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Dreamforce'12 - Making the Complex Simple - Magic Behind Back-end Integrations


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How do you seamlessly integrate to your most critical enterprise applications in order to give your employees a simple view into a very intricate backend? Join us to learn from our community of expert magicians (err... architects) that have successfully connected their complex backend applications and magically flattened the layers between the end user. You too can increase the productivity of your sales and service reps by masking the complexity of order-to-cash, MDM, territory management, HR, and commissions applications-- we'll show you how.

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Dreamforce'12 - Making the Complex Simple - Magic Behind Back-end Integrations

  1. 1. Making the Complex Simple The Magic Behind Backend Integrations Ritesh Arora and Mudit Agarwal, VMware Bhuvan Thakur and Sohail Sikora,
  2. 2. Safe harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-Q for the most recent fiscal quarter ended July 31, 2012. This documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward- looking statements.
  3. 3. Ritesh Arora Sr. Manager, Salesforce Technical Services
  4. 4. Mudit Agarwal Salesforce Solutions Architect @2mudit
  5. 5. Bhuvan Thakur Director, Solution Engagement
  6. 6. Sohail Sikora Director, Strategic Services @abbrevtalk
  7. 7. Agenda  Integration – Why we integrate?  About VMware  Journey  Why did VMware integrate?  VMware Integrations  Sales Cloud  Service Cloud  In Retrospect  Future of Integration at VMware
  8. 8. – Why Do We Integrate?
  9. 9. All about VMWare  VMware is the Proven Market Leader  $3.77 billion in 2011 revenues  >$4.5 billion in cash and equivalents  30%+ operating margins  ~11,000 employees worldwide  5th largest infrastructure software company in the world  Proven in the Trenches  300,000+ VMware customers  100% of Fortune 100  100% of Fortune Global 100  99% of Fortune 1000  97% of Fortune Global 500 As of mid-2011, about 81% of installed VMs are VMware-based Gartner, June 2011
  10. 10. VMware Journey Phase 1 PRM (2009) Phase 2 – Lead Mgmt (2009) Phase 3 – Sales Cloud (2010) Phase 4 – Service Cloud (2011) Roadmap Releases Single ORG • Internal users: 8K • Partners & Users: 58K / 366K • Customers: 348K
  11. 11. Why did VMware integrate? • Partner, Sales & Service cloud implemented in a single ORG • Leverage common objects across business processes • Supporting over 360k partners on Partner cloud • Next generation of CRM functionality • Reduced our dependency on internal Operations teams to support infrastructure for Sales/ Service/ Partner cloud Salesforce and VMware are the leaders in visualizing/ implementing the Cloud in the market place. This shared vision is a Huge Win
  12. 12. Integrations Breakdown 0 1 2 3 4 5 6 7 8 Partner Sales Service 8 4 8 5 3 66 1 3 Real-Time Batch External
  13. 13. All about Sales Cloud Integration  Enterprise Territory Management  Eloqua  Universal Customer Master  Digital River
  14. 14. Sales Cloud - Enterprise Territory Management Rules Repository Hierarchy Repository Territory Engine Integration - WorkFlow, mapping, scheduler - Data Standardization & Enrichment 0 10 Account Lead OpReg 1.1 8.4 0.5 Av. Vol. /day(1,000) Benefits: • Transaction Accuracy • Increase productivity • Enable go-to-market strategies • Reduce administrative and support time
  15. 15. Sales Cloud – Eloqua Eloqua 0 1 2 3 4 5 6 Lead Contact 2.1 5.4 Av. Vol. /day(1,000) Benefits: • Real time lead update into Eloqua • Real time Lead & Privacy Data update into SFDC Lead & Privacy Data Contact
  16. 16. Sales Cloud – Universal Customer Master UCM Fusion Middleware Benefits: • Account Standardization/ Enrichment • DUNS provide better Territory Assignment • Account Master 0 0.1 0.2 0.3 0.4 0.5 Account 0.5 Av. Vol. /day (1,000)
  17. 17. Sales Cloud – Digital River Fusion Middleware Benefits: • Streamline experience with SSO • Initiate buying from SFDC itself • Automated content visibility 0 0.5 1 1.5 Orders 1.5 Av. Vol. / day (1,000) Digital River Orders Confirmation Order Processing
  18. 18. All about Service Cloud Integrations  Portal  CTI  Bugzilla – Knowledge  eForm
  19. 19. Service Cloud Integrations – Custom Portal to SFDC Oracle EBS/ Entitlements File Attachments Fusion Middleware Custom Portals Benefits • Scalable/Robust • Same look & feel as all VMW portals • Enables Entitlement checks in Oracle • Uses Enterprise Middleware @VMW • Enables integration with Nirvanix
  20. 20. Service Cloud Integrations – CTI Integration Oracle EBS/ Entitlements CTI Benefits • Give VMW customers flexibility • Every Customer has a CN/ Accnt # • Check Entitlements in Oracle • VMW users report improved performance
  21. 21. Service Cloud Integrations – Bugzilla-Knowledge-SFDC Bugzilla (Bug tracking) Knowledge Mang. Fusion Middleware Benefits • Makes TSE’s life easier • Provides bug info to Customer • Helps in giving ETA of a bug fix is TSE has it • Gives KB info to Customer
  22. 22. Service Cloud Integrations – eForm & eForm Loader eForm App eForm Loader (Informatica) eForm My SQL DB Benefits • Continuity in Services apps for users • Ability to handle Customer Calls
  23. 23. In Retrospect 24 Functional Non- Functional Piecemeal Standards Test, Test and Test New Technology
  24. 24. Future of Integration - Scenarios Integration Layer SFDC Cloud X Scenario -1 Scenario - 2 Scenario -3
  25. 25. Cloud-2-Cloud Integration Integration Layer SFDC Cloud X Int. Service
  26. 26. Cloud-2-Cloud Master Data Integration Layer SFDC Cloud X Int. Service Master Data Master Data SFDC
  27. 27. Key Takeaways • Why integrate with • Understand Business Value Add • Types of Integrations • Proposed Future Integration roadmap
  28. 28. Ritesh Arora Sr. Manager, Salesforce Technical Services, VMware, @arora_rits Mudit Agarwal Salesforce Solutions Architect, VMware @2mudit Bhuvan Thakur Sohail Sikora Director, Solution Engagement Director, Strategic Services, @abbrevtalk