How to Build an E-Commerce Team
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E-Commerce doesn’t just happen. It takes a coordinated effort of several different parts of the organization including Sales, Marketing, IT, and Finance to make it run smoothly within an organization. In this session, leading e-commerce sellers will talk about how they developed their e-commerce teams to be able to respond quickly, efficiently, and effectively to multiple and varied buyer e-commerce integration requests.
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How to Build an E-Commerce Team
- 1. How to Build an E-Commerce Team John D’Aquila; SHI International Corporation Heather Westerman; Lexmark International, Inc. Pamela Harris; Corinthian Colleges Moderator: Jeanne Trinh; Ariba, an SAP Company #AribaLIVE @ariba © 2014 Ariba – an SAP company. All rights reserved.
- 2. Today’s Presenters • John D‟Aquila Senior e-Commerce Operations Manager, SHI International Corp • Heather Westerman eBusiness Manager, Large Accounts, Lexmark International, Inc. • Pamela Harris Business Analyst, Corinthian Colleges 2 © 2014 Ariba – an SAP company. All rights reserved.
- 3. A SELLER PERSPECTIVE… John D’Aquila, Senior e-Commerce Operations Manager SHI INTERNATIONAL CORP 3 © 2014 Ariba – an SAP company. All rights reserved.
- 4. The SHI Story Global Provider of IT Products, Services and Solutions 25th Anniversary in 2014! • 100% Organic Growth (30% CAGR) since 1989 $ 5 Billion Revenue in 2013 • $ 4.4B ‟12 (+16% vs. ‟11); $3.8B ‟11 (+28% vs. ‟10) • Doubled revenue and headcount since 2009 Expertise & Proven Track Record • Largest Enterprise VAR in N. America • Largest global SW VAR / Licensing Expertise • Best Value in commodity IT (Best Price) • Extensive Value Solutions & Portfolio • Innovative IT Asset Management Solutions • Largest Woman & Minority owned Business in North America 4 © 2014 Ariba – an SAP company. All rights reserved.
- 5. SHI & Ariba…How It All Started Starting work with Ariba in the late 90’s 5 © 2014 Ariba – an SAP company. All rights reserved. Customer Service Driven e-commerce Team E-commerce has Streamlined Relationships
- 6. Our eCommerce Team Today Senior e-Commerce Operations Manager Data Quality Data Integrity (11) 6 Custom Catalog Support (3) Data Analysis (2) © 2014 Ariba – an SAP company. All rights reserved. e-Commerce Support (5) CRM Support (3)
- 7. SHI Fun Facts First Website rolled out in 1996 Customer Service drove the need for the team 7 Support team started a few years later Think outside the box when building the team © 2014 Ariba – an SAP company. All rights reserved.
- 8. The Numbers Tell the Story….. • • • • • • 8 Transacting customers Orders Revenue Days to Go Live Increase Throughput without increasing headcount …but an email of praise is nice once in a while…. © 2014 Ariba – an SAP company. All rights reserved.
- 9. Our Results • • • • 9 Built great relationships with Sales Leaders and department Managers Flexibility has kept Customers Satisfied Customer Satisfaction is tracked based on the number of complaints… Continually Improving Order Volume and decreasing complaints © 2014 Ariba – an SAP company. All rights reserved.
- 10. Lessons Learned Trust in Pricing Align Systems 10 Search Ability Less is More © 2014 Ariba – an SAP company. All rights reserved.
- 11. Case Study – A $1,600 plane ticket goes a long way Customer: Issue: 25K seat Insurance Provider Internally managed catalog lead to end user confusion or incorrect product selection Stake Holders: Procurement and SHI Account Team Resolution: Highly Restricted PunchOut Catalog with custom descriptions and product groupings End Result: Sales Growth, Happy Customer, Multiple-Partner Awards This couldn’t have been accomplished without the SHI Account Team reaching out to the eCommerce Team and trusting us to take control. 11 © 2014 Ariba – an SAP company. All rights reserved.
- 12. A SELLER PERSPECTIVE… Heather Westerman, eBusiness Manager, Large Accounts LEXMARK INTERNATIONAL, INC. 12 © 2014 Ariba – an SAP company. All rights reserved.
- 13. The Lexmark Story Our Company • • • • Printing and imaging solutions and content management software $3.6 billion in revenue in 2013 Presence in 170+ countries "Customers For Life" is our vision Enterprise eBusiness Program • • • 13 2008 the team started with a handful of customers 2013 ended with 100 customers Three types of solutions Static sites: single static site with product and pricing; reference only Purchasing sites: single purchasing site Premium sites: Third Party eProcurement integrations, global scope © 2014 Ariba – an SAP company. All rights reserved.
- 14. Lexmark and Ariba Lexmark has been on the Ariba Network since 2000 Revenue amounts Cost 14 © 2014 Ariba – an SAP company. All rights reserved. Number of Accounts
- 15. eCommerce at Lexmark Daily Operations Customer Service Account Management (Sustaining) Strategy and Business Objectives Supporting processes and systems 15 Project Management (Onboarding) Program Manager Internal Processes © 2014 Ariba – an SAP company. All rights reserved. Content/Site Administrator Technical Support
- 16. Why Build a Dedicated eCommerce Team? • • • • • • • 16 Customer relationship Contracts Finance Supply Chain Product information General content Branding © 2014 Ariba – an SAP company. All rights reserved. • • • Infrastructure Integrations Systems • • • • • eMarketing User Experience User Interface Reporting Tools/Integrations
- 17. Best Practices on Building an eCommerce Team • • • • 17 Focus on the customer, internal and external Continuous education is key Cross train Document processes and procedures © 2014 Ariba – an SAP company. All rights reserved.
- 18. Results • Key Performance Indicators Traffic tracking Sales tracking Issues tracking, including length of time to resolution Customer satisfaction surveys • • 18 In-depth knowledge Improved response time to request for sites and integrations © 2014 Ariba – an SAP company. All rights reserved.
- 19. Lessons Learned • • • • Buy-in from other departments is not always easy Prepare “What‟s in it for me” statements Process documentation Integral part for training, replication and continuous improvement If you build it does not always mean they will come Clearly define the criteria for success Recover quickly from issues With clear criteria for success and documentation this is possible 19 © 2014 Ariba – an SAP company. All rights reserved.
- 20. A BUYER PERSPECTIVE… Pamela Harris, Business Analyst CORINTHIAN COLLEGES 20 © 2014 Ariba – an SAP company. All rights reserved.
- 21. Company Background 21 © 2014 Ariba – an SAP company. All rights reserved.
- 22. Prior to Ariba… Campuses ordered from different vendors via phone/fax/internet 22 © 2014 Ariba – an SAP company. All rights reserved. Purchase orders done by Corporate No approval processes in place
- 23. We Wanted… To know what are we buying To shift responsibility of ordering to the campuses To know how much are we spending To know who are we buying from 23 © 2014 Ariba – an SAP company. All rights reserved. To know that spend was approved
- 24. Corinthian Colleges and Ariba Went “Live” May 2012 24 © 2014 Ariba – an SAP company. All rights reserved. Processing 98% POs in Ariba Contract Compliance Non-PO invoicing
- 25. Why Build a Dedicated eCommerce Team? • • • • 25 Many „touch-points‟ in an eCommerce system Fosters big-picture thinking Allows greater efficiency eCommerce does not happen in a silo © 2014 Ariba – an SAP company. All rights reserved.
- 26. eCommerce Team Purchasing • Purchasing Agent • System Administrators 26 © 2014 Ariba – an SAP company. All rights reserved.
- 27. eCommerce Team Purchasing • Purchasing Agent • System Administrators Finance • PeopleSoft Analyst • AP Processors 27 © 2014 Ariba – an SAP company. All rights reserved.
- 28. eCommerce Team Purchasing • Purchasing Agent • System Administrators Finance • PeopleSoft Analyst • AP Processors IT 28 © 2014 Ariba – an SAP company. All rights reserved.
- 29. eCommerce at Corinthian Colleges Mutual Understanding • Procurement sees how ordering affects invoicing • Finance sees how invoice entry/supplier set-up affects payment • IT see how user groups/master data affects system functionality 29 © 2014 Ariba – an SAP company. All rights reserved.
- 30. Best Practices on Building an eCommerce Team Cross-training (ERP/Ariba) 30 © 2014 Ariba – an SAP company. All rights reserved. Clear focus on area of expertise Regular communication
- 31. Results • Growing understanding of benefits of using eCommerce tool Reduced invoice processing cost from $16 to ~$2 Automatic matching of PO • • • 31 Increased understanding of business practices Enables strategic decision-making Making us better “team-players” © 2014 Ariba – an SAP company. All rights reserved.
- 33. Questions? 33 © 2014 Ariba – an SAP company. All rights reserved.
Editor's Notes
- 25th Anniversary in 2014!100% Organic Growth (30% CAGR) since 1989$ 5 Billion Revenue in 2013$ 4.4B ’12 (+16% vs. ’11); $3.8B ’11 (+28% vs. ’10) Doubled revenue and headcount since 2009 Expertise & Proven Track Record Largest Enterprise VAR in N. AmericaLargest global SW VAR / Licensing ExpertiseBest Value in commodity IT (Best Price)Extensive Value Solutions & PortfolioInnovative IT Asset Management SolutionsLargest Woman & Minority owned Business in North America
- Each Pod has a Supervisor and each member has a direct partner. Career Path from left to right has made it possible for everyone to be cross trainedThere is a wide variety of backgrounds, but everyone is trained to be customer facing[Talk about how Irene will be doing the presentation for Steve Hanger’s piece (depending on when she goes)]
- One of the largest Career Education Companies in the USOwn and operate over 100 colleges across the US and Canada100,000 students and 8,000 employeesBrands include Wyotech, Heald, Everest and Quickstart
- We could not leverage buying powerCampuses used to purchase the same things from different vendors (>12,000 vendors)Campuses were not aware of costs ‘upfront’AP was overloaded with paper invoices
- Started with 3 schools, rolled out to 100 locations in June 2012. Started with POs and invoicing. Now we are processing 98% of POs via Ariba, recently began contract compliance and moving into non-PO invoicing in AribaContract repository
- Allows experts to focus on an area of the process and efficiently run the system (like pieces of a puzzle that fit together)Data coming into Ariba from HR system, financial systems, Active Directory, data coming in from AN (suppliers), data going out to financials systemw/o dedicated team critical pieces can be overlooked
- Share with audience how you structured your organization and build an e-commerce team to better run business Highlights on your relationships “before” and “after” e-commerce collaboration eCommerce team ~15 peoplePurchasing:Buyers: play the role of Purchasing Agent, handle the relationship with suppliers, negotiate national pricing and contracts, work with new suppliers, work with schools to source itemsSystem Administrators: oversight of system activity, functionality, handle questions/issues, liaison with AribaFinance:PeopleSoft analysts: handles integration between Ariba and PeopleSoft, investigate errors, ensure payments are sent properlyAP Processors: process invoicesIT:Handle data loads, infrastructure, investigate data errors, control group accessPrior to Ariba, teams were very siloed,
- Share with audience how you structured your organization and build an e-commerce team to better run business Highlights on your relationships “before” and “after” e-commerce collaboration eCommerce team ~15 peoplePurchasing:Buyers: play the role of Purchasing Agent, handle the relationship with suppliers, negotiate national pricing and contracts, work with new suppliers, work with schools to source itemsSystem Administrators: oversight of system activity, functionality, handle questions/issues, liaison with AribaFinance:PeopleSoft analysts: handles integration between Ariba and PeopleSoft, investigate errors, ensure payments are sent properlyAP Processors: process invoicesIT:Handle data loads, infrastructure, investigate data errors, control group accessPrior to Ariba, teams were very siloed,
- Purchasing:Buyers: play the role of Purchasing Agent, handle the relationship with suppliers, negotiate national pricing and contracts, work with new suppliers, work with schools to source itemsSystem Administrators: oversight of system activity, functionality, handle questions/issues, liaison with AribaFinance:PeopleSoft analysts: handles integration between Ariba and PeopleSoft, investigate errors, ensure payments are sent properlyAP Processors: process invoicesIT:Handle data loads, infrastructure, investigate data errors, control group access
- Cross training gives team members insight into bigger pictureFocusing the buyers allows them to purchase better/smarterCommunication key in any relationship, especially true when working as a team with players from different backgrounds/vantage points
- Reduce invoice processing time Value and benefits experienced Impact on organizationCustomer/management reactionsKey performance indicators that you tracked (if any) How you performed against themPerhaps include an example/case study
- Establish clear rolesGood communicationDocumented processesMultiple departments