presented by

Managing the Transformation
of Technological Change
Brian Kinion, VP Finance at Marketo

Existing and Emergi...
presented by

Shifting to the Cloud from On Premise

• Prior Experience
• SuccessFactors
o Cloud transformation
o Signific...
presented by

Move to business leadership

Existing and Emerging Technology:
How Strategic CFOs Are Transforming Finance

...
presented by

SuccessFactors
From IPO (2007) to
SAP Acquisition (2012)

Existing and Emerging Technology:
How Strategic CF...
presented by

The challenges………
and solutions

4.
3.
2.
Controlling
the Business

1.
Transaction
Management

Planning and
...
presented by

Our business requirements continued
to exceed our technical capacity

gap

gap

People, Process,
Systems
GAP...
presented by

Need to create order out of the chaos
and close the initial gaps

Growing Pains: 2007

IT Challenges

• IPO ...
presented by

Making progress (2008 to mid 2011)
System/process improvements while nailing
Transactions/Compliance/Control...
presented by

Systems improvements were helping
BUT...

Procure
to Pay

• A/P workflow/process review; to reduce headcount...
presented by

We needed to scale to support a $1B
business

New Demands + New Idea = New Organization
•

All the system/pr...
presented by

Existing and Emerging Technology:
How Strategic CFOs Are Transforming Finance
Existing and Emerging Technolo...
presented by

Transformation process

Approach
• Defined scope and new technology landscape strategy to rip and
replace mu...
presented by

Transformation process

• Approach
• Defined scope and technology landscape strategy
• 10 week implementatio...
presented by

A changed systems landscape
Prior to being acquired by SAP- 13 major systems in place

BIZX Platform / EC

A...
presented by

Marketo:
“I’ve seen this movie before”

Existing and Emerging Technology:
How Strategic CFOs Are Transformin...
presented by

Smart Company (Nov 14, 2013)
interview with Marketo CEO Phil Fernandez

Asked what he wishes he had three ye...
presented by

Marketo challenges
These look very familiar…
• Heavy reliance on Excel
• Lack of system integrations

• Lack...
presented by

Poised for growth / scaling the business
Marketing Automation
Quoting Workflow

CRM/Service Cloud

Customer
...
presented by

Transformation advice

• Be a champion for change and continuous improvement
• Identify gaps in both systems...
presented by

Q&A

Existing and Emerging Technology:
How Strategic CFOs Are Transforming Finance
Existing and Emerging Tec...
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Managing the Transformation of Technological Change

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Brian Kinion, VP Finance at Marketo, gives a keynote address at Armanino's Sixth Annual Technology Forum. He discussed moving from IPO to acquisition, the growing pains, the IT challenges and other topics pertinent to the financial organization.

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Managing the Transformation of Technological Change

  1. 1. presented by Managing the Transformation of Technological Change Brian Kinion, VP Finance at Marketo Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance #TECH4CFO #TECH4CFO
  2. 2. presented by Shifting to the Cloud from On Premise • Prior Experience • SuccessFactors o Cloud transformation o Significant growth o Multiple challenges Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance #TECH4CFO
  3. 3. presented by Move to business leadership Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance #TECH4CFO
  4. 4. presented by SuccessFactors From IPO (2007) to SAP Acquisition (2012) Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance #TECH4CFO #TECH4CFO
  5. 5. presented by The challenges……… and solutions 4. 3. 2. Controlling the Business 1. Transaction Management Planning and Analysis Integrated Functional Excellence Challenge: Leadership & Performance Management Challenge: Talent & Insightful Value Drivers Challenge: Consistent process excellence Challenge: Number of Transactions Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance Source: slide 34 #TECH4CFO
  6. 6. presented by Our business requirements continued to exceed our technical capacity gap gap People, Process, Systems GAP to close gap gap Technical Capacity Business Requirements IPO Early Reductions in Staff Follow-on Offering 3 Acquisitions and EITF 08-01 Plateau Acquisition Planned Growth Acquisitions and Federal 2007 2008 2008 2009 2010 2011 2012 Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance #TECH4CFO
  7. 7. presented by Need to create order out of the chaos and close the initial gaps Growing Pains: 2007 IT Challenges • IPO by “brute force” and “sheer determination” • Buried in transactions and manual processes • Significant deficiencies and material weaknesses to address • Long-term under investment in G&A functions • Rebuilding financials while being audited • CIO organization view of departments owning, implementing and administrating their own systems created “siloed information” and master data management issues • Lack of integrated systems • Lack of documented process/policy • Heavy reliance on Excel Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance #TECH4CFO
  8. 8. presented by Making progress (2008 to mid 2011) System/process improvements while nailing Transactions/Compliance/Control and becoming more efficient • Noise level dramatically reduced with regard to transaction errors • Added additional technical capacity across finance organization • Addressed and remediated significant deficiencies/material weaknesses • Added in-house NetSuite expertise and various system/process improvements • Reduced reliance on Excel • Decreased day to close • Completed two follow-on offerings • Completed and integrated multiple acquisitions • Changed audit firms and navigated an SEC comment letter Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance #TECH4CFO
  9. 9. presented by Systems improvements were helping BUT... Procure to Pay • A/P workflow/process review; to reduce headcount/increase volume with Coupa • US Concur roll-out with integrated credit card program (2010) Quote to Cash • Lockbox implemented for collections (2008) • CRM transition from SFDC to Seibel to SFDC (Q209) • Big Machines (quotes) (Q309); previously in Excel w/ manual approvals • Avalara (sales tax) module (Q309); previously not charged/manual reserve • Xactly (commissions) (Q109); previously in Excel • OpenAir Implementation (Q210) • EITF RevRec Module (Q310); support of EITF 08-01 adoption Payroll and Equity Record to Report • EquityEdge live (2007); previous in eProsper • Switched from ADP to Ceridian payroll (2009) • Hyperion Planning (2008) to Host Analytics (2011) • FAS (fixed assets) system (Q208); previously in Excel • Netsuite cash reconciliations implemented (Q208); previously in Excel • Clearwater (treasury analytics) system (Q308) • Netsuite stabilization (2009-2010) and brought system administration in-house • OneWorld (consolidation) module (2009); previously in Excel • Consolidated # of outsourced International Accountants with Nair (2009) Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance #TECH4CFO
  10. 10. presented by We needed to scale to support a $1B business New Demands + New Idea = New Organization • All the system/process improvements were done while we were doing our day jobs • Rapid growth and additional acquisitions raised more infrastructure questions and if our current system landscape would scale • Built business case for technology transformation and focused team to make it happen • Had established relationships existed across the enterprise which we leveraged for cross functional system/process improvements • Hired “black belts” and process oriented staff who brought new skill sets such as project management/change enablement/training • Built key dashboards in NetSuite for increased visibility to business • Increased efficiencies and—eliminating manual efforts Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance #TECH4CFO
  11. 11. presented by Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance #TECH4CFO #TECH4CFO
  12. 12. presented by Transformation process Approach • Defined scope and new technology landscape strategy to rip and replace multiple systems • 10 week implementation of all SAP OnDemand products • Cross functional collaboration • Re-engineered key business processes • Clever use of interfaces and partner solutions • Intense use of key user tools Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance #TECH4CFO
  13. 13. presented by Transformation process • Approach • Defined scope and technology landscape strategy • 10 week implementation of all SAP OnDemand products • Cross functional collaboration • Re-engineered key business processes • Clever use of interfaces and partner solutions • Intense use of key user tools Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance #TECH4CFO
  14. 14. presented by A changed systems landscape Prior to being acquired by SAP- 13 major systems in place BIZX Platform / EC After being acquisition SAP- One Integrated System End State Partner Solutions BIZX Platform / EC SAP® Sales OnDemand SAP® Contract Management SAP® Sourcing SAP® Travel OnDemand OnDemand Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance #TECH4CFO
  15. 15. presented by Marketo: “I’ve seen this movie before” Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance #TECH4CFO #TECH4CFO
  16. 16. presented by Smart Company (Nov 14, 2013) interview with Marketo CEO Phil Fernandez Asked what he wishes he had three years ago to make growth easier today, Fernandez says he wishes he’d invested more in IT systems. “We got behind on systems and we’ve been playing catch-up,” he says. “I had the company so dialed towards growth and interacting with customers, that we forgot a little bit about the back office. “All of a sudden you wake up one day, you’re a $100 million company, you’re public, and you’re pushing people to catch up.” “We’ve been investing like crazy on systems infrastructure in the business, which is amazing. Companies can grow faster than IT departments can grow software.” Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance #TECH4CFO
  17. 17. presented by Marketo challenges These look very familiar… • Heavy reliance on Excel • Lack of system integrations • Lack of documented process and policy • Lack of maturity of systems needed to address being able to scale • Impact on systems and financial modeling • M&A execution and integration support • Training, retention and development of key players Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance #TECH4CFO
  18. 18. presented by Poised for growth / scaling the business Marketing Automation Quoting Workflow CRM/Service Cloud Customer 360 View Complex Billing? Professional Services Automation Commissions M Procurement M Sales Tax Engine Fixed Assets M Core GL/RevRec/Billing/Consolidations Financial Planning M M M Foreign Bookeeper Records M Accounting for Stock-Based Comp US Payroll Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance M=Manual Upload #TECH4CFO
  19. 19. presented by Transformation advice • Be a champion for change and continuous improvement • Identify gaps in both systems/skill sets and close them • Build strong relationships throughout the organization and leverage them • Partnership and collaboration are critical • Have a vision and be a leader and a cheerleader as needed • Be relentless and push your vendors for functionality and partnership • Network, network, network No two system landscapes will look the same! Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance #TECH4CFO
  20. 20. presented by Q&A Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance Existing and Emerging Technology: How Strategic CFOs Are Transforming Finance #TECH4CFO #TECH4CFO

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