Intel's Journey with SAP Customer Relationship Management


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Join SAP and Intel for a webcast that explores Intel's CRM journey with SAP. Learn how Intel leveraged SAP CRM for improving its sales and marketing operations by transforming its underlying enterprise infrastructure, and about the benefits Intel has achieved along the way. Attend this important online event and see why more than 3,500 high-tech companies run their businesses with SAP software.

At this fact-filled event, you'll discover Intel's strategy to:

Shift from home grown apps to enterpriseShift to the web for greater efficiencies - marketing, support, salesGreater user participation to improve decision supportDeliver value every 3-6 months over the course of their transformationHow SAP software helped Intel drive rapid growth, business model transformation, and innovationHow semiconductor companies are leveraging technology to grow and transform their businesses

You'll also hear from Jeff Staley, Director, Industry Solutions Group, SAP Americas, as he provides a "sneak preview" of the latest in CRM innovation from SAP.

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  • Thanks, Laura. And good morning…. Or good afternoon, depending upon your location. Thanks to all of you for taking the time to participate in today’s webcast. We have some great information to share and we’re very excited to have Intel join us to talk about their CRM journey with SAP.
  • As Laura mentioned, my name is Jeff Staley and I’m part of the Industry Solutions Group within SAP. I have responsibility for CRM solutions within the High Tech and Discrete Manufacturing industries, and as such, I’ll lead off today’s session with a brief overview of some market trends and how SAP is addressing those trends and meeting our customers’ needs with our ongoing CRM development efforts. Then I’ll turn it over to Daryl Ganas to discuss how Intel is deploying these solutions, WHY they’re deploying these solutions, and the benefits they expect to receive. Finally, we’ll wrap up with some Q&A and an invitation to an exclusive event that we’re hosting later this month in Palo Alto specifically for companies within the semiconductor space.
  • So just to level set, I wanted to provide an brief overview of how we define CRM here at SAP. The traditional pillars of Sales, Service, and Marketing are still the cornerstones of our solutions, but we’re finding that companies like yourselves are expanding the concept of CRM beyond those basic core capabilities to encompass any and every interaction that you have with a customer. To that end, we see CRM processes being exposed through a proliferation of channels and customer touchpoints, whether it be directly face-to-face, through the internet, through a call center, or through your channel partners. And the key to this enterprise landscape are tightly integrated end-to-end industry-specific processes that are powered by our Netweaver platform and it’s open architecture. It’s those end to end processes – that are driven by our customers’ input – that we feel are differentiators for our solution and provide competitive advantages for our customers – for you –– out there in the marketplace.
  • The primary goal of our product development effort is to provide solutions that allow you to differentiate yourself from your competitors in the marketplace. And as we entered into the development cycle of our most recent release, we sought a lot of feedback from our customers and analyzed overall trends in CRM, and a few things popped out that became significant areas of emphasis for us. The first was an emphasis on a simplified, personalized user experience. Within any CRM implementation, you can probably make a strong argument that most important component of it’s success is not necessarily the software or system, but rather the underlying business processes being automated and the change management aspects of the roll-out that ultimately assures the buy-in of the end users. And nothing impacts user adoption more than the user experience. So we set out to re-architect our UI and we took the familiar L-shaped layout from, and combined it with the personalization capabilities of an iGoogle. The result was the SAP CRM web client, and the look and feel behind that is now being propagated throughout other SAP applications as well. If you haven’t seen the new UI, I would encourage you to check it out on our website at A second big trend that we’re leading the industry on is the migration of that simplified user experience into small or mobile form factors such as PDA’s, Blackberrys, Netbooks, Tablet PC’s, etc. Some of you may have heard the announcement earlier this year of a significant partnership between SAP and RIM and our ongoing joint development efforts to build native SAP CRM applications on the Blackberry. Again, that’s an acknowledgement of the need for CRM solutions to extend beyond the traditional enterprise and provide a holistic view of your customer whenever and wherever they’re encountered by your employees or partners. And the final trend I’ll highlight here is the movement away from what I’ll call first generation best of breed, or silo’ed, or departmentalized CRM systems. Companies are realizing the value of end-to-end business processes as a differentiator and realizing that CRM can’t sit alone on an island. In fact, the only way to achieve that elusive notion of a 360 degree view of your customer is through a holistic enterprise approach that incorporates information from back office systems as well.
  • From general CRM trends, we now move to industry-specific functionality for semiconductor companies. And to that end, you have at your disposal deep functionality in areas such as opportunity management and design win, partner channel management and channel marketing spend or MDF functionality. And in each of these areas, we’ve gone to great lengths to build the deep integrations that I mentioned earlier, so that you can focus on the business side of your CRM implementation while minimizing the resources needed to integrate it to back-end financial and manufacturing systems.
  • And finally, SAP is committed to empowering the business user. This means providing robust and actionable business intelligence, either through dashboards and reports driven by the phenomenal suite of applications and tools that we acquired through the Business Objects acquisition…. Or through embedded reporting and ad-hoc reporting capabilities that were enabled and introduced in our CRM 2007 release. In practice, this means that the lines between traditional business intelligence and transactional CRM systems are blurring, and in areas such as Pipeline Performance Management, for example, our solutions drive empowerment of your business users by providing the insight they need to make better informed decisions day-to-day.
  • And with that, I’m very pleased that we have a leading company such as Intel here to talk to you today about their CRM journey, which is very much a journey that we’ve taken together with them over the years. In addition to the various co-development efforts that go on between SAP and Intel, it’s also worth mentioning that 3 out of 4 SAP deployments are done on Intel processor platforms.  And we expect that trend to continue as the expanded processing and memory capabilities of their latest Xeon series processors provide companies with even more performance, scale, and energy efficiencies than ever before. Today’s speaker from Intel is Daryl Ganas, who is the general manager and customer capability director for sales and marketing operations. Daryl has held a variety of roles within the Sales and Marketing Group at Intel during his 12 years at the company including leadership positions in direct sales, channel operations and channel marketing – across multiple geographies. Daryl, thanks again for joining us today… and it’s all yours.
  • Fragmented Solutions High Maintenance Costs Frustrated Users
  • Fragmented Solutions High Maintenance Costs Frustrated Users
  • Fragmented Solutions High Maintenance Costs Frustrated Users
  • Fragmented Solutions High Maintenance Costs Frustrated Users
  • Partner Management: Fragmented customer data managed across multiple platforms customer receives up to 5 emails chains to get enrolled ~7 weeks Funds Management: A complex accruals cycle spanning 4 weeks requiring offline data processing and communication overhead Marketing Management: Building Ads based on unstructured Data (Target Audience) values, with Campaigns (Budgets & Brand Offering Un-tethered Plan to Actual) Claims Management: Manual payment file adjustments with no formalized feedback loop and a distributed AP reconciliation process Portal: Customer Experience split across Access Manager, IBL & IION Biz Intelligence: Limited fixed reports for Licensees and unsupported Powerplay Tool for the internal user base Data Model/Enterprise: A custom developed tool with legacy code introducing a steep learning curve for both developers and users
  • Fragmented Solutions High Maintenance Costs Frustrated Users
  • Fragmented Solutions High Maintenance Costs Frustrated Users
  • And for those of you who would like to hear Daryl speak in person, I encourage you to attend our 3 rd annual semiconductor industry value network event in Palo Alto on October 22. In addition to some great customer stories, you’ll also get to see some SAP product and network with a lot of your peers within the industry to share best practices and lessons learned. And I should say that the agenda is broader than just CRM… it in fact covers a wide range of topics that are relevant to the semiconductor industry.
  • Intel's Journey with SAP Customer Relationship Management

    1. 1. Intel’s CRM Journey Daryl Ganas General Manager, Customer Capability Director, Sales and Marketing Operations Intel Corporation Jeff Staley Director, Industry Solutions Group SAP America, Inc.
    2. 2. <ul><li>CRM Market Trends and SAP </li></ul><ul><ul><li>Jeff Staley, SAP America, Inc. </li></ul></ul><ul><li>Intel’s CRM Journey </li></ul><ul><ul><li>Daryl Ganas, Intel Corporation </li></ul></ul><ul><li>Q&A </li></ul>Agenda
    3. 3. The SAP CRM Solution SAP CRM Simple and Powerful SERVICE MARKETING SALES Mobile Powered by SAP NetWeaver® End-to-end, Industry-specific Processes ANALYTICS Web Channel Interaction Center Partner Channel Mgmt CUSTOMER
    4. 4. CRM Market Trends and SAP Customer Driven Growth © SAP 2007 / Page 360 ° Customer View Industry-Relevant (Channel Marketing Funds & TPM) End-to-End Processes Simplified, Personalized User Experience Microsoft Office Integration Mobile Form Factors Real-Time Offer Management Business Communications Management Service Parts Management Grow your business Delight your customers Empower your team
    5. 5. Integrated Sales, Service and Marketing Unique Capabilities for Semiconductor Companies <ul><li>Opportunity Management/ Design Win: </li></ul><ul><li>Standard sales, sales ops mgmt, opportunity mgmt </li></ul><ul><li>Design-In (Initiate) through design-win (Quotation) </li></ul><ul><li>Robust Partner Channel Management: </li></ul><ul><li>Channel Inventory Tracking, Ship & Debit Claims, Price Protection, Revenue Recognition </li></ul><ul><li>Control of Channel Marketing Spend/MDF: </li></ul><ul><li>Funds management, integrated claims management, collaborative processes </li></ul>
    6. 6. SAP Empowers the Business User Executive Sales dashboard Pipeline Performance Management
    7. 7. <ul><li>CRM Market Trends and SAP </li></ul><ul><ul><li>Jeff Staley, SAP America, Inc. </li></ul></ul><ul><li>Intel’s CRM Journey </li></ul><ul><ul><li>Daryl Ganas, Intel Corporation </li></ul></ul><ul><li>Q&A </li></ul>Agenda
    8. 8. CRM at Intel Daryl Ganas General Manager, Customer Capability Director, Sales and Marketing Operations
    9. 9. Intel Overview <ul><li>Intel provides chips, boards, systems, and software building blocks for the computing and communications industries </li></ul><ul><ul><li>$38.3B revenue in 2007 </li></ul></ul><ul><ul><li>~85,000 people operating in 50 countries </li></ul></ul><ul><ul><li>Four different sales forces selling into 130 countries </li></ul></ul><ul><ul><li>Corporate snapshot </li></ul></ul><ul><ul><li>Hyper-competitive environment </li></ul></ul><ul><ul><li>Strong shift to consumer, mobile and Emerging Markets </li></ul></ul><ul><ul><li>Increasingly critical focus on customer orientation </li></ul></ul><ul><li>Sales & Marketing Ops Goals </li></ul><ul><li>Greater agility to support business growth </li></ul><ul><li>Shift from home grown apps to enterprise </li></ul><ul><li>Shift to the web for greater efficiencies – marketing, support, sales </li></ul><ul><li>Greater user participation to improve decision support. </li></ul><ul><li>“ Giving time back to the field ” </li></ul><ul><li>Nearly 3 out of every 4 new SAP deployment on Intel platforms </li></ul><ul><li>SAP-Intel relationship since ’94 </li></ul><ul><ul><li>Research, engineering, sales & marketing, co-development & optimization </li></ul></ul>
    10. 10. Current Environment/Focus Area’s – 2008 <ul><li>SAP Replatforming </li></ul><ul><li>Corporate initiative(R/3 to Netweaver, ERP 6.0) </li></ul><ul><li>Customer Orientation/Giving time back to the field </li></ul><ul><li>Supporting Marketing Shift to online </li></ul><ul><li>System Flexibility to Support Business Model Changes </li></ul><ul><li>Simplify the environment </li></ul><ul><li>End of Life(EOL) of legacy apps </li></ul>Today Future Getting from here to there will require changes in how we do things
    11. 11. <ul><ul><li>3 year strategy, however must deliver value every 3-6 months </li></ul></ul><ul><ul><li>Data and process alignment are critical CRM foundation elements </li></ul></ul><ul><ul><li>Minimal customization required for out-of-box CRM solution </li></ul></ul>Intel’s Path to CRM 2007 2008+ 2009+
    12. 12. <ul><li>Business Challenges: </li></ul><ul><ul><li>Low cost & high scale touch </li></ul></ul><ul><ul><li>Quicker adoption of new products </li></ul></ul><ul><ul><li>Revenue in Emerging Markets </li></ul></ul><ul><ul><li>Higher customer loyalty </li></ul></ul><ul><li>Business Benefits: </li></ul><ul><ul><li>Integrated SAP solution brings customer data together  better targeted marketing </li></ul></ul><ul><ul><li>Interaction Center enables our 230+ agents in 10 sales centers to increase personal touch in a lower cost model. </li></ul></ul><ul><ul><ul><li>Contact 70k members, 2 campaign per qtr </li></ul></ul></ul><ul><ul><ul><li>1 Process, 1 Tool, some local adaptation </li></ul></ul></ul><ul><ul><li>Channel Management has allowed us to scale Sales and Partner Program reach into 130+ countries/ +1200 Emerging Market Cities </li></ul></ul>Channel Sales Channel Sales Profile SAP CRM is becoming the center of channel operations at Intel
    13. 13. <ul><li>Business Challenges </li></ul><ul><ul><li>2k+ Commissioned Sales Reps covering 130 Countries </li></ul></ul><ul><ul><li>Silo’d CRM Capabilities </li></ul></ul><ul><ul><ul><li>Siebel & Home Grown Solutions </li></ul></ul></ul><ul><ul><li>Diverse Sales Processes </li></ul></ul><ul><li>Business Imperatives </li></ul><ul><ul><li>Increase Time Spent “Selling” </li></ul></ul><ul><ul><li>Standardize Sales Processes </li></ul></ul><ul><ul><ul><li>Account Planning </li></ul></ul></ul><ul><ul><ul><li>Opportunity Management </li></ul></ul></ul><ul><ul><ul><li>Performance Metrics </li></ul></ul></ul><ul><ul><li>Reduce TCO by Consolidating Multiple CRM Tools to a single, shared SAP CRM instance </li></ul></ul>Sales Force Automation Core Intel Selling Motion Direct  PC Brands, ODMs Embedded  Industrial Channel  SMB Influence  Global 2000 Retail  Big Box, Indies
    14. 14. <ul><li>Business Drivers: </li></ul><ul><li>Increase partner participation, and effective utilization of MDF </li></ul><ul><li>Shift from transaction oriented finance focus to collaborative co-branding and co-marketing </li></ul><ul><li>Current Environment: Fragmented Solutions, High Maintenance Costs, Frustrated Users </li></ul><ul><li>Approach </li></ul><ul><ul><li>Customer collaboration via co-marketing programs </li></ul></ul><ul><ul><li>Industry standard processes </li></ul></ul><ul><ul><li>Iterative deployment of capabilities </li></ul></ul><ul><ul><li>SOA design for integration of custom services </li></ul></ul><ul><ul><li>SAP partnership for MDF within CRM framework </li></ul></ul><ul><li>Planned SAP CRM Marketing Capabilities </li></ul><ul><ul><li>Campaign Planning & Management </li></ul></ul><ul><ul><li>Marketing Development Funds </li></ul></ul><ul><ul><li>Budget/Resource Planning </li></ul></ul><ul><ul><li>Segmentation </li></ul></ul><ul><ul><li>Analytics </li></ul></ul>Marketing Development Funds Co-marketing Co-branding
    15. 15. <ul><li>Business Challenges: </li></ul><ul><ul><li>Tech Support process integration & simplification across groups/Geos </li></ul></ul><ul><ul><li>Diverse needs of stakeholders (Customer Support, multiple business units) </li></ul></ul><ul><ul><li>Roadmap to include Division tools </li></ul></ul><ul><li>Business Benefits: </li></ul><ul><ul><li>Integrated SAP solution brings data together  Customer, Channel, Product & Issue </li></ul></ul><ul><ul><li>Better Returns & Fraud control capabilities </li></ul></ul><ul><ul><li>Unify 7+ contact centers handling over 750K issues per year </li></ul></ul><ul><ul><li>Will EOL 2 aging issue management applications </li></ul></ul>CRM Services Enterprise Issue Management SAP CRM will become the standard for technical Support at Intel
    16. 16. <ul><li>Return on Investments Goals: </li></ul><ul><li>Key Learning's: </li></ul><ul><ul><li>3 year strategy, however must deliver value every 3-6 months </li></ul></ul><ul><ul><li>Data and process alignment are critical CRM foundation elements </li></ul></ul><ul><ul><li>Minimal customization required for out-of-box CRM solution </li></ul></ul><ul><li>2008 SAP CRM Plans </li></ul><ul><ul><li>CRM 2007 Upgrade </li></ul></ul><ul><ul><li>Finish MDF work, being deployment </li></ul></ul><ul><ul><li>Issue Management – Improve customer resolution. Consolidate 4 custom tools to 1 integrated solution </li></ul></ul><ul><ul><li>Analytics – “Instrument the business”. </li></ul></ul><ul><ul><li>Develop next generation External Customer Portal </li></ul></ul>Summary SAP CRM Yields Tangible ROI Sales, Service, & Marketing Views 360 o Customer Data 20% Increase Increase Customer Face Time 15%+ Savings YoY Reduce Cost Result Objective
    17. 17. <ul><li>CRM Market Trends and SAP </li></ul><ul><ul><li>Jeff Staley, SAP America, Inc. </li></ul></ul><ul><li>Intel’s CRM Journey </li></ul><ul><ul><li>Daryl Ganas, Intel Corporation </li></ul></ul><ul><li>Q&A </li></ul>Agenda
    18. 18. Join SAP and Intel for the Third Annual Semiconductor Industry Value Network Wednesday, October 22 Intel Keynote 8:30 am – 9:15 am Daryl Ganas General Manager, Customer Capability Director, Sales and Marketing Operations A great opportunity to: Visit for more information and to register for the event <ul><li>Network with your peers in the semiconductor industry </li></ul><ul><li>Share best practices and lessons learned </li></ul><ul><li>Discover how to identify and co-innovate new solutions and integration scenarios for critical semiconductor industry requirements </li></ul>