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OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
OBI Analytics in IBM
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OBI Analytics in IBM

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OBI Analytics in IBM: …

OBI Analytics in IBM:
Building a Global Sense & Respond Solution
Best Practices & Lessons Learned - Paige Poore, IBM Sales & Distribution, Client Transformation. Oracle OpenWorld 2008, San Francisco

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  • 1. IBM Sales & Distribution – Client Process Transformation © Copyright IBM Corporation 2008 OBI Analytics in IBM: Building a Global Sense & Respond Solution Best Practices & Lessons Learned Paige Poore Program Executive, IBM
  • 2. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM2 Agenda  CRM in IBM  How OBI EE fits  Our Evaluation & Piloting process  Our Global Implementation  Lessons Learned - or I wish we’d known then, what we know now  Closing remarks
  • 3. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM3 CRM in IBM today Nearly 60,000 IBMers Several thousand Business Partner firms ibm.com Contact Centers Service and Support Business Partners Field Sales Marketing 2000 2002 2004 2006 2008 Common global application, using Analytics, is now enabled in IBM for most customer touch points  4 CRM instances worldwide  Globally consistent customer focus  Integrating and enabling core business processes  Sales execution metrics drive improvement
  • 4. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM4 Much more than just reporting a sense and respond approach drives actions to individuals and delivers daily value to sales reps, providing insight linked to needed actions ABC Client team Dashboard & Alerts XYZ Client team Process Execution Indicators • # of account plans • Leads generated from account plans • Commitment management Solution Proposal and Contract Creation • # of leads—metrics tied to leads rejected, accepted, turned into opportunities • Pipeline quality Win/loss ratio Opportunity Manageme nt Lead Manageme nt Relationshi p Manageme nt Dashboard & Alerts
  • 5. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM5 Agenda  CRM in IBM, today  How OBIEE Analytics fits  Our evaluation & piloting process  Our Global implementation  Lessons Learned – or I wish we’d known then what we know now  Closing remarks
  • 6. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM6 The CRM Vision – It’s a Journey In the beginning, there was chaos CHAOS 800 CRM applications 40+ CMRs No common data definitions No common processes
  • 7. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM7 STANDARDS Common Process, Common Data & Data Model, Common Tool, Common Management System Chaos was transformed to order by defining standards CHAOS
  • 8. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM8 ANALYTICS Proactive alerts and analysis Integrated into common tool Auto-generating sensors and alerts Early market insight Defined by role IBM needs actionable information delivered as close to the client as possible CHAOS STANDARDS
  • 9. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM9 The CRM Vision – It’s a Journey IBM is a living system with tremendous market insight. Linking business sensors and alerts for action optimizes the business CHAOS STANDARDS AUTONOMIC SALES MANAGEMENT
  • 10. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM10 Agenda  CRM in IBM today  How Oracle BI fits in IBM  Our evaluation & piloting process  Our Global implementation  Lessons Learned – or, I wish we knew then what we know now  Closing remarks
  • 11. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM11 Best Practices – Our initial investigation occurred in three phases Prototype Challenge Develop analytics prototype based on real-life problems Technical Assessment In-depth architecture inspection Scalability Assessment High-level systems and expertise sizing Interview other OBI customers The next step: Move forward with production Pilot
  • 12. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM12 Best Practices - The production pilot was a practical application of the program with end users on a production system over an evaluation period of several weeks The pilot had to demonstrate the following functional capability:  Enhanced user productivity  Allowed flexible end-user control  Could offload current reporting and query workloads that tax the production system  Could easily adopt IBM's security implementation  Scaled to the same degree as the CRM implementation in IBM and… the following "to-be process" aspects:  Use a sense and respond approach to inspect data that had been input into the CRM system in IBM  Deliver a base set of business metrics that are useful to sales reps and managers, and that provide insight into their business  Notify the user and/or manager of data quality exceptions and out-of-bounds conditions, prompting their action The next step: Expand to a phased internal implementation
  • 13. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM13 Best Practices – Expansion to a Global, World-wide Model  Worldwide model – phased approach – A single worldwide infrastructure – Initially deployed in Europe, other 3 followed – Initial highly motivated business units – Action-oriented governance model to allow for rapid decision-making, implementation  Target audience – Sellers and immediate managers – Nearly 60,000 IBMers – Managing customers and several thousand Business Partner firms – 4 Geographies, WW integration of data Some Specific Examples
  • 14. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008
  • 15. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008
  • 16. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008
  • 17. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008
  • 18. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008
  • 19. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008
  • 20. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM20 Agenda  CRM in IBM, today  How Analytics fits in IBM  Our evaluation & Piloting process  Our implementation  Lessons Learned (or, I wish we’d known then what we know now)  Closing remarks
  • 21. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008  Upfront considerations – Real time capability. Everyone asks for it, but do they really need it (is there a cost factor)? In fact, do they really even want it? Lesson learned: Some BI is more valuable if it's near real time – Do you have to start with the latest level of CRM? IBM integrated BI with a lower-level CRM system. (IBM is upgrading from CRM v7.5 to CRM 8.0) – Big Bang vs. Just get it out Caution: avoid analysis paralysis and over design Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM21 Food for thought
  • 22. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008  Best practices for design / development / deployment – Best design practices. Do not start with a blank piece of paper! (Or, How can you help the business figure out what they really want and set them up for success? A: Use templates; provide limited choices; work in small teams; appoint designated decision makers. Keep it simple and stick to the plan. Don’t try to build the Taj Mahal – Best development practices - What is the best way to get it out there and generate value quickly? A: Prototype approaches; team on business and development; get iterative feedback (Agile) – How do you accelerate adoption? If you try to please everyone, no one will be happy A: Pick your niche for each rollout. There will be surprising lessons on sources of your best input; it's not always who you think... Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM22 Potholes to avoid Or "I wish we knew then what we know now!"
  • 23. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008  Best practices for design / development / deployment – How much education/training do you need to provide? A: Education, training, and increasing usage - tips and techniques, a tough lesson for us to learn. Don't make the same mistakes we did! It doesn't matter if you're giving them the best thing in the world on a silver platter - if you need education and training for your users, you didn't do it right! – What is your secret weapon for moving quickly and to be successful? A: High Performing resources – experienced – expertise... Makes all the difference in how successful you will be. Do not start with ‘we’ll train as we go resources’. You need the expertise of a small team that has strong skills in database management, BI, and GUI interface design (UCD). And don’t release them after the first triumph – this is very hard to recapture, and hard to fix if you let it go. The right expertise & skills retention Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM23 Potholes to avoid Or "I wish we'd known then what we know now"
  • 24. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM25 BACKUP
  • 25. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM26 The journey toward Analytics started with the move to CRM and several early challenges in IBM around consolidated reporting  Multiple Approaches – Multiple, independent shadow reporting approaches – No integrated reporting solution within our CRM environment  Limits to Enterprise Information Warehouse (EIW) – Contains subset of CRM data; Not an operational management data source – Ongoing operational challenges with CRM data extracts, EIW conversions and feeds  Ad hoc reporting is difficult and requires DBA- type skills to use multiple tools – Actuate, Brio – Shadow Database
  • 26. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM27 The discovery period lasted three weeks and focused on defining the business needs, value, and scope  Targeted greatest value-add to 4 job roles: – Salesperson, Sales manager, Geography data custodian, Sales operations leader  Capabilities of most interest included: – Sense and respond alerting – Marketplace indicators – Progress monitoring: what’s working, what isn’t Approval Rating Q: "Is this report of use/interest for your business unit?" 70% 21% 9% 7.5%-1.00% >50% < or = 50%  Focus areas with biggest value items included: – Face time improvements – Data quality and reporting problems  very high interest in all Out of the box reports
  • 27. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM28 Our approach to the production pilot used a rapid implementation method, including iterative development, over a six week period Sales Analytics out of the box capability and ease-of-use allowed implementation of more function than originally scoped plus rapid turnaround by small development team Original scope Final scope Sales Analytics Out of the Box  24 reports: up to 4 dashboards with up to 6 reports each  60 reports: 15 dashboards with up to 4 reports each Customization  Out-of-the-box dashboards pre- configured by Oracle  Minimal customization  14 reports via Answers to address custom requests  1 new data star  10 data exception rules  36 CRM custom extension columns  100+ change requests Summary 24 reports 60 reports plus 100+ change requests
  • 28. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM29 Feedback from the pilot was positive! Feedback – Dashboard users  Ease of use, navigation and graphical display; links on charts was positive.  Ability to summarize data and quickly drill- down to understand what was driving the pipeline.  Data quality reports with alerts. Overcomes key problems on data privacy … reporting consistency.  Different overviews and direct connections to opportunity for change.  Significant to user productivity Feedback - Answers users  Easy to build reports.  Users don't need extensive knowledge of the data model to design reports.  Data quality checking good.  Strong in-person filtering dimension.  Easier reporting in terms of table structure and speed of creation.  Filtering to help identify the key actions.  Answers requires more training than dashboard use.
  • 29. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM30 Pilot Results – Lessons Learned  Key lessons: – Use best practice, pre-configured dashboards with limited customization – Use discovery phase to validate specific users for deployment and best dashboards for them – Iterative development is critical – Take small steps in the deploy; a few seats at a time, validate, repeat – Close teaming helps ensure success  Key challenges overcome: – Remote locations of development and user teams (Atlanta and EMEA, respectively) – Pilot audience and scope significantly expanded – Compliance with European data privacy requirements – Performance tuning
  • 30. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM31 The CRM Vision – It’s a Journey Sense & Respond is a turning point CHAOS STANDARDS AUTONOMIC SALES MANAGEMENT
  • 31. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM32 OPTIMIZATION Dissect key processes Measure time and effectiveness Embed KPIs into management system Track KPIs, Learn, Improve The CRM Vision – It’s a Journey Queries, regression analysis, control limits optimize speed and effectiveness, delivering early insight to market dynamics, process breakdowns CHAOS STANDARDS
  • 32. IBM Sales & Distribution Client Process Transformation © Copyright IBM Corporation 2008Oracle Open World 2008: OBI Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM33 AUTONOMIC SALES MGMT KPIs kick off actions Self-correcting system Optimal resourcing Fact-based confidence levels Speed bumps eliminated The CRM Vision – It’s a Journey Automate actionsreduce parts orders to manage backloghire more Business Partners to shift channel mixlower prices to target competition CHAOS STANDARDS

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