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Lessons Learned: Building IBM’s Next
Generation CRM Architecture
Jorge Arroyo
Chief Technologist - Sales Transformation
IBM
© 2013 IBM Corporation
SalesConnect transformation focused on five critical pillars to ensure
the project achieved expecte...
© 2013 IBM Corporation
SalesConnect is IBM’s new Selling Platform… social, mobile and
powered by rich analytics
Simple…. I...
© 2013 IBM Corporation
SalesConnect brings a social dimension to selling … internally and
externally
SalesConnect provides...
© 2013 IBM Corporation
SalesConnect brings insight and analytics to selling … at all levels of
the organization
Seller/Fir...
© 2013 IBM Corporation
6
Architecture Drivers
 Develop an enterprise CRM solution to drive seller productivity
 Support ...
© 2013 IBM Corporation
7
WorldWide single instance
 One global opportunity system
 Over 50K users WW
 Over 170 countrie...
© 2013 IBM Corporation
8
Conceptual Architecture Overview
© 2013 IBM Corporation
9
Integration Architecture Overview
Integration patterns in SalesConnect
 Message Broker based Ent...
© 2013 IBM Corporation
25.06.201310
SalesConnect Operations Diagram
© 2013 IBM Corporation
• Horizontally scalable application servers
• 10 Power 770 Apache LPARS
• Web application, mobile a...
© 2013 IBM Corporation
Continuous operations data to development
© 2013 IBM Corporation
R1.0/R1.1
Collaboration, Micro blogging, Mobility,
“Following”, Activity Streams
SalesConnect used ...
© 2013 IBM Corporation
Developing and Managing
SalesConnect
© 2013 IBM Corporation
SalesConnect used – and continues to use – Agile Plus*
Development
Agile Software Development Poste...
© 2013 IBM Corporation
WW Seller Engagement Community
Objectives:
 Optimize engagement with WW nominated sales
community ...
© 2013 IBM Corporation
Reduced Data Volumes
Account Clean-Up
Global/ IOT/ IMT Business IMT/ IOT Leader
BTIT IMT/ IOT Leade...
© 2013 IBM Corporation
The SalesConnect Management System accommodated IBM’s
intersecting geography and Business Unit mana...
© 2013 IBM Corporation
The SalesConnect tool has been successfully implemented, and
supports IBM’s needs as a globally-int...
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Lessons Learned: Building IBM's Next Generation CRM Architecture

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This session is a more in-depth look at the architecture that drives the IBM Social CRM solution and integrates SugarCRM with enterprise Master Data Management, Line of Business applications, legacy data sources, analytics and collaboration solutions to drive seller productivity. Focusing on seller experience and seamlessly integrating over a dozen applications, we were able to deliver a single instance global server to over 50,000 users . We will be discussing the technologies and patterns implemented to ensure business agility while meeting our enterprise architecture blueprint.

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Transcript of "Lessons Learned: Building IBM's Next Generation CRM Architecture"

  1. 1. Lessons Learned: Building IBM’s Next Generation CRM Architecture Jorge Arroyo Chief Technologist - Sales Transformation IBM
  2. 2. © 2013 IBM Corporation SalesConnect transformation focused on five critical pillars to ensure the project achieved expected results DefiningtheFuture BusinessState Development Deployment Governance OrganizationalChange Management 5 Pillars of Success
  3. 3. © 2013 IBM Corporation SalesConnect is IBM’s new Selling Platform… social, mobile and powered by rich analytics Simple…. Integrated ….. Social 3
  4. 4. © 2013 IBM Corporation SalesConnect brings a social dimension to selling … internally and externally SalesConnect provides an integrated, social experience for sellers as well as those beyond: Client oriented collaboration Follow key clients / opportunities Activity Streams (news feeds) Key Contacts Sellers using tagging to group sales data in ways meaningful to them. 4
  5. 5. © 2013 IBM Corporation SalesConnect brings insight and analytics to selling … at all levels of the organization Seller/First Line Manager Reporting SalesConnect enables predictive analytics and rich drill-down capabilities to support sales management. Analytics built on social data recommends experts 5
  6. 6. © 2013 IBM Corporation 6 Architecture Drivers  Develop an enterprise CRM solution to drive seller productivity  Support enterprise strategies  Drive Master Data Management  Provide single view of the client across enterprise sources  Enable Social Business  Deliver Analytics  Access via Mobile and desktop  Provide comprehensive data integration via services  Enable real time, de normalized data reporting for the sellers and sales management  Deploy an infrastructure for growth to allow for changing requirements and increased user base  Implement a solution that meets and adapts to changing global privacy requirements  Deliver a cost effective and high performance single deployment infrastructure Our architecture strategy focused on integrating social capabilities with our strong core CRM foundation
  7. 7. © 2013 IBM Corporation 7 WorldWide single instance  One global opportunity system  Over 50K users WW  Over 170 countries  10M main “objects” in database (oppty, account, contact, notes, etc)  High availability and performance  Enterprise Single Sign On  Multiple protocols supported (SAML, LTPA, etc)  Complex geography and country based visibility and privacy requirements  Data storage  Single DB server with HADR shadow/failover  All SugarCRM reports module activity go against HADR shadow Globally Visible information Opportunity Header & Line Items Client Information Team Visible Information Specific activities, Notes, etc Geo Visible Information Contact information IBM’s operational environment
  8. 8. © 2013 IBM Corporation 8 Conceptual Architecture Overview
  9. 9. © 2013 IBM Corporation 9 Integration Architecture Overview Integration patterns in SalesConnect  Message Broker based Enterprise Service Bus  MQ Messages  Web Service routing for SOAP calls  OAGIS based XML interfaces  Publish/Subscribe  Direct calls via REST  Application  OpenSocial  iFrame  Portlets  Batch jobs/File based integration
  10. 10. © 2013 IBM Corporation 25.06.201310 SalesConnect Operations Diagram
  11. 11. © 2013 IBM Corporation • Horizontally scalable application servers • 10 Power 770 Apache LPARS • Web application, mobile and web services • 64GB RAM • 8 Virtual CPUs • pAIX 7.1 • Single, vertically scalable WW DB/2 10.1 Database instance • High availability through DB/2 HADR and Tivoli Systems Automation • 2 Power 770 (Primary and Standby) • 256GB RAM •18 Virtual CPUs • pAIX 7.1 • CastIron Integration Appliance • DataPower Security Appliance World Wide Scalability
  12. 12. © 2013 IBM Corporation Continuous operations data to development
  13. 13. © 2013 IBM Corporation R1.0/R1.1 Collaboration, Micro blogging, Mobility, “Following”, Activity Streams SalesConnect used a phased functional and tool deployment approach, bringing 40,000 sellers and sales managers online R0.5 Pilot Opportunity Mgmt, Notes Integration, Early Social August 2013 July 2013 2 pilot countries, Brazil, Japan, Mexico +5,000 sellers/managers* 2 pilot regions 10 countries 3,500 sellers/managers* Europe, Central Europe & Middle East/Africa +12,000 sellers/managers* North America & Asia Pacific +13,000 sellers/managers* Wave 2 August 19th 2013 Wave 1 July 15th and July 22nd 2013 Wave 3 August 26th 2013 *Seller and sales manager counts are approximate WW Geo Deployments August 2012
  14. 14. © 2013 IBM Corporation Developing and Managing SalesConnect
  15. 15. © 2013 IBM Corporation SalesConnect used – and continues to use – Agile Plus* Development Agile Software Development Poster - by Version One, Inc.
  16. 16. © 2013 IBM Corporation WW Seller Engagement Community Objectives:  Optimize engagement with WW nominated sales community throughout project  Leverage limited opportunities to target discussion and solicit sales feedback  Gain varied perspectives, ensure sufficient Geo representation in feedback gathering  Use social collaboration tools  Encourage sellers to engage in Usability testing  Deliver periodic communications on progress Seller / FLM Participation in: User discussion forums, communities, and social media – Link up to the internal publiccommunity page – View and comment on early designs, layout and features – Attend demo (web / teleconference), provide feedback – Business Champion initiatives – SocialCRM widgets on Notes & flash video teasers Usability testing – Link to demo system – Test social collaboration features • User feedback during product use – Be an early adopter – Provide feedback to WW Community lead for tracking/response back to Sales teams • Time Commitment – 2- 4 hour/ month – No engagement activities during last month of quarter and last week of month end 900+ Participants
  17. 17. © 2013 IBM Corporation Reduced Data Volumes Account Clean-Up Global/ IOT/ IMT Business IMT/ IOT Leader BTIT IMT/ IOT Leader Global/ IOT/ IMT Business IMT/ IOT Leader BTIT IMT/ IOT Leader Metrics Owner As of XXX Status R/Y/G Seller Readiness 1. Business Focal Points IMT SC lead # named 2. Business Champions IMT SC lead # named Communications 3. IMT GM IMT SC lead Date sent 4. Business Unit Executive Not IMT Date sent (Global BU focal) 5. Comm Plan Execution IMT SC Lead To be added when needed 6. Education (reports provided by global) IMT SC lead % enabled sellers compl. Required. (not avail yet) Metrics Owner As of XXX Status R/Y/G Seller Readiness 1. Business Focal Points IMT SC lead # named 2. Business Champions IMT SC lead # named Communications 3. IMT GM IMT SC lead Date sent 4. Business Unit Executive Not IMT Date sent (Global BU focal) 5. Comm Plan Execution IMT SC Lead To be added when needed 6. Education (reports provided by global) IMT SC lead % enabled sellers compl. Required. (not avail yet) Date Month Day Overall Status R/ Y/ G Date Month Day Overall Status R/ Y/ G Key Activities This Week • Item 1 • Item 2 • Item 3 Key Activities Next Week • Item • Item • Item Key Activities This Week • Item 1 • Item 2 • Item 3 Key Activities Next Week • Item • Item • Item Issues/ Risks Status Owner 1 2 Issues/ Risks Status Owner 1 2 CommentsComments Sprint 19 Sprint 20 Sprint 21 Sprint 22 Sprint 23 Sprint 24 Sprint 25 Sprint 26 Sprint 27 Saturdays --> Mar 09 Mar 16 Mar 23 Mar 30 Apr 06 Apr 13 Apr 20 Apr 27 May 04 May 11 May 18 May 25 Jun 01 Jun 08 Jun 15 Jun 22 Jun 29 Jul 06 PASS 1 Load PASS 2 VE& Load Additional loads for New/Delta as needed Apr 15 MEA Mexico Apr 17 Mexico Planned Validation Run Apr 17 Brazil ANZ Apr 24 ANZ Planned Load Sites to SC/ ASEAN Apr 24 ASEAN ISA Apr 24 ISA Completed Validation Run Apr 29 Ben/SPGI May 03 Germany Completed SC Site Load FR, IT FR May 08 FR, IT May 08 New /delta site activity May 10 CEE May 17 Japan May 17 TW, KR May 27 HK US US Jun 04 US Canada Canada Jun 07 Canada CN (AP) CN (AP) CN (AP) Sprint 20 Sprint 21 Sprint 22 Sprint 23 Sprint 24 Sprint 25 Sprint 26 Sprint 27 Mar 23 Mar 30 Apr 06 Apr 13 Apr 20 Apr 27 May 04 May 11 May 18 May 25 Jun 01 Jun 08 Jun 15 Jun 22 Jun 29 Jul 06 Alps Nordic(no Sweden) Sweden Planned Rev Tickles & Flow s FR, IT Brazil Complete Rev Tickles and Flow s Mexico MEA ANZ ASEAN ISA Ben/SPGI Germany China US, CA CEE Japan TW, KR HK Phase 1 Load Validated Sites and related Clients Planned Geo rev & remdiation done Planned Ready for Oppty Flow s/Tickle/IDL Completed Geo review & remediation Ready for Oppty Flow s/Tickles/IDL Alps, Nord Alps, Nord Phase 2 Load Oppties/ Contacts and turn on flow services (fxhub/ CastIron) Oppty/Contact Load and Service Activation R0.5.5 Deploy ---- Oppty IDL Suppt WW User / Camp / Loads Planned IDL & Flow s Complete IDL Auto Flow s and Unplanned Tickles to pick up delta as needed R0.5.6 DBCS, Scale, Privacy Rolling Data Loads Seller Readiness Scorecards SalesConnect leveraged IBM’s MDM strategy, thus simplifying data clean-up, data migration, and seller readiness Major emphasis on client data (account level)  Leveraged IBM’s MDM strategy to optimize data integration with existing tools  Limited scope for data clean-up  Reduced migration volumes that met business-defined requirements  Executed a rolling data load strategy in parallel with development  Other migrations hinged on this core client set The execution of the data migration strategy was driven by collaboration across all Geographies, Business Units and IT Partners  Scorecards drove the management system  Metrics and tracks published weekly  Weekly deployment meetings held to discuss issues  Clear accountability defined
  18. 18. © 2013 IBM Corporation The SalesConnect Management System accommodated IBM’s intersecting geography and Business Unit management structures • The eight SalesConnect workstreams designed strategy • Workstreams partnered with Geography BT/IT Leads and WW BU Focal Points to define requirements • Geography BT/IT Leads and WW BU Focal Points worked with the workstreams to execute and advise SalesConnect Initiative TeamLeadership Team Strategy, Objectives, Priorities Guidance, Requests for Customization Leadership Requests, Consolidated Status Global Requests, Status Reporting Adoption was also supported by stakeholders representing the business and the seller • Adoption & Change (A&C) Steering Committee and other Business Leaders drove adoption • Business Champions/Ambassadors represented the seller/manager viewpoints Extended Team: BT/IT and BU Program Decisions Program Decisions One Team • Executive Steering Committee • Executive Leadership Team • Country-level BT/IT leads and Regional BU Focals owned the SalesConnect deployment within their regions, Geography management systems coordinated Extended Team interactions The A&C Steering Committee supplemented the ESC and ELT by focusing on ‘how to adopt’ rather than ‘how to design’
  19. 19. © 2013 IBM Corporation The SalesConnect tool has been successfully implemented, and supports IBM’s needs as a globally-integrated enterprise 40,000 sellers on the tool Over 170 countries working off a single global instance Tens of thousands of new opportunities tracked worldwide Innovative features, such as social enablement, integration and mobility
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