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Siebel Analytics in IBM: Building a Sense & Respond Solution

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Siebel Analytics in IBM: Building a Sense and Respond Solution. Presented at 1) Siebel User Week 2004 San Diego, and 2) Siebel User Week 2005 Barcelona.

Siebel Analytics in IBM: Building a Sense and Respond Solution. Presented at 1) Siebel User Week 2004 San Diego, and 2) Siebel User Week 2005 Barcelona.

Published in: Technology, Business

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  • 1. IBM Business Consulting Services © Copyright IBM Corporation 2003© Copyright IBM Corporation 2004 Siebel Analytics in IBM: Building a Sense and Respond Solution Paige Poore Project Executive, IBM
  • 2. IBM Business Consulting Services © Copyright IBM Corporation 2004Siebel User Week 2004: Siebel Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM2 Agenda  CRM in IBM, today  How Siebel Analytics might fit in IBM  Our evaluation process  Piloting the program  Closing remarks
  • 3. IBM Business Consulting Services © Copyright IBM Corporation 2004Siebel User Week 2004: Siebel 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 2001 2002 2003 2004 Common global application, using Siebel eBusiness Applications, is now enabled in IBM for most customer touch points  4 Siebel instances worldwide  Globally consistent customer focus  Integrating and enabling core business processes  Sales execution metrics drive improvement  Worldwide customer Db in global application  Strengthening global reporting across businesses
  • 4. IBM Business Consulting Services © Copyright IBM Corporation 2004Siebel User Week 2004: Siebel Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM4 The journey toward Siebel Analytics started with the move to eBusiness and several challenges around reporting  Multiple Siebel instances – Multiple, independent shadow reporting approaches – No integrated reporting solution within our Siebel environment  Limits to Enterprise Information Warehouse (EIW) – Contains subset of Siebel data; Not an operational management data source – Need for non-Siebel data – Ongoing operational challenges with Siebel data extracts, EIW conversions and feeds  Ad hoc reporting is difficult and requires DBA-type skills to use multiple tools – Actuate, Brio – Shadow Database
  • 5. IBM Business Consulting Services © Copyright IBM Corporation 2004Siebel User Week 2004: Siebel Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM5 ABC Client team builds account plan, generates opportunities 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 S&R Dashboard & Alerts XYZ Client team builds account plan, generates opportunities. Process Execution Indicators Sensing Agent #1 • # of account plans • Leads generated from account plans • Commitment management Solution Proposal and Contract Creation Sensing Agent #2 • # of leads—metrics tied to leads rejected, accepted, turned into opportunities Sensing Agent #3 • Pipeline quality Sensing Agent #4 • Win/loss ratio Opportunit y Manageme nt Lead Manageme nt Relationshi p Manageme nt
  • 6. IBM Business Consulting Services © Copyright IBM Corporation 2004Siebel User Week 2004: Siebel Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM6 Phase 1 Oct ‘03 Phase 2 Nov ‘03 Phase 3 Dec ‘03 All parties agreed that a production pilot was the next step Our investigation into Siebel Analytics occurred in three phases Challenge Siebel Analytics team Develop analytics prototype based on real-life problems Technical Assessment In-depth architecture inspection Scalability Assessment High-level systems and expertise sizing Interview other SA customers Challenges Potential benefits Information for decision-making managed manually Consistent view of business across roles enables timely, personalized actions Redundant activities take time away from customers and revenue generation Seamless integration into Siebel workspace speeds access to information Inaccurate data views prevent early warning and rapid resolution of issues Rapid response through early detection; dashboard changes independent of Siebel releases Duplicate investments in multiple reporting approaches More than reporting; turns data into actionable insight; enables cross-sell and up-sell … and so much more
  • 7. IBM Business Consulting Services © Copyright IBM Corporation 2004Siebel User Week 2004: Siebel Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM7 Pipeline Analysis Triangulated Forecasting Effectiveness & Quality Up-sell / Cross-sell Lead Conversion Competitive Analysis Sales Analytics Service Analytics Marketing Analytics Partner Analytics Product, Pricing, Order Analytics Churn Propensity Customer Satisfaction Resolution Rates Service Rep Analysis Cost Analysis Service Trends Campaign Scorecard Response Rates Lifetime Value Product Propensity Market Analysis Loyalty and Attrition Channel Lead Conversion Pipeline/ Forecasting Partner Sales Performance Partner Portal Analytics Partner Service Trends Partner Campaign ROI Product Sales Trends Product Mix Pricing Analysis Product Bundling Avg Selling Price Product Profitability Usage Effectiveness Account Quality Contact Quality Account Coverage Historical Trends Usage Trends in acct/contact New, Update, Delete, Outdated Just a fraction of the total product suite is included in the scope of the evaluation pilot  Goal: Demonstrate value of the program, development, maintenance, performance, and total cost of ownership (TCO)  Participants: EMEA field sellers with all business units providing input and most participating. Roles include sellers and managers, plus sales operations, report writers, and support personnel.
  • 8. IBM Business Consulting Services © Copyright IBM Corporation 2004Siebel User Week 2004: Siebel Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM8 The production pilot is a practical application of the program with end users on a production system over an evaluation period of several weeks  This pilot project must demonstrate that Siebel Analytics: – Can easily replace existing reporting mechanisms – Is a low-cost alternative to existing reporting mechanisms – Allows flexible end-user control – Can offload current reporting and query workloads that tax the production system – Enhances user productivity – Scales to the same degree as the Siebel implementation in IBM – Can adopt IBM's Siebel security implementation easily  This pilot is testing the following "to-be process" aspects: – Use a sense and respond approach to inspect various pieces of data that have been input into the Siebel system in IBM – Notify the user and/or manager of data quality exceptions and out-of-bounds conditions, prompting their action – Deliver a base set of business metrics that are useful to sales reps and managers, and that provide insight into their business
  • 9. IBM Business Consulting Services © Copyright IBM Corporation 2004Siebel User Week 2004: Siebel Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM9 The pilot was designed to span 12 weeks of development and 8 weeks of production, with two user feedback surveys Discover, Develop, Deploy (weeks) Production Pilot (months) 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 Discovery Design, Configure, Test Deployment Readiness and Execution Monitor and Evaluate
  • 10. IBM Business Consulting Services © Copyright IBM Corporation 2004Siebel User Week 2004: Siebel Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM10 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 Weeks 1 2 3 Discovery Needs Summary: Focus technical scoping on high-value items 13 8 7 0 5 10 15 High Value Medium Value Out of Scope 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 OOTB reports
  • 11. IBM Business Consulting Services © Copyright IBM Corporation 2004Siebel User Week 2004: Siebel Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM11 Our approach to the production pilot used a rapid implementation method, including iterative development Weeks 1 2 3 4 5 6 7 8 9 10 11 Discovery Design, Configure, Test Original scope Final Scope Sales Analy tics Out of the Box  24 reports max Up to 4 dashboards with up to 6 reports per dashboard  60 reports  15 dashboads with up to 4 reports per page Custo mizat ion  Foundation to be OTB dashboards pre-configured by Siebel. Minimal customization Custom requests provided as reports via answers = 14 reports 1 new star and 10 data exception rules  36 CRM custom extension columns  Plus 100+ change requests Curre nt Scop e 24 reports 60 reports plus 100+ change requests
  • 12. IBM Business Consulting Services © Copyright IBM Corporation 2004Siebel User Week 2004: Siebel Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM12 Deployment readiness phase integrated the prototype into EMEA and leveraged Siebel training expertise Weeks Months 1 2 3 4 5 6 7 8 9 10 11 12 1 2 Discovery Design, Configure, Test Deployment Readiness and Execution  Performance challenges: additional time required for dashboard and extract-transform-load tuning  Same registration process as existing implementation ensured identical visibility and security  User training approach:  Two-hour dashboard training via phone  Six-hour hands-on lab for Answers  Siebel instructors provided substantial value
  • 13. IBM Business Consulting Services © Copyright IBM Corporation 2004Siebel User Week 2004: Siebel Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM13 Pilot architecture diagram
  • 14. IBM Business Consulting Services © Copyright IBM Corporation 2004Siebel User Week 2004: Siebel Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM14 This is where we are in the pilot, and initial feedback is positive! Discover, Develop, Deploy (weeks) Production Pilot (months) 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 Discovery Design, Configure, Test Deployment Readiness and Execution Monitor and Evaluate  User support during production is critical  Web site for bulletin board posting and emails; eliminates need for push emails  Unique pilot ID for push emails  Q&A sessions are opportunities to ask experts questions and encourage peer interaction  One-on-one calls to significant % of participants to provide targeted support
  • 15. IBM Business Consulting Services © Copyright IBM Corporation 2004Siebel User Week 2004: Siebel Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM15 We’ve learned a lot and overcome several challenges during this investigation  Key lessons: – Use best practice, pre-configured dashboards with limited customization – Use Siebel OLTP data only – Use discovery phase to validate specific users for deployment and best dashboards for them – Take small steps in the deploy; a few seats at a time, validate, repeat – Close IBM and Siebel teaming helps ensure success  Key challenges: – Remote locations of development and user teams (Atlanta and EMEA, respectively) – Expansion of pilot beyond original team scope – EMEA data privacy – Hardware availability – Performance tuning
  • 16. IBM Business Consulting Services © Copyright IBM Corporation 2004Siebel User Week 2004: Siebel Analytics in IBM, Building a Sense and Respond Solution | Paige Poore, IBM16 Closing remarks Siebel is a great partner to work with Prototyping is a valuable part of the decision- making process We are just scratching the surface!