CRM at Oracle: Segmentation
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CRM at Oracle: Segmentation

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The CRM at Oracle series highlights Oracle's internal implementation of Oracle CRM products such as Siebel CRM, Oracle CRM On Demand and Oracle Mobile Sales Assistant. This presentation discusses how ...

The CRM at Oracle series highlights Oracle's internal implementation of Oracle CRM products such as Siebel CRM, Oracle CRM On Demand and Oracle Mobile Sales Assistant. This presentation discusses how Oracle leverages the marketing segmentation features in Siebel Marketing.

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CRM at Oracle: Segmentation Presentation Transcript

  • 1. CRM at Oracle – Segmentation
    Deepak Gupta Roger Rich Meenu Sabhlok Michele Gray
    Vice President Senior Director Senior Manager IT Senior Project Manager
    CRM Systems Marketing Systems Marketing Operations Marketing Systems
  • 2. The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions.The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.
  • 3. Oracle Corporation
    Solutions Offerings
    • Oracle Database
    • 4. Oracle Fusion Middleware
    • 5. Oracle Applications
    • 6. Oracle Services
    • 7. Oracle Servers
    • 8. Oracle Storage
    • 9. Oracle Operating System
    • 10. Oracle Virtual Machine
    Information Technology
    • Four major IT Functions
    Applications
    Development
    Traditional
    On Demand
    About Oracle
    • US$26.8 billion in revenue for fiscal year 2010
    • 11. More than 370,000 customers worldwide
    • 12. More than 20,000 partners
    • 13. 105,000 employees, including:
    • 14. 35,000 sales & marketing
    • 15. 16,000 support
  • Global CRM (GCM) Single Instance
    • 1.8M Accounts
    • 16. 20M Contacts
    • 17. 20M Prospects
    • 18. 72MMarketing Responses
    • 19. 24MSales Activities
    • 20. 18M Marketplace Accounts
    Partner Portal145 Countries
    10 Languages
    35,000 Internal users
    105,000Territory Lookup users
    300,000Partner users
  • 21. Oracle’s Global CRM Implementation
    Optimizing Our Go-To-Market
    Objective
    • Global, consistent, streamlined, and scalable campaign to opportunity to quote processes
    Approach
    • Go Native – 90% vanilla
    • 22. Go Fast – 1 year to rollout
    • 23. Consolidation/Centralization
    • 24. Start Clean, Stay Clean
    • 25. Standards based Integration
    • 26. Drive value with BI
    Engagement
    Integration
    Analytics
  • 27. Global CRM Single Instance Ecosystem
    Implementation planned
  • 28. CRM at Oracle – Segmentation
    Deepak Gupta Roger Rich Meenu Sabhlok Michele Gray
    Vice President Senior Director Senior Manager IT Senior Project Manager
    CRM Systems Marketing Systems Marketing Operations Marketing Systems
  • 29. <Insert Picture Here>
    Marketing Business Cycle
  • 30. Marketing Business Cycle
    Siebel MRM
    Planning and Budgeting
    Define Marketing Initiatives
    Create Funds & Allocate Budget
    Request & Approve Budget
    Create Plans & Programs
    Campaigns/Os/Ts
    eMarketing Apps
    Marketing Execution
    Landing Pad
    Event Registration
    Software Download
    CRM Analytics (OBIA)Closed Loop Reporting
    Measure Marketing ROI
    Track Budget to Actual
    Fact-based Planning
    Siebel Marketing
    List and Segmentation
    Target Audience
    Build/Load Segments
    Launch Campaigns
    Email Marketing
    OCH & Siebel Marketing
    Response Management
    Response Capture
    Qualification
    Assignment
    Lead Creation
    Siebel Call Center
    Opportunity Management
    Opportunity Conversion
    Opportunity Progression
  • 31. CRM at Oracle – Segmentation
    Deepak Gupta Roger Rich Meenu Sabhlok Michele Gray
    Vice President Senior Director Senior Manager IT Senior Project Manager
    CRM Systems Marketing Systems Marketing Operations Marketing Systems
  • 32. <Insert Picture Here>
    Segmentation
  • 33. Siebel Marketing Segmentation
    CHALLENGES
    CAPABILITIES
    KEY VALUE & BENEFITS
    • Enforcement of global rules
    • 34. Allows rules on inferred consent, contact frequency and Do Not Call to be easily applied
    • 35. Allows suppressions based on the above rules to be consistently enforced using base segments
    • 36. Increase response to lead to opportunity conversion rates
    • 37. Increase cross-sell and up-sell
    • 38. Standard processes for all channels and region lists/ segments
    • 39. Legacy contact database with no integrations
    • 40. List generation using SQL which could get complex for certain target segments
    • 41. Possibility of human error with SQL “where” clauses
    • 42. Email execution process not integrated
    • 43. Not a complete source of all customer data
    • 44. Administration very resource intensive
    • 45. Multi-stage campaigns enabled to achieve better response rate
    • 46. Integrated email execution prevents over targeting and consequently less opt outs
    • 47. All customer data available to segment
    • 48. Lead generation through segmentation
    • 49. Highly Interactive Interface
    • 50. “Waterfall” style display of counts
    • 51. Sample counts for large data sets
  • CRM at Oracle – Segmentation
    Deepak Gupta Roger Rich Meenu Sabhlok Michele Gray
    Vice President Senior Director Senior Manager IT Senior Project Manager
    CRM Systems Marketing Systems Marketing Operations Marketing Systems
  • 52. <Insert Picture Here>
    Segmentation
  • 53.
  • 54.
  • 55. Architecture