Best Practices to Operationalize an Integration Strategy for an ISV

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Analysts frequently cite integration as the #1 obstacle faced by Cloud and SaaS providers, as buyers are no longer willing to bear the burden of the extensive development resources required to …

Analysts frequently cite integration as the #1 obstacle faced by Cloud and SaaS providers, as buyers are no longer willing to bear the burden of the extensive development resources required to integrate to your application. Successful ISV integration strategies require collaboration across the organization from sales to support, to fully understand customer requirements and manage expectations.

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  • 1. Best Practices toOperationalize an IntegrationStrategy for an ISVRick Nucci Amelia RossCTO, Dell Boomi Product Manager, Aprimo@Boomiwww.DellintheClouds.comwww.Dell.com/Cloud
  • 2. Agenda• Introduction• About Dell Boomi• The Evolution of Integration• Best Practices for SaaS ISV• ISV Case Studies
  • 3. IntroductionSaaS Integration Priority
  • 4. Concerns about Cloud Infrastructure Data Security & Privacy Concerns Integrating SaaS with Existing Enterprise Applications Ability to Customize Solution to Unique Business Requirements Integrating SaaS with Existing Enterprise Data Structure Data Transaction Integrity Concerns Ensuring System Performance Meets or Exceeds SLAs ROI of SaaS not yet Verified Availability of Enterprise-Level Technical Support and Maintenance Modifying Existing IT Management and Sourcing Practices for SaaS Viability of SaaS Vendors Integrating SaaS Data & Applications with Other SaaS Applications 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% Percentage of Respondents Selecting Each Source Saugatuck Technology, Inc. 2008/2009 Global SaaS User Study, n=17884
  • 5. When Integration Impacts You• During your sales cycle –According to our SaaS ISV partners, 35-65% of deals• During implementation –Custom coded integrations typically the longest phase of the implementation• During renewals –Silo’d SaaS deployments cited as top reason for cancellation5
  • 6. About BoomiThe Integration Cloud™Company
  • 7. About Dell Boomi• Acquired by Dell, November 2010• Industry’s first & leading Integration Cloud• 500+ Clients Globally• 70+ ISV and SI partners• Offices in Philadelphia and San Francisco7
  • 8. PaaS Apps Cloud ServicesSocial Networks SaaS Apps
  • 9. The Evolution of Integration From closed systems to self-service9 Confidential 6/7/2011
  • 10. Circa 1990’s Application Integration Spaghetti10
  • 11. Roots of Integration Complexity• Closed systems + vendor priorities = API Optional• Just write to the database!• Application customization disconnected from API• Wildly disparate integration standards, invocation models, programming styles11
  • 12. Today – SaaS Connectivity• Closed systems = No traction• API not optional• There is no database!• Multi-tenancy architecture forces customizations to manifest in API• We at least agree on a few things –HTTPS, SOAP/WSDL, REST/WADL12
  • 13. Today – Big Mentality Shift• Who owns the integration problem?• SaaS ISV – must solve during sales cycle• Department purchasing SaaS: “I love your solution, show me how it connects to X”13
  • 14. Best Practices Phase I — Your APIfor ISVsThe SaaS API blueprint &strategies for scale. Phase II — Operationalize
  • 15. Phase I – Your APIKey Success Factors• Your API is part of your product – Owned by product management – Integrated into SDLC processes• Don’t charge extra for your API – “Oh, you wanted outlets for your electricity?” – Free, but metered• Think self-service – Free, open access to API and documentation as part of product evaluation – Your customers will come up with smarter uses of your API than you will15
  • 16. Best Practices Phase I — Your APIfor ISVsThe SaaS API blueprint &strategies for scale. Phase II — Operationalize
  • 17. Phase II – Operationalize• Strategy – Patterns of re-use will emerge across customer implementations › Pre-build and package popular integrations – Leverage platform vs. custom code for all other integrations – If you are multi-tenant, your integration must be too!• People – All departments play role in integration › Sales: tell the “integration story” › Dev: Connector Development › Services: custom integration development › Product: packaged integration › Support: integration monitoring and support › SI Ecosystem: augment/own integration delivery and 3rd party application expertise17
  • 18. Closed loop marketing via cloudintegration Copyright © 2011 by Teradata Corporation
  • 19. The challenge• Integration is critical to clients’ (marketing) success to close the revenue reporting loop on activities• Sales and Marketing use separate systems and the cost to re-train and support a new sales tool is often too costly• Clients frequently request integration to other SaaS apps and legacy systems that cannot be retired• Custom coding integration would be costly and cumbersome for many SaaS clients• Integrating systems decreases time-to-value, a critical piece to launching our new SaaS platform Copyright © 2011 by Teradata Corporation
  • 20. Choosing a cloud integrationsolutionAprimo SaaS Customers often look for:• SaaS-based integration platform• Cost-effective pricing model• Partnership among the ISVs• Flexible, robust, and easy to work with (i.e. visual drag and drop)• No effort required - Investment by Dell Boomi in the Aprimo connector Copyright © 2011 by Teradata Corporation
  • 21. Case Study: Huddle Copyright © 2011 by Teradata Corporation
  • 22. About Huddle • Founded in 2006 with headquarters in London and offices in San Francisco • Huddle is a cloud-based application that enables collaboration among workers • With Huddle, you can manage projects, share files, and collaborate internally or externally • Simply put, if Sharepoint were built today, they would have built HuddleCustomers: Copyright © 2011 by Teradata Corporation
  • 23. Business Challenges• Marketing and Sales use different applications• Difficulty in distinguishing between prospects and leads• Inability to “close the loop” and understand the effectiveness of Marketing Qualified Leads (MQL)• Needed a way to enhance Aprimo Marketing Studio On-Demand via advanced business logic Copyright © 2011 by Teradata Corporation
  • 24. How did we do it?Phase 1 objective was to configure the base integration provided by Aprimo and Dell Boomi • Received a set of 10 pre-built processes for Salesforce.com and Aprimo Marketing Studio On- Demand • Added custom fields and additional business logic to the processesPhase 2 involved enhancing the solution through writing additional processesPost-Go Live, Huddle and Aprimo will collaborate to write new processes as the business continues to evolve Copyright © 2011 by Teradata Corporation
  • 25. Boomi Architecture Drawing Copyright © 2011 by Teradata Corporation
  • 26. What were the results?• Ability to Track Revenue as a function of Lead Source • Analysis of results supported shifting investment from Pay Per Click to Search Engine Optimization• Quantitatively tell Sales how “hot” a lead is via a Lead Score • Can constantly tweak the scoring model based on real-time feedback from sales team• Creation of “Interesting Moments” field based on web analytics (ex: Person has been on website 6 times in the last week, etc.) Copyright © 2011 by Teradata Corporation
  • 27. Actionable Business Information• Lead Source vs. Closed Opportunities • Breakdown of Revenue by Lead Source* Note: Actual financial data has been replaced with example data Copyright © 2011 by Teradata Corporation
  • 28. Boomi & Aprimo Partnershipsuccess• 34% of all SaaS deals are sold with integration• 100% customer satisfaction with Dell Boomi integration - every live customer has been completely satisfied with the Dell Boomi integration with no rework or redesign needed• Deals sold with integration increased by over 120% year over year• Partnership results in a key differentiator during the sales process and often removes sales objections around integration• Strong customer care support and cooperation between Aprimo and Dell Boomi Copyright © 2011 by Teradata Corporation
  • 29. Lessons learned1. Include integration in phase 1 of the SaaS implementation2. Custom coding integration is not scalable in SaaS model3. Bring customers’ IT team into the sales process early when integration is involved4. By using pre-built integration, team was able to focus effort on business process analysis and testing (end user satisfaction) - not design and coding5. Strong customer ownership early of the technical solution avoided many future satisfaction issues during handoff6. Accurate documentation of processes enabled resolution of production issues Copyright © 2011 by Teradata Corporation
  • 30. Any questions?Thank you!Amelia RossAmelia.ross@aprimo.comRick NucciRick_nucci@dell.com Copyright © 2011 by Teradata Corporation
  • 31. Questions?31 Confidential 6/7/2011