li></ul></ul><ul><li>Never underestimate the &quot;Ahhh Factor&quot; </li></ul><ul><ul><li>Success is contagious! </li></ul></ul>
    20. 20. Thousands of Customers Integrate with salesforce.com Every Day Now Serving Over 1 Billion API Integration transactions per Month
    21. 21. Integration Best Practices <ul><li>Partner with Business – Understand the Processes </li></ul><ul><li>Choose Approach Based on Cost vs. Benefits </li></ul><ul><li>Look for great partners – Buy vs. Build </li></ul><ul><li>Target Quick Wins </li></ul><ul><li>Plan for Growth </li></ul>
    22. 22. Thank you!

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