How Dell Does IT: Boomi


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Dell and Boomi integrate
their sales forces with
Boomi AtomSphere and
speed time-to-value
by 75 percent

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How Dell Does IT: Boomi

  1. 1. Dell and Boomi integratetheir sales forces withBoomi AtomSphere andspeed time-to-valueby 75 percent • Cloud application integration “Now our sales team can spend more time delivering excellent customer service and less time on repetitive data entry.” Scott Crawford, Director of Sales, Dell Boomi Customer profile Country: United States Industry: Technology Benefits Founded: 1984 • Shortened integration time-to-value Employees: 65,000+ by 75 percent Website: • Eliminated 100 percent of manual processes Business need • Lowered solution total cost of When Dell acquired Boomi, a leading provider of cloud integration ownership (TCO) by up to 30 percent technology, sales groups needed a way to share leads and opportunities from distinct instances of Salesforce CRM. They had to act quickly to avoid • Strengthened data security missing valuable sales opportunities. • Enabled Dell to economically integrate other software-as-a- Solution service (SaaS) and on-premise The Dell IT group used the Boomi AtomSphere® application to unify the applications instances, enabling fully integrated and synchronized customer information across sales groups and business processes.
  2. 2. Like many companies today, Dell makes extensive use of software-as-a-service (SaaS) applications to provide employees with anytime, anywhere access to software while reducing costs and facilitating easy scalability. To make the best use of its SaaS applications and avoid information silos, the Dell IT group constantly works to integrate individual SaaS applications with one another and with existing on-premise software. That integration work can be particularly leads, we couldn’t ramp up without some“We had data moving challenging, however, when the company grows through acquisition and form of automation,” says Ferroni. “We were also looking to eliminate inaccuracy between SaaS adds numerous applications at once. and duplication errors that are typical of When Dell acquired Boomi, a leading manual data entry.” instances in just provider of cloud integration technology, Migrating Boomi sales information into the company gained both a new set four days, instead of integration challenges and a new, the Dell instance was not an option. “The Boomi team uses a marketing of the four weeks efficient solution. automation system that directly it would have taken At the time of the acquisition, the Boomi sales group and the Dell sales integrates with, but Dell did not. Moving that application using traditional group each ran its own SaaS instance into Dell would have been extremely of the Salesforce customer relationship difficult,” says Ed Macosky, senior integration management (CRM) application. Both manager of integration services at groups used Salesforce CRM for vital Dell Boomi. “The two groups also have methods.” sales functions such as generating customized versions of the Salesforce leads, assigning teams to follow up on CRM application—it would have beenEd Macosky, Senior Manager of opportunities, and tracking results. With challenging to map all of the dataIntegration Services, Dell Boomi the acquisition, the sales groups saw an fields and synchronize information opportunity to share sales information. between them.” “We wanted to share customer insights Creating a custom integration from the and avoid duplicate efforts, such as ground up using traditional integration calling on the same client twice,” says JJ software would have been too expensive Ferroni, sales operations manager at Dell and taken too much time. “Time was Boomi. “That takes two-way data sharing. definitely a factor,” says Macosky. “The The Boomi team needed sales referrals sales teams needed a solution as quickly from Dell, and Dell needed to track those as possible to meet their sales goals.” referrals and report on our progress.” At first, the two sales groups relied on manual processes, with Dell salespeople e-mailing sales leads to a group mailbox. Technology at work Boomi sales personnel then manually entered the data into Software However, this method proved to be Dell™ Boomi AtomSphere® slow, error-prone, and difficult to scale. “With thousands of Dell salespeople Salesforce CRM sending us leads and only a dozen salespeople at Boomi working on the
  3. 3. Integrating SaaS applications with The rapid deployment is paying dividendsBoomi AtomSphereAfter considering all the options, the Dell for the sales teams. “With valuable sales opportunities to pursue, we needed “No businessIT group concluded that the best solution a quick solution, and we got it,” says wants to put itswas Boomi AtomSphere software. Boomi Brian Price, SMB sales manager at an open platform that communicates “We have been able to meet our new, customer data ornatively with and other combined sales goals on time.”popular applications through application lead generation data Eliminating 100 percent ofprogramming interfaces (APIs). Whiletraditional integration requires connecting manual data entry at risk. Supportingapplications through time-consuming Integrating with AtomSphere has Dell securitysoftware coding, AtomSphere provides eliminated all of the manual data entryconnectors that require no coding and that was previously required to share policies was noare ready to configure. sales information between the two application instances. With the integration problem using theThe element that makes integrationpossible is the Boomi Atom®, a in place, the Boomi sales group can easily Boomi Atom and move customer data between systems,lightweight, dynamic runtime enginewith all the components required to capitalize on automation capabilities our distributedexecute an integration process. The in Salesforce CRM, and align marketing leads and sales efforts with opportunities architecture.”self-contained Boomi Atoms can be identified by Dell. “We have increased thedeployed “in the cloud” for SaaS-to-SaaS John Miles, Vice President of efficiency of our sales team substantiallyintegration—as in the case of the Dell Business Information, Dell with AtomSphere,” says Scott Crawford,and Boomi Salesforce CRM instances—or director of sales at Dell Boomi. “Nowbehind a company’s firewall for SaaS-to- our sales team can spend more timeon-premise application integration. delivering excellent customer service andReducing time-to-value by less time on repetitive data entry.”75 percent The data is also more accurate andWith the help of Boomi technicians, the current than before the integration,Dell IT group quickly became familiar with further contributing to sales productivity.AtomSphere and then rapidly integrated Workflow logic built into AtomSpherethe Dell and Boomi Salesforce CRM cleanses the data and ensures it isinstances. “We had data moving between the right kind of information beforeSaaS instances in just four days, instead of passing it along. Additionally, thethe four weeks it would have taken using system automatically refreshes every 15traditional integration methods,” says seconds—if a Boomi salesperson updatesMacosky. “The process was quick and a customer record, a Dell salesperson oneasy with Boomi AtomSphere.” the same account will see the change in near-real time.
  4. 4. Reducing TCO by up to 30 percent compliance issues, especially if you’re a Of course, Dell and Boomi customers areThe IT team estimates that using Boomi public company,” says Miles. “No business the real beneficiaries of the integrationinstead of traditional software coding has wants to put its customer and lead- project. “The improved automation freesreduced total cost of ownership (TCO) generation data at risk. Supporting Dell’s up more time for our sales team to focusof the integration solution by at least stringent IT security policies was not a on customer needs and solutions,” says30 percent. The implementation was a problem using the Boomi Atom and our Miles. “And with rapid information sharingfraction of the cost of custom coding, distributed architecture.” between Dell and Boomi, our sales teamand integration maintenance costs are can talk in an educated way about allreduced because there is no hardware to Building new connections for of the work going on in the customer’smaintain and minimal IT staff resources the future organization. Ultimately, the integrationare required for ongoing management. The team plans to use Boomi AtomSphere made possible by Boomi means better,AtomSphere features a Web-based to integrate additional applications in the faster service for our customers.”dashboard that allows Dell IT staff to easily future. For example, AtomSphere can helpmonitor and manage the integration sync e-commerce orders and customerconnectors and processes. account updates from the Dell Web site to the cloud server for seamless processing.Training costs were minimal due to the The Dell and Boomi sales teams alsosimplicity and ease-of-use of the Boomi plan to use AtomSphere to automatesoftware. “It was actually quicker and the business processes between salesmore cost-effective for the Dell IT team and finance systems by converting wonto learn and use the Boomi platform than opportunities to orders and invoices, andit would have been to leverage a legacy then importing payment informationtool our department has previously used,” back to for a streamlinedsays John Miles, vice president of business order-to-cash process.information at Dell. The Dell team sees AtomSphere as aStrengthening data security key tool for helping to streamline theThe Dell IT team also appreciates the data integration of any future corporate security provided by Boomi AtomSphere. acquisitions. “Welcoming a new With some other SaaS integration acquisition into the company is solutions, customer data passes through important for creating unity and a third-party data center. But with fostering productivity,” says Christopher AtomSphere, data never passes through Port, integration executive at Dell. “Our the Boomi platform, but only through the experience has shown that Boomi Atom runtime engine located in the cloud AtomSphere can facilitate development of or on the customer’s own infrastructure. a unified workforce quickly by integrating“Sending data through a server or systems painlessly and at minimal cost.” appliance at a third-party location creates BoomiView all Dell case studies at: 2011. © 2011 Dell Inc. Dell is a trademark of Dell Inc. Other trademarks and trade names may be used in thisdocument to refer to either the entities claiming the marks and names or their products. This case study is forinformational purposes only. DELL MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS CASE STUDY.Reference number G11001575