Overview of our journey in implementing the trifecta of Oracle Commerce Cloud, CPQ, and Service Cloud as our front end, lead-to-order solution to enable a great customer and user experience. Created by Robert Kleinschmidt.

1. Lead-to-Order Transformation
Don’t be ordinary. Be legendary.

2. Markets Products / Services
Military and Defense
Space
Medical
Commercial Air
Industrial
60 Years of designing and building electronic interconnect solutions for applications, operating
in the most demanding environments, that simply cannot fail!
Rectangular
Connectors
Micro-D
Connectors
Nano-D
Connectors
Circular
Connectors
Cable
Assemblies
Flex Circuit
Assemblies
PCB
Assemblies
Engineered
Power Supplies
High-Level
Assemblies
Chassis &
Box Builds
Space/Mil Aero
Lab Services
Design, Proto,
Qual Services
Interposers

4. Agenda
– Current “Silo’d” State and Issues
• Website
• Configurator
• Quotes
• Orders
– Future “Integrated” State
• Lead-to-Order
– Solutions Architecture
– Walk Through New Solution
– Results & Key Takeaways

5. Current State: Website
• Website outsourced – “side project”
• Best suited for customers who are
familiar with AirBorn
• Product Line vs Application oriented
• Two basic “journeys”
• Poor search engine results
• Mobile unfriendly
Issues
• Weak or outdated content
• Poor user experience for new or
unfamiliar customers
• Heavy tech support inquiries

6. Current State: Configurator
• Build-to-order, highly configurable
products
• Same for services: Testing,
packaging, marking, documentation
• Millions of part numbers
• 3 “silo’d” components each did bits;
Not end-to-end
Issues
• Did not address costing, pricing, bill-
of-material, router, lead-time

7. Current State: Quotes
• Generated manually
• Poor record retention
• Each customer service rep had their
own process and approach
• Emails
• Word docs
• Excel files
Issues
• Resource intensive
• Error prone
• Untraceable
• Highly unproductive
• Unprofessional

8. Current State: Orders
• 3 Independent ERPs
• Customer Service oriented around
each
• Do not expect to consolidate
anytime soon, if ever
Issues
• Difficult to deliver “single point of
contact” service
• Potential errors re-entering quote
information to create order

9. Deliver four basic “journeys”
1) Is AirBorn for me?
2) Which product line is for
me?
3) Which part number is for
me?
4) I already know my part
number
Guided selling that is product
line agnostic
Lead Configure Quote OrderSelect
Two basic “journeys”
1) Which part number is for
me?
2) I already know my part
number
Requires familiarity with
AirBorn product lines
> Page 5 for critical keywords
and phrases
No linkage of lead from web
to CRM
Page 1 results for critical
keywords and phrases
Lead capture, assignment, and
follow up
Ability to visually configure
based on “customer’s
language”
Configure products and
services
Customer can configure part
number but that’s it
Products only; No services
Current
Future

11. Deliver four basic “journeys”
1) Is AirBorn for me?
2) Which product line is for
me?
3) Which part number is for
me?
4) I already know my part
number
Guided selling that is product
line agnostic
Lead Configure Quote OrderSelect
Two basic “journeys”
1) Which part number is for
me?
2) I already know my part
number
Requires familiarity with
AirBorn product lines
> Page 5 for critical keywords
and phrases
No linkage of lead from web
to CRM
Page 1 results for critical
keywords and phrases
Lead capture, assignment, and
follow up
Mobile friendly!
Ability to configure based on
“customer’s language”
Configure products and
services
Low to No-Touch
Guide customer to “mating”
connector
Customer can configure part
number but that’s it
High-Touch
Products only; No services
Hours to issue out Quotes
Ability to generate quote
 Generate costs + prices +
lead times for standard
items
 Route for approvals
 Record in CRM
Ability to configure Bill of
Materials and Routers
Manual handling of quotes: 3
to 10 days typical
Three quote processes &
teams depending on ERP
Special prices managed by
Excel spreadsheets
Hours to enter Orders
Single “Product and ERP
Agnostic” Quote and Order
team and process
Manual handling of orders: 3
to 10 days typical
Three order processes &
teams depending on ERP
Current
Future

12. Lead Configure Quote OrderSelect
Website Excel
Sitefinity
QuoteFX
ERP: Glovia
ERP: Manex
ERP: Paradigm
Oracle Commerce Cloud Oracle CPQ ERP: Glovia
ERP: Manex
ERP: Paradigm
Oracle Service Cloud
Windchill PLM
SnapLogic Middleware
Windchill PLM
Current
Future

13. Leverage middleware to
enable in-house
integration between
different systems
Oracle
Commerce
Oracle CPQ
Oracle Service
Glovia
ERP
Manex
ERP
Paradigm
ERP
Quality
System
Windchill
PLM
CalcuQuote
Email
Phone call
Chat
Web form
Credit card
Sync Organization
Push finished configured P/N
Push finished BOM/Router
Push pricing
Push order
Pull components & pricing
Pull lead time
Pull inventory
Pull order status
Push Quality Incident
Pull status & CAR
Push custom approved opps
Pull engineering status
Organizations
Contacts
Opportunities
Service Requests
Knowledge Database
Configurator, Quotes
Orders
Chat
Surveys, Emailers
AFC Quality
System

15. Mapped out “To Be” Processes

16. Customer Accounts (tied to OSvC)
eCommerce, Carts (OCC)
Search a Part (tied to CPQ)
Service Request (tied to
OSvC)
Customer can log-in and
see all service requests &
status
In-House Content/SEO Ownership (OCC)

17. Journey 2: Which part family is for me?
Product line agnostic!
Journey 1: Is AirBorn for me?
Journey 3: Which part number is for
me?
Journey 4: I already know part number
I’m interested in

18. Enter CPQ via Website

19. Enter CPQ via OSvC

20. Flexible Search Capability
- Enter “MK” – show all available families
- Enter “MK-25” – show specific family
- Enter “MK-29xxx” – incorrect family, show all MK families
- Enter “Complete P/N” – show specific family
- Pre-Populate Configurator accordingly

21. Main Configurator Screen
- Configure part
- Download 3D model,
- Create quote, or
- Add to cart
- Will be very visual

22. Based on first connector, customer or
customer service, can select the mating
connector
Configurator pre-configured with ‘mating’
options
First in industry!

23. Most of our products have never been configured before, and thus are not setup in ERP systems
Components & costs are pushed into CPQ
CPQ builds the BOM (Bill-of-Materials) and Router and pushes this into ERP

24. Building in ability to configure services too…Truly transformational for AirBorn!

25. Quotes & Orders
– Create quotes
– Route for approvals
• Pricing: Price discounts
• Legal: Terms and conditions review
– Pricing team can view discounts vs book price and margins
– Version control
– Final quote attached to customer in OSvC
– Quote easily converted to order; Eliminates re-entry

26. Preliminary Results
– In late stage development but so far…
– Ability to track incoming requests from receipt to closure
– Integration & data sync of core systems
– Quotes: From 3-10 days to Minutes
– Orders: From 3-10 days to Minutes
– Reduces workload on customer service, tech services, and
engineering a minimum of 40%
– Reduces errors

27. Key Takeaways
• Led with customer & staff experience to create a competitive edge and scale the operation
• Laid the foundation with CRM foundation
• Evangelized internally the importance and value of Digital Transformation – 2 year process!!
• Defined and laid out low or no-touch “To Be” Process
• Researched available options based on core criteria
– Strong SEO and eCommerce oriented CMS solution
– Address 4 core customer journeys
– Complex configuration capabilities for products and services
– Ability to build BOMs and Routers including cost and lead time impact
– Ability to generate price & calculate margins
– Ability to manage quote output, T&Cs, version control and approvals
– Ability to easily convert quotes to orders
– “ERP agnostic” solution
• Researched and select strong middleware solution – Key to Digital Transformation!!
• Resource cross-functional team including partners (existing + new hires)
– Project Manager
– Sales/Marketing Vision
– Web Designer/Developer
– System Architects
– ERP Specialists
– Partners