Forecasting Excellence: How to
Achieve Pipeline Visibility and
Forecast Accuracy
Track: Sales I: Pipeline Basics
Teri Stevens, Sybase, Inc.
Mark Baker, LynuxWorks, Inc.
Scott Fletcher, Misys International Banking Systems

Agenda
 Introduction – Frank Engelhardt
 A Day in the Life of Sales Forecasting
 @ Sybase, Inc. - Teri Stevens
 @ LynuxWorks, Inc. - Mark Baker
 @ Misys plc - Scott Fletcher
 Q&A

Safe Harbor Statement
“Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This press release contains forward-looking
statements including but not limited to statements regarding our expected future revenue, GAAP diluted earnings per
share, expected tax rate, anticipated shares outstanding,and concerning the potential market for our existing service
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
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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.

Sales Forecasting: Typical Challenges
 Getting All Data
 Producing an Accurate View
 Getting Adoption
 Tracking the Right Metrics

Sales Forecasting: Getting it Right
$
Improved efficiency
Single system of record
Reduced admin costs
Online collaboration
Reduced cycle times
Always up to date
Better pipeline visibility
Subjective judgment: overrides
More standardized process
At a glance actual vs. plan
Better adoption
Integrated forecasts & pipeline
Better accuracy

Teri Stevens
Senior Operations Manager,
World Wide Sales
tstevens@sybase.com

All About Sybase
Sybase is the largest global company exclusively focused on information
management and information mobility software, enabling our customers
to manage their information from the data center to the point of action.
• INDUSTRY: Computer Software
• EMPLOYEES: 4,000
• GEOGRAPHY: Global, in 60 countries
• # USERS: 1,000 in three instances of SFDC
• PRODUCT(S) USED: SFA, AppExchange: Eloqua, OneSource, Jigsaw, Call
Scripting

Sybase Forecast in Salesforce.com
 Implemented with SFA rollout
 Key Requirements
 Single source system world wide
 “Team Selling” supported
 Executive visibility
 Key Benefits
 Improved sales efficiency
 Management tool

Sybase Forecast – Roles / Responsibilities
Sales Sales Sales
Sales Rep Controller
Manager Operations Executive
Maintain
Oppty
Day 1 Forecast Review
Manager
Adjms
Reconcile
Closed
Day 2
Forecast Approval
Forecast Forecast
Day 3 Analysis Review

Sybase Forecast – Reps & 1st Line Managers
DAY 1 Reps maintain opportunities
Reps maintain opportunities
Forecast Review: Weekly 1-to-1
Forecast Review: Weekly 1-to-
calls using forecast tabtab
1 calls using forecast
 - Forecast Coverageto Quota
Forecast Coverage to Quota
- Upside / Best Case identified
 Upside / Best Case
- Top Deals Reviewed
identified
 Top Adjustments
Manager Deals Reviewed
- Update Manager
Manager AdjustmentsComments
Key Success Factors
- Forecast Overrides
• Reps need to utilize the  Update Manager Comments
Forecast tab
 Forecast Overrides
• Accountability at each level

Sybase Opportunity Fields for Deal Review
Overview for large deals only
fields used on executive
reports are flagged
Executive summary of the opportunity
entered by Sales Management,
read only for Sales Rep

Sybase Forecast – Controllers / Sales Managers
DAY 2
Reconcile Closed Deals: Update
order details in Salesforce
 Small deals grouped
 Adjusting opps for FX adjm, etc
Forecast Approval
 Forecast tab summary view
 Dashboards, KPI’s
- Commit by % / stage
Key Success Factors
- Bookings chart
• Actuals must be
 Export to Excel
maintained
- Allows managers
• Utilize Office Edition
independence

Sybase Forecast Review
Display by % of Quota for easy
comparison to goals
Quickly drill into specific deals to
review and see what has been
overridden

Sybase Forecast – Operations / Sales Executive
DAY 3
Forecast Analysis - Excel
 Summary of changes
 Detail trends
 KPI’s
Forecast Review
 Weekly calls using reports
Key Success Factors  Dashboards
• Data Quality – 90% isn’t
- Dynamic views
good enough
- Shared with subordinates
• Executive adoption a must

Sybase Executive Dashboard

Imagine it. Learn it. Use it.
Key Lessons Learned
• Single source system – start with one organization
• Data accuracy is critical
• Set goals and enforce accountability
• Create meaningful Dashboards / Reports
• Monitor adoption and review

Mark Baker
Vice President, Sales
mbaker@lnxw.com

 World leader in the embedded software market
 Real-time operating systems (RTOS) and software development
tools
 Committed to open standards targeting the highest level of safety
criticality and data security
• EMPLOYEES: ~ 150
• GEOGRAPHY: Global
• # USERS: ~ 35 sales, system engineering, finance or sales ops
• PRODUCT(S) USED: SFA, Premium Service & Support

Software that enables mission-critical systems in defense,
avionics and other industries.
Aerospace
Defense
Air Force
Army
Navy
DO-178B Level A
Certified

Key Challenges & Solution
Business Needs Implementation
 Configurable system to track  No software – the full
projects and opportunities outsource model
 Improve forecast accuracy &  Professional services
efficiency engagement to get underway
 Project start to
implementation – 60 Days!
 Premium support tailors
salesforce to meet our needs
Pipeline management and sales forecasting driven from one
single source: “If it is not in Salesforce, it does not exist”

Forecasting Process Overview – Quarterly Focused
Week I Week II Week III Week IV
Commit for
Month
Month 1
VP forecast Commit for Board Outlook
<<Sales team <<Drive deals for
review Quarter review
forecast prep>> month end>>
Month 2
<<Drive deals for
month end>>
Month 3
<<Drive deals for <<Drive deals for <<Drive deals for <<Drive deals for
quarter end>> quarter end>> quarter end>> quarter end>>
Submit forecast
Management review

Forecasting @ LynuxWorks
Two Types of Forecasting
Project Focus Deal Focus

Project High Level Forecast
Design Project Forecast
 Many opportunities per
project over time
 “Project” custom object
 “High level” forecast:
Conservative &
optimistic
 Used for annual
planning and quotas

Forecast Process – “Shift Click”
Opportunity Forecast
 Managing pipeline
against monthly &
quarterly plans
 Deal reviews by
territory & owner
 Overrides reflecting
management judgment

Forecast Overrides – Keeping The Story Straight!

Override Summary Analysis Week Y
Month X
From Forecast $5,604,070
Delta
Comparison
From Opportunity Pipeline $6,362,928

Quota Performance Tracking

Imagine it. Learn it. Use it.
Science Meets Art
 Magic is in details & process
 Shift-click forecast reviews
on demand
 Overrides are a very
powerful management tool!!!
 Gives you dynamic insight
into future performance

Scott R. Fletcher
CRM Programme Manager
Scott.Fletcher@misys.com

All About Misys Plc
Misys is a leading software and services provider serving customers in
banking, treasury and capital markets, and healthcare. With over 25
years as a public company (London: MSY), Misys offers unparalleled
domain knowledge in these highly specialised markets.
• INDUSTRY: Software
• EMPLOYEES: 5,500
• GEOGRAPHY: Global. Emerging markets esp. important for banking unit
• # USERS: 1,035 Banking/TCM; 530 Healthcare
• PRODUCT(S) USED: SFA, Service & Support, VerticalResponse, Pollzter,
Ajax Tools, Enhanced Merge Accounts, DemandTools, QueryAmp, several
small AppExchange add-ons

Key Challenges in Software-license Forecasting
Business Challenges
 No central forecasting >> every man his own template-maker
 Little visibility into pipeline >> impossible to steer change
Technology Challenges
 Half-hearted implementation 2003 >> no confidence in SFDC
 Forecast-call participants widely scattered, sometimes offline
 Reliance on Finance to bridge MI gaps in poorly-integrated
systems

Summary of Challenges
A partially-sighted captain with
a nearsighted crew becalmed
in a stagnant sea. A variety of
spectacles, magnifying
glasses and funhouse mirrors
to hand, none capable of
providing a clear view across
the horizon.

Customizable Forecasting to the Rescue
Customizable Forecasting: The thin edge of the wedge
in turning our implementation around
Deployment Details
Defined Product Family as revenue type
(license, PS, etc.)
Successive deployments:
Sep-05 40 users (Retail Banking)
Jul-06 50 users (Core Banking)
Feb-07 100 users (TCM)
Jun-07 200 users (PS users)
Simple manual integration with Finance
system using pivot table to load forecast data
Roll-out training: mostly Webexes
Excel-based review & summary packs

Regional Sales Manager’s Dashboard
Takeaway: Work
through dashboard
refinements in 2-3
iterations with key
sales manager(s).
Once you’ve got
them right, everyone
will want one.

Offline Forecast: For Far-Flung Sales Managers
Summary from Sales Director’s monthly printed forecast pack: 24/7
command of the numbers, online or offline
Takeaway: Office Edition-based Excel tools a handy extra, if you can devote
resources to ongoing upkeep.

Key Results
 Sales management began to feel in control
 Much faster turnaround of monthly license forecast
 Pipeline accuracy increased >> confidence in Salesforce!
 Confidence >> ripple effect of widening application
footprint
 Result: confirmation of Salesforce as enterprise-wide tool
 Next steps: PS forecasting, new sales process, asset-
tracking, integration with finance system, use of Cases for
software implementation process…

Imagine it. Learn it. Use it.
Key Lessons Learned
 Sr. sales management key to exiting vicious circle
 Judicious use of sticks
 No pre-sales help without deal number
 No contract work without deal number
 When you hit the data-confidence tipping point, everything
becomes possible...
 In the kingdom of the blind, the one-eyed man is king

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Forecasting Excellence: How to
Achieve Pipeline Visibility and
Forecast Accuracy
Track: Sales I: Pipeline Basics
Teri Stevens, Sybase, Inc.
Mark Baker, LynuxWorks, Inc.
Scott Fletcher, Misys International Banking Systems

Customer Hall of Fame
Wh a t th e fa ns a re s a ying :
Am e de Hung e rford, S e nior Dire c tor of F ie ld
Ma rke ting s a ys “...I c ontinue to h e a r pos itive
c om m e nts from our S a le s Ma na g e m e nt te a m
on th e pos itive im pa c t Te ri h a s m a de in
im proving th e ir unde rs ta nding of th e b us ine s s
th roug h th e us e of S a le s forc e .c om
Fame d S tatis tic s :
Te ri S te ve ns 86% Log in (s a le s in la s t 30 da ys )
S ybas e , Inc . 25% Im prove m e nt in s a le s Clos e R a te
S ale s Ope ratio ns Manag e r Im prove d Ac c ount Inte llig e nc e
Me e t Me At:
Want to hear more? Check out my case study. •S a le s Ops Lunc h R oundta ble

Customer Hall of Fame
Wh a t th e fa ns a re s a ying :
De rm ot B riody, R e g iona l S a le s He a d, Mis ys C ore
B a nking , s a ys , “th e vis ib ility I g a ine d into m y
b us ine s s th roug h S c ott’s re ports a nd da s h b oa rds
a llowe d m e to find th e a dditiona l pipe line de a ls I
ne e de d to c ove r a n une xpe c te d s e tb a c k to m y
b us ine s s pla n la s t ye a r.”
Andy G e rs h on, S a le s E xe c , Hong Kong , s a ys , “You
are doing a really great job cultivating SFDC into
our business and have continued to be very helpful
and supportive.”
Fame d S tatis tic s :
Sc o tt Fletc he r F rom 50 to c a . 200 fore c a s ting us e rs
Mis ys Plc in s ix m onth s
S urg ic a lly re pla c e d ‘000s of
CRM Pro g ramme Manag e r
Opportunity Line Ite m s to e na b le
re b uild of produc t a nd pric e b ook
func tiona lity
Me e t Me At:
Want to hear more? Check out my case study. • S oftwa re Lunc h R oundta ble
• Conne c t on De m a nd:
scottfletchermisysbanking